By Dan Slavin

It is a question that has bedeviled concert performers since the beginning—how do you get butts in seats for an event?

Unless the act is Taylor Swift or Coldplay, both of whom could sell out Madison Square Garden on a rainy Tuesday in February, there are few shows that can sell themselves. The vast majority require the assistance of savvy promoters to assemble a receptive audience for the performer.

This same question of “how do I build an audience” applies to SMS marketing. In an age where most messages (email, phone calls, and the like) are routinely screened and ignored by consumers, text messages enjoy an almost 100d percent open rate, according to Mobile Marketing Watch, creating an opportunity for Taylor Swift-level revenue generation.

SMS marketing represents a real opportunity for marketers. Unfortunately, a text message with no recipients makes as much an impact as a musical event with

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