Put together, companies are coming for people’s most intimate form of communication, amidst a slew of digital marketing changes. Because people still use it to primarily communicate with friends and family, text messaging is one of the last methods of digital communication that hasn’t been completely overrun by brands. But since it’s still not primarily used as a marketing channel, marketers are still trying to figure out just how many texts from a brand customers will tolerate. Bombard customers with too many text messages, and companies risk alienating with them altogether.
“In many ways, I think SMS is the final frontier of marketing and brand communications,” said Kinfield CEO Nichole Powell, whose startup sells skincare essentials for the outdoors like bug repellent and moisturizer. “As a consumer, I can see why — I gave up on my personal inbox years ago, and now even social media oftentimes feels quite saturated. There
Article source: https://digiday.com/marketing/brands-bet-on-texts-to-pique-customers-interest-amidst-digital-marketing-upheaval/
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