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SMS Marketing: Dedicated Platforms vs All-In-One Software Solutions
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SMS marketing is generating a lot of buzz for a good reason. According to industry data, branded text messages are opened and viewed 98% of the time. On top of that, 45% of consumers take action within 90 seconds of opening a text message. Because texts can reach a large audience, 52% of marketers currently prefer SMS marketing to other digital marketing tactics. However, about 60% of marketers don’t use text messaging in their marketing strategies. Based on these stats, it becomes clear that finding a way to create an effective SMS marketing campaign could help you gain a competitive advantage over your rivals.

When it comes to sending bulk text messages to existing and potential customers, there are many SMS marketing platforms a business can use to message customers directly or automate the whole process according to its marketing lists, calendar, and other integrated tools. However, an all-in-one marketing platform is one of the best alternatives available today. Here is why: 

It Streamlines Communication

Dedicated text messaging services provide one of the fastest ways to communicate with your customers and deliver personalized offers, event updates, and time-sensitive information. But only an all-in-one marketing platform can truly streamline the entire process. Unlike dedicated systems, all-in-one software solutions combine different tools that work in tandem to offer a seamless omnichannel experience to your customers. Since the communication tools included in an all-in-one marketing platform operate as one system, they create a truly cohesive flow of information that can make the customer journey feel more connected and consistent, irrespective of the channels used.

It Ensures a More Effective Outreach

An all-in-one marketing platform takes into account the recent online behavior of your current customers and prospects. With all the insights and tools woven together in a comprehensive solution, you can tailor and send personalized text messages to the right customers, at the right time, on the most appropriate channels. Since all-in-one marketing platforms can be set up to send text messages simultaneously via different communication channels, you can stay in touch with your existing customers and reach new ones, regardless of whether they use Facebook Messenger, Instagram DM, Google Business Profile messaging, or a mobile messaging app on their smartphones.

Designed to put the overall customer experience above anything else, advanced all-in-one marketing software solutions perform tasks intuitively, with no barriers between your SMS, email, and social media marketing campaigns. For example, an all-in-one marketing platform can be set up not only to promote an event on social media and provide detailed information via email but also to send a text reminder to attendees on the day of the event. By allowing you to manage marketing campaigns and customer journeys from the beginning to the end, an all-in-one marketing platform might be the solution you need to develop a comprehensive and consistent marketing strategy for your company.

It Provides Comprehensive Reports

An all-in-one marketing platform delivers a simple yet robust marketing solution that enables effective communication with customers and prospects. However, effective communication isn’t only about building better customer relationships. Equally important is to see whether the way you choose to communicate with your customers and prospects has a positive impact on your company’s bottom line as well.

All-in-one marketing software solutions include a series of tools you can use to track and analyze various metrics, which will give you a complete overview of your SMS marketing efforts in terms of both consumer engagement and revenue attributed to each channel and marketing campaign. Knowing how your SMS marketing campaigns are performing on different channels is a key prerequisite for adjusting your marketing budget as well as optimizing and refining your text messaging campaigns to better address evolving consumer behaviors.

Besides giving you the chance to improve customer satisfaction with your brand, comprehensive reporting will also allow you to use data from one channel to bolster the results of other channels. If, for example, some of your current or potential customers show interest in the text messages you create for a field-related channel, you can use that information to update your customer profiles and include them in specific groups for better audience segmentation.

When it comes to SMS marketing, there are many dedicated platforms available out there. While these software solutions have their own advantages, using separate tools and apps to create a strong, consistent brand is often an uphill battle. Conversely, opting for an all-in-one marketing platform that provides a fully integrated marketing tech stack could help you win this battle and many other battles and finally achieve your business goals. 

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