Omnichannel Marketing 101: Integrating SMS with an Existing Email Program

Omnichannel Marketing 101: Integrating SMS with an Existing Email Program

Many companies now ask for a customer’s phone number as well as the email address at point of sale, shipping, or entry. They use online forms or capture it in person through a pin pad or mobile credit card reader. This gives the company an extra contact point with the customer, but it raises two practical questions for using SMS marketing effectively: How do you determine an SMS number’s priority against an existing email address? What kinds of messages should you send via SMS rather than email? Texting, or short message service (SMS), sends text messages between cellphones or from a PC or handheld to a cell phone. Today, SMS is the most widely used data application in the world, with 86% of consumers sending and receiving texts every week and sending 389 billion text messages monthly.* Users also read 95% to 98% of text messages within one minute of receipt.* There are a few key questions to ask when considering SMS marketing...
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The omnichannel shopper is demanding a few things, are you ready to respond?

The omnichannel shopper is demanding a few things, are you ready to respond?

Consumers are more connected to data than ever.  They have the ability to research any product they want at any time of the day and virtually just about anywhere there is a signal.  The power of information changes behaviors as well as expectations and a recent report by Displaydata confirms that there is a dynamic shift in how consumers in the US look at omnichannel shopping.  There are a few interesting stats and an infographic below that truly shows what consumers think. 97% of consumers shop online because of the convenience and the belief that they are getting a better deal from a wider choice of products. However, the store still wins out, because over 83% of US consumers still make most of their purchases in stores, but a whopping 85% of consumers in the US will do some form of web-based research before visiting that store. Despite the preference for in-store purchases, Displaydata found that there we some specific...
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Addressing ‘Channel Promiscuity’

Addressing ‘Channel Promiscuity’

I studied sociology as an undergraduate and then again as a graduate student and I know: Sociologists are fascinated with promiscuity. I don't believe it is the voyeuristic aspect that draws them to this topic. It's the challenge. Sociologists can't get a straight answer if they just ask people about their sexual histories. Their subjects distort the truth to align with what is socially acceptable. And this means sociologists need to get really This may explain why I latched onto the term "channel promiscuity" when Mike Bloxham, director of insights at the Center for Media Design, used it recently at MediaPost's Email Insider Summit. It strikes me as an appropriate term to use when describing the current media landscape for two reasons: 1) It speaks the indiscriminate nature of media consumption. Media consumption is splintering. People can access content via television, on their phones, computers, tablets, or game consoles. They can communicate via phone, text, IM, social networks, email, or Skype. And while...
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