SMS Marketing
At the turn of the 20th century, one man’s vision changed content marketing forever. In 1899, Dr. Claude C. Hopkins engineered a shift from being expensive and hard to understand to being accessible and effective. He discovered a way to use the written word to reach people at a time when people were still enamored with the written word – books and newspapers. At that time, traditional advertising consisted of outdoor billboards and handbills. However, these methods proved both expensive and ineffective in selling products.
Hopkins’ breakthrough was in his understanding that sending out mass numbers of short messages would be more cost effective than distributing large quantities of long, explanatory advertisements. He also understood the power of being able to use repetitive messages that are instantly readable by the masses. His formula called for sending out inexpensively-made simple statements like “Buy This!” upon receiving a coupon from Sears or Remington Razors, for example. Hopkins’s method was then and still is today called Coupon Marketing.
Hopkins’ work changed content marketing forever by proving that short, concise messages are more effective than long, explanatory ones. In the 21st century, there is an abundance of information at our fingertips. In competing for people’s attention, marketers must adapt their content to the new environment where online readers expect to see quickly digestible pieces of content – bite-sized morsels that are easily digested and shared on social media. This is one reason why content marketing is becoming more effective; it is much easier to consume and share.
While Hopkins’ work was effective in increasing sales, the coupon method did not address the consumer directly. Instead, it reached out to retailers and wholesalers, asking them to report back on sales generated by the coupon marketing venture. Hopkins’ primary audience was his clients while the primary audience of content marketers today are consumers, who are more likely to consume content created for them than content created for clients. Another difference between the two marketing methods was that Hopkins used generic messages without any mention of the brand or product being advertised.
The entire concept of coupon marketing was later popularized by another famous marketing and advertising expert – David Ogilvy. Ogilvy, who coined the phrase “I sell” became a pioneer in the field of advertising during the late 1800s – early 1900s. His groundbreaking work in advertising and media was only surpassed by that of Hopkins some decades later.
Ogilvy utilized clever writing and captivating design to create compelling messages and images that influenced people to buy his clients’ products; he also understood the power of word-of-mouth marketing in spreading good news about his clients’ brands.
Today, the power of word-of-mouth marketing is being harnessed by content marketers. This is made possible through a new marketing medium called social media. Social media allows business owners to engage with their target consumers and influencers in a more personal way. Through powerful content on social media, business owners are able to establish a relationship with their audience and make sure that they are heard when it comes to voicing their opinions about brands or products.
While Hopkins and Ogilvy used print advertising to create awareness for their clients’ brands, today’s successful marketers use content marketing for the same purpose. Content marketers go beyond merely selling a product or service by providing valuable information that consumers can use in their everyday lives.
In the beginning, content marketing was known as inbound marketing because it focused on attracting viewers to a business’s web page. However, content marketing has evolved and is now designed to help businesses find new ways of reaching out to their target audience. This is why it’s called outbound content marketing.
Today there are many types of content that can be used for effective outbound marketing. Among the most popular are video blogs, company newsletters, ebooks, guides and mobile applications.
Video Blogging – Through short video presentations uploaded to a YouTube channel or other site, businesses can create awareness about their products and services.
Conclusion:
SMS marketing has helped millions of businesses achieve their goals in the easiest and most effective manner. It is a cost-effective tool for companies looking to improve customer relationships and expand their outreach. SMS marketing also gives businesses the ability to connect with clients directly in real time and respond to their inquiries as they arise. When combined with other forms of digital marketing, such as email marketing, SMS can be an extremely powerful form of communication that gives businesses more control over how they interact with potential customers and clients.
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SMS Marketing