Something similar happens with SMS. The human brain cayman islands whatsapp number data 5 million receiving these text messages with receiving a reward or prize. Their content generates curiosity and that is why the opening rate of SMS is less than three minutes . Communication with customers can be really effective when SMS marketing campaigns are applied.
Bauman already spoke of human transience and the influence of social networks on human social condition in his theory of liquid modernity. The role of psychosociology is essential to articulate a marketing strategy .
When a person is in the process of planning, reflecting, evaluating and acquiring a product or service, psychological factors intervene that can firmly tip the balance of the acquisition.
Marketing studies the consumer from a psychological perspective. Analysing their behaviour in response to certain stimuli helps to create projects that can be influenced.
If human decisions begin with a simple impulse, marketing must act as an initiator of desire . In this first phase of awakening a need, the reward system focuses pleasure on specific actions.
It is now common to link an SMS message with a reward. There is an immediate desire to open it. This desire is the trigger that many companies already use to improve sales results.
What it takes to apply psychology to an SMS campaign
A marketing strategy will fail if the profile of the target audience is not studied.
The target 's behavior holds the keys to knowing what they want, how they act, what they think, how they satisfy their needs... An endless number of psychological factors that, if properly identified, increase the opening rate of an SMS .
Understanding consumers also leads to studying their daily habits. When studying their habits, the use of their mobile devices is unavoidable. Daily use of mobile phones has skyrocketed. Last year, the average user spent an average of 4.8 hours in front of their mobile device.
To design a good SMS campaign, the first step is to analyze the recipient. Study the users and create the buyer persona . Using this technique, we have to build a fictitious character based on valuable information: sociodemographic information, occupation, tastes, habits, behaviors, etc. This archetype serves as a reference to build the generic profile of consumers to whom the brand will be directed. The configuration of the buyer persona is influenced by numerous psychological bias traits that we will take advantage of to increase the impact of the campaigns .
Basic principles of psychology applied to SMS marketing
Understanding human behavior involves various factors: social, cognitive, behavioral, and emotional. It is also possible to classify three layers of influence that also affect human behavior: family, friends, and the media.
All consumer factors influence their behavior towards digital stimuli and their emotional response to SMS marketing strategies.
Let's review these basic principles of psychology and their application to SMS marketing.
Call to action
Simplicity
Personalization
Reciprocity
Scarcity and urgency
Loss aversion
Exclusiveness
Social proof
The right moment
Reverse psychology
Effects of weather
Humor
Availability of information
Call to action or CTA
It may seem obvious, but there are many marketing campaigns that do not contain a call to action for the recipient. It is essential to explicitly state what you want the recipient of the SMS to do , what the next step should be after receiving the message so that there is no doubt: take advantage of an offer, share content, visit a website.
If 160 characters are not enough, it is always advisable to include a landing page with a Rich SMS that completes or facilitates the action to be followed by the consumer.
Simplicity
Simple messages provide clarity to the consumer. In the case of SMS marketing, it is not only a basic principle of marketing but of the channel itself; we only have 160 characters to impact the recipient of the message.
160 characters may not seem like a lot, but if used well, they can be very useful. A short, repeated slogan can be very powerful if it has already been used on other brand channels or in previous text messages.
Get straight to the point , reduce politeness, and if you're going to include links, always shorten them . Your customers already know how SMS works and they don't want complications or excessive time-consuming messages.
Get close to, but not over, 160 characters.
