Half of UK SMEs are passing up SMS marketing opportunities

SMEs are passing up marketing opportunities
Despite the fact that the UK has around 80m active mobile phones in circulation, only 50 per cent of SMEs are currently utilising SMS technology for marketing opportunities.

This is according to a report commissioned by TextLocal, which also highlighted that, by 2018, 92 per cent of businesses expect to have a mobile strategy in place.

Around 98 per cent of branded or business-related texts are opened by mobile users, and 90 per cent are read within three minutes of being received. The most popular uses for SME marketing include sending out offers, or confirmations of delivery schedules.
 
Jason Palgrave-Jones, managing director of Textlocal, said: “Smartphones are transforming the way British consumers behave and businesses need to reflect this when looking to interact with them. 

“We have seen a rise in larger corporates using SMS for marketing and communications and believe there is a significant opportunity for SMEs to do the same.”
 
The report also compared SMS against other social media platforms and found that nine out of ten consumers would rather use Facebook as a social platform, with only ten per cent wanting to use it as a tool for interacting with brands.

In addition, more people own smartphones than have Facebook accounts – 37.2m mobile phone users who have opted to receive text messages from businesses, compared to 30m Facebook accounts.
 
Ofcom estimates that 93 per cent of the UK’s population now own a mobile phone, with the majority keeping them to hand for more than 16 hours a day. 

According to a report by Salesforce, the top five reasons consumers opt in to a brand’s text messages are: coupons or deals (77 per cent), personal alerts (50 per cent), being in the loop (48 per cent), more meaningful content (33 per cent), and no need to visit a physical location, website or app for information (31 per cent).

This article is part of a wider campaign called the Scale-up Hub, a section of Real Business that provides essential advice and inspiration on taking your business to the next level. It’s produced in association with webexpenses and webonboarding, a fast-growing global organisation that provides cloud-based software services that automate expenses management and streamline the employee onboarding process.

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