A mobile keyword used in an SMS marketing campaign is a one-word phrase that identifies a product, service, action or business. In a mobile text campaign, this keyword phrase is texted to a 4 – 6 digit number (short code) for a variety of promotional reasons.
A business can reply with a mobile text, instant message, email or all of those to your contact list to immediately connect for a variety of reasons, for example:
- Coupons for free drinks, food or any product you sell
- Important news or updates about your business
- Easy booking of an upcoming event
- Remind people of a scheduled appointment
- VIP promotions
For example, if you text ‘client15’ to 96362, you’ll receive a text from Web Marketing Miami to receive a 15% new client discount that you can redeem by contacting our office.
The text sent in response can contain a special about your service, products, promotional sale or reminder of an appointment. As an example, the keyword used for a free dessert promotional might be ‘dessert.’
Short Codes are much like traditional telephone numbers except that you cannot call a short code. They are for texting only. They are used typically for business purposes, consumers to purchase products or request additional information about a product, service, or business.
They are frequently used to tally votes for sweepstakes and contests and in fact were made more mainstream from the TV show, American Idol. I am sure you’ve seen mobile keyword and short codes on TV shows, radio, billboards, websites and print advertising.
Mobile Keyword Marketing
Unlike traditional email subscriptions, mobile keyword subscriptions are controlled the person joining. They can unsubscribe at will by texting “stop.” This level of control and the new emerging mobile culture have brought keyword marketing to performance levels far surpassing direct mail, email marketing, and other traditional marketing channels. This impact is as high as 90% read rate and 25% response rate.
If you are familiar with traditional email marketing, you’ll know a 19% to 24% open rate is very, very good. Compare that with mobile’s 95% read rate and the choice to go mobile takes little thought.
Today’s savvy business owner that embraces mobile technology is the one that will experience a transformation in their business.