More and more people are browsing websites and making purchases from their smartphones. Focus on mobile devices allows your customers to receive your products/services on the go, anytime and anywhere. Therefore, when creating a marketing strategy, brands think about mobile-oriented approaches as one of the most crucial channels of communication.
Conversational marketing, which is one of the most important marketing trends, is the use of conversational technologies for marketing purposes. Many large companies use this technology. Storytelling occupies a leading position here.
Neuromarketing is not a new phenomenon. Back in 1999, Harvard scientists conducted the first MRT study as a marketing tool, launching neuromarketing. This is a field of research that analyzes people’s brain activity by scanning the brain to determine what type of content they like. Companies use this information to optimize their content and strategies.
Another important trend is SMS geofencing. Geofencing is a marketing approach in which you set geographical boundaries around an object that interests you. If the user’s mobile device falls into this zone, the geozone activates notifications and offers appropriate advertising. Here are some benefits of implementing location-based technologies:
Read more details about these trends below.
In another segment, read this also: SMS – The Exception to The Rule; Things of The Past, Don’t Last
In the last few years, people are increasingly consuming “draft” advertising and are increasingly getting used to “bread and circuses”.
Storytelling is the ability to tell advertising with a story, kind of an advertising-fairy tale. The idea of any story is to immerse the client in the created world and be remembered by the audience. As a rule, storytelling is not aimed at direct sales, but it works very well to strengthen the brand’s influence, position itself in the market, and increase its visibility.
Storytelling is used by all more or less successful companies, either diluting them with other types of advertising or taking as a basis the promotion of the brand. The stories told can be local and used only in one advertising campaign, and, on the contrary, can become the basis of the brand concept. In the second case, there are several types of storytelling, now you will understand what we are talking about.
This story is a great option to complement the company’s image and get closer to the people. The standard pattern is when “Mr. Smith was poor at the dawn of his career and could barely make ends meet. Then he took a risk, opened a business, and became rich and successful. He now has his own castle, a couple of million dollars, and 33 yachts. Believe in yourself and everything will work out for you.” Almost all world-famous companies have the same true stories in their pockets – Puma, Nike, Ford, Mars, Apple, Instagram, IKEA, KFC … the list is endless. Try and tell the public about your path to success, and the emotional reaction of the audience is guaranteed, which means that brand awareness will be higher.
Don’t forget to read this aslo: Why your Online Business Needs Digital Marketing
Maybe such stories do not really look like the truth, but they are perceived very positively by people. Examples are the brand legends of candy makers Chupa Chups and watches by Daniel Wellington.
When the founder of Chupa-Chups Enrique Bernat was very young, he spied on a little boy, who was scolded by his mother for his hands being dirty with sweets. Bernat quickly realized that a candy cane would solve the problem. After the release of the product, he asked Salvador Dali to create a logo. Dali’s yellow daisy and Bernat’s interesting idea did the trick. Today, the Chupa Chups brand brings the parent company, Perfetti Van Melle, the bulk of the revenue.
Philip Tussander, the founder of the watch brand Daniel Wellington 2011 went on a trip around the world and met a gentleman from the British Isles – Daniel Wellington. The gentleman captivated him with his excellent taste in clothes and unusual watches on a nylon straps. Upon arriving home, Tussander took the style of a British friend as the basis for a new brand of accessories. The story was remembered by customers and very well explained the non-standard design of DW watches.
Who is closer to the people than an ordinary employee of a large company? Mcdonald’s is a great example of the implementation of this kind of storytelling, let’s mention the campaign “Every name counts” or “We value different people”. A security guard, a system administrator, or a barmaid, who talks about how they work with their eyes burning with happiness, will be remembered and will conquer the hearts of your customers.
People love to be involved in charitable stories, the breadth of your company’s soul, and regular help to anyone can strengthen the brand and make a significant contribution to the positioning of the company. Charity is not a story, but first and foremost a good deed, but such storytelling can have a very positive effect on brand recognition and trust in the company.
Clearly, an untrue fantasy story that tells us about the origin, production, or sale of a product. Purple cows that produce alpine milk in Milka; RedBull, which inspires everyone; Twix, which sticks are produced in various factories; a family of caring penguins Kinder Pingui, and many more stories invented to create a brand image. An unusual character, an interesting fairy tale, and competent visual addition to the image make unreal stories a favorite for both children and adults.
Of course, it is impossible to tell a long story with a dramatic outcome in SMS, but it is always interesting and effective to use storytelling techniques in SMS campaigns. As we said before, storytelling is not set up for direct sales, but a good story will be able to build trust in the brand, increase visibility and create a positive image of the company.
Storytelling in SMS marketing must be thought out. Often these are not one or two messages, but a series of interconnected texts. In such cases, it will be very appropriate to have a brand hero (Red and Yellow in M & M’s or Santa Claus in Coca-Cola winter advertising campaigns) on whose behalf you can capture the client on a journey in search of bonuses, a walk on your site or a quest to get discount offers in the online store.
Whole stories can be hidden behind the pictures. Create a mini-comic or visual story, you can either send pictures one by one for a certain time or send one visual image, supplementing it with a button or link that leads to the continuation of the story. Such storytelling will be a lure for customers, leading to your site or landing, and will be able to increase loyalty to the company.
Today, storytelling is not only a story in the classical sense, but also a video, infographic, comic, picture, or meme. In this case, the more original and simple the design of your story, the faster and better the message will be perceived by the audience.
The prefix Neuro is now incredibly popular: neuromarketing, neuropsychology, neuro-copywriting… What is it all about? About how to properly influence the brain and the sense system, the feelings of consumers, and which words, tricks, and chips to use in order to appeal to the emotions of customers. After all, emotions are the basis of most sales. Now you need not just good offers, quality goods, or free delivery, now it is important how you sell and are able to evoke emotions in customers, creating commitment to your brand.
If you use neuropsychological techniques in your marketing campaigns, you will win over potential and regular customers.
1. Do not use templates, you need to stand out: stop using obsolete phrases that you add to the texts of SMS mailings. Create unique SMS campaigns. Neuroscience suggests that the human brain is excited to respond to unusual surprises. Think of the Coca-Cola advertising company with the names, personal bottles have captured social networks.
2. You need to evoke an emotional response: emotional marketing makes customers buy. Your SMS should evoke emotion. No matter what. It can be happiness, anger, or excitement. The main thing – make the client worried. Think of Apple products. The advent of the new iPhone is always accompanied by a storm of enthusiasm, and the whole secret is in the brand.
3. Make sure you meet the needs of the audience: customers expect you and your product or service to solve their key problem, help them achieve a goal, or satisfy them. You do not need to waste customers’ time, use hard texts for SMS distribution, which simply satisfies the key request of the audience.
4. Formulate the cost of products differently: change the wording. For example, add the words “total” and “only”. Such words make the customer believe that it is cheap.
Some specialists also advise using fear as a key emotion in your strategy, but we are about being positive and ecological in your marketing, sales, and business in general. Use neuropsychology to influence the brain of your target audience and create the kind of customer reactions to your SMS that you need.
Geofencing is a location-based service that uses GPS (Global Positioning System), RFID (Radio Frequency Identification), Wi-Fi, cellular data, or a combination of both to determine the location of the device being tracked. In most cases, the tracking device is a smartphone, computer, or watch. It can also be a device designed specifically for a wide variety of situations. Other examples include dog collars with a built-in GPS tracker, RFID tags used to track stock in the warehouse, and navigation systems built into cars, trucks, and other vehicles.
The location of the monitored device is compared to a virtual geographic boundary, which is usually created on a map in the geozone application. When the monitored device crosses the geozone boundary, it triggers an application-defined event. The event may consist of sending a notification or performing a function such as turning the light on or off, heating or cooling in a defined geozone. Geofencing can determine which side of the fence you are on.
Geo-zoning is used in advanced location-based services to determine when a tracking device is within or out of a geographic boundary. To perform this feature, the geozoning program must have access to real-time location data sent by the tracking device. In most cases, the information is presented as latitude and longitude coordinates obtained from a GPS-enabled device. The coordinate is compared to the boundary defined by the geozone, and generates a trigger event to stay inside or outside the boundary.
Perhaps one of the earliest applications was the creation of location-based mobile ads that ran on smartphones with location services. These types of apps can provide tips or information about products that go on sale when your smartphone is near a store or service. Similar programs are used in the tourism industry, using geofencing technology to provide information about an exhibition or historical site that is nearby.
Sms geofencing is one of the greatest instruments of marketing because it’s personalized, it can be used in each and every field and industry and it improves sales rates significantly. As in any other case, location-based SMS should be customized, on time and specific. Don’t forget about texting frequency and your geo-zoning has to be precise.
SMS is one of the most effective marketing channels. There is no doubt that SMS is the best channel for brands and retailers. SMS is still the most effective way to keep in touch with customers and deliver your marketing message at a minimal cost.
We hope that this article helped you to see the effectiveness of storytelling, the geofencing approach, and dear old neuromarketing. With these tips, you can achieve better results in your campaigns and build successful brands. So, what are you waiting for?
Next, you can also consider reading: Insights to Develop Effective TikTok Video Marketing Campaign