However, a new report from mobile interaction specialists Tyntec highlights the potential and importance of text-based marketing, especially for app developers that are trying to build an audience and demand for their app.
SMS allows app developers to communicate and connect with their audience to encourage loyalty, retention and engagement, the study says.
Tyntec CEO Steve Liddell said: “Historically, app success was all about driving new downloads and business models were about app prices. Now, more than ever, the market is rapidly becoming dominated by freemium models.
“In this environment the focus is not just on grabbing consumers’ interest in the short term, but on keeping them engaged and re-engaging them when they look like they’re losing interest. As the examples in this paper demonstrate, SMS is a vital part of the mix for this sort of marketing outreach.”
The study also includes further information about consumers view of SMS, and also detailed information from a number of case studies.
The study is available free on from Tyntec, to get the download link, fill in the request below.
Blue Lion’s Qeep platform is an example of an SMS-based marketing scheme, using texts to stay connected with users around the world. It’s especially affective at reactivating users who haven’t accessed an app for some time, and boasts slightly over 10% response rates.
Christian Schulte, co-founder of Blue Lion, said: “SMS is the only technology that’s truly harmonised between all mobile operators globally. This reach means that an app developer with global scale can ensure consistency across markets, driving increased engagement and lower cost and complexity.”