Seven ways to get you started using texting in your business.
This week I bought something from B & H Photo, which sells digital photography and video equipment. I was impressed to find it offers a cool text messaging feature. You can text your order number to a special short code ("BANDH"), and it will send you a message with your order's tracking details. Banks and phone companies have been using text messaging for a while, letting you get your balance or minutes used via texting. Certainly, companies that exist only via text messaging and offer 411-like functionality exist as well. And Europe is ahead of the text-messaging curve, where the SMS (define) market is more advanced.
Today we'll talk about ways your company can use text messaging.
Texting as Dialogue, Not Separate Commands
Before you start using text messaging, you must realize it has to be treated as a singular conversation with a customer. In other words, text messages need to retain information they learned from previous text messages. If I inquire about a specific product in my first message, then request user reviews in the second message, your system should understand that I'm still talking about the same product, so I don't have to keep retyping the product information.
Any of the commands below could include a product name or SKU. For example "review iPhone" would return a review of an iPhone. All successive commands, however, should assume "iPhone" is the product in question, until another product is specifically mentioned. "Avail" should return the availability of the iPhone, because the system knows what product we're talking about. The user wouldn't have to type "avail iPhone."
Seven Ways to Use Text Messaging
The ways texting could be used in retail are endless. This column should get you thinking of some generic ways to use texting in e-commerce and start you thinking of unique opportunities within your business in which texting might come in handy.
Questions, thoughts, comments? Let me know!
Until next time...
Today's column originally ran on December 12, 2008.
Join us for a one-day Online Marketing Summit in a city near you from May 5, 2009, to July 1, 2009. Choose from one of 16 events designed to help interactive marketers do their jobs more effectively. All sessions are new this year and cover such topics as social media, e-mail marketing, search, and integrated marketing.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Jack Aaronson, CEO of The Aaronson Group and corporate lecturer, is a sought-after expert on enhanced user experiences, customer conversion, retention, and loyalty. If only a small percentage of people who arrive at your home page transact with your company (and even fewer return to transact again), Jack and his company can help. He also publishes a newsletter about multichannel marketing, personalization, user experience, and other related issues. He has keynoted most major marketing conferences around the world and regularly speaks at Shop.org and other major industry shows. You can learn more about Jack through his LinkedIn profile.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
November 19, 2014
1:00pm ET/10:00am PT