Older Generations and SMS Messaging
Everyone knows Millennials and Generation Z’s are already using mobiles in droves. My son and daughter are in the Z generation. They handle technology as if it were in their hands when they were born. But older generations are generally slower to pick up on the technology trends. And that’s been true with mobiles as well. But a surprising number of baby boomers, and even the silent generation (over aged 71) are using mobiles.
As of 2013, 40% of people over 55 used a smartphone in the UK according to a survey by Deloitte. Globally, smartphone use in that age group grew from 20% in 2012 to 31% in 2013. By the end of 2015, 50% of people between 55 and 64 will own a smartphone and 18% of people over 65 will too.
If you’re trying to reach out to these older demographics, it might be time to consider mobile marketing. But what kind should you choose?
Many of these surveys that find increased ownership, also find that older people aren’t using the Internet on their mobile. They use it as a phone and maybe a few apps but they don’t surf the web. I know that’s true for my 76 year old mother. I got her an iPhone 6+ for her birthday this year. Before that she had an old (and I mean old) flip phone that she didn’t even know how to use well. I figured the big screen would make things much easier for her. And it did to some extent. She checks her email, and might open the weather app from time to time. She’ll make and take calls too. She’s a bit slow to take to technology, but even she is doing it.
My 80 year old Dad on the other hand, has had an iPhone for quite some time. He is very comfortable with it and will text, call, and use apps (he doesn’t surf the web though because the screen is so small!). My anecdotal examples back up what the surveys are saying. Older generations are getting used to mobiles, but they don’t use them to their full extent like the younger generations.
The takeaway here is that SMS messaging is something that older generations can do on their smartphones. They may not see mobile video ads, or even mobile friendly websites. But they will see text messages.
Reaching out via SMS messaging
If you’re interested in reaching these older generations via mobile, SMS messaging is one of the best ways to do it. But you might need to rethink the campaigns you’re already running for the younger generations.
The Canadian Business Review had a great article on the types of things to keep in mind when designing SMS campaigns for older users. Here’s a summary of their recommendations:
Think simple – Keep your SMS messages as clear and straightforward as you can. Older generations aren’t always up to speed with Internet speak, abbreviations, or new meanings to words. For example, sick will always mean ill, not cool, awesome or amazing as many younger people use it today!
Think easy – Technology may still be a challenge for many so if you offer a coupon or other deal via text, make it easy to redeem. Tell them just to show the message rather than give a link to go and print the coupon, or ask them to cut and past the coupon code into a web page. The simplest method will get the highest redemption.
Ask for referrals – “Back in the day” people believed in word of mouth and personal testimonials. Once you’ve got someone on your list, ask them to share the info or offers with other people too. Maybe even give them an incentive for doing so. The Business Review article claims this will cut your marketing time in half.
SMS messaging can work for the over 55 crowd too. And the number of people using mobiles in that age group will just keep increasing over time. So why not get started before everyone is doing it?
Related Articles
Email and SMS Marketing are a Perfect Pair
Businesses with limited staff or budgets might ask themselves whether they should use email or SMS marketing. Both are relatively low cost. Both offer the ability to reach many people at the same time, yet provide personal interaction. Both have a long history of being used for marketing.
7 Channels for “Free Promotion” of Your Opt In Campaigns
While there are many ways you can probably think of to promote your SMS opt in campaign, there may be some “free” channels you’re neglecting. Thanks to Google, I can point out seven of them. At the mCommerce Summit Google gave a presentation about app promotion and optimising. I can’t even convey how exasperated the presenter was when he talked about how many opportunities companies just let slip by.
One Great SMS Marketing Opt In Campaign Example
In a previous blog post I shared how getting my movie tickets delivered to me via SMS made going to the cinema with my family easier than it’s ever been. I signed up to the company’s SMS marketing list too and I want to share the process with you because it was so easy, so seamless for me as a consumer, that it makes a great example for others to follow.
5 Marketing Trends That Matter for SMS in 2018
6 SMS Marketing Faux Pas To Avoid
SMS marketing can be an incredibly useful tool for successful mobile marketing campaigns. However, it is not without its pitfalls. We have compiled a list of six of the worst SMS mobile marketing faux pas, so that you can avoid them and text your way to marketing success.
Always Follow Through on Your SMS Marketing Promises
The other day I received a text message promising me ten days of deals. All I had to do was reply “DEALS” to the shortcode each day and they would send me a coupon for their service. This was great I thought, because my kids had been asking about the company for a while. A deal was just what I needed to get me to let my kids have their way...
5 Ways Restaurants can use SMS Marketing for a Festive Full House
3 Reasons Why SMS is The Key to Your Mobile Marketing
The year of mobile marketing is finally here. You’ve heard it before, but it’s clear it has finally arrived. In fact, it may have arrived last year so if you haven’t joined yet you might be late to the party. Don’t worry, there’s still time. Here are 3 reasons SMS needs to be an integral part of your mobile strategy going forward.
5 ways to increase your click through rate
SMS Marketing – 4 of the UK’s Best Ever Campaigns
Discover how to come up with an SMS marketing campaign in this article which looks under the surface of some of the UK's most successful ever SMS marketing campaigns. Whether you are looking to boost revenue, improve customer satisfaction or help your brand stand out with a unique and memorable promotion, this article shows how a simple approach to SMS messaging can work wonders for your company.