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
How a Text Marketer can Learn Valuable Lessons from Long-Form Copywriters
In terms of storytelling, SMS text messaging is probably as far removed from long-form, direct-action copywriting as you could be. However, the SMS marketing writer can still learn a lot of lessons here with regard to overall approach, content and composition.
How to Choose the Incentive for Your SMS Marketing Opt-In Campaign
You’ve decided to try out SMS marketing. But you’re stuck on that first step of choosing the offer for your initial opt in campaign. Don’t worry, if you know the story of Goldilocks then you’ll understand just what to do after reading this blog.
Avoiding Fraud on Mobile Coupons in Your SMS Marketing
SMS coupons have redemption rates ten times email coupons. Averages run around 30%, but they could be as high as 45% for personalised messages. Even with those great numbers, retailers can still lose money to fraud. Find out how make sure customers only redeem your coupon once.
3 Reasons SMS Messaging is the Best Choice to Contact Everyone on Your List
One of the many benefits of SMS messaging is that it's personal. It can feel like a one on one communication or even conversation. But it's also one of the best ways to reach 10, 100, or even 100,000 people all at once. So even "one to many" communication feels like "one to one" to the receiver.
5 common SMS marketing mistakes
What’s in a Keyword? Three Rules to Using Keywords in SMS Marketing
Keywords are single words that can be used within two way SMS marketing campaigns. They can be used in conjunction with SMS shortcodes or with Virtual Mobile Numbers. Learn three basic rules for the use of SMS keywords that will increase click-through rates and conversions.
5 Great Easter Marketing Campaigns to Inspire Your SMS Marketing
5 SMS or Mobile Facts You Need to Know
So many of us are used to having our mobiles around nearly 24 hours a day that it’s easy to forget it’s still a growing industry. And though SMS has been around for over two decades, the ways we use it and people’s willingness to use it continues to grow. So for this blog I picked out five facts about mobile and SMS that really make the case that SMS for business has come of age. Let’s see if you agree.
5 Rеаѕоnѕ Customers Lоvе SMS Mаrkеtіng
With a ratio оf fоur mоbіlе devices tо еvеrу computer, іt’ѕ сlеаr where your сuѕtоmеrѕ аrе to be found. Mоbіlе mаrkеtіng is nо longer ѕоmеthіng уоu саn аffоrd to put оn the tо-dо-lіѕt fоr thе futurе; you need tо make sure your message is reaching people on mоbіlе dеvісеs nоw. SMS Mаrkеtіng is the perfect solution - it hаѕ proven to іnсrеаѕе сuѕtоmеr engagement tо unрrесеdеntеd levels and is incredibly low priced. Read on to discover 5 rеаѕоnѕ whу сuѕtоmеrѕ love SMS Mаrkеtіng.
How To Know If Your SMS Campaigns Work
If you’re using SMS campaigns as part of your strategy to drive sales, sign ups, fund raise, or any goal, you’ll need to know if it’s working. You may be familiar with email tracking or other forms of marketing metrics but how do you measure the effectiveness of SMS campaigns? Here are five different ideas for you to try.