How SMS and MMS Differ in Marketing: A Comprehensive Guide

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Mobile technology offers a plethora of messaging options. Whether you’re using iOS or Android, Viber or WhatsApp, you’re probably familiar with SMS and MMS. But do you truly understand the distinctions between them, especially in the realm of messaging marketing?

In this article, we’ll delve into the nuances of these two messaging platforms, allowing you to make an informed decision on which one best suits your marketing strategy. Understanding what sets SMS and MMS apart is vital for achieving exceptional results in your marketing efforts.

Setting the Record Straight: SMS and MMS

Let’s explore how businesses can leverage both SMS and MMS in their marketing strategies.

SMS for Business

SMS, short for Short Message Service, is a text-only medium that appears minimalistic but boasts a wide range of functions in Business-to-Customer interactions. Here are a few ways businesses utilize SMS to communicate with their audience:

  • Informing or reminding customers about changes in appointments.
  • Sending out advertisements about discounts and sales.
  • Distributing discount codes and special offers.

MMS for Business

Multimedia Message Service, or MMS, as its name suggests, is a multimedia messaging platform capable of delivering media files alongside text data. While MMS messages have no inherent character limit, service providers set size restrictions, which can range from 300 Kb to 600 Kb and beyond.

Though it may not seem like much space, MMS can be a powerful marketing tool when approached creatively. “Media files” here refer to videos, audio, and images, allowing you to distribute short audio files containing information about your latest offers.

While MMS messages may not carry extensive information, they are far from a less valuable asset. Short videos have been proven to stimulate sales, especially when crafted effectively.

Benefits of SMS Marketing

Despite being a well-established technology, SMS has gained immense popularity among marketing professionals. The key reason behind its success is the high level of engagement associated with text messages. Here are some statistics to support this:

  • SMS boasts a response rate nearly 8 times higher than that of email.
  • It takes an average person around 90 seconds to respond to a text message.
  • Over three-quarters of individuals use SMS messaging for business purposes.
  • Businesses can experience up to a 30X return on investment (ROI) on SMS marketing campaigns.

Benefits of MMS for Business

In today’s business landscape, MMS offers a wide array of applications that cater to end customers:

  • Advanced customer support: Tech companies, for instance, often need to provide assistance regarding accessories, gadgets, and hardware that isn’t easily explained via phone or email. MMS comes to the rescue, allowing agents to offer visual directions when needed.
  • Ads with visual impact: Like SMS, MMS is a highly efficient medium, especially considering how often recipients open multimedia messages. MMS boasts an impressive open rate of 98%. Unlike SMS, MMS messages do not impose stringent character limitations, allowing you to send out thousands of characters in a single message.

In Conclusion

We’re interested in hearing your thoughts on the marketing SMS and MMS messages you receive. How compelling do you find them, and how convincing are they compared to other marketing channels?

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