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Stop wasting SMSes: Know your audience

Jun 18th 2014, 08:58

Stop wasting SMSes: Know your audience

Laurie Sloan, from Hudlr (Amorphous New Media), explains that personal relevance of this kind gives marketers a unique and powerful advantage, in that customers are far more likely to respond to a message tailored to their demographic profile than a generic, catch-all communication message.

The formula is: Relevant SMS + appropriate audience + right time = excellent ROI.

In today’s interconnected world there are myriad ways to communicate with a chosen audience. Some are expensive and difficult to measure, such as television, whilst others are relatively low cost and highly measurable, such as pay-per-click advertising. They all, of course, have their own strengths and weaknesses, and are appropriate in different contexts, but the key is to know when a communication medium is effective or merely a drain on resources.

Thanks to the dynamic digital landscape we operate in nowadays, communication has the remarkable potential to be far more precise and relevant to the recipient it is targeting. Big data can be used to bridge the gap between myopic guesswork and a finely tuned intelligent strategy. But what is even more remarkable is that this jump in accuracy is not mirrored by an equivalent jump in price; it is in fact quite the opposite.

Hyper local marketing, where an individual is targeted according to their unique demographic profile and location, is increasingly being used as a medium to deliver relevant SMS messages to appropriate audiences at particular times. Personal relevance of this kind gives marketers a formidable advantage over catch-all communication messages which we see so much of these days. For example, receiving an ‘Invest in your child’s future with an ABC band education policy’ when you don’t have any children.

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June 2014
Pick n Pay AGM address by Gareth Ackerman – June 2014


It has been a very long road of transformation for Pick n Pay, and although we still have some way to go, we have seen, in the last year, definitive improvement and many good reasons to be positive.

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