text messages

Marketing and Communication

Want to know where digital marketing is going? Follow the communication trends.

For example:

Mobile phones initially only had text messaging and ringtones. Advertisers found both.

Then smartphones emerged with rich messaging (emojiis) and apps (Instagram/Vine). Advertisers followed.

Now everyone has a smartphone with multi-media messaging (gifs, videos) and several messaging platforms (Snapchat, WhatsApp, Facebook). Notice that apps outside of messaging apps have fallen away. Advertisers are currently trying to understand how to ride this wave.

 

Word Choice

Perhaps the most over-looked aspect of bots is their personality - or lack thereof. Said another way, text conversations have many components, and tone, word choice, and timing are everything. I learned a lot about how to phrase text messages for Gainful. How you word a text can make all the difference. For example, when we want to engage with students and encourage studying, we don't ask "Are you studying?" Instead, we ask "Where are you studying?" It's subtle, but our response data shows us that the former sounds like nagging and the latter, more like conversation. Plus the unexpected question causes students to pause and give it thought, thus starting the planning wheels turning.

The words used in responses are also just as important. Crisis Text Line has done a lot of work parsing what words indicate more at risk users.

EDU and Mobile

New education approaches and concepts are emerging with the advent of more mobile technology. Or should I say some very old approaches are being recycled using new technology: to wit, “mobile-enhanced inquiry-based learning.” It's using the phone to forge communication and learning in the classroom or put another way, the Socratic method meets text messaging. You can learn more about this technique and more at Mashable.