May 19, 2020

Key-in on the right words for SMS marketing campaigns

Canada
Marketing
Canadian businesses
text messaging
Adam Groff
3 min
Key-in on the right words for SMS marketing campaigns

If your business uses SMS as part of its marketing plan, then you already know how important it is to make sure each SMS campaign is as effective as possible.

When it comes to SMS marketing effectiveness, your business should be taking advantage of the right keywords.

Here are just a few reasons why the right keywords make all the difference when going the SMS marketing route:

Short message simplicity

In terms of SMS marketing, using keywords helps your customers connect with your campaign and your brand.

Most SMS messages use a single keyword or a keyword phrase to attract new customers to the mobile marketing campaign.

Recipients can use the keyword to opt-in to the campaign by simply texting a response. In other words, the right keyword is the easiest, quickest way to increase mobile marketing participation.

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It all starts with an engaging keyword and the simplicity of SMS marketing.

Sharing deals and coupons

The right keyword can also make sharing coupons and other deals a breeze for your business.

As the following article looks at, many retailers use coupon codes to attract new customers as well as increase customer loyalty, which is part of everything you need to know about using keywords in SMS marketing campaigns.

Likewise, by using SMS keywords to promote current deals at your business, you'll increase interest and opt-ins.

For example, if you own an ice cream parlor, you can encourage customers to text the word FreeScoop to a five or six digit number to receive their coupon or information on special discounts.

Providing additional information

Adding relevant keywords to the body of your SMS marketing responses can also help your business provide more information with each campaign.

Standard texts only allow for 160 characters. However, with an appropriately placed keyword, you can link to additional information that far exceeds 160 characters.

Whether it's your website, a product page, or a contact page, linking a keyword to additional information allows your business to expand each SMS campaign.

The main guideline to remember is making sure each keyword fits naturally in your campaigns.

Marketing versatility

Using SMS keywords in your marketing allows you to make any marketing campaign a mobile campaign. You can include keywords in everything from in-store print advertising to online and email marketing.

With that said, choosing the right keyword means choosing something that will stand out in any marketing situation. This means creating a keyword that perfectly describes the campaign, such as the FreeScoop example above.

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Likewise, the shorter the better, so make sure your keyword is brief and doesn't use any special characters.

Auto-correct ready

A good keyword will be short, memorable, and free of special characters, but a great keyword will take all of these pointers into consideration without being an auto-correct nightmare.

Chances are you'll need to combine two or more short words to create a keyword term, again like the FreeScoop example.

Before you go live with a multiple word keyword, make sure auto-correct doesn't change it into something unrecognizable. You can do this by giving the keyword phrase a test run on multiple mobile operating systems.

When you're ready to key-in the right keywords in your marketing campaigns, keep in mind the SMS pointers above.

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About the Author: Adam Groff is a freelance writer and creator of content. He writes on a variety of topics including mobile marketing and keyword analysis

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Jun 21, 2021

How AWS helps NASCAR delight its fans

AWS
NASCAR
3 min
Customer obsession and working backwards from the customer is a mantra of Amazon Web Services (AWS), epitomizing its partnership with NASCAR

AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”

AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”

Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”

Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”

Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using  ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”

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