SMS may break down digital barrier

Having a tough time overcoming resistance to online marketing?
Let's face it, no matter what the statistics and forecasts say, there are still a group of people that both buy and sell advertising that are adverse to online advertising.
How do we overcome that?
Surprisingly, one thing that marries up extremely well with print advertising is mobile.
Surprisingly, only because it is further up the digital evolutionary scale than basics such as banner ads. Many of us have tried to make some of the most basic digital platforms fit the resistors simply because they are basic.
That may not be the answer and SMS may be the best example of that.
With SMS there is no reason to dissuade reps or advertisers alike from buying print. In fact, print is the perfect way to advertise a mobile campaign.
You have probably seen many of these campaigns already.
These would be typical print ads that include a simple line such as "Text special to xxxxxx (whatever the number is) and receive this week's specials."
A reader then texts based on the ad's instructions and gets a text back with the offer. The reader then takes his phone into the business and uses the text offer as a coupon.
It's perfect for restaurants, bars, salons, oil changes and more. If a business runs coupons, then it can run its typical offer in print and ad a line about a text offer. It can only increase response and isn't a radical departure from what the business is used to doing.
It's a great way to add a sample of online advertising to a business that may have had reluctance in the past.
Everybody is going to have to get into the digital pool at some point; our jobs as digital marketers is to make it easy to at least get a foot in.
Combining print with texting is as good as way as any.

Marty Valania has an MBA and has been involved with digital marketing for over 10 years. Please email suggestions or ideas to martyvalania@gmail.com.