How to do a market study to launch your SMS campaign

5 (100%) 5 votes

The most important thing when designing your SMS communication campaign is to carry out a preliminary study to find out the weaknesses and strengths of the market and be able to focus your communication on the market’s shortcomings.

What this prior action will allow is to focus your communication and make it much more effective and interesting from the receiver’s point of view.

Digital marketing is an indispensable tool for companies. Nowadays, technology, especially through mobile phones, marks the trend and the daily life of people.

In this sense, SMS is an ideal channel to develop your campaigns. They are fast, can be sent in bulk, have a very high open rate, and are mobile-focused.

However, before carrying out an SMS campaign, it is essential to carry out a market study to accurately define the scope and direction of the campaign. Let’s see how to do it efficiently.

What are the steps to follow to do a market study?

A market study is very important because, on the one hand, it will guide your image in a better way for your audience, while allowing you to meet your objectives more effectively.

Precisely the first step of a market study is to define the objective of your campaign. You have to identify the reason why you want to carry out the campaign, what goals you want to achieve, or what problems you want to overcome.

SMS campaigns allow you to carry out all kinds of objectives, such as:

Increase sales of a product or service
Capture new customers
Consolidate the relationship with active clients
Improve or establish your brand
Expand your business

The second step is to search for sources of information to carry out the study. These are divided into two:

The primaries, which are in your charge. They can be interviews, surveys, reviews, and more.
The secondary ones come from third parties, such as reports, web pages, government studies, or other options.

Remember that information sources must always be reliable and as up-to-date as possible over time.

The third step is to choose the layout of the data. This point consists of selecting how the information is collected and what tools you would use in the process.

The fourth step is the analysis of the data obtained. In this part, the detailed study of all the information you collected in the previous steps is carried out.

Finally, a final report is prepared. This is presented completely and allows to develop all the conclusions reached with the market study. From here you will be able to have all the necessary information to create the best mass SMS message campaign.

Available tools for creating a market study

The most important thing to carry out a market study is the collection of information. As we mentioned before, there are two ways to do it.

The first of these is a direct observation on your part. You should use different methods to get valuable information for the study. For example:

Interviews with the employees themselves.
Surveys of the general public; the more people the better.
Discussion groups between loyal customers, who offer feedback on your products and services in general.

The second is the information you can get from third parties. These data sources are also relevant since they allow to further expand the scope of the study. They can be statistics, censuses, third-party surveys, web reports, analysis of comments on digital channels such as social networks and other opinion platforms/sites, etc.

Another element to consider is competition. When carrying out a market study, you must analyze rival companies that compete in your same sector for the same clientele. The more you know the better: how it works, how it deals with users, its prices, its reach, and more.