by Baldwin Berges -


Could SMS texting be the most privileged way to communicate with your target audience?

When I came across the video below, it really got me thinking about texting as one of the best communication channels.

This video is not really about business but it serves as great inspiration if you are looking for better ways to build meaningful connections with target audiences.

The clip features Nancy Lublin, the CEO and Chief Old Person at Her organization harnesses the extraordinary energy of teens and focuses it on issues they care passionately about. It is about the communication experience they have when reaching out to teenagers. These people are doing some amazing work!

So why did this video get me thinking?

Today's teenagers will soon be tomorrow's adults, they will carry certain habits along with them when they become active citizens. Understanding these habits puts you ahead of the game when it comes to finding the best way to communicate with them. What they will do naturally is texting.

Here are a few extracts from the clip that underline the power of texting:

  • The average teenager today texts about 3000-4000 messages/month
  • Text messages have close to a 100% open rate
  • The response rate is higher than what you would get with email
  • It is striking how much intimate information respondents are willing to share spontaneously
  • Texting is fast, private and happens in real-time

It is also an amazing way to gather data. Listen to the part that starts on minute 3:10 to see how texting is efficient in mapping and preventing crime.

At first sight, you could be tempted to think of texting as just an old-fashioned form of twitter. However, texting is still very private. You need a real relationship before it feels right to text someone. This is not the case with Twitter as it is a more noisy and free flowing environment.

Even though I don't usually take part in customer satisfaction surveys, I recently did respond to a text-based survey about a high-speed train service I had just used.  The Q&A was a texting sequence and I found it more enjoyable than filling out a list of questions. I guess it felt more like a real-time conversation.

Is getting permission to text with customers the next big gold rush for companies?

What do you think?

Watch Nancy Lublin's TED talk speech  (5:20 min)


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