Updated 07 March 2024
Written by Omneya Nabil
Content Alchemist & Brand Storyteller
The future of SMS marketing is a hot topic among B2C marketers. With customers now living on the Internet, there’s growing concern about how text messaging — a platform from the early digital era — is going to survive. But SMS marketing is far from dead; it’s just having a moment in the sun due to technological advancements and changes in consumer behaviour.
Living in a culture of technological threats has become a defining characteristic of our modern society. Rapid advancements in technology have brought about incredible conveniences and opportunities, but they have also introduced a wide range of concerns.
Video [hypothetically] killed the radio star on the first of August 1981, with the birth of music videos and launch of the world’s first all-day music channel: MTV. Ironically, that was also the name of the first song to air on TV. Besides its popular tune that brought The Buggles into international spotlight, the song’s lyrics expressed concerns about the technological advancements of the 20th Century.
Today, similar speculations are being raised about instant messaging (IM) overtaking traditional Short Message Service (SMS). It may seem strange to talk about the future of SMS marketing when it feels like every communication method has been replaced by a more efficient one. In our ever-evolving world, we’ve ditched landlines for cell phones, snail mail for email, and books for tablets. So, are consumers really going to ditch SMS in favour of instant messaging (IM)?
As technology reshapes the way we connect, the landscape of communication is witnessing intriguing shifts. While SMS faces a decline, messaging apps are experiencing an unprecedented surge in popularity, transforming the very nature of how we interact and engage. Let’s look at the two most prevailing trends today:
The growing number of smartphone users and mobile internet subscribers has resulted in the decline of SMS usage in favour of instant messaging (IM) but comparing the two in a general sense would be unreasonable.
In fact, it would only be fair to say that IM is acquiring market share from Person-to-Person (P2P) SMS. Application-to-Person (A2P) continues to retain its niche audience of enterprises looking for a fast, reliable, and secure platform of communication that provides high engagement rates with their target audiences.
With messaging apps growing in popularity, Application-to-Person (A2P) messaging continues to retain its niche audience of enterprises looking for a fast, reliable, and secure platform of communication that provides high engagement rates with their target audiences.
Application-to-Person (A2P) messaging, also known as “enterprise SMS”, “business SMS”, or “application-to-user” messaging, refers to the process of sending text messages from an application or software to an individual recipient’s mobile phone. In this communication model, an application (which could be a business, organisation, or service provider) initiates the message, and it is delivered to a person’s mobile device.
On the other hand, Person-to-Person (P2P) messaging, also known as “peer-to-peer” messaging, refers to personal conversations initiated by individuals for interpersonal communication. Think of messaging apps like Facebook Messenger, WhatsApp, WeChat, and Snapchat, which allow you to send text, pictures, videos, and voice messages directly to individuals or groups.
One often overlooked aspect of Application-to-Person (A2P) messaging’s appeal to companies is its versatility in use cases. While it’s commonly associated with sending transactional alerts, confirmations, and verification codes, A2P messaging also extends its utility to marketing campaigns, customer support, and even interactive experiences. This versatility allows marketers to leverage a single platform for a wide range of communication needs. Let’s look at some of the most common use cases.
Ken Rhie, CEO of Trumpia says “SMS marketing is a proven channel that allows marketers to effectively reach consumers. Email and direct mail are just too slow, and social media is too inundated with spam. With a 90 percent open rate, SMS gets your messages read faster than any other channel.”
SMS marketing has proven to be an invaluable tool for businesses looking to engage with their audience in a direct and impactful way. If you asked me what factors are most important for successful and effective SMS marketing campaigns, I’d say: a well-targeted audience, a personalised message, relevancy, good luck and — of course — your skilful usage of words.
But you also need a process to follow. Here are the 10 essential steps to create and launch an effective SMS marketing campaign:
As a marketer, you’re required to get permission from your customers before you contact them. Internationally, consumer data and privacy are protected by the EU’s General Data Protection Regulation (GDPR), Japan’s Act on the Protection of Personal Information (APPI), and the California Consumer Privacy Act (CCPA).
Things are different in the Middle East, with no real law protecting customer privacy. I see a lot of companies that don’t respect their customers’ privacy. Some insist on sending marketing and promotional messages without requesting opt-in or asking for consent. Others continue to communicate with their audience long after they unsubscribe or opt out. Don’t get me started about Mobile Network Operators (MNOs) abusing customer data to make more money.
Here’s an example of what an SMS marketing campaign shouldn’t look like by Style2Door (on behalf of Ted Baker in Egypt).
*Update*
— Omneya the Content Alchemist (@Omneya_Nabil) November 23, 2020
Ted Baker also mis-typed their own URL in the SMS campaign and someone isn't going to be happy about the 0% conversion rate.
Thanks for pointing this out, @mokatia. https://t.co/8sjhdXyELy
It’s been 40 years since the release of the first music video, which failed to kill the radio star after all. The music video didn’t eliminate the radio star—it simply ushered in a new era of multimedia entertainment. It’s a reminder that technological advancements don’t oust existing mediums; they augment them.
Similarly, SMS (and SMS marketing) are evolving to adapt to the demands of today’s dynamic business environment. Their sustainability depends on the ability to offer comprehensive messaging solutions that overcome current SMS limitations such as rich formats, more word count, and a wider customer base across continents.
So, as we move forward, let’s recognise that SMS marketing isn’t waving goodbye; it’s stepping confidently into the future. As innovative technologies and enhanced strategies continue to shape the marketing landscape, SMS marketing remains a potent tool—evolving, redefining, and steadfastly meeting the needs of growing enterprises and small businesses alike.
If you’re planning an SMS marketing campaign in the near future, grab a coffee and let’s talk about how we can weave it into your content strategy.
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