News has it that SMS messaging is declining. What the same report isn’t distinguishing is the difference between peer to peer messaging and application to peer messaging.
Look at it this way: when was the last time you texted your friend?
I’m not talking about BBM, WhatsApp, or Apple’s iMessage. While most of your friends have the same type of phone, similar applications, and network connections, you can send messages among yourself for free. After all, would you pay to send a message while there are platforms you can do it for free? Probably not.
But, application to peer messaging is different. Why? It addresses every consumer of a message, including those still using the Nokia 3210 or any other old-fashioned phone. Besides, businesses have no guarantee that all their consumers have smartphones or have a particular app that facilitates their viewership of the message (not everyone uses WhatsApp even if they have a smartphone). Thirdly, there’s no standard platform for communication on social media.
Here are the reasons why SMS marketing isn’t going to die:
It’s the Future
Have you tried to call your kid from upstairs? It’s like the rooms are miles away or across the streets, and they can’t hear you. With the latest technology at the palm of their hands, it’s challenging to drive children from their phones. Yet, you have to communicate.
Like they say, “If you can’t beat them, join them.” In our context, by sending them a message to come downstairs.
Today’s children are tomorrow’s purchasers. Considering they are immersed in texting, how do you communicate with them? Undeniably, businesses will have to consider B2C messaging. Sms service has a variety of uses, from basic messaging, to marketing, all the way to niche-specific utilization, like mass text messaging for schools.
Messaging is a Standard Feature
Whether you have a smartphone or a Motorola, you can receive a message. Messaging is the only communication feature available when buying a phone, whether a smartphone or not. You don’t have to create an account or install the feature, and that’s mean you can reach everyone who has a phone.
Not Everyone Has a Smartphone
How do you communicate with someone without a smartphone? Even if you have one out of all the other friends who don’t have a smartphone, you make a point of contacting them via text.
Similarly, businesses don’t assume that everyone has a smartphone and thus continues to use it as a mode of communication.
Look at it this way: 3.5billion people in the world have smartphones as of 2020. But, what do the rest use? A smart company, you have to address those without smartphones.
Above 95% of the time, you’ll open a message. Because companies know you’ll open a text, they can’t stop using it as a method of communication. Moreover, SMS gives 6-8 times better results than email. According to SAP, 64% of people would love to receive messages from various organizations through SMS.
Additionally, SMS generates a 19% click-through rate as compared to email that produces 4.2%. Another statistic worth adding here is that messaging is 91.4% marketing efficient. Indeed, a company will still stick to a mode of communication as long as it continues to give results.
SMS Promotion is Growing
According to Jupiter research, the revenue collected from application to peer messaging in 2018 was almost $60 billion. The difference was $5billion from that of 2013.
Does that sound like messaging is dying?
Jupiter’s research predicted that A2P messaging would surpass P2P by 2016, and it did as illustrated above that friends rarely text anymore. The same group is up again with another prediction following a concise study that 3.5trillion A2P messages will be delivered by 2023.
The prediction might come to terms because messaging is reliable, and companies can afford to reach a large group through bulk messaging, considering it’s an affordable form of communication compared to other methods.
It’s Effective for ROPO
Some customers prefer researching online and walking to a physical store to go shopping. Those same people might have a smartphone or not. If they don’t have a smartphone, they can’t come across your services or products, and it’s up to you to promote your business by reaching them via SMS. With the messages they receive as messages, they can act on it by researching more about your products and buying.
However, you must create good messages to convert sales. It must be valid. How? By checking the grammar, spelling, whether the message is logical. The secret to your success is ensuring your message is efficient holistically.
There you have it. SMS marketing isn’t going anywhere, but the sky level as companies still need to communicate with every potential customer. A phone is one of the things you can’t leave behind. Its proximity and capabilities to communicate with a friend or gather information make it a must-have gadget. It would be advisable for a company to capitalize on the features a phone has (messaging) to market their products and convert leads to sales.