Mobile marketing used to be so simple. You send an SMS via a gateway and inform your customers about new promotions, discounts or his upcoming appointment. And that’s it. Customer satisfaction increases, and with it your turnover. Ideally, you can automate the sending process, so you don’t have to worry about it anymore.
In 2020, it is clear that this time is over. As we reported a few months ago, the era of loyalty is coming to an end, in which customers were encouraged to remain loyal to a company or brand by means of discount codes. The new era is all about relevance. In this article I explain what this has to do with 2-way-messaging.
How relevance works
It is easy to toss around resounding words like relevance without knowing what it means. Especially since many of these beautiful words have completely different meanings in different contexts. So what does relevance mean in relation to marketing?
Nowadays, it is easier than ever for customers to get and compare information about products and services. It is at the same time difficult (if not impossible) to bind a customer to your brand with the old tried and tested methods. Undercutting the competition with ever lower prices will only lead into a spiral, at the end of which your business no longer generates profits. And yet, offering the lowest price doesn’t guarantee that customers will buy from you. Today, the whole package has to be right: The customer must feel that he is in good hands. You have to make your customer feel like you can offer them exactly what they need. If you can manage this, you no longer have to be cheap.
How does 2-Way Messaging help?
One way of being relevant to the customer is to optimize the Customer Experience (CX). Providing a reliable and instantly accessible channel for questions is a good way to do this. Better yet, the customer can use this channel to adjust a reservation or order. For mobile marketing, use an Inbound SMS Gateway. Studies show that the majority of customers prefer to be contacted via text message. At the same time, only relatively few companies offer this channel. This gap leaves room for improvement – and offers your company an opportunity to stand out from your competition. Of course, this development doesn’t mean your customers won’t be happy about discount codes, appointment reminders or booking confirmation anymore. However, if you can turn simple notifications into an interactive dialogue, both sides benefit. In other words, 2-Way-Messaging is a must if you don’t want to look outdated.
4 industries that will benefit from inbound SMS
We make no claims to completeness here, however, we do not want to withhold from you which industries – in our opinion – benefit the most from 2-Way-Messaging. Being able to receive SMS online (almost) guarantees a better customer experience in these areas.
There is basically no industry that cannot benefit from the possibility to receive SMS online. An inbound SMS gateway is the basis on which you can build a real dialogue with your customer. But the possibility to get answers to your A2P messages is not enough: You also have to address your customers personally. The more precisely the messages are tailored to the customer, the better.
A2P RCS Messaging is far from being available globally. However, the first application cases from the USA show how promising the standard is. Where RCS is available, it makes sense for all businesses to use this channel. Another major advantage of RCS is that it is ideally suited for integrating a chat bot. A chat bot can automatically process many customer questions and orders and thus reduces the workload of your team drastically.