Summary
Still slow adoption by professionals
The survey reveals a certain lack of awareness of new mobile messaging channels by professionals. While 73% are aware of WhatsApp Business, only 34% are aware of TTS, 31% of push notifications, 27% of VMS and 12% of RCS.
"Today, there is a divide with, on the one hand, low awareness of these new channels and, on the other hand, a very high satisfaction rate. For example, for the RCS, only 9% of the professionals surveyed philippine whatsapp number have already received one. On the other hand, nearly 90% of those who have already experienced it are satisfied! These channels have only existed for 2 years and appeared in the middle of a pandemic. This latency phase is ultimately quite classic. We can still see that their use is growing: the Marketing Mobile Association France has recorded nearly a hundred RCS test campaigns carried out last year. Setting up campaigns is also becoming easier and easier, for example with semi-automatic validation platforms." emphasizes Fabien ANDRAUD, Sales Director of smsmode © .
Promising prospects for customer relations
Brands highlight the promising prospects of innovations in mobile messaging. Thus, 48% of respondents believe that their customers will be more captive to innovative channels such as RCS or WhatsApp.
"With the pandemic, brands have turned to mobile messaging to inform their customers in real time, for example to let them know opening hours. This trend is here to stay, and new protocols will further amplify it thanks to conversational and multimedia features. Moreover, 49% expect these new channels to be on a par with SMS within 2 years, " adds Fabien ANDRAUD.
Focus on the 2 most promising channels: RCS and WhatsApp Business
RCS (Rich Communication Services) , supported by Google, allows companies to send enriched messages integrating carousels, maps, video, long text, etc.; and whose conversation window is personalized with the company's colors. These new features "boost" traditional A2P mobile messaging and offer a new marketing experience. Thus, the first feedback reveals a conversion rate tripled compared to classic SMS campaigns.
WhatsApp has opened its instant messaging to professionals via its “WhatsApp Business” offer, a solution that allows them to initiate conversations directly on the French people’s favorite messaging app. It is a versatile channel that accepts all types of business notifications (booking confirmation, delivery alert, order notification, two-way conversations, etc.) and is particularly suited to Customer Care.