Question received: Is there a disregard for SMS in mobile marketing by businesses?
In the rapidly evolving world of digital communication, the humble SMS continues to hold a significant place, especially in the gaming industry. Despite the rise of mobile apps, SMS remains a reliable and effective tool for businesses, offering direct, reliable, and highly engaging communication that complements app-based player interactions.
SMS's ubiquity and direct reach are its most appealing features. Integrated directly into every mobile phone, it doesn't require downloading an app, making it accessible to all users regardless of smartphone type or app adoption. This ensures businesses can reach players instantly without barriers posed by app installation or updates.
High engagement and delivery rates are another key advantage. SMS messages boast extremely high open and delivery rates compared to many app notifications or emails. For instance, companies like Branch, a finance app, have achieved SMS delivery rates of over 89%, supporting critical, timely communication such as user verification and reminders.
SMS is particularly effective for notifications and time-sensitive alerts. It remains a preferred channel for delivering urgent or important messages, like game event alerts, promotions, authentication codes, or transactional updates. Because SMS is simpler and more direct than many app notifications, players are more likely to see and act on these messages promptly.
Moreover, SMS can be used for mobile payments, mobile marketing, and delivering instant alerts, making it a versatile tool for businesses. It can even be used for secure payments in online casinos by authorizing online payments via text message.
SMS also plays a crucial role in enhancing digital identity security. Two-factor authentication, which involves the combination of two items or qualities that only an individual possesses, such as a debit card and a pin number, can be effectively implemented via SMS. This adds an extra layer of security, deterring online hackers who are making daily attempts to obtain private and financial details of customers of numerous high-profile organisations.
Despite its continued relevance, the use of SMS for social purposes has diminished in favour of alternatives like WhatsApp and instant messenger services. However, this doesn't diminish its value for businesses. In fact, companies can leverage SMS to build a personal relationship with their customers, sending unique codes or reference numbers to a confirmation link to the personal phone number of the intended recipient.
In conclusion, SMS remains a convenient, secure, and useful method for gaming companies to securely verify their customers' identity and deliver critical information swiftly and effectively. As businesses continue to utilise mobile technology to improve services, gain a competitive edge, and win customers, the application to person (A2P) SMS market is predicted to reach $70 billion by 2020. According to Paul Swaddle, CEO of Pocket App, SMS is a cornerstone feature of every mobile phone, and its enduring power in the digital age is undeniable.
SMS's permanent integration into mobile phones and its ability to bypass app requirements make it a universal tool for communication, ensuring businesses can easily reach users. This seamless accessibility, combined with high engagement and delivery rates, positions SMS as a reliable and effective method for critical, time-sensitive communication in the gaming industry, a market predicted to reach $70 billion by 2020.
