Demand has skyrocketed for businesses to move into the digital domain by using SMS or other messaging platforms as a central form of communication.

As trends lean towards the digital act of texting, traditional marketing mediums such as phone calls, emails and print mail may no longer be a sufficient method to engage with car buyers.

From video conferencing to online payment and delivery methods, communication channels continue to expand beyond the traditional mediums. COVID-19 has accelerated this demand by forcing businesses to adapt their practices within a short timeframe.

Businesses who currently utilise a SMS messaging platform report the primary uses to be sending reminders to customers, communicating about a product or purchase and collecting feedback. SMS messaging holds an average open rate of 98 percent, in comparison to 20 percent for emails.

Research suggest that SMS messaging apps provide an easier way for customers to communicate with businesses, raise questions or concerns, and ensure transparency through the visibility of previous correspondence, all which enhance the overall customer experience.

Despite 90 percent of customers selecting SMS messaging as their preferred method of communication, a large portion of businesses continue to believe that email is the most popular platform, followed closely by phone call.

With the wide range of communication tools available, it is surprising to find that only 49 percent of businesses report that they effectively communicate with their customers. With over half of marketers reporting that their communication channels have not progressed from the “old-fashioned” traditional mediums.

With buyer expectations shifting towards SMS and other messaging apps, it is evident that businesses must adapt and continue to implement modern mediums into their customer communication strategies.

Source: Podium | The State of Business Texting Report

5 November 2020