CX Education 07: Learn how SMS helps you communicate with your customers with Nick Lane from Mobilesquared
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SMS was the first mobile channel, and with so many new communication channels — like WhatsApp and Viber — popping up, some brands are deciding to leave SMS behind.
But SMS is still a powerful way to communicate with customers and build a positive customer experience.
In this episode of the CX Education podcast, our host Sunny Dhami welcomes Nick Lane, the chief insight analyst and founder of Mobilesquared. They chat about the power of SMS, rich messaging, and why brands should implement messaging into their omnichannel marketing strategy.
Guest speaker
Nick regularly delivers the keynote analyst presentation at messaging events around the world including; Mobile World Congress, Messaging & SMS World, WAS, GSMA and MEF. Nick’s work is extensively covered in the mobile, business, and marketing press, and he has been interviewed by media including the Sunday Times, BBC, Bloomberg, The Financial Times, Forbes, and CNN. During this time, he has judged the Global Mobile Awards, Messaging & SMS Global Awards, the MEFFYS and the EMMAs. He has also written strategic industry reports on diverse mobile topics including messaging, unified communications, mpayments, mobile advertising, premium rate services, apps and content, and technology.
Prior to founding Mobilesquared, Nick was principal analyst at Ovum, having spent ten years as a tech journalist working on leading global B2B titles.
Nick Lane
Host
Sunny Dhami
Key insights
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There's still nothing quite like SMS
Despite what some people think, SMS is still very much relevant today. Nick explains, "Our view has always been that it hasn't started yet, and we still have that. We still think this is a platform, but we're only at the tip of the iceberg. So what is happening now is largely because of the pandemic and the way brands have started to think about how they engage with their consumers. And also, maybe the digital journey and transformation that they've undergone in that time have really brought them to realize that actually messaging — SMS, for example — is not sexy, but in terms of effectiveness, there's
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SMS is the most trusted communication channel
One of the best things about SMS is that consumers trust it the most. Nick says, "I think it's still trying to understand what the engagement is and how to engage with people when you only have a few characters. Because right now, the big thing within SMS is one-time passwords. That's really effective, and there's so much security around any purchase or online activity that I'd say that it's increasing the level of trust that people have in the channel."
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Messaging will be the most dominating communication channel
According to Nick, the future will be dominated by messaging. He explains, "We don't have to reach everyone all the time because that's not how advertising works anyway, which is why people advertise on Sky, BBC, CNN, Star, or wherever, depending on where you are in the world. You've got different audiences that you're trying to reach. So again, it's kind of understanding that. But we think WhatsApp will drive things, and that will then pull and drag along the others for a while, and then, they will start to flourish as well. So, in 10 years, the world we think will be very different, and it will be dominated by messaging."
Episode highlights
CX Education
