Advice and Predictions for the Future of SMS Messaging in 2017

It’s that time of year again. Before Auld Lang Syne plays on New Year’s Eve, most of us look back at the year we’ve left behind. After our reminiscence is over, we look forward at what’s to come. In this blog I follow the same pattern to offer some predictions and advice for making the best use of SMS messaging in the coming year.
A Quick Look Back at 2016
If I had to pick one word to describe the industry and trends of SMS in 2016 I’d have to pick “Growth”. Somewhere around 8 trillion SMS messages get sent each year. That’s a huge number. And even though many personal messages were sent with apps, people prefer SMS for receiving marketing from brands. Millennials have an especially strong preference for text over app marketing.
Not surprisingly, the use of SMS for mobile marketing increased as businesses recognised those preferences. And along with that came some important lessons for everyone who uses SMS marketing. In 2016, the ICO fined seven companies who were using it for direct marketing. All of them relied on some form of third party company that failed to get explicit permission from people on their SMS list. These cases set a precedent that anyone using SMS for direct marketing should follow: It’s your responsibility to verify consent, even if you outsource the work.
Another growth area was application to person (A2P) SMS. Surveys showed that the financial sector lead the trend by offering automated account balances, transaction confirmations and updates. Purchase related A2P, like order confirmation and shipping notices, also became common.
Though many had previously predicted the death of SMS (mostly due to apps), they were all premature. It thrived in 2016, and now the predictions about its future are much different.
Predictions for 2017
The pendulum has swung all the way back to SMS from apps in the predictions I’ve seen for 2017. Some say that app use is declining and point out a “zero download” effect. I’ve seen that claim argued in other sources, but whether app usage is going up or down, there is a consensus that 2017 will be big for SMS.
Many studies say only about 25-30% of marketers are using SMS now (in 2016). That number is expected to grow as more companies expand, or begin, their mobile marketing efforts. It’s been said that by 2025, over 50% of the SMS messages people receive will be marketing from brands. I can’t see that far out, but in the next year more companies will certainly use it. If they use it well, then more people will be getting the messages too.
Another key prediction for 2025 is that the value of the A2P market will grow at 4.4% CAGR and be worth more than £50B. Again, that’s pretty far out, but it only makes sense that more companies would invest in using automated messaging with customers. It benefits everyone by improving the customer experience, and streamlining operations that otherwise would require additional resources.
Sandy Burt, our Operations Director commented on A2P use in 2016, “We’ve noticed that more and more customers are integrating their business systems with us via our SMS API or using off the shelf products that already integrate with us.” He also agrees with the industry experts that 2017 this trend will continue to grow.
Advice for 2017
I asked Sandy what advice he would offer to an organisation that is just starting to use SMS now, or will start next year.
“The first thing I’d recommend to someone looking to start using SMS would be to check out our SMS Buyers Guide, this includes some really important points to consider when choosing an SMS provider. The second would be to think about how it will integrate with your business processes if you can integrate your existing systems with a provider like FastSMS. Then give us a call, we offer a free trial and free advice and have a wealth of knowledge across all industries and from working with organisations of all sizes”.
For businesses that are already using SMS, we can offer support and recommendations on how to use it more effectively in the coming year. We have specific industry guides you can download for free, and our team is able answer any questions you may havhttps://fastsms.co.uk/information/businee.
Related Articles
SMS Mаrkеtіng for Wеb Dеѕіgn and Digital Marketing Agеnсіеѕ
12 Reasons Mobile Messaging is “A Beautiful Thing”
Beauty is in the eye of the beholder. But could text messaging really be considered beautiful? You might argue that it depends on the messages you get! That’s a valid approach, but I recently found a description of mobile messaging that made me believe it is indeed beautiful, so I thought I’d share it with you.
9 Football Phrases to Kick Start Your World Cup SMS Marketing Campaign
10 Invaluable Ways to use SMS Marketing for Your Business
There is something about SMS marketing that is not like any other form of marketing. It is a simple form of communication, but highly effective in forging close relationships with clients who purchase from you regularly. Here are 10 key ways to use SMS marketing for your business and how to get the most out of your clients.
SMS Marketing – What to look for in 2018 [Infographic]
6 Tips To Help You Get The Most From SMS Marketing
What are the dos and don’ts of SMS marketing? How can you get the most from your business text messaging? We’ve put together six actionable tips to help you get the best from your SMS marketing campaigns.
Avoid Ad Blockers by Using SMS Marketing
Mobile marketing includes many different advertising channels. Most of them include placing an ad in front of a mobile user. Many of us are used to ads online, but they do tend to get annoying. At least that’s according to an eMarketer report on a study done by Instantly.
Do Your Customers Want Emoji in their SMS Messages?
Emoji are showing up everywhere. Should you be using these cute, fun, and illustrative icons in your SMS marketing? Your customers probably want you to. Around 72% of people have positive feelings about brands who use emoji. But before you get started, you’ll want to find out the details in this blog.
6 Top Tips for Successful SMS Marketing
SMS marketing has come a long way since its introduction to mainstream marketing back in the early 2000’s. As well as dramatic changes in technology, there have also been sweeping changes to the laws governing this powerful and popular form of marketing. With its low cost, high ROI and tremendous versatility, it can now benefit almost every sector. But all this aside, the fundamental rules for successful campaigns remain largely unchanged. So just what are the big do’s and dont’s of SMS marketing? Read this article for six top tips from our team that will help you unlock the key to SMS success
Older Generations and SMS Messaging
50% of people between 55 and 64 own a smartphone and 18% of people over 65 do too. If you’re trying to reach out to these older demographics, it might be time to consider mobile marketing. But what kind should you choose?