{"id":7762,"date":"2024-05-30T18:29:34","date_gmt":"2024-05-30T18:29:34","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/why-rcs-mobile-marketing-is-set-to-go-big-in-the-us\/"},"modified":"2024-05-30T18:29:34","modified_gmt":"2024-05-30T18:29:34","slug":"why-rcs-mobile-marketing-is-set-to-go-big-in-the-us","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/why-rcs-mobile-marketing-is-set-to-go-big-in-the-us\/","title":{"rendered":"Why RCS mobile marketing is set to go big in the US"},"content":{"rendered":"


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SMS mobile campaigns are an effective way of reaching customers<\/a> if they trust you enough to give you their cell phone numbers. Texts are a popular way for customers to receive receipts, shipping updates, appointment confirmations and, increasingly, deals<\/a>.<\/p>\n

A text, however, is a bare-bones experience \u2014 even if it includes an attached file for a picture, an emoji or link to a website (that makes it, technically, an MMS, or multimedia text). For a more compelling experience sent through texting, marketers are adopting RCS (rich communication services).<\/p>\n

Marketers in the U.S. have been reluctant to execute RCS campaigns, even though the experience includes moving parts similar to an app, but without needing to download one. The reason? The format is currently supported by Android, but not Apple. There are indications that Apple will change this in iOS 18, which is rolling out this fall.<\/p>\n

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This move could make RCS a more popular and effective channel for U.S. marketers because its reach would balloon from around 40% to nearly 100% of phone users. (An antitrust lawsuit filed by the Department of Justice against Apple cited the company had 65% of the U.S. smartphone market<\/a>.)<\/p>\n

What is RCS?<\/h2>\n

RCS is a standard that supports rich features in messaging. It was established by the GSM Association, a mobile network industry group, a decade ago. Google adopted the format in Google Messages, allowing access to the format by Android users. Apple has held off on supporting the format in iOS.<\/p>\n

In RCS, users can share high-quality GIFs, videos and other interactive elements directly in a text message. Marketers can add logos and design elements that give the messages a distinct, branded look. Sophisticated RCS designs can embed carousels with multiple videos or products to sell. Users can tap on links to websites or buttons in the message, creating a user experience similar to an app but without the hassle of downloading the app.<\/p>\n

Marketers will also have the power to measure behavior in RCS messages, so they will be able to optimize campaigns with mobile analytics.<\/p>\n

Dig deeper: <\/em><\/strong>Why we care about mobile marketing<\/em><\/strong><\/a><\/p>\n

Will Apple support RCS?<\/h2>\n

Probably. Although Apple hasn\u2019t made an official announcement, a company spokesperson last year indicated<\/a> that RCS would be supported in this fall\u2019s iOS update.<\/p>\n

This year, Apple has come under increasing pressure to curb alleged monopolistic practices in the U.S. Supporting a common messaging format between iPhone and Android users would be a step in the right direction, lending weight to the belief that Apple will go through with supporting RCS this fall.\u00a0<\/p>\n

\u201cThere\u2019s still some holes but we\u2019re hoping with Apple\u2019s [statement] that RCS will start to appear both in Google and Apple environments,\u201d said Matt Ramerman, senior vice president, customer success and innovation at mobile experience company Sinch. \u201cWe also know all the wireless operators are investing in their piece as well, which will now usher in this new era of RCS.\u201d<\/p>\n

How will RCS change SMS?<\/h2>\n

\u201c[RSC] finally will come with the feature sets we\u2019ve all been waiting for that we believe will knock out any of those hesitations that enterprises had about using messaging as not just an operational tool, but a tool that can center their customer experiences with mobile in a significant way,\u201d said Ramerman.<\/p>\n

A likely scenario is that Apple iPhones will support RCS messaging through its default iMessages platform when Apple users message each other. The updated iOS, if all goes according to plan, will also support RCS messages between iPhones and Android users. Google Messages will continue to support RCS through Android-to-Android communication, as it has done for years.<\/p>\n

The big change in this scenario is that a much larger number of U.S. consumers will be able to receive RCS messages from brands. With many more features than SMS texts, it has the potential of changing how brands communicate with their customers.<\/p>\n

\u201cSMS makes up a large majority of how we all use our phones and interact with our friends and family,\u201d Ramerman explained. \u201cEnterprise use in the U.S. is largely defined by pushing out notifications \u2014 banks sending you a fraud alert, FedEx telling you your package is going to arrive today.\u201d<\/p>\n

He added, \u201cRobust, modern analytics around messaging has been largely constrained, and also the channel itself\u2026isn\u2019t feature-rich. Those things have tempered a lot of investment by enterprises to adopt messaging as a CX tool, which is a little odd considering that\u2019s where their customers live \u2014 but there\u2019s been a barrier there.\u201d<\/p>\n

What RCS features should marketers use?<\/h2>\n

\u201cRCS has put together a number of nice features for messaging,\u201d said Inderpal Singh Mumick, CEO of global RCS business messaging company Dotgo. \u201dIt really is a two-way channel that is rich in terms of its content, and that provides a lot more analytics than SMS is able to provide. Businesses get better results and better visibility through analytics, and consumers get a far more pleasant experience, better visuals, a better user experience, hence they use it more \u2014 which gives businesses better results.\u201d<\/p>\n

He said there are approximately 2,000 brands executing RCS campaigns globally through Dotgo\u2019s services, especially in markets with high Android penetration, including India, Brazil and Mexico.<\/p>\n

He expects to see more RCS campaigns rolling out in the U.S. later this year, in the months following Apple\u2019s iOS update.<\/p>\n

Here are some actions marketers can take with RCS campaigns, ranging from adding simple elements to providing deeper engagements with customers:\u00a0<\/p>\n