Thanks to the Cloud, SMS Remains Relevant for Ecommerce
October 15, 2015
Messaging apps seem like a dime a dozen these days. Despite the many choices of integrated messaging apps that go above and beyond traditional SMS, those in ecommerce still rely on SMS for its success; it can engage customers, acquire new ones, and offer special promotions in a way newer apps can’t.
That’s because SMS has gone to the cloud, meaning all of the capabilities we’re familiar with on the user-end, like push notifications and alerts, all happen because of cloud-based communications. For retailers, this is a sure-fire way to get the customer’s attention, and it’s something that cannot be replicated in other messaging platforms like Whatsapp and Snapchat.
The proof is in how the technology works, which is rather simple. A push notification can create up to 3 times more engagement largely because people carry their smartphones all the time and because push notifications are received on request of the publisher, not the user. This makes people want to check their phones when they receive one.
There are quite a few big names in the cloud-based SMS space. Amazon, for example, offers its Simple Notification Service (SNS) delivers messages directly to users, all based in the cloud. Using cloud technology allows companies to drive engagement; these types of messages and notifications can be geo-targeted or user or user group targeted. Businesses can geo-target push notifications to be sent to users when they are nearby a store and there is a deal on or when they are near a restaurant when happy hour is on.
According to The Financial Express, the boost in ecommerce is due largely in part to cloud-based messaging.
“Our customers will still be able to access ride information and notifications via SMS at all times and we also use cloud messaging systems for promotional SMSes to share relevant information and targeted offers with users,” said Anand Subramanian, senior director, marketing communications at Ola, reported The Financial Express.
Ola uses its in-house communication platform and third party services for its messaging needs.
Based on July 2014 research by Localytics, push notifications may be helping to drive higher app interaction and lower abandonment rates. Ecommerce was the real ruler, as certain apps saw a 278 percent increase in launches among users with push notifications enabled.
Notifications represent the future of cloud-based communications and messaging. If you haven’t started developing a strategy to strengthen your customer relationships using cloud-based messaging, now’s the time to start.
Edited by Maurice Nagle
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