Mobile texting never quite made it into the marketer toolkit, but some online sellers are re-examining SMS as a more cost-effective way to engage known customers than advertising.
And ecommerce tech vendors are beefing up mobile messaging because the channel now supports data-driven segmentation, like retargeting campaigns. These capabilities are increasingly valuable as frictionless mobile wallets like Apple Pay and Android Pay nudge text messages toward direct commerce.
Mobile operators like Apple, Alphabet and Samsung are adding more marketing capabilities to native messaging services because they’ve seen apps like Facebook Messenger and WhatsApp soak up usage rates and revenue from texting, said Gartner research director Charles Golvin last year about SMS marketing growth.
“Marketers need to prepare themselves for yet another messaging medium to reach consumers,” he said.
The online wholesaler Boxed added SMS messaging in the second half of last year “because we feel it’s an opportunity to break
Article source: https://adexchanger.com/mobile/whats-old-new-online-sellers-rediscover-sms-text/
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