How RCS Will Transform Marketing Competitive Landscape

SMS remains a powerful communication tool—old but gold, as many would say. However, in cases like promotions, it may seem less effective due to its limited interactivity compared to messengers like Viber or WhatsApp.?Rich Communication Services is stepping in to change the game. Well, it stepped up in 2008, yet has gotten more and more popular in recent years. RCS messaging offers a more affordable and feature-rich option than SMS, which can be costly and complex to manage.?A recent survey shows that 53% of marketers now use interactive content, and 93% believe it’s better at educating customers than static content. Marketing Specialists should be ready to set up the RCS campaigns since they make engaging easier and cheaper with interactive messages and a bunch of new-brand tools while being less costly than SMS in many locations.

Traditional SMS, once a core part of marketing campaigns, is now less effective in engaging customers. To address this, many businesses are now trying to figure out what is RCS messaging to use and enhance advertising campaign with multimedia content, similar to modern apps.

RCS offers several advantages over traditional SMS:

• Rich Media Content. Adds images, videos, and carousels to make messages more visually appealing.
• Interactive Elements. Includes clickable Call-To-Action (CTA) buttons for user interaction and 2-Way communication.
• Brand Customization. Allows businesses to use their colors and logos, boosting brand identity and recognition.
• Sender Verification. Provides a verified sender logo, increasing user trust in an era of scams and phishing.

Let’s remember that for now RCS messaging Android available only, Apple announced the RCS launch this autumn, and we already know that it’s gonna change the marketing strategy for all businesses.

Is It Really Effective??

Is it really effective? Yes! As a marketing specialist eager to stay on top of trends, this was a key question for me. Recent studies by MEF members across various countries offer a clear answer: RCS significantly enhances communication capabilities. Take the Brazilian Ministry of Health, for example. Their RCS campaign with Telefonica Global Solutions targeted 9 million Vivo users, achieving a 94% delivery rate and a 36% read rate. By integrating official COVID-19 information directly into messaging apps, the campaign boosted engagement and provided vital resources during a critical time.

Another standout case is Prom UA, a Ukrainian SME marketplace struggling with delayed subscription payments. GMS developed an RCS/RBM campaign that delivered remarkable results—84% of messages were delivered, 66% were read, and 46% led to user interaction. This not only streamlined their payment collection process but also exceeded expectations, proving once again how effective RCS can be in driving customer action.

If looking at more cases RCS Read rate was twice of even three times higher than in previous SMS promo campaigns.?

RCS Engaging the Apple Audience

Google’s data from 2023 showed over one billion monthly active users with RCS enabled, indicating its widespread adoption. And for now, it’s just Android users. Can you imagine how the numbers will soar when Apple RCS is enabled? Numbers will be significantly changing for businesses.Soon, brands will be able to interact with iPhone RCS users, bringing them the rich content and interactive features that Android users currently enjoy.

Soon, brands will be able to interact with iPhone RCS users, bringing them the rich content and interactive features that Android users currently enjoy.

The Impact of RCS on Marketing Campaigns

Globally, RCS is already making waves. MEF’s 10th Annual Global Trust Study was conducted in January and February 2024. On behalf of MEF, On Device Research surveyed 9,750 smartphone users, 650 in each of 15 markets.

The results were nothing short of impressive:

• The campaign’s success reflects global trends seen in 2024, with RCS messaging driving significant growth in user engagement.
• In countries like India, South Africa, Mexico, Spain, and France, the use of RCS commercial messaging surged, with an average 4% increase in the number of users receiving them.
• India led the way with a 7% increase in RCS message adoption, followed by South Africa, Mexico, and Spain with 3% each, and France with 2%.
• On average, 15% of smartphone users in these markets now already know what is RCS and receive it from brands, with India seeing an impressive 27% adoption rate—more than double that of South Africa’s 13%.

This case study underscores the potential of RCS to drive higher engagement, reduce customer churn, and improve the overall customer journey. With Apple RCS support, businesses could connect more effectively with both Android and iPhone users. The growth of RCS is paving the way for a new era in business messaging.

Diverse Use Cases for RCS

The flexibility and richness of RCS offer a broad spectrum of applications across various industries. Here are just first main RCS messaging examples that come up to my mind:

Upselling & Cross-selling

Yes, I decided to put it into a separate section. RCS with its interactive card carousels is a powerful tool for up-selling and cross-selling. By creating compelling sets of products that customers will want to combine, you can enhance their shopping experience. For instance, if a customer is buying a laptop, RCS messages can suggest a premium model with advanced features or an extended warranty. Similarly, if they’ve selected a new smartphone, RCS can recommend matching accessories like a protective case, wireless earbuds, or a portable charger. This approach effectively drives sales by offering relevant products and enhancements.

Promotional RCS Campaigns?

Imagine a pizza brand offering irresistible discounts for Independence Day. The message would include mouth-watering images and a simple, clickable option to place an order instantly. This RCS text would capture the customer’s attention. But there are more cases to use it:

• Product Launches. Announce new products or services with eye-catching images and interactive elements.
• Newsletters. Send updates on your company products or industry insights.?
• Special Offers. Share exclusive discounts, promo codes, or flash sales tailored to the recipient.
• Seasonal Campaigns.Highlight holiday sales, seasonal products, or limited-time offers with engaging content.
• Loyalty Programs. Update customers on reward points, membership benefits, or exclusive deals.
• Subscription Updates. Notify about subscription renewals, updates, or changes with options to manage preferences.

Transactional RCS Messages?

In the UK, an electricity company uses RCS to simplify payment reminders. Customers receive a message with interactive buttons allowing quick and easy bill payments. This streamlines the process, reducing the friction often associated with paying bills. But look further:?

• Send reminders about your event and include a location link that opens in Google Maps.
• Send event tickets with RCS QR code features.
• Provide QR promo codes for discounts at your store.

2-Way RCS Messages??

Mobile network operators promote their streaming services through RCS by sending multimedia previews and easy subscription links. After receiving a preview, users could reply with keywords like “MORE” for additional content, “SUBSCRIBE” to instantly join, or even ask questions about the service. The RCS platform could respond with tailored follow-ups, such as offering personalized recommendations based on user preferences or providing customer support options.?These examples show how it can transform customer interaction, making it more effective and innovative across various sectors. RCS chat Android offers unique capabilities, ensuring that brands can connect with customers more dynamically and meaningfully.

The Future of Marketing with RCS

Businesses looking to breathe new life into their customer communication strategies should learn RCS message meaning and consider it as a powerful tool.?

1. RCS enhances user experience by showcasing rich, interactive messages that capture attention and drive action. 68% of marketers have indicated that interactive content simplifies repurposing passive content.?
2. With verified sender logos, customers can be confident in the authenticity of the message they’re receiving. This automatically increases trust, which is crucial, especially in an era of prevalent digital scams.
3. RCS text includes multimedia content and interactive elements, like reach cards that encourage users to interact with the message rather than just read it. For instance, businesses can use RCS to send engaging content that drives higher customer interaction.
4. RCS leads to market growth so that brands can reach a wider audience. It is compatible with Android and, soon, iOS devices. This ensures that every segment of the audience is included, maximizing the impact of marketing campaigns.

Incorporating RCS into your marketing strategy is not just about staying current; it’s about future-proofing your communication efforts. The potential for more prosperous, more engaging customer interactions makes RCS a must-have for brands aiming to stay ahead of the curve.

Key Takeaways for Marketers

Adopting RCS conversational messaging early can give brands a competitive edge by boosting customer engagement and loyalty. Integrating AI allows for personalized content, optimized campaigns, and automated responses, making RCS messages more targeted and efficient. Lastly, innovation is critical—exploring diverse use cases for RCS can enhance customer journeys and drive business success.

Adopt Early

Early adoption of RCS can give brands a significant edge in the competitive landscape. Enhancing customer engagement and loyalty can set your brand apart from those still relying solely on traditional SMS.

Integrate AI

RCS shows the potential of AI in this space. Use AI to personalize content, optimize campaigns, and automate responses. This ensures that your RCS text is not just another message but a targeted, efficient, and seamless user experience.

Combine Channels

Don’t just rely on one communication method. Use both RCS and SMS to maximize reach and effectiveness. Each channel has its strengths, and when used together, they complement each other perfectly.

Innovate

Think outside the box and explore diverse use cases. RCS chat Android offers many opportunities to enhance customer journeys and achieve business goals. Creativity in using RCS will drive better results and stronger customer relationships.

BSG CPaaS Community

You can compare CPaaS platforms to a Swiss Army knife. Need to prepare lunch in nature? Use it to open a bottle of cola, cut veggies with the knife, slice cheese with the saw, and tighten a loose screw with the screwdriver. Similarly, CPaaS provides all the communication tools you need in one versatile platform, enabling you to handle tasks effortlessly, from sending promotional SMS to engaging customers with AI Voice Bots.

CPaaS, or Communication Platform as a Service, is a cloud-based platform that lets developers integrate real-time communication features into their applications. At BSG, we offer a comprehensive suite of tools, including:

• SMS (Promotional and Transactional)
• 2Way SMS
• AI Voice Bot
• Voice Bot
• RCS

The true power of CPaaS lies in its adaptability, allowing it to be tailored to meet any company’s unique communication needs. BSG CPaaS equips businesses with advanced analytics tools to track and analyze interaction data, understand customer behavior and preferences, and optimize communication strategies for better results.

Final Point

Is RCS messaging making waves in business communication? Absolutely. Embrace it to stay ahead in today’s fiercely competitive market. Adapting to innovative solutions like RCS will give you the edge you need to outshine the competition and capture your audience’s attention.

This is an evolution — more dynamic, responsive, and effective. Businesses that harness the power of rich communication services will see higher engagement rates, better customer loyalty, and, ultimately, greater success in their marketing efforts.