When is too much…well, too much?

Text messaging is getting a lot of attention right now. And for all the right reasons.

The pandemic has undoubtedly given Application-to-Person (A2P) SMS a real boost in the past year and indeed Mobilesquared’s latest research more than backs this up, seeing an increase of 20% in the number of registered businesses globally using it. Even so, a scarcely believable 97% of enterprises have not yet switched on to the benefits of using it at all!

Let’s revisit the previous paragraph: 97% of businesses aren’t using something which has proven itself time and again so many times over the past (almost) three decades. A proven mobile engagement, conversational powerhouse. With volumes heading north of 2 trillion a year and with so much scope for growth, there is a huge amount to play for in the coming years. But how do organizations go about standing out from the crowd, differentiating themselves from the huge number of companies that will undoubtedly be getting rolling with text messaging for the first time sooner rather than later? Content customization is key.

Customization is king

Moving away from the distribution of generic content to their whole client base is an absolute must for businesses of all sizes. Customers need to feel valued and that the brands servicing their needs understand what they need and want. Some companies have become exceedingly good at doing this. So much so that it can be argued very convincingly that they go way too far.

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