Messages in Bottles and Bytes
Messages in Bottles and Bytes
Our Guide to Business Communication Channels is designed to demystify emails, spotlight the power of messaging apps, and empower your business with strategies that resonate across various channels.
Communication is much more than speaking; it's about connecting.
From the familiar hum of emails to the lively chatter of messaging apps and beyond, Business communication is the heartbeat of an organization. In today's article, we will dissect these beats and pulses to understand various nuances of communication channels, brand messaging, and modern and automated ways of staying connected with your customers.
Note: This article is inspired by the partnered session with Exotel, hosted by Razorpay Rize.
Karthikeyan T is the Head of Partnerships Ecosystem at Exotel, bringing over 7 years of experience as a results-driven Partnerships and Go-to-Market (GTM) Strategist. Within his role, he has successfully established and cultivated partnerships from the ground up.
Exotel is a connected customer conversation platform designed to streamline and enhance business communication channels. The platform provides a comprehensive suite of communication tools, including SMS and chatbots, to help businesses effectively engage with their customers and clients.
It operates across more than 60 countries, catering to a diverse clientele of over 10,000 customers and engaging in over 70 million interactions. And, the suite includes multiple channels so that you are constantly connected with your targeted audience.
Before we delve deeper into understanding diverse business communication channels, it’s time to understand the most conventional yet powerful mode of communication- SMS Marketing!
What is SMS Marketing?
SMS marketing, or Short Message Service marketing, is a form of digital marketing that involves sending promotional messages and alerts to users' mobile phones via text messages.
With the prevalence of mobile devices and the high open rates of text messages, it has now become an effective and direct communication channel for you to reach your target audience.
Though sometimes missed, SMS marketing hits the bullseye when your messages are as meticulously crafted as a masterpiece and sent to the right customers. And, we have the numbers to back it up!
Exotel spilled the beans on some fascinating stats about SMS marketing; here’s what they revealed:
Consumers are 4.5x more likely to respond to an SMS marketing message than a marketing email.
54% of Consumers would like to receive promotions via SMS, but only 11% of businesses send them this way.
83% of Consumers would like to receive appointment reminders via text.
Waiting isn't the game plan if you're chasing after your customers. You've got to be proactive and meet them right where they are. Spoiler alert: most of the time, they're on the move, with only their trusty mobile sidekicks in tow.
This makes SMS marketing one of the most effective forms of communicating with your customers. And as if that's not convincing enough, the wonders of SMS marketing unfold with a diverse range of benefits just waiting for you to tap into:
High Open Rates: SMS messages have a remarkably high open rate, often exceeding 90%.
Instant Delivery: SMS messages are delivered almost instantly, making it an ideal channel for time-sensitive promotions, flash sales, and urgent announcements.
Cost-Effective: Compared to traditional advertising channels, SMS marketing is relatively cost-effective.
Direct Engagement: SMS marketing enables direct and personal communication with users, creating a one-on-one connection between your brand and the consumer.
Optimization for Mobile Devices: As mobile usage continues to rise, SMS marketing aligns with consumer behavior. Messages are optimized for mobile devices, ensuring a seamless and user-friendly experience.
High Conversion Rates: The immediacy of SMS messages often leads to higher conversion rates. Users are more likely to take immediate action in response to a well-crafted SMS promotion.
2023 Marketing Marvels: The New Ways to Spread Your Message!
In 2023, marketing's got a makeover! It's all about a colorful mix of personalized experiences, augmented reality (AR), sustainability storytelling, and AI. Here's a concise list of new and effective ways to communicate a marketing message.
Interactive Email Campaigns: Digital postcards, arriving in your customer’s inbox with exciting news. Leverage the direct communication channel of emails to deliver targeted messages, promotions, and updates to your subscriber base.
Voice Communication: Make automated voice calls, IVR (Interactive Voice Response) systems, or just send in some warm hellos for that personalized touch.
Chatbots: The 24/7 digital buddies, always ready to lend an ear- Integrate chatbot capabilities, automate conversations, and respond immediately to customer queries.
Social Media Marketing: Social media is the bustling marketplace where everyone hangs out. Utilize platforms like Facebook, Instagram, Twitter, and LinkedIn to promote products or services, interact with audiences, and build brand awareness.WhatsApp Business is also an effective channel for direct and personalized communication with customers.
AI-Generated Content: Utilize AI tools to generate personalized and dynamic content based on user preferences. You can come up with a personalized video message or GIFs to attract customers.
Influencer Marketing: Partner with micro-influencers for authentic and targeted promotion to niche audiences. This will help communicate your brand message in a simpler way and gain credibility as well as visibility.
The list doesn't end here! Every day, businesses are cooking up fresh ideas and new trends. And if you're the daring experimenter who's not afraid to dance with the unknown, go ahead and gather all the communication channels you can find.
The possibilities are endless, and for the brave souls willing to try it all, it's a playground of potential waiting to be explored!
Communication Analytics- Tracking & Management
Time to unpack the metric toolbox for connected communication platforms! Here's a list of analytics to consider:
Integration:
Performance of integrations with other tools or platforms
Data exchange and synchronization metrics
Channel-Specific:
Metrics specific to the communication channels (e.g., chat, voice calls)
Response time in live chats
Automated recordings for future purposes
Audience Segmentation:
Demographic data
Geographic location
User preferences
Communication Effectiveness:
Response rates
Conversion rates
Feedback and survey responses
User-friendly CRM interface metrics
Customize your analytics approach according to the unique objectives and features of your connected communication platform. Keep an eye on these metrics to empower well-informed decision-making and enhance user experience.
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