Aug 03, 2022
Will the full liberalization of SMS jumping to WeChat trigger a major earthquake in the field of SMS and WeChat marketing?
In General Discussion
At the end of May 2021, WeChat version 8.0.6 will be released, which supports direct jumping to small programs by SMS. At the same time, WeChat allows "long press to identify the QR code in the applet". WeChat ecological players and SMS marketing players are exclaiming: big earthquake! For outsiders, they don't know what kind of big change this small change may bring about in SMS marketing. This article uses more than 3,000 words to sort out the status quo of SMS marketing and the "love and kill" of WeChat marketing. SMS marketing is one of the three strategies of traditional enterprise marketing methods. Although the effect has gradually weakened due to the tightening of policies and the low open rate of users in recent years, due to its low price, fast dissemination, and simple push operation, etc. It is still an important channel that cannot be ignored in marketing. Didi Chuxing’s SMS fee in 2019 was 900 million yuan. Calculated at the cost of 3 cents per text message, Didi sent about 30 billion text messages in 2018, and the cost of 900 million was evenly distributed to everyone, which is equivalent to 66 messages sent to each user by Didi in the past year. Too many text messages. This is enough to prove that in the second half of the mobile Internet, SMS marketing is still important , and it also proves that SMS marketing is "not cheap", and every notification and arrival costs 3 cents or more. In addition to verification codes and information notifications, a large amount of content is classified as "marketing text messages". Not only the price of marketing SMS is more than 30% higher than notification category, but also the auditing difficulty is much stricter. For sensitive categories such as education and finance, it is usually difficult for unqualified or well-known enterprises to pass the SMS template audit. Therefore, SMS marketing can be said to be a "chicken rib" for many marketers: although in 2021, SMS marketing is still a valuable marketing method, and it is undoubtedly a pity to abandon it; but "eat it" also faces channel costs and operations. The cost is high, and the effect is gradually reduced to "tasteless". 1. 5G and RCS rich media SMS cannot save SMS marketing In April 2019, China Telecom, China Mobile, and China Unicom jointly released the "5G Messaging White Paper", calling on industry partners to work together to fully launch 5G messaging services for users as soon as possible, combined with the uplink and interaction of mobile phone manufacturers' customized SMS ability. Simply put, it is still a text message, but supports video, audio, and pictures, and enables quick interaction through the button menu in the text message. (SMS based on RCS integrated communication is already technically the same as WeChat and other tools) From a technical point of view, converged communication is also called rich media SMS, which has completely lost the one-way push capability of WeChat or any other channel, and has the inherent advantage of being able to send without user attention. This is also the core advantage emphasized by SMS marketing business. However, marketing always needs to be effective. The reason why 5G SMS and rich media SMS have not been used on a large scale is still facing many problems. For example, objectively, a considerable number of mobile phones do not yet support 5G SMS; On the other hand, some mobile phones support it but need to be manually turned on by consumers; in terms of consumers’ psychological expectations, opening videos and live broadcasts requires traffic. Although 5G SMS is usually a traffic fee for the marketer, consumers are still not so assured to directly open the video. and live broadcasts, etc. The bottom line is that the technical telemarketing list ability to do all this doesn't say much -- not even anything . Marketing based on WeChat ecology, whether it is WeChat's 1-to-1 private chat group, circle of friends, WeChat group...it does not depend on how powerful the function and technology are. Among all communication software, WeChat's single function capability is relatively weak. , does not support the mixing of images and texts for a message, does not support group sending of voice bars, cannot fast-forward and locate the voice, etc., but it cannot stop the WeChat ecosystem from becoming synonymous with "private domain traffic operation" . There are two fundamental reasons behind this. The first is the scene. The main scenes of online communication and social networking have long been deposited in WeChat , so the open rate of WeChat is unparalleled, and the daily active users of WeChat Moments exceed 700 million. WeChat represents important contact information such as relatives, friends or work, all of which are building the necessity of reading and opening WeChat messages. There is only one rigid scenario for SMS: receiving verification codes and verifying mobile phone numbers. The rest of the information is of little importance. This is also the