Consent in messaging is extremely important. But consent doesn’t just apply to political texting, but to also those who send business texts. More and more, carriers are requiring that any non-person-to-person texting requires explicit consent. This means business texting as well as political and non-profit.
SMS messaging has been going strong for nearly 30 years. Today, application to person (or A2P SMS) as well as person-to-person (or P2P SMS) enjoys a 98% open rate within the first few minutes of receipt. That’s what makes it so popular with businesses and end-users alike. Sadly this beloved reputation has led fraudsters to take advantage of SMS. They use it to send dishonest, abusive, and unwanted messages – messages that threaten to disrupt the clean and feature-rich capabilities of SMS we’ve all come to rely on.
Over the last decade, texting has become a key channel for political candidates, as well as PACs, committees, and other political organizations to reach constituents, voters, donors, volunteers and more. Now, more than ever, mobile messaging is playing a central role in spending campaign funds, as our economy is now, more than ever, mobile centric. The 2020 US presidential elections resulted in over 2.126 billion political text messages through 20 November 2020, per statistics from RoboKiller. And why not? With open rates around 95%, text messaging has always been a key channel for businesses and brands to reach consumers. Political campaigns and related organizations want to leverage this type of efficacy as much as possible.
As we’ve done for the past years, I am happy to offer my 2022 mobile industry predictions along with a somewhat objective (or subjective in that I wrote them!) assessment of the previous years’ projections for this dynamic industry. Here we are once again. This year will be my 15th consecutive year of predictions and assessments.
Text messaging through Short Message Service (SMS) is now ubiquitous and universal. Today, virtually every subscriber in the world has access to simple text messaging. Some say that it is old and out of date, but this simple messaging concept has been and still is the most widely penetrated medium in the history of humankind.
Ransomware and cyberattacks increased in 2020, and continue to increase in 2021. Almost every day, we read news stories about some company or organization falling victim to cyberattacks. The May 7th Colonial Pipeline ransomware attack disrupted pipeline operations and fuel supplies to much of the U.S. East Coast for several days. The attack resulted in fuel shortages and higher prices for consumers. Fuel prices in some regions, as of this writing, still have not recovered to their pre-attack levels.
The Colonial Pipeline attack was traced to a leaked password that had access to a VPN, which was used to access the company’s servers per a Bloomberg report. Without multi-factor authentication (MFA) enabled, it was easy for the bad guys to gain access – even with an old account that was no longer in use!
There has been some industry pushback to stronger privacy policies, with some noting the potential of fluctuating ad delivery. There could be a decrease in addressable audiences since – let’s face it – many customers might opt-out of app tracking.
That said, there are better, more creative ways for businesses and brands to engage audiences than tracking, anyway – options that can also help you you differentiate yourself from your competition!
Recently, I sat down with Pat Flynn and recorded an GBU Innovation podcast with him. This was posted […]
Over the last 20+ years, we’ve all seen the headlines predicting the demise of SMS messaging.
Yet, here we are in May 2021, and SMS is still a powerhouse messaging channel. In many markets, SMS is still the leading Person-to-Person messaging channel. And throughout the world, it remains one of the, if not the, most popular business messaging channels. We’re now seeing RCS starting to face similar headlines.