Advertisers claim that SMS still bring in the majority of ROIAdvertisers claim that SMS still bring in the majority of ROI compared to other digital marketing platforms. Founder and CEO of an Indian digital marketing company ValueFirst Digital, Vishwadeep Bajaj, said that there was a strong surge in ROI ratings achieved through SMS marketing.
According to Bajaj, he tried to understand the reason behind the phenomena. ValueFirst Digital’s head has found out that this was attributed to the lack of P2P communication and the fact that SMS which was primarily used for official business were gaining more conversion for brands.
Bajaj said that in earlier P2P conversations were mostly done through SMS. Now it has been switched o Facebook Messenger and WatsApp. Now, most of the conversations done via SMS are of the business type. Text messages have unexpectedly regained their trust with brands as P2P communication has been vacant on that front.
Another reason for the booming popularity of SMS is the increasing reach of mobile phones. Bajaj said tat now communication isn’t fixed to 160 characters and can range greatly in forms of different media.
Vishwadeep position is also supported by Future Group’s Digital Head Pawan Sarda whose company has seen a revitalized interest in SMS marketing.