Recently, several regulational changes have altered the process of compliantly utilizing text-message (SMS) delivery methods. First, the use of shared short codes has been discontinued, and organizations are now forced to purchase a dedicated short code which can cost upwards of tens of thousands of dollars. Additionally, companies and their SMS campaigns must now be registered with all mobile carriers to ensure message delivery. These changes have significantly impacted the mobile marketing industry, and organizations are now looking for alternative delivery methods to replace SMS based platforms.
Interestingly, many organizations are now sending ringless voicemail drops in place of SMS messages. Although the technology is relatively new, ringless voicemail is gaining traction within the marketing sector due to the efficiency and comparatively low cost of message delivery. Essentially, a ringless voicemail drop is a message which is delivered to a target user’s mobile phone voicemail without making a call. Over 95% of people listen to their voicemail messages, so this form of message delivery is highly effective. Additionally, most ringless voicemail platforms only charge for messages that are delivered, so organizations will not be charged for failed attempts.
Importantly, ringless voicemail is regulated at both local and national levels, so it is recommended to research all applicable rules when using this form of message delivery. In comparison to SMS, ringless voicemail carries less restrictions and a lower cost per message, but the success of an organization’s campaign is largely determined by both their message content and the quality of their product. Before commencing a ringless voicemail campaign, make sure to properly investigate the technology to determine if it will be a good match with your organization’s goals, and this includes both operational conditions and instituted regulations.
For some companies, mobile outreach is a large part of their overall marketing efforts, and the recent changes within this industry have been extremely impactful. For example, some smaller businesses require a low cost SMS delivery mechanism, such as a shared short code, due to their budget constraints and limited campaign size. In this sense, the recently enacted regulatory modifications have essentially rendered these businesses helpless in their mobile communication efforts.
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As the mobile marketing industry currently stands, organizations must anticipate future changes in both regulations and emerging technologies in order to remain functionally effective. What worked even five years ago may no longer function in the same way today, and what works today might be outdated in even a few years due to the exponential growth of mobile functionality. As with any endeavor, one is best not placing all of their proverbial eggs in one basket, and mobile marketing is no exception. The best course of action appears to be a well diversified campaign which uses multiple delivery mechanisms. With this strategy, organization’s can avoid a sudden bottleneck, or even a complete shutdown, due to policy changes and technological updates. Realistically, all forms of technology are constantly being refined, which could require alterations at the user level, and mobile marketing is no exception.
