Stay relevant, my friends

  • By Matt Mills
  • |
  • May 13, 2024

Bottom Bar Relevance

The bottom bar – we all use it every day. So critical in the mobile experience, the bottom bar contains the most important shortcuts to the most important apps on a phone.

Getting in the bottom bar means getting seen.

bottom bar

Getting in the bottom bar means staying relevant.

One of the quickest routes to the bottom bar is via SMS. In the U.S., SMS marketing continues to grow rapidly and reach new levels. According to Grand View Research, the U.S. market for business text messaging is valued at USD 12.6 billion by 2025.

The SMS market is growing at an impressive rate simply because of the similarly astounding statistics backing it up:

  • SMS has a 98 percent open rate*
  • 32 percent of recipients respond to SMS offers*
  • 90 percent of SMS texts are read within 3 seconds*
  • 29 percent of SMS marketing recipients click on links in SMS messages*
  • 50 percent of US consumers receiving branded SMS texts go on to make direct purchases*

*Adobe

I don’t always partake in digital marketing, but when I do, I send SMS.

The Most Interesting Man in the World had a simple brand strategy: rich in stories and rich in experiences. That strategy is easy to relate to in the marketing world. In 2024 digital marketing terms, keeping on with a rich experience most likely means moving on from email and other aging channels and fully embracing SMS.

Recent research from Vibes found that text messages spur 75% of consumers into action. However, 71% mention that too many text messages can be an issue. Simply put, the general SMS-consuming public (i.e. many, many people) are evolving.

bottom bar

SMS marketing strategy must evolve, too.

The bottom bar is not new. SMS marketing is not new, either. SMS strategy is transforming, evolving, getting more advanced. According to Mobile Marketing Watch, customers now expect more than just one-way communication from brands. This is where interactive SMS campaigns enter the mix – text bots, SMS automations, and other progressive SMS initiatives.

Stay relevant, find your way to the bottom bar.

Getting in the bottom bar and taking advantage of consistently high SMS open rates is simply a must in 2024. To stay truly relevant, though, it’s important to think about what your exact SMS use case is, and then integrate intelligent solutions to increase accuracy and conversion.

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