previous icon Back to blog
Jun 03, 2022
5 minutes read

Chat Apps - Choosing Between Channels

There’s a plethora of messaging apps and mobile communication channels available worldwide. Various apps exist, native applications are growing and also standard SMS text messages are still widely in use. In what channel should you invest your resources?

Decisions… Decisions…

SMS used to be the standard to send mobile messages. Nowadays, you can also reach people via channels like WhatsApp, Facebook Messenger, Instagram Messaging, Viber, Telegram, and the list goes on. The SMS channel itself is also expanding into a rich platform with Apple Messages for Business and RCS. You can even extend traditional SMS with rich messages using solutions like Pages. There are so many options; the sky seems to be the limit.

New messaging channels appear and each channel has its characteristics. Different channels have different features, and different regulations, they are governed by different legislation, and use different keys to reach a specific phone. Some require you to pass a validation process while others are open to using for everyone. You can’t possibly invest in all channels that are out there. If you want to reach your (future) customers, you need to cater your solution specifically to your target audience.

How Do I Choose?

One of the biggest challenges in mobile marketing nowadays is getting your message across to the right person at the right time. If you want your audience to notice your message and register it, you’d better make sure the message is relevant to the recipient and is delivered via the channel the recipient prefers. Just sending loads of emails is not sufficient anymore.

The chosen channel should be able to carry the information you want to share. Will text suffice, or do you need images and videos as well? Do you want to provide navigational directions? Are you sending one-off messages or are you broadcasting huge personalised campaigns? Do you want to start an in-channel conversation with your recipients? And would you like to even close a deal and perform a payment transaction without the end-user having to leave the conversation? The final and inarguably most important factor is whether your intended recipient is reachable via the channel.

messaging-channels

App availability differs wildly, based on geography and demographics. Older users tend to prefer traditional SMS, while the younger generations hardly ever leave their favourite messaging application.

Incoming!

Many channels have two-way capabilities. Even though SMS already offered inbound possibilities, this often came at a price for the end-user and as such, the number of incoming messages stayed low. With most new channels, inbound messages are free for the end-user. Also, they are accustomed to using their apps for two-way communications. For some channels, companies are obligated to reply within 24 hours. Some channels can only be used when the end-user initiates the conversation. All these different streams of messages, all these different interfaces, how can you manage all that and still keep your end-users satisfied?

The Power of One

Let’s face it. You can never find a single rich messaging channel guaranteed to reach all your intended recipients. There still are people who don’t have a smartphone or don’t have access to data. And what happens when you need two channels to reach the majority of your audience, want to expand your business, or need to reach out to another audience than before, maybe also into another geographical region? You will have to adapt to other channels as well.

When you connect directly to one or two channels, you can develop the required software and connectors yourself. Yet, when you want to connect a new channel or need additional features, it’s back to the drawing board. A small addition could even require a complete overhaul of your entire codebase. Connecting to a well-catered CPaaS provider like CM.com can help you simplify your connection process.

business-messaging-api-channels

The single web platform, offering multiple channels in a single environment, enables you to adapt your messages and marketing campaigns for specific situations, without the need for custom development. Using proven API solutions, you can connect your CRM system. You can even take it a step further and add CM.com’s Customer Data Platform for highly personalised campaigns. And when none of the available rich text channels are available or suitable for your recipient, CM.com offers the ability to send end-users to a mobile-friendly landing page by sending a personalised link via an SMS message.

Should I Choose At All?

You might want to send a single type of message to a big group of recipients, spread over multiple channels. You could split your recipients into several groups, one for each channel. However, it could be much more convenient to use a supplier like CM.com, which enables you to send a message to all your recipients via all available channels. Our system can determine which channel is available for each recipient and send the message via the most appropriate system, eventually falling back to a plain SMS message or even a text-to-speech voice call.

There are lots of messaging channels. Each channel has its pros and cons, and each audience has a different channel preference. To select the correct channel, you have to evaluate your needs and decide what channel best matches their needs. When using a CPaaS provider like CM.com, you can conveniently target many or even multiple channels at once and reach a bigger portion of your audience than when aiming for a single connection.

Being a fully equipped CPaaS provider, CM.com can help you with this as well. Mobile Service Cloud connects all applicable channels into one inbox for your support agents to communicate with your customers. By adding intelligent chatbots in the same application, and handing them over to human agents when needed, you can save costs on support personnel, stay compliant and still give your end-users a seamless experience.

Provide Customer Support on All Conversational Channels

Was this article interesting?
Share it!
Joep Beusenberg

Joep Beusenberg is Lead Developer at CM.com and loves to make complex systems simple. His Dutch roots combined with a passion for martial arts, Asian cultures and Japanese language make him push CM.com’s platform for global usability.

Latest articles

Migrate WhatsApp for Business account
Nov 04, 2024 • WhatsApp

WhatsApp Business Platform: Pricing Changes 2024/2025

WhatsApp Pricing is based on conversation categories with corresponding fees. Read all about the pricing model in this blog. Meta has announced some upcoming pricing changes for 2024 and 2025. Find out what those changes mean for you!

WhatsApp Pay
Jul 15, 2024 • WhatsApp

How to get the WhatsApp Business green tick ✅

The WhatsApp Business green tick is the official badge for Meta verified business accounts. It helps users to distinguish between authentic businesses and fake accounts. Many users place high value on the green tick, and brands sporting this badge will see a positive impact on their business. But how can you business apply for the green tick badge? Read all about it below.

unlock-communication-excellence-with-cpaas
Jul 11, 2024 • CM.com

Unlock communication excellence with CPaaS

Diving deeper into CM.com's CPaaS approach is empowering business users to unlock Communication Excellence - a guest article by Quadrant Knowledge Solutions, a global advisory and consulting firm focused on helping clients in achieving business transformation goals with strategic business and growth advisory services.

sms-vs-mms-vs-rcs
Jun 03, 2024 • SMS

SMS vs MMS - What is the difference?

There are many different ways to send text messages, and the various names and acronyms may start to feel daunting. In this blog, we'll tell you everything about SMS and MMS.

SMS Appointment Notifications
May 16, 2024 • SMS

Streamline your business to success with SMS notifications

Appointment no-shows, delivery delays, abandoned online shopping carts, late payments - all of the above can be quite the headache for many businesses. SMS notifications offer a solution.

SMS Security
May 16, 2024 • Security

Secure your business with SMS OTPs and alerts

In the current digital era, technological and online advances are rapidly growing, creating new ways for businesses to engage with their customers. Unfortunately, where there is growth, there will be criminals trying to steal some of the profits. Protecting business data, customer information, and online accounts is a priority for every modern business. SMS security can help protect your business and your customers from online fraud and cyber crime.

engage-platform-effect-customer-service
May 10, 2024 • CM.com

Happy clients, happy agents: The "platform effect" in customer service

As a member of the customer service team, you stand on the front lines of customer interaction every day. In a world where customers demand quick and personalised service - long wait times, impersonal responses, or worse, incorrect answers, can quickly drive a customer away. Your goal, however, is to connect customers with your organisation and deliver the best answers and service possible. It’s incredibly satisfying to see a customer leave a conversation happier and eager to purchase your product. Your efforts can significantly enhance the customer experience, but you need the right tools to truly excel. Integrating these tools into a platform amplifies your capabilities and lets you experience the power of the platform effect.

sms-email-leads
May 10, 2024 • SMS

Optimise the customer experience with valuable insights and direct live support via SMS

Add SMS to your contact centre and help your agents to connect with your customers on the most reliable channel. Tackle more conversations at a time without losing the important personal touch, and gain valuable insights with streamlined SMS feedback surveys to enhance customer satisfaction rates.

Aplicación de WhatsApp Business Platform para eCommerce
May 08, 2024 • WhatsApp

Quality customer engagement with the WhatsApp Business Platform

We all want to get our messages out there. We want to engage with our customers, raise brand awareness, and connect with our target audience. WhatsApp Business Platform helps you safeguard the way you communicate with existing and potential customers, making sure that you provide them with a meaningful and relevant customer experience to help grow your business.

Is this region a better fit for you?
Go
close icon