Text Messaging Goes Strong!
Text messaging, the mother of all messaging applications! Yes, you read that correctly—text messaging is a messaging application (or rather, an app) on your smartphone, just like WhatsApp, for example. The only difference is that it comes pre-installed on all phones and mobile subscriptions sold on the market, meaning it’s always ready to use.
For a long time, there has been speculation that text messaging would disappear. In practice, the situation is that there is no comparable standardized communication method available now, nor is one expected in the near future. Of course, consumer behavior has changed such that most people have shifted to using instant messaging apps like WhatsApp. In fact, this shift has opened up an even stronger position for text messaging as a communication channel for businesses, organizations, and public administration when a message needs to be delivered reliably, verifiably, and with the highest possible attention value to the recipient.
One sign of the resurgence of text messaging is that its use in the United States has increased since 2015. Gary Vaynerchuk, who also spoke at Nordic Business Forum, highlights SMS marketing as one of the key marketing channels for businesses.
Marketing Automation—Not Just a Standalone Software
Various marketing automation software solutions are being adopted by an increasing number of organizations, both in the private and public sectors. These software solutions offer many opportunities to enhance customer communication and customer experience. Commonly used platforms include HubSpot, Salesforce Pardot, Eloqua, and Marketo. Additionally, the market offers lighter and therefore more affordable software options.
Marketing automation is actually a somewhat misleading term, because automation can be used for much more than just marketing—for example, it provides tremendous value in sales and customer service. Marketing automation doesn’t always mean dedicated standalone software; automation can also be implemented as a single sales or customer service process.
Text Messaging Service as Part of Marketing Automation
At its simplest, a text messaging service can function as automation. An SMS service can be integrated as part of an enterprise resource planning system, where it serves as a channel for internal or external operational management to handle specific tasks.
A good example is customer satisfaction surveys conducted by automotive dealership chains regarding service performance. In these cases, text messaging is integrated into the service department’s operational management system. The text messaging service in this case doesn’t just mean an interface solution where a text message is sent and received as needed, but there can be considerable logic or automation behind it for phasing message delivery, returning responses, and creating multiple question-answer pairs.
The best solution is to integrate a Finnish text messaging service into your marketing automation software, ensuring communication quality, data protection compliance, and contractual matters are handled reliably. Through a Finnish provider, global communication typically works seamlessly as well, meaning sending messages abroad or to foreign mobile subscriptions is not a problem.
Basic features include alphanumeric sender ID (the text message appears to the consumer with a name like “CompanyLtd”), 2-way text messaging, keywords for routing responses, the ability to attach charges to responses (max. €50), and detailed reporting on message delivery and delivery receipts.
Building the Integration
Integration of marketing automation into an ERP or CRM system can primarily be done in two ways. The fastest and most universal method is a Webhook, where an event in the automation system triggers an HTTP call to the SMS system’s API interface. In a Webhook integration, it’s essential that the call includes at least the recipient’s phone number. Additional flexibility is gained if the message content is also included.
Configuring Webhook calls can be challenging. Particularly with character encoding, situations may arise where special characters don’t work correctly; the cause may be using the wrong source character set or double-encoding the string. From a user perspective, an easier method is direct integration, or a “Plugin.” With a plugin, the hard work of integration has been done in advance, and text messaging can be utilized directly.
There is also a third option: using an integration service. Integration services include platforms like Zapier, IFTTT, and Microsoft Flow. The idea behind these is that integration has been built into multiple systems and their connection is enabled through configuration. For example, a CRM system event “New customer added” can, through an integration service, result in a welcome message being sent to the new customer via email or text message. Integration service developers have invested time and money in building integrations, so their use is typically charged.