Conversational Marketing: Conversational marketing is becoming increasingly prevalent as brands seek to engage customers on the channels they use most frequently. There has been a notable 29% increase in mobile app messaging for marketing in 2023 compared to the previous year. WhatsApp remains the top digital channel for conversational marketing, driven by new features that enable seamless purchase journeys within a single chat window. Infobip has also observed significant increases in messaging apps such as Telegram, Line, Viber, and Messenger, reflecting the diverse messaging landscape. Additionally, RCS Business Messaging is emerging as a promising channel for conversational marketing.
The changing role of SMS: Infobip’s data from 2023 shows that SMS remains an important channel for business communication, but usage is changing where SMS is now being used alongside chat apps. Across all industries, brands most commonly use SMS with WhatsApp, with 25% of businesses choosing this combination. Moreover, where businesses and brands use two channels, SMS is one of the two options in 63% of cases.
