New rich media format for the bottom line marketers

Brands are always keen on finding innovative ways to engage with its audience and educate customers on products and services. To this end Vodafone, VodaMedia together with Out There Media is partnering on an exciting new rich communications services and crafted a campaign were consumers received an RCS message directly into their native messaging app inviting them to watch a “How To Win Your Rewards” video, followed by seamless transition to the a delivery page to order online.

The results were nothing short of outstanding:

• +73% message read rate
• +2,5% ‘Order now’ click-through-rate
• 44% users proceeded to the home page.

The brand accomplished all this without the need for the recipient to download and configure multiple additional apps. How did they do this? RCS, short for Rich Communication Services.

You see the SMS, while simple enough to be the ubiquitous mainstay of mobile communications for almost 3 decades, has its limitations. RCS on the other hand, has the robustness and customizability to meet the complex needs of the modern mobile world.

So, what is RCS?

Well, at its most basic level RCS can be seen as an evolution of SMS. Brands can now fill their messages with action buttons, carousels, videos, images, and more, to create more engaging two-way messaging interactions.

With RCS brands can build interactive campaigns where users can

• Open a URL
• Reply
• Add Calendar events
• Open locations
• And call back

All these actions can be performed from within the customer’s native SMS environment and like SMS are applicable across network operators, although currently Vodacom with Out There Media are the sole operators offering RCS advertising inventory in South Africa. Thus, RCS combines the best of two worlds; the universality and reach of SMS with the richness and interactivity of rich media.

The platform makes text messages look and feel more like dedicated messaging apps such as WhatsApp, Facebook Messenger, Google Hangouts, Apple’s iMessage and so on.

Unlike these messaging apps however RCS is a service and not another app you have to download so anyone who can send and receive text now (which is virtually everyone with a mobile device) should have no problem using it.

That sounds all well and good, and it is about time SMS caught up with the times, but the real question remains, what can it do for your business?

Well, with RCS You are now able, within a single environment, to enrich your customers user journey, by incorporating functionalities you couldn’t before.

This rich messaging experience comes loaded with amazing features such as:

• Customised Branding
• A verified sender for customer peace of mind,
• Brand safety in terms of advertiser name, logo, colour etc.
• Rich Dynamic Content.
• True Metrics
• Ubiquity
• Suggested actions: Chatbots interacting and suggesting client actions, customised reply buttons.
• Real Conversations
• Rich Media
• Message themes
• 100% Brand Safety.

All these works together for your brand, to create awareness, enable acquisition and foster engagement.

Finally, how can your business make the most of this mobile revolution?

VodaMedia is currently the only mobile network operator to embrace the future and offer RCS inventory in South Africa. Being the largest local MNO, they have the scale and, by virtue of having run successful RCS campaigns globally, the practical expertise to optimize your RCS campaign.

To get started simply contact VodaMedia@vodacom.co.za to find out more.