Why RCS messaging is a necessity — Dimitris Maniatis // Upstream
- Part 1 Why RCS messaging is a necessity — Dimitris Maniatis // Upstream
- Part 2Advantages of cookieless Mobile Marketing — Dimitris Maniatis // Upstream
Show Notes
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02:36What RCS messaging isRCS is a richer version of text-based messaging channels. It combines the high delivery and engagement rates of SMS with a personalized approach and open web capabilities in one messaging app.
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03:56Understanding the differences between RCS and SMS messagingRCS is a protocol for enhanced messaging on Android devices, offering features such as high-resolution images, videos, and carousels. It allows for interactive and feature-rich messaging and the ability to complete purchase flows within the SMS inbox.
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05:20RCS availability for all types of smartphonesRCS is available for a number of smartphones, but not currently for iOS devices. However, it has the potential to be widely adopted in markets with a high percentage of Android users and may be more dominant than iMessage or WhatsApp in these areas.
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06:13CrossiMessage messaging with enhanced features can only be exchanged between iOS devices and cannot be received from or sent to Android devices. RCS messaging is not yet compatible with iOS devices, but its growth does not depend on this compatibility.
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07:08Capability checks and fallback mechanisms in RCS messagingRCS technology allows for capability checks to ensure that messages can be delivered to the intended device. If a device is not compatible, the technology can fall back to a less rich message format, such as MMS or SMS, to ensure that the message is still delivered.
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08:32The benefits of RCS messaging for marketersRCS messaging allows for more personalized and interactive experiences directly within the messaging app. This can lead to higher conversion rates and better performance for campaigns, as there is less dropoff due to context switching.
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10:24Multimedia content in RCS messaging for brand engagementRCS messaging allows brands to send multimedia content, such as videos and carousels, to customers in order to promote offers and increase engagement with their brand. This can be effective in convincing customers to make a purchase or interact with the brand.
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11:35RCS prioritization for marketersText messaging-based campaigns have the potential to deliver significantly higher ROI compared to other channels. However, prioritization should always depend on the platform the target audience is using to accept that messaging.
Quotes
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"RCS brings together the capabilities of SMS, like the high delivery rate, high engagement rate, the personalized approach, and the open web all in one messaging app." -Dimitiris Maniatis, CEO, Upstream
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"RCS has been adopted and driven by mobile network operators, the GSMA and Google. It opens up the capabilities that youre used to in iMessage or WhatsApp in the world of Android smartphones." -Dimitiris Maniatis, CEO, Upstream
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"We operate in 30 markets across the world. Most of them, like Brazil, have a heavy Android subscriber base. There, the applicability of RCS could be far superior to iMessage and compete with WhatsApp." -Dimitiris Maniatis, CEO, Upstream
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"For RCS to reach its expected target of almost 4 billion people by 2026, they don't need the iPhone device for that." -Dimitiris Maniatis, CEO, Upstream
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"RCS, as a technology, allows you to have capability checks. So, you can check the fidelity of the device that you expect to deliver the message to." -Dimitiris Maniatis, CEO, Upstream
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"There is a dropoff rate from switching context from the messaging app to the browser. And, if you have it all in one place, we've seen that drive superior performance and investment on such campaigns." -Dimitiris Maniatis, CEO, Upstream
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"As things stand now, RCS cannot be 100% of your priority because the delivery rate is not as high yet." -Dimitiris Maniatis, CEO, Upstream
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"We see a lot of the marketing technology stack around email. But the problem with email is that it rarely yields more than a 20% open rate." -Dimitiris Maniatis, CEO, Upstream
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"When we prioritize text messaging or messaging-based campaigns, we're able to deliver superior ROI. I'm talking 15 times, 20 times ROI compared to other campaigns over email, Google, or Facebook." -Dimitiris Maniatis, CEO, Upstream
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"RCS, as a technology, allows you to have capability checks. So, you can check the fidelity of the device that you expect to deliver the message to." -Dimitiris Maniatis, CEO, Upstream
- Part 1 Why RCS messaging is a necessity — Dimitris Maniatis // Upstream
- Part 2Advantages of cookieless Mobile Marketing — Dimitris Maniatis // Upstream
Up Next:
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Part 1Why RCS messaging is a necessity — Dimitris Maniatis // Upstream
Dimitris Maniatis, CEO of Upstream, looks into different forms of communication in marketing. Email, which often has a low open rate, is subject to spam filters and other challenges. On the other hand, RCS messaging allows for more personalized and interactive experiences within the messaging app, leading to higher conversion rates and better campaign performance. Today, Dimitiris discusses RCS messaging and whether it is a necessity for marketers.
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Part 2Advantages of cookieless Mobile Marketing — Dimitris Maniatis // Upstream
Dimitris Maniatis, CEO of Upstream, looks into different forms of communication in marketing. In a cookieless world, mobile marketing has the potential to be a particularly effective channel for reaching customers and first-party data collection. The intimate and always-on nature of mobile devices makes them a powerful tool for marketers looking to communicate with and build relationships with their customers and prospects. Today, Dimitiris discusses the advantages of cookieless mobile marketing.
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