市场调查报告书
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1453867
到 2030 年短讯服务 (SMS) 行销软体市场预测:按行销宣传活动、公司规模、最终用户和地区进行的全球分析Short Message Service Marketing Software Market Forecasts to 2030 - Global Analysis By Marketing Campaign, Enterprise Size, End User and By Geography |
根据 Stratistics MRC 的数据,2023 年全球短讯服务 (SMS) 行销软体市场规模将达到 84 亿美元,预计在预测期内将以 21.1% 的复合年增长率增长,到 2030 年达到 318 亿美元。
这是指为企业提供透过讯息进行行销宣传活动的工具和平台。这些软体解决方案利用了简讯通讯的普遍性和即时,使创建、安排和向广大受众发送有针对性的讯息讯息变得容易。它是各行业公司有效与目标受众互动的强大工具。此外,简讯行销软体可以根据人口统计、购买历史和行为进行精确的受众细分,从而允许企业针对特定客户群体客製化讯息,确保提高宣传活动的相关性和有效性。
根据网路创新联盟发布的统计数据,2016年美国智慧型手机总数为2.082亿部,预计2021年将增加至2.707亿部。根据全球线上通讯平台供应商Burst SMS发布的报告,与其他主要行销工具相比,简讯的平均点击率更高。
智慧型手机和行动装置的普及
随着智慧型手机在全球的普及,消费者不断连接到他们的设备,为企业利用简讯作为直接有效的行销管道创造了机会。智慧型手机已成为日常生活的重要组成部分,使用者经常检查装置上的讯息、通知和更新。此外,这种始终在线的连接意味着 SMS讯息可以快速接收,并且通常在发送后几分钟内即可阅读,从而与其他型态的数位通讯相比,开启率更高。
垃圾邮件问题
激进或未经请求的简讯行销可能会导致收件人将讯息视为垃圾邮件,从而导致负面的品牌认知和法律后果。随着消费者越来越被促销讯息淹没,尤其是透过数位管道,垃圾简讯的风险变得更加明显。公司必须在有效吸引客户和用不必要的讯息压倒客户之间找到一条微妙的界线。然而,《电话消费者保护法》(TCPA) 和《一般资料保护规范》(GDPR) 等严格法规对简讯行销实务提出了严格要求,以保护消费者隐私并防止垃圾邮件行为。
个人化功能
在消费者日益需要客製化体验的时代,简讯行销软体使企业能够根据个人偏好、行为、人口统计和购买历史来个人化讯息。透过製作在个人层面上引起收件者共鸣的讯息,企业可以显着提高参与度和回应率。个人化简讯宣传活动可培养关联感和连结感,进而提高客户满意度和忠诚度。此外,个人化可以提供符合收件者兴趣和需求的内容,而不仅仅是回应他们的名字,从而最大限度地提高行销工作的有效性。
多媒体功能限制
与其他数位行销管道不同,简讯在传递图像、影片和互动元素等多媒体内容方面具有固有的限制。这种限制限制了简讯行销宣传活动的创造力和参与潜力,阻碍了企业向目标用户提供丰富、身临其境的体验。在视觉和互动内容在吸引消费者註意力和有效传达品牌讯息方面发挥关键作用的时代,未能将多媒体元素融入简讯行销讯息可能会导致影响力和竞争降低。
随着封锁和社交距离措施对数位通讯和线上管道的依赖日益增加,企业正在寻求替代方式来接触和与客户互动,简讯行销软体的需求正在增加。事实证明,简讯是向消费者提供及时更新、安全通讯协定、宣传活动资讯等的宝贵工具,尤其是在零售、饭店和医疗保健等受疫情严重打击的行业。然而,疫情造成的经济不确定性和预算限制正在导致一些公司重新考虑其行销支出,这可能会减缓简讯行销软体在某些行业的采用。
预计庆典产业在预测期内将是最大的
由于其能够在各种场合和活动中增强参与度和互动,因此市场区隔领域预计将在整个预测期内占据最大份额。该领域的企业(例如活动策划者、餐厅、礼品店和娱乐场所)依靠 SMS 行销软体为特定节日(例如生日、週年纪念日、节日和里程碑)创建特别优惠、折扣和个人化讯息。此外,由于简讯提供了与客户直接、即时的联繫点,企业可以及时发送提醒、邀请和问候,从而促进收件人之间的联繫和忠诚度。
大型企业领域预计在预测期内复合年增长率最高。
随着简讯作为与客户直接沟通管道的有效性逐渐显现,大型企业部门预计将在预测期内实现快速成长。零售、金融、通讯和医疗保健等行业的大型公司依靠 SMS 行销软体来提高客户参与、推动销售并增强品牌忠诚度。拥有广泛基本客群和多样化行销需求的大公司依赖强大、扩充性的SMS 行销来处理大量讯息、支援高级细分和个人化,并与现有行销系统无缝整合。
亚太地区人口众多,行动电话普及较高,简讯成为企业有效接触消费者的简单且广泛使用的沟通方式。印度、中国和东南亚国家等新兴经济体的快速数位化和智慧型手机的普及正在推动简讯行销软体的需求,因为企业希望迎合不断增长的精通行动装置的人群。此外,亚太市场的多样性和动态性为公司提供了重要的机会,可以根据特定的文化偏好和消费行为行为实施有针对性的在地化简讯行销宣传活动。
预计欧洲地区在预测期内将出现良好的成长。 《一般资料保护规范》(GDPR) 等越来越多的法规迫使企业实施合规且安全的 SMS 行销解决方案,以保护消费者隐私和资料。政府采取了旨在提高数位行销实践透明度和课责的倡议,旨在与消费者建立信任并避免因违规,因此对简讯行销软体的需求正在增加。因此,简讯行销软体供应商提供强大的功能和特性,以确保符合监管要求,例如同意管理、资料加密和审核追踪。
According to Stratistics MRC, the Global Short Message Service (SMS) Marketing Software Market is accounted for $8.4 billion in 2023 and is expected to reach $31.8 billion by 2030 growing at a CAGR of 21.1% during the forecast period. It refers to providing tools and platforms for businesses to conduct marketing campaigns through SMS messages. These software solutions facilitate the creation, scheduling, and sending of targeted promotional messages to a wide audience, leveraging the ubiquity and immediacy of SMS communication. It serves as a powerful tool for businesses across various industries to engage with their target audience effectively. Moreover, SMS marketing software allows for precise audience segmentation based on demographics, purchase history and behavior, enabling businesses to tailor their messages for specific customer groups, thereby increasing the relevance and effectiveness of their campaigns.
According to statistics published by the Internet Innovation Alliance, the total number of smartphones in the U.S. in 2016 was 208.2 million and is expected to increase to 270.7 million by 2021. According to a report published by Burst SMS, a global online messaging platform provider, SMS has a better average CTR in comparison to any other leading marketing tool.
Widespread usage of smartphones and mobile devices
With the increasing penetration of smartphones globally, consumers are constantly connected to their devices, creating an opportunity for businesses to leverage SMS as a direct and effective marketing channel. Smartphones have become an integral part of daily life, with users frequently checking their devices for messages, notifications, and updates. Additionally, this constant connectivity ensures that SMS messages are promptly received and often read within minutes of delivery, resulting in high open rates compared to other forms of digital communication.
Spam concerns
Aggressive or unsolicited SMS marketing practices can lead to recipients perceiving messages as spam, resulting in negative brand perceptions and potential legal ramifications. As consumers become increasingly inundated with promotional messages, particularly through digital channels, the risk of SMS spamming becomes more pronounced. Businesses must navigate a fine line between engaging customers effectively and overwhelming them with unwanted messages. However, stringent regulations such as the Telephone Consumer Protection Act (TCPA) and General Data Protection Regulation (GDPR) impose strict requirements on SMS marketing practices to protect consumer privacy and prevent spamming.
Personalization capabilities
In an era where consumers increasingly demand tailored experiences, SMS marketing software offers businesses the ability to personalize messages based on individual preferences, behaviors, demographics, and purchase history. By crafting messages that resonate with recipients on a personal level, businesses can significantly enhance engagement and response rates. Personalized SMS campaigns foster a sense of relevance and connection, leading to increased customer satisfaction and loyalty. Moreover, personalization goes beyond simply addressing recipients by name; it involves delivering content that aligns with their interests and needs, thereby maximizing the impact of marketing efforts.
Limited multimedia capabilities
Unlike other digital marketing channels, SMS has inherent constraints in delivering multimedia content such as images, videos, and interactive elements. This limitation restricts the creativity and engagement potential of SMS marketing campaigns, hindering businesses from delivering rich and immersive experiences to their target audience. In an era where visual and interactive content plays a crucial role in capturing consumers' attention and conveying brand messages effectively, the inability to incorporate multimedia elements into SMS marketing messages can result in reduced impact and competitiveness.
The increased reliance on digital communication and online channels during lockdowns and social distancing measures has driven up the demand for SMS marketing software as businesses seek alternative ways to reach and engage with customers. SMS has proven to be a valuable tool for delivering timely updates, safety protocols, and promotional offers to consumers, particularly in industries heavily affected by the pandemic, such as retail, hospitality, and healthcare. However, economic uncertainties and budget constraints resulting from the pandemic have led some businesses to reassess their marketing expenditures, potentially slowing down the adoption of SMS marketing software among certain sectors.
The celebrations segment is expected to be the largest during the forecast period
Celebrations segment is estimated to witness largest share of the market throughout the overcast period due to its ability to enhance engagement and interaction during various occasions and events. Businesses in this segment, including event planners, restaurants, gift shops, and entertainment venues, utilize SMS marketing software to promote special offers, discounts, and personalized messages tailored to specific celebrations such as birthdays, anniversaries, holidays, and milestones. Furthermore, SMS provides a direct and immediate channel to connect with customers, enabling businesses to send timely reminders, invitations, and greetings, fostering a sense of connection and loyalty among recipients.
The large enterprises segment is expected to have the highest CAGR during the forecast period
Owing to its increasing recognition of the effectiveness of SMS as a direct communication channel with customers, Large Enterprises segment is expected to grow at a rapid pace during the projection period. Large enterprises across various industries, including retail, finance, telecommunications, and healthcare, are leveraging SMS marketing software to enhance customer engagement, drive sales, and strengthen brand loyalty. With their extensive customer bases and diverse marketing needs, large enterprises require robust and scalable SMS marketing solutions that can handle high volumes of messages, support advanced segmentation and personalization, and integrate seamlessly with existing marketing systems.
Owing to a massive population with a high mobile penetration rate, making SMS an accessible and widely used communication channel for businesses to reach consumers effectively, Asia Pacific region commanded the largest market share during the extrapolated period of time. The rapid digitalization and adoption of smartphones in emerging economies such as India, China, and Southeast Asian countries have fueled the demand for SMS marketing software as businesses seek to capitalize on this growing mobile-savvy population. Furthermore, the diverse and dynamic nature of the Asia Pacific market presents vast opportunities for businesses to implement targeted and localized SMS marketing campaigns tailored to specific cultural preferences and consumer behaviors.
Europe region is projected to witness lucrative growth over the forecast period. Stricter regulations such as the General Data Protection Regulation (GDPR) have compelled businesses to adopt compliant and secure SMS marketing solutions to protect consumer privacy and data. Government initiatives aimed at promoting transparency and accountability in digital marketing practices have increased the demand for SMS marketing software among businesses seeking to build trust with consumers and avoid potential fines or penalties for non-compliance. As a result, SMS marketing software providers are offering robust features and functionalities to ensure compliance with regulatory requirements, including consent management, data encryption and audit trails.
Key players in the market
Some of the key players in Short Message Service (SMS) Marketing Software market include Mozeo LLC, Gaglers Inc, Avochato, SendPulse Inc, TextMagic Ltd, Cytech Mobile and Infobip.
In March 2023, Avochato, a leading provider of advanced messaging software for businesses, has announced an integration with ChatGPT-4, the latest generation of OpenAI's advanced natural language processing model. This collaboration aims to revolutionize the way businesses communicate with their customers, offering a faster and more efficient messaging experience.
In May 2022, Avochato, the leading provider of advanced messaging software, has been named a 2022 Cool Vendor based on the report titled, "Cool Vendors(TM) in AI and Automation for CSP Operations and Engagement" by Pulkit Pandey, Peter Liu, Amresh Nandan, Lisa Unden-Farboud, and Brian Doherty at Gartner(R), Inc.