The last piece of untouched real estate on your iPhone—your iMessages—is under assault. As with all communication channels, this one is no different. Marketers are slowly finding their way in. With Apple’s newest update, iMessages is undergoing sweeping changes. Large companies know it and they are seeking the ways to break through to you.
They’re striving to enter your iMessage because in a busy world where attention is money, it is the last domain that practically guarantees a message is received. Think about the edge on this as a marketer. If they can text you directly in iMessage, there is a little doubt you won’t read it. Early email marketers had 90% open rates in the late 90s. Now, if they’re above 20%, they’re truly golden. With text messages, open rates are well above 90%.
Looking down the road, it is hard not to see a new messaging platform that is no different than email: Messages scattered and littered with promos that you’re going to spend time unsubscribing to. Or replying “stop” to.
“The dream of marketers of frictionless commerce is coming, quickly. With shoppable stickers that allow you to make a purchase, we are moving from conversation to commerce at an exponential rate.” Vivian Rosenthal
I’m not sold that this is for the better.
Looking at China, the proliferation of app messaging and commerce being intertwined is already happening way ahead of the United States. It could be because the newest mobile users didn’t have the legacy system of email, or because they possessed multiple mobile devices and were open to integrating them all into a single digital identity.
Either way, the changes coming are great opportunities for those that don’t abuse it. The companies that walk the line the most carefully will be those that are the most successful.