市場調查報告書
商品編碼
1453867
到 2030 年短訊服務 (SMS) 行銷軟體市場預測:按行銷宣傳活動、公司規模、最終用戶和地區進行的全球分析Short Message Service Marketing Software Market Forecasts to 2030 - Global Analysis By Marketing Campaign, Enterprise Size, End User and By Geography |
根據 Stratistics MRC 的數據,2023 年全球短訊服務 (SMS) 行銷軟體市場規模將達到 84 億美元,預計在預測期內將以 21.1% 的年複合成長率成長,到 2030 年達到 318 億美元。
這是指為企業提供透過訊息進行行銷宣傳活動的工具和平台。這些軟體解決方案利用了簡訊通訊的普遍性和即時,使創建、安排和向廣大受眾發送有針對性的訊息訊息變得容易。它是各行業公司有效與目標受眾互動的強大工具。此外,簡訊行銷軟體可以根據人口統計、購買歷史和行為進行精確的受眾細分,從而允許企業針對特定客戶群體客製化訊息,確保提高宣傳活動的相關性和有效性。
根據網路創新聯盟發布的統計數據,2016年美國智慧型手機總數為2.082億部,預計2021年將增加至2.707億部。根據全球線上通訊平台供應商Burst SMS發布的報告,與其他主要行銷工具相比,簡訊的平均點擊率更高。
智慧型手機和行動裝置的普及
隨著智慧型手機在全球的普及,消費者不斷連接到他們的設備,為企業利用簡訊作為直接有效的行銷管道創造了機會。智慧型手機已成為日常生活的重要組成部分,使用者經常檢查裝置上的訊息、通知和更新。此外,這種始終線上連接意味著 SMS訊息可以快速接收,並且通常在發送後幾分鐘內即可閱讀,從而與其他型態的數位通訊相比,開啟率更高。
垃圾郵件問題
激進或未經請求的簡訊行銷可能會導致收件人將訊息視為垃圾郵件,從而導致負面的品牌認知和法律後果。隨著消費者越來越被促銷訊息淹沒,尤其是透過數位管道,垃圾簡訊的風險變得更加明顯。公司必須在有效吸引客戶和用不必要的訊息壓倒客戶之間找到一條微妙的界線。然而,《電話消費者保護法》(TCPA) 和《一般資料保護規範》(GDPR) 等嚴格法規對簡訊行銷實務提出了嚴格要求,以保護消費者隱私並防止垃圾郵件行為。
個人化功能
在消費者日益需要客製化體驗的時代,簡訊行銷軟體使企業能夠根據個人偏好、行為、人口統計和購買歷史來個人化訊息。透過製作在個人層面上引起收件者共鳴的訊息,企業可以顯著提高參與度和回應率。個人化簡訊宣傳活動可培養關聯感和連結感,進而提高客戶滿意度和忠誠度。此外,個人化可以提供符合收件者興趣和需求的內容,而不僅僅是回應他們的名字,從而最大限度地提高行銷工作的有效性。
多媒體功能限制
與其他數位行銷管道不同,簡訊在傳遞圖像、影片和互動元素等多媒體內容方面具有固有的限制。這種限制限制了簡訊行銷宣傳活動的創造力和參與潛力,阻礙了企業向目標用戶提供豐富、身臨其境的體驗。在視覺和互動內容在吸引消費者註意力和有效傳達品牌訊息方面發揮關鍵作用的時代,未能將多媒體元素融入簡訊行銷訊息可能會導致影響力和競爭降低。
隨著封鎖和社交距離措施對數位通訊和線上管道的依賴日益增加,企業正在尋求替代方式來接觸和與客戶互動,簡訊行銷軟體的需求正在增加。事實證明,簡訊是向消費者提供及時更新、安全通訊協定、宣傳活動資訊等的寶貴工具,尤其是在零售、飯店和醫療保健等受疫情嚴重打擊的行業。然而,疫情造成的經濟不確定性和預算限制正在導致一些公司重新考慮其行銷支出,這可能會減緩簡訊行銷軟體在某些行業的採用。
預計慶典產業在預測期內將是最大的
由於其能夠在各種場合和活動中增強參與度和互動,因此市場區隔領域預計將在整個預測期內佔據最大佔有率。該領域的企業(例如活動策劃者、餐廳、禮品店和娛樂場所)依靠 SMS 行銷軟體為特定節日(例如生日、週年紀念日、節日和里程碑)創建特別優惠、折扣和個人化訊息。此外,由於簡訊提供了與客戶直接、即時的聯繫點,企業可以及時發送提醒、邀請和問候,從而促進收件人之間的聯繫和忠誠度。
大型企業領域預計在預測期內年複合成長率最高。
隨著簡訊作為與客戶直接溝通管道的有效性逐漸顯現,大型企業部門預計將在預測期內實現快速成長。零售、金融、通訊和醫療保健等行業的大型公司依靠 SMS 行銷軟體來提高客戶參與、推動銷售並增強品牌忠誠度。擁有廣泛基本客群和多樣化行銷需求的大公司依賴強大、擴充性的SMS 行銷來處理大量訊息、支援高級細分和個人化,並與現有行銷系統無縫整合。
亞太地區人口眾多,行動電話普及較高,簡訊成為企業有效接觸消費者的簡單且廣泛使用的溝通方式。印度、中國和東南亞國家等新興經濟體的快速數位化和智慧型手機的普及正在推動簡訊行銷軟體的需求,因為企業希望迎合不斷成長的精通行動裝置的人群。此外,亞太市場的多樣性和動態性為公司提供了重要的機會,可以根據特定的文化偏好和消費行為行為實施有針對性的在地化簡訊行銷宣傳活動。
預計歐洲地區在預測期內將出現良好的成長。 《一般資料保護規範》(GDPR) 等越來越多的法規迫使企業實施合規且安全的 SMS 行銷解決方案,以保護消費者隱私和資料。政府採取了旨在提高數位行銷實踐透明度和課責的舉措,旨在與消費者建立信任並避免因違規,因此對簡訊行銷軟體的需求正在增加。因此,簡訊行銷軟體供應商提供強大的功能和特性,以確保符合監管要求,例如同意管理、資料加密和審核追蹤。
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.