What Apple's RCS release means for Marketers

Apple’s announced the integration of Rich Communication Services to its platform. The iOS 18 beta unveiled at Worldwide Developers Conference 2024 (WWDC) brings new levels of interactivity and engagement, presenting a golden opportunity for Marketers who want to connect with audiences in a more personalised and dynamic way.

In this article we take a closer look at RCS and what this means for your marketing campaigns.

Source: https://www.apple.com/au/ios/ios-18-preview/

What is RCS?

Google's RCS protocol is designed to enhance the text messaging experience with richer features compared to its SMS counterpart. Unlike SMS which is limited to 160 characters per part and basic media like hyperlinks, RCS allows for a more interactive messaging experience that integrates with your other applications. For example, when confirming an appointment CTA buttons can be used to also send a calendar invite.

The key features of Google RCS include:

• Sender Verification (verified businesses will show a tick next to their name).

• Rich Media Support (send high resolution images, videos and audio).

• Carousels (send multiple images that customers can scroll through).

• Interactive Buttons (add programmable CTA buttons).

• Read Receipts and Timestamps (showing in-line on conversations).

• Typing indicators (creating a more dynamic and human experience).

SMS vs. RCS

The leap from SMS to RCS is like moving from a landline to a smartphone. While SMS has served as the backbone of mobile communication for decades, it has several limitations that RCS addresses.

In essence, RCS is designed to provide a richer, more engaging and secure messaging experience, making it a superior choice for businesses looking to connect with their customers.

Here's a side by side comparison:

Source: https://developers.google.com/static/business-communications/rcs-business-messaging/files/rbm-master-deck.pdf

RCS opportunities for marketers

Looking at MobileSquared data - the interest in RCS messaging for business is growing. With a 36.3% growth in users over 12-months. But, compatibility across Apple vs. Android has been a long-standing question until now. As when we're sending a campaign we want to ensure:

• We can reach as much of our intended audience as possible.

• Our audience can interact with the message as intended.

Apple's iOS 18 beta addresses this, providing certainty that your RCS messages will be delivered with those premium interactive features.

We've listed some the best opportunities for Marketers to explore:

1) Enhanced customer engagement:

RCS opens new avenues for customer interaction. Marketers can now create more engaging content that captures attention and encourages action. For example, a clothing brand can send a look book in a message, allowing customers to swipe through outfits and even make a purchase directly from the messaging app. This level of interactivity is a game-changer for driving customer engagement.

2) Personalisation at scale:

Personalisation has become a key strategy in modern marketing and RCS takes it a step further. With the ability to send rich media and interactive content, brands can tailor messages to individual preferences and behaviors. Imagine sending a personalised video message to a customer on their birthday or offering them a discount on a product they've shown interest in. RCS makes it possible to deliver these experiences seamlessly.

3) Improved customer support:

RCS isn't just about marketing; it's also a powerful tool for customer support. Brands can use RCS to offer real-time assistance, with interactive buttons that allow customers to choose from different support options or provide feedback. This can significantly enhance the customer experience, reducing friction and increasing satisfaction.

4) Measurable results:

One of the most exciting aspects of RCS for Marketers is the ability to measure the effectiveness of campaigns in real-time. With features like read receipts and interaction tracking, brands can gain valuable insights into how customers are engaging with their messages. This data can be used to refine strategies and improve ROI.

5) Seamless integration with other channels:

RCS can be integrated with other marketing channels to create a unified customer experience. For instance, a brand can follow up an email campaign with an RCS message that offers additional content or a special offer. This multi-channel approach can help reinforce messages and drive conversions.

Preparing for RCS messages

With Apple's adoption of RCS, it's clear that this technology is set to become a mainstream communication tool. Marketers who want to stay ahead of the curve should start preparing now.

Here are a few steps to consider:

1) Invest in RCS technology:

Ensure that your marketing platform supports RCS and start experimenting with its capabilities. The sooner you start, the quicker you'll be able to leverage its full potential.

2) Develop rich media content:

Start creating rich media assets that can be used in RCS campaigns. This includes high-quality images, videos and interactive elements that will capture your audience's attention.

3) Focus on personalisation:

Use the data you have on your customers to create personalised RCS messages that resonate with their preferences and behaviors.

4) Test and iterate:

Like any new marketing tool, it's important to test your RCS campaigns and iterate based on the results. Use analytics to understand what's working and make adjustments as needed.

Apple's adoption of RCS is a major milestone that offers exciting opportunities for Marketers. By embracing this technology, brands can create more engaging, personalised and measurable campaigns that connect with customers in new and meaningful ways. As RCS becomes more widely adopted, those who take advantage of its capabilities will be well-positioned to stand out in an increasingly competitive market.