What Apple's RCS release means for Marketers

Apple 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 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 automatically create 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).

RCS vs. SMS

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 a number of problems 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 interoperability 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.

Benefits of RCS Marketing

With Apple's RCS adoption through iOS 18, marketers now have a more powerful and interactive channel to engage customers. RCS marketing strategies offer a variety of advantages over traditional SMS, transforming the way brands communicate.

Enhanced Customer Engagement:
RCS opens the door to richer, more interactive content like high-quality images, carousels, and videos, allowing brands to craft engaging campaigns that capture attention. Unlike standard SMS, which is limited in format, RCS allows for interactive buttons, making the customer journey more seamless. With Apple's RCS messaging, brands can offer interactive experiences, such as enabling purchases or appointment bookings directly from the message, fostering higher engagement.

Improved Personalisation:
The ability to send customised messages with RCS marketing strategies allows for personal connections at scale. Brands can use data to tailor messages, such as personalised video content or targeted promotions based on browsing habits, which improves relevance and enhances the customer experience.

Real-Time Analytics and Measurable Results:
Unlike SMS, RCS offers read receipts, typing indicators, and tracking of user interactions. This gives marketers valuable insights into customer behaviour, allowing them to adjust campaigns for better performance and optimise ROI.

Seamless Multi-Channel Integration:
RCS adoption by Apple ensures seamless integration across iOS and Android, allowing marketers to unify their messaging across platforms. RCS can enhance the customer journey by complementing other channels like email or social media, creating a cohesive brand experience.

Interactive Customer Support:
RCS isn’t just for marketing—it also improves customer support by enabling real-time assistance through buttons, links, and interactive content. This reduces friction and makes it easier for customers to get help, improving overall satisfaction.

Best Use Cases for RCS

With Apple’s RCS impact on marketing, there are several exciting opportunities to implement RCS marketing strategies that drive results.

Product Launch Campaigns:
With rich media support and interactive buttons, RCS is ideal for launching new products. Brands can send high-quality images or videos of new items, with CTA buttons that link directly to purchase options. Apple’s RCS adoption makes this a powerful tool for engaging iOS users alongside Android audiences.

Appointment Reminders:
The integration of interactive buttons allows for a smoother customer experience. For example, a healthcare provider can send an RCS message reminding patients of their upcoming appointment, with buttons to confirm, reschedule, or add the appointment to their calendar.

Event Invitations:
Use RCS for sending dynamic event invites with rich media and interactive elements. For example, businesses can send invites with images of the venue, a map, and RSVP options, all within the message. The ability to measure responses in real-time ensures better tracking of engagement.

Loyalty Programs:
Use RCS to send tailored loyalty rewards and special offers. Through interactive buttons and personalised content, brands can deliver rewards, gather feedback, or offer customised discounts based on user preferences and past purchases.

Customer Feedback Campaigns:
Leverage the interactivity of RCS to collect customer feedback easily. For instance, a company can send an RCS message asking for feedback after a purchase, with CTA buttons to fill out surveys or rate the product, enabling a smooth, engaging experience for users.

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.

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.

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.

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

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 adopting RCS signals a new era for marketers. Brands that embrace RCS marketing strategies can create dynamic, personalised, and interactive campaigns that captivate customers across iOS and Android platforms, maximising engagement and boosting ROI.