The History of Text Messaging: How SMS Became a Top Performance Marketing Channel?
It’s almost impossible now to imagine our lives without messaging. Just think how hard it would be to not be able to send a text when we are late, notify others when something urgent happens, or coordinate a meeting with your team! Text messaging has made our lives more efficient, as well as allowed us to be more independent, yet more connected in our day-to-day lives. So much so that people currently send around 27 billion texts every day!
With this level of integration into our lives, it’s often forgotten that messaging is a relatively new invention. Meanwhile, SMS has become a part of our lives not so many years ago, following a very fascinating story. In this article, we’ve decided to take a look at the history of text messaging to understand how it came to be, and how it became one of the most popular marketing channels. Ready to make a trip down memory lane? Let’s start!
A Brief History Of Text Messaging
SMS (short message service,) also known simply as text messaging is a method of communication that sends short messages between two devices (mostly mobile phones, but can be tablets as well.) The texts can be up to 160 characters, hence the “short” part.
The concept of the SMS was developed a little less than 40 years ago, in 1984 in the Franco-German GSM cooperation. The first SMS, however, was sent only after 8 years, in 1992. Because mobile phones didn’t have keyboards at the time, the text (consisting of only two words, “Merry Christmas”) was typed on a PC, and then sent successfully.
Initially, GSM mobile phones didn’t support SMS, and only offered the options of voice mailing and alerts. A year after the first SMS was sent, in 1993, Motorola introduced the first mobile phone that supported sending and receiving SMS. A few years later, in 1997, Motorola introduced Nokia 9000i Communicator, becoming the first company to produce mobile phones that had keyboards.
The first commercial keyboard on phones was called multitap/ It was easy, but not very efficient. The keyboard consisted of numbers 0-9, *, #, and a few navigational buttons. Each number displayed 3-4 letters. For example, 1 displayed A, B, and C. To make it more efficient, T9 (Text on 9 keys) came to be, which can be said was the first predictive texter. As technology developed, we’ve come to see phones with full keyboards, like Blackberry, and then the switch to smartphones with virtual tapping.
The Growth of SMS
Initially, the usage of SMS was low, as happens with most technology. Then, as technology and networks developed, sending SMS became more accessible, and people started using the technology more often. Here’s an example: in 1994, an average American user sent 0.4 texts per month, while by 2000, the number grew to 35.
With the development of technology and the introduction of more convenient and efficient typing options, the usage of SMS has grown. Then came 2007, a year when Americans sent and received more text messages than they called, indicating just how much SMS has grown as a medium in just 15 years after its introduction.
Acceleration in 2020 and SMS As a Top Marketing Channel
Today, SMS is one of the most widely used channels in the world, with 81% of mobile phone owners around the world using it. As this growth was happening, SMS evolved from being simply a communication channel between individuals into powerful tool brands and businesses started to leverage.
Acceleration of 2020
The full effects of the pandemic on the world are yet to be understood, but one thing is clear: it has impacted the development of the digital world profoundly. In 2020, as people had to stay at home, they increasingly relied on e-commerce to shop. The growth rate predicted to happen in 5 years happened in a few months, reaching almost $11 trillion in sales. And now, when people have seen how convenient shopping online is, they are not about to stop. This eCommerce growth brings with it a lot of opportunities, but also competition, forcing marketers to look for new communication channels.
SMS is More Accessible
The introduction of mobile Internet made people accessible on their mobile phones everywhere, as well as gave them access to an almost limitless variety of tools, services, and solutions. As a result, people have become attached to their phones. Currently, people on average check their phones 96 times a day. We use them to text, check up on information, watch cat videos, shop, you name it. As mobiles are becoming increasingly involved in how we navigate the world, they’re also becoming the number one tool for marketers to reach their audience.
SMS is Welcome
And it turns out, it’s not one-sided. People want to be connected with the brands, but what they are looking for is a one-on-one, personalized experience. And this is where SMS comes in handy. Social media channels and email have grown over the years, and are undeniable powerhouses of digital marketing. However, people are looking for more personal experiences now, and want to feel like brands are catering to specifically their needs. And a well-targeted short message to which you’ve initially agreed (with SMS being an opt-in channel,) they get this feeling.
SMS is Effective and Visually Appealing
Currently, SMS is one of the most effective marketing channels: with a 98% open rate, they allow businesses to reach their customers directly. They also show that people want to receive SMS, and are open to brand communication, if it’s timely, relevant, and targeted. As the technology develops, SMS automation tools emerge, ensuring that text messages meet all these criteria. They also allow SMS to make SMS as visually appealing as ever, adding high-quality visuals, funny GIFs, and clickable links to drive engagement. So, text messages are no longer just a few lines of text people get in their phones, but a well-thought-out visual experience.
Wrapping up
In only three decades of its existence, SMS has become one of the most well-known marketing channels. As consumers increasingly expect a very polished experience with highly-relevant information presented concisely and appealingly, SMS develops to be an effective solution. Text messaging automation tools are making personalization easier, at the same time sparing marketers hours. The industry is growing by leaps and bounds, it’s increasingly easy what’s in store for SMS as a channel.
