Digital Marketing

SMS and omnichannel: Here’s how much we actually use our phones

Mobile omnichannel messaging

Mobile phones are used by almost everyone in today’s highly tech-forward world, with consumers using their phones more and more. SMS and omnichannel marketing have thus become highly useful tools for businesses that are looking to reach their customers in an effective way, where they already are.

So, how much do we really use our phones?

According to a recent study, there are over 3.5 billion unique mobile internet users in the world, a number which continues to grow exponentially. Over 69 percent of mobile users spend their media time on their cell phones, with over 80 percent of global internet usage being driven by these users. It makes sense that customer engagement on these devices is much higher, making it the perfect way to target consumers.

Mobile search is at an all-time high, with 48 percent of people using their smartphones to perform searches for products and research items before buying. These mobile searches result in a purchase almost 80 percent of the time, an impressive number that is unbeaten by other devices.

For businesses that have not yet planned their customer service strategy, a study has shown that a large number of consumers say that a seamless experience across all devices is vital. This means that you should consider an omnichannel approach. An omnichannel approach would mean that the mobile app should match the responsive design of the website, and both should reflect the look and feel of your physical store.

Related: Best examples of omni-channel experiences

Despite all the new and interesting apps on the market, SMS is still one of the most used communication channels among global consumers. This makes SMS marketing a powerful tool to have in the arsenal of any business. You will be able to reach your consumers directly, with SMS open rates of 98 percent. This high open rate means that your messages will not be ignored and your customer engagement rates will increase. Combining SMS and omnichannel by, for example, including a link to your store’s mobile website, will ensure return customers.

How can you use these statistics to your advantage?

SMS marketing

SMS marketing is one of the best ways that businesses can make use of the high mobile usage of consumers today. SMS messages are opened almost immediately after being received, and many consumers will engage with an SMS that has a clear CTA (call to action) in the form of a link to a mobile site or app.

SMS allows for instantaneous delivery, in fact, most SMS messages will arrive in a consumer’s ‘inbox’ in a matter of seconds. Messages are read within three minutes of being sent, which warrants immediate results for businesses. However, customers are looking for personalized messages which have an omnichannel element, meaning that you’ll need to update your SMS marketing strategy to include more than simple promotional messages. You’ll also need to link to your mobile store, your app or even your social media platforms.

Related: Everything you need to know about bulk SMS marketing

Omnichannel e-commerce

Modern consumers are constantly bombarded with information from ads, emails, push notifications, chats, calls, and social network feeds… the list is endless. If you, as a business, want to reach your customers and not drown in the flood of information, you’ll need to know who your customers are, and when and how they interact with you and your products.

An omnichannel approach allows you to do just that by gathering and analyzing the data available across all channels. Omnichannel e-commerce allows you to focus on your customers, deliver tailored messages, and give them a smooth purchasing process. To create an omnichannel strategy, you’ll need to look at how your website and blog correlate, you’ll need to unify the prices and products across all channels, and adopt in-store digital technologies.


Chatbots are gaining more traction in the world of marketing, especially when one considers the rise in the use of mobile phones for consumers. 62 percent of mobile phone users turn to their devices to solve problems in the moment, which helps with chatbot engagement as more people are likely to engage with a chatbot for customer service issues.

Chatbot messages have better open rates, meaning that the messaging platform you use has a better chance of reaching consumers. Buyers prefer these simple systems because they are not left on hold by sales staff, and they are able to bypass complicated processes. A chatbot is also available 24/7, unlike a human salesperson who needs to sleep at some point. This constant and instant availability is what the modern mobile generation demands of businesses today.

Make way for a mobile future

Reading the statistics shows that the bigger picture for businesses needs to include digital marketing in some form, the most effective of which are SMS and omnichannel marketing. With almost half the world using the internet on their mobile phones, you cannot afford to ignore this rising trend, and with customers preferring a seamless experience, you need to improve your omnichannel strategy tenfold. Read more to find out how effective SMS and omnichannel marketing can enhance the customer experience.

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