The cookie-era is coming to an end. Come 2024, Google’s Chrome will soon join Safari and Firefox in phasing out third-party cookies entirely. It’s no secret that this move will force marketers and advertisers globally to take a fresh look at how they serve personalized ads that actively engage with consumers. This is where Rich Communication Services (RCS) comes in. RCS messaging has the potential to not just pick up where cookies left off but to open a whole new world of possibilities for brands and mobile operators.
So, with Samsung confirming that from 2022 it will integrate RCS capabilities into all its new phones by default, RCS-capable Android handsets becoming increasingly popular and the number of RCS-capable mobile users worldwide set to reach 3.8bn 2026, where should brands look to start? Most importantly, what results can they expect, and how can they best incorporate RCS into their multi-channel marketing campaigns in a post-cookie world?
Why RCS is so powerful
RCS is particularly interesting for marketers due to its compatibility with MSISDN (Mobile Subscriber Integrated Services Digital Number), as mandated by the GSMA. MSISDN compatibility allows mobile network operators (MNOs) to verify the identity of subscribers using RCS services, and to better route traffic without using third-party cookies.
In 2021, 83% of mobile users received at least one SMS from a business. Brands that want to stand out from the crowd need to use channels that more effectively encourage user interaction and engagement. Consumers only respond to engaging and exciting interactions with brands. By tapping into the potential of accurate first-party data, it’ll still be possible for brands to design successful marketing campaigns, personalized for customers and their unique needs, without the need for cookies.
RCS also has several clear advantages when it comes to engaging with consumers in highly interactive and visual ways. This can involve features such as trusted branding embedded into the messages, rich card carousels featuring product photos and videos with suggested actions for the consumer to take, as well as the ability for consumers to easily reply and speak to a customer service agent. Using advanced mobile marketing platforms such as Upstream’s Grow, brands and MNOs can also automatically retarget consumers via RCS, and other channels, with content most relevant to where they are in the customer journey.
In contrast to OTT (over-the-top) messaging platforms such as WhatsApp or Facebook Messenger, RCS also doesn’t require users to download specialist apps. Instead, by working natively through the default RCS-ready messaging apps of Android smartphones, brands can work with MNOs supporting this feature to reach consumers more easily.
In essence, RCS messaging is a game-changer for boosting brand awareness, improving customer service and support as well as converting users and lead generation.
Sky-rocketing performance across the globe
Examples of RCS’ success can be seen across the world, especially in emerging economies where use of the internet is particularly common over mobile, and the relatively cost-effective price of Android handsets over Apple makes them specifically appealing for consumers.
In Brazil, Upstream’s RCS services are attracting a lot of attention. Here we worked with a leading mobile operator to upsell customers from pre-paid to post-paid contracts. Involving RCS as part of its multichannel strategy led to a 19% increase in campaign performance, with the full campaign resulting in 785,000 plan upgrades in just 6 months and 137% higher CTR for RCS over SMS outreach.
Similarly, in South Africa, we partnered with a popular food retailer to develop and deploy a highly interactive RCS campaign to boost traffic to its online store. Previous campaigns repeatedly failed to attract the results desired. However, once working with Upstream to incorporate RCS into its outreach the company achieved a 22.2% click-through rate with the campaign generating over 12,000 clicks in just its first two weeks alone.
RCS is clearly well-received by consumers. In almost all instances. In addition to being able to ‘wake-up’ users who have ignored more saturated channels as part of retargeting campaigns, the customer care and post-sales communications capabilities of RCS also help make for a more complete user experience able to convert higher quality users in more visual and interactive ways.
No cookies, no problem
RCS brings all the engagement potential of the internet to a user’s mobile phone and their natural messaging environment. For marketers, the end of cookies needn’t be a concern. Instead, brands and MNOs can make use of RCS to tap into the potential of accurate first-party data to personalise effective multi-channel campaigns.
With the number of RCS users worldwide increasing and set to reach billions over the next few years, MNOs and brands can’t afford to miss the chance to align themselves behind this powerful technology today.
