Businesses: What place for mobile messaging in France in 2021?

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In the race for digital transformation accelerated by the health crisis, what is the place of mobile messaging in companies in 2021? Esendex, the leading professional messaging group in Europe, conducted a survey * in collaboration with PricewaterhouseCoopers (PwC) among 4,300 companies in Europe and Asia-Pacific. Although French companies have taken the turn to mobile messaging, they are nevertheless slightly behind their foreign counterparts.

France is lagging behind other countries
While 47% of companies in all countries have adopted mobile messaging, France is slightly behind. In France, 43% of companies use mobile messaging as a B2C communication channel. This is 10 points less than in Italy and Australia and up to 15 points less than in Spain. Only Germany has a lower percentage than in France with a usage rate of 38%. Similarly, there is a significant gap between the use of mobile messaging in SMEs and large companies.

In France, while more than half of companies with more than 250 employees have adopted mobile messaging, only a third of SMEs use SMS and applications such as WhatsApp or Facebook Messenger to communicate with their pakistan whatsapp list customers. “ While the gap between the use of mobile messaging in large companies and SMEs is significant, it is tending to narrow. Among companies intending to use mobile messaging in the future, 50% of new adoptions are expected to come from SMEs ,” comments Laurent Auzzino, Sales Director France at Esendex.


Marketing campaigns, the first use case for mobile messaging
When adopted, mobile messaging is the most used means of communication, ahead of email, customer chat and the call center. In France, marketing campaigns are the primary use case for mobile messaging. Indeed, 47% of companies prefer SMS, WhatsApp or Facebook Messenger to promote their products and services. This is 15 points more than email. “ Mobile marketing is booming. Among the new tools available to companies, we can mention enriched messaging or SMS Landing Pages. This is a web page designed exclusively to be viewed on a mobile device. Companies distribute this page by SMS using a link integrated into the body of the text,” explains Laurent Auzzino.

The pandemic has had a significant impact on mobile marketing. 40% of French companies have increased the volume of mobile marketing messages sent since the start of the health crisis. An increase explained by the closure imposed on establishments and businesses that have turned to new B2C communication channels to compensate for the loss of revenue.