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SMS Vs Viber Marketing: Which Is Best For Your Business?

A man sending an SMS through his mobile phone

It’s 2023, and instead of flying cars invading our airspace, smartphones have taken over our lives. According to Statista, Filipinos spend 10.27 hours on their phones; 4.06 hours of that is spent lurking on social media. Despite this mind-boggling data, it presents a good marketing opportunity for business owners like yourself. 

Reaching your customers is now easier than ever, and their inbox is your best shot at getting in touch with them directly. Viber and SMS are the most common instant messaging apps in the Philippines and you should leverage these channels to your advantage. 

Don’t know which one is better? Here are some facts for you to consider. 

SMS marketing

A Filipino woman on her phone

SMS is a more conventional form of communication. While it’s become less common today with the rise of internet-based alternatives, it has remained relevant throughout the years. And here’s why!


1. There are 84.67 million smartphone users in the Philippines, and not all of them always have access to the internet!
2. SMS marketing has a 98% open rate and 45% response rate, according to We Are Social.
3. Only 65% of mobile phone users are using smartphones, the rest could still be using basic phones. 

Features

  • Typically cost around 20 to 50 centavos for each message.
  • Greater open and read rates than any contemporary marketing spends.
  • You can send millions of SMS with ease. 
  • No restrictions SMS blast restrictions unlike regulated messaging platforms like WhatsApp. 
  • No need to download, all mobile phone users are fair game. 

Limitations

  • Limited to only 160 characters.
  • Beyond 160 characters could be subject to an additional fee.
  • Rich media such as images, gifs, stickers, and videos are not supported.

 

Viber marketing

Everyone who has a smartphone in the Philippines probably has Viber, to give you a clearer picture, check out some facts below!

For your information

1. There are over 40 million Viber users in the Philippines
2. The app has seen a 506% growth in transactional messaging in 2021. 
3. Market penetration rate of 80%.
4. No official data on open and response rates.

Source: Business World

Features 

  • Lets you send rich format messages which include videos, stickers, images, and other forms of media, making your marketing messages more engaging.  
  • Analytics and other forms of marketing tools are integrated into Viber since they have integrated native SMS marketing tools for brands and businesses.
  • Flat fee (but not necessarily cheaper).

Limitations

  • Less than 50% of smartphone users in the Philippines are on Viber.
  • Reach isn’t as vast as SMS since Viber can’t message non-Viber users.
  • Viber has its regulations which most marketers need to tip-toe around, you can’t just go on a messaging spree as you would on regular SMS. 
  • Users need to download this app.

 

Differences in SMS and Viber marketing

A person doing SMS Marketing

To put it simply, SMS is built on a stronger foundation than Viber.

Viber is very popular because it helps people message each other at no extra cost. But it also has competitors like Facebook Messenger and WhatsApp. It may not be everyone’s main communication channel and would easily be overlooked by users. 

On the other hand, texting is still the way most people and businesses send messages. Remember that Filipinos who don’t have smartphones or just don’t prefer them still exist. They could be your potential customers; you’re missing out on them if you go the Viber route. 

It’s also important to remember that the popularity of social media platforms goes up and down depending on things like politics, controversial moves by brands, and how cool the next platform would be. Texting isn’t affected by many of these things, and it’s still the most common way to talk year after year.

 

Why SMS marketing?

The fact that SMS is used almost everywhere is a big reason why we usually recommend it.

It’s already 2022, but surprise! Everyone still texts. Apple alone integrates their iMessage with the native SMS app, which is a huge enough net to catch customers in a sea of smartphones.  Texting is used by many businesses, the government, banks with their automated OTPs, and even the National Disaster Risk Reduction Management Council (NDRRMC) for early disaster warnings.

And, that won’t be changing any time soon.

If you want to reach as many customers as possible and a platform that will remain relevant forever, this is the way to go. 

 

Why Viber marketing

Viber works with only one app, unlike texting.

Set up your business profile after you’ve downloaded the app. Then, you can send broadcast messages to large groups of contacts, handle replies, and schedule messages. You can even save time by setting auto-replies for questions you get asked a lot.

Viber is still a good platform, given that you know your market and understand their communication needs. It is a convenient platform from a customer perspective because it can provide real-time exchange of communication – but that can also be a blocker for businesses if they can’t keep up with that demand. 

If you want to provide real-time customer service and more engaging SMS content, and you’ve figured out your target market, Viber could be your best bet!

At the end of the day, it’s all about which tool is more appropriate for your marketing efforts and what compromises you are willing to take to carry out your initiatives. If you have enough marketing budget, it’s wise to venture into both platforms, otherwise, weigh your options wisely to make an informed decision. 

If you want to kickstart this type of marketing campaign for your F&B or retail business, it’s easy to do with StoreHub! Equip your business with the necessary tools and create offers that will help build the initial customer database you need to engage with them.

 

Take the first step in engaging with your customers!

 

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