Trends Report

Mobile Messaging FAQ: When Should We Use SMS Versus Push Notifications?

March 25th, 2020

Summary

Mobile notifications come in many flavors, from telecom-oriented SMS and MMS to IP-based push or interactive, but they should all live at the intersection of immediacy and simplicity. Organizations deploy SMS more often in scenarios where consumers are unknown, such as for acquisition, broadcast, and emergencies; small businesses or brands that either engage consumers infrequently or do not have an app, such as hair salons, dentist offices, and restaurants with waitlists, will also use SMS. Push notifications today are limited to those consumers who have downloaded a mobile application. Consumer expectations of context or relevancy are much higher for push notifications than SMS given that the brand has an app and should understand the customer.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.