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

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.