Britain's Advertising Scene in 2025 - Does Short Message Service topple again?

In the dynamic world of digital marketing, a humble communication channel is making waves – SMS. With open rates reaching an impressive 98%, SMS messages are significantly more effective than emails, which only manage a 20% open rate on average.

This high engagement is translating into successful marketing campaigns for businesses. Companies that adopt SMS are 5.89 times more likely to thrive in their marketing efforts compared to those who do not. A prime example of this success story is the UK luxury streetwear brand, Represent Clothing. In partnership with Attentive, they implemented an SMS-driven strategy and witnessed a boost in conversions by 15% for customers who hadn't placed an order in six months.

The effectiveness of SMS is not confined to the fashion industry. Even the National Health Service (NHS) has recognised its potential, shifting its appointment management communications to SMS. This change has led to a reduction of 'Did Not Attend' rates of up to 25% in some NHS Trusts.

SMS is not a replacement for other marketing channels but is best used in conjunction with them for optimal results. Companies are recognising this, integrating SMS into their existing strategies alongside other channels like Google Ads and Instagram.

In the driving school industry, SMS is particularly effective due to the mobility of instructors and the quick, easy nature of text messages. RED Driving School, for instance, has made SMS a key part of its communication strategy, sending instructor updates, booking confirmations, and lesson cancellations via text.

As we move towards 2025, the use of SMS campaign tools is on the rise. In 2025, 66% of businesses are expected to use SMS campaign tools, a significant increase from the 44% a few years ago. This growth reflects the growing recognition of SMS as one of the most powerful channels in a marketer's toolkit when used correctly.

Attentive, the company behind Represent Clothing's new direction, focuses on personalization by leveraging advanced segmentation. They send individualized messages to consumers based on data such as clicks and previous purchasing trends, making each interaction more relevant and engaging.

In conclusion, SMS is no longer an outdated communication method but an essential tool for successful marketing campaigns in 2025 and beyond. Its high open rates, quick responses, and integration capabilities make it a valuable asset for businesses looking to reach and engage their consumers effectively.