Sending MMS online instead ofusing a standard text message allows you to take advantage of advanced features, as multimedia messages offer much more comprehensive settings. MMS are presented as the evolution of SMS, so it would seem logical to prefer sending an MMS over a simple text message. However, we will see that this is not necessarily the position to adopt for designing the most effective marketing campaign possible. Both MMS and mobile text messages have their own advantages and disadvantages. We will help you make the best choice by using the marketing tool most suited to your promotional needs and your industry.

What is a multimedia message and how does it work?

Multimedia Messaging Service, or MMS, is a communication channel that allows you to send or transmit long text messages. In addition to text, it is also possible to transmit photos, videos, sounds, audio files, and more. Of course, the way MMS and SMS work is not the same. MMS are not sent directly through mobile operator networks. To ensure the delivery of this type of message, it is necessary to go through an internet platform before it is transmitted via the network. Furthermore, it is important to note that an MMS will not be sent if the recipient's mobile phone cannot receive it. Indeed, sending and receiving MMS requires a technologically advanced phone model. So, if your recipient has one, the multimedia message will be sent. Otherwise, it will be stored on a virtual platform. To view it, the recipient will need to use an internet browser.

On the other hand, mobile SMS is a communication channel that only allows for sending short messages. The character limit for mobile SMS is only 160. However, it is worth noting that this type of SMS is sent directly through an operator's network. Having existed for about twenty years, this communication channel is one of the most effective for marketing campaigns.

In short, the conclusions to be drawn are obvious. Even if web-based SMS can contain hyperlinks (Rich SMS), this communication tool remains limited, especially compared to multimedia messages. However, it should be noted that mobile MMS has drawbacks that can prove very troublesome in certain situations.

What are the disadvantages of multimedia messages?

• A higher price

The first disadvantage of web-based multimedia messages on mobile compared to text messages is obviously the price difference. The cost of sending messages that contain multimedia information is indeed much higher than the prices for SMS plans. Moreover, the price of a multimedia message campaign is generally calculated by the byte, meaning it depends on the size of the data being sent. The heavier the multimedia message, the higher the price. A marketing campaign using multimedia messages will therefore be much harder to make cost-effective.

• A tool with inconsistent compatibility

Today, 99% of mobile phones can normally receive multimedia messages. However, depending on network quality, the multimedia message might be blocked, and the user will receive a mobile text message inviting them to view the received multimedia message online. Obviously, this drawback can be extremely detrimental for commercial use in a campaign. Indeed, the open rate for multimedia messages drops quite easily depending on network quality and settings, whereas the open rate for SMS fluctuates between 95% and 98%.

A text message campaign is often preferable to a multimedia message campaign

In most cases, a text message campaign is often preferable to using multimedia messages for customers. It is also possible to use text messages while still offering multimedia content and advanced settings. SMS can indeed contain a hyperlink, which allows you to direct customers to a website or a dedicated landing page. It is therefore possible to enjoy the benefits of text messages for campaigns:

• A very low flat rate that makes it easy to recoup the cost of the operation.
• High reliability and broad compatibility, which ensures a very high open rate.
• Instant distribution that allows you to communicate quickly and deliver information in real time.

Of course, there are certain cases where advanced features may be necessary to convey a message or present services. In these specific instances, using multimedia messages is essential. However, in all other cases, it is better to use SMS to deliver your marketing messages.