One of the top French web experts, Fred Cavazza, whom I had the pleasure of working with a few years ago (2007, that goes back a long way), has just published, as he does every year, his business predictions for 2016.

He discusses:

• the rise of static sites
• the templatization of the web
• the maturation of virtual reality
• the advent of Datex
• the widespread adoption of programmatic buying (TV and outdoor)
• the emergence of thinking around the employee journey
• greater ambition in editorial strategy and brand experience
• a refocusing on the client and customer experience
• But above all, the comeback of SMS.

His analysis is that branded apps only reach a limited number of mobile users, as the entire market is primarily on instant messaging apps like WhatsApp, Snapchat, etc.

The only medium that truly allows you to reach your target audience, independent of 3G, Wi-Fi, or other technologies, remains SMS, which has been a proven tool for many years.

Don't forget that we see a read rate of over 97% for this medium.

The impact will be significant because it runs counter to a trend that had decided to create as many apps as there were needs or brands…

Actions to plan: reach out to specialists in bulk SMS, CRM, and e-commerce… and connect it by doing a bridge to your information system.