TRAI’s SMS regulation is impacting businesses and to start off, we looked at the impact on daily deal sites. The important part about daily deal sites is that SMS and emails were the most important marketing medium and now that SMS is gone, here is the traffic fall:
– Snapdeal is worst affected and the traffic (as per Alexa*) went down by (more than) 20% in the last few days. Though this could be because of several other reasons (like curtail on other ad spends etc), but SMS did play its role here.
– What has gone up? PV/User (for some of the sites).
What does this mean?
There is a lot of impulsive traffic due to the promotions on SMS (It is like a daily reminder to visit the site). This drop also means that SMS really worked as a marketing medium and also that DND users were actually taking action on these SMSes that has been considered spam due to blanket ban.
So where do we go from here? Is Email marketing the next best option?
If you are a business impacted by TRAI SMS regulation, do connect with us (team@NextBigWhat.com).
* We do understand that Alexa cannot be used for absolute ranking, but is a good relative measurement tool.