Interview with CEO of SIGMA messaging: Alexey Sergeev on the future of busine...

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In an exclusive interview for our team, CEO of SIGMA messaging Alexey Sergeev spoke about popular products for business and forecasts for market development.
SIGMA messaging specialist: Alexey Viktorovich, the mobile marketing sphere is actively developing, companies have access to dozens of tools and solutions for mailings. Which channel, in your opinion, is currently in the greatest demand?
Alexey Sergeev: The key "players" of the market are SMS and WhatsApp , but I will immediately note that SMS is a thing of the past. The present and future belong to messengers, their functionality, opportunities for brand development and communication with the audience.

Due to the limited functionality, SMS mailings deprive the opportunity for convenient interactive interaction, do not lead to the desired conversion and results. As a result, the company spends time and budget completely unjustifiably.

Expert: In SMS mailings, companies are indeed limited - a small amount of text, no media files and buttons. Why do many companies, including SIGMA messaging clients, choose the channel for communicating with customers?
Alexey Sergeev: SMS is a simple tool, and it really has its strengths. It is familiar to every user, available on any device, does not depend on the Internet, but that's all.

WhatsApp for many companies is something in a new, complex language. And people hesitate to use the tool because of unfounded fears. Firstly, it is the fear of implementing the product. Most people think that this is an extremely difficult path, but in fact it includes several stages, takes a couple of days, and with the participation of professionals - a couple of minutes of your time.

The second fear is about possible investments. Entrepreneurs believe that WhatsApp is much more expensive than SMS, but this is not entirely true, especially if you compare the price of the product with its value. In the messenger, businesses get well-thought-out functionality, convenient analytics, performance metrics - everything needed for high conversion and ROI.*

Specialist: What about other messengers and channels? For example, are voice mailings among the popular tools for business?
Alexey Sergeev: Yes, both the voice channel and other messengers are in demand on the market. For example, business communication is well developed in Telegram and Viber . But "voice" will lose ground as a mailing tool for technical and legislative reasons. In Telegram, the company may also face problems - profile blocking and the age category of users. The audience of the messenger is young people under 40.

Expert: So, for business mailings it is better to choose WhatsApp and Viber?
Alexey Sergeev: It is worth considering several factors when choosing a communication channel. For example, Viber is a regional product, and it can be connected in the central part of the Russian Federation, but not in the European part of the country.

The bottom line is that we are left with WhatsApp, Viber and SMS. And the market situation will not change in the near future, even despite the development of AI.

Expert: So SMS as a mailing channel will still remain afloat and will not go into the shadows?
Alexey Sergeev: It will go, as will the companies that plan to use only this tool. It is important to understand that SMS aggregators around the world are rapidly losing ground because they cannot adapt to new legislation and new technologies. They are using a business model that is fading away.

For them, working with WhatsApp is complex, intellectual - it is not just a story about how to send messages. It is about how to "close" business tasks with one solution: inform users, communicate with the audience and analyze the results of campaigns in a single interface.

Expert: Can we call WhatsApp exactly this kind of solution — intelligent, comprehensive?
Alexey Sergeev: Yes, it is a ready-made product for business, and far from the only one. Other Meta** tools also support a product showcase, brand promotion functionality, and 2Way communications with users. The platform's advertising tools are really well thought out, companies have access to convenient analytics, new features, and much more.

In addition, messengers are popular, they have a multi-billion audience of regular users who choose WhatsApp for communication every day. At the same time, there are regions where SMS is no longer used, and their number will grow.

Expert: So, WhatsApp is a tool that is the present and future of the market?
Alexey Sergeev: Yes, it is a trend in mobile communications, a prospect for further market development. And in general, the future of the industry is in tools like WhatsApp.

The market is changing, and products that provide the ability to send mailings as such will very quickly leave the market. Those channels and companies that can provide a full-fledged comprehensive solution to business problems in one window will come to the fore.

Specialist: Can SIGMA messaging offer such a comprehensive solution for business?
Alexey Sergeev: Yes, we support a convenient functional platform for mailings and use various communication channels - SMS, messengers, social networks, voice platforms. In addition, we offer a unique tool - cascade forwarding via several channels.

In the "cascade", the company selects the tools and the order of their on page seo service application. Then the system automatically sends the notification according to the specified algorithm until it is delivered - this is an opportunity to multiply the effectiveness of the mailing and reduce marketing costs, using primarily budget platforms.




Expert: Are there any updates or improvements planned for the SIGMA messaging platform?
Alexey Sergeev: Of course, the business tool that will soon be released in SIGMA messaging is an analytical platform for generating detailed statistics for each mailing. This is an excellent opportunity to evaluate the productivity of communication and set up effective marketing campaigns.

In addition, our platform will provide businesses with access to a GPT bot for creating content based on various parameters. An equally useful feature awaiting the company's clients is a mailing targeting tool.

Expert: Is it possible to test the platform before fully sending out mailings in SIGMA messaging?
Alexey Sergeev: Of course, all you need to do is register on the website and create a personal account. I will say more: all our products can be used absolutely free of charge — the company pays only for traffic, that is, the number of messages sent.