Brands Need to Change How They Approach Customers in the Algorithm Era, RCS Could Be the Solution

The digital space opens opportunities for brands to reach consumers more broadly. On the other hand, the heavy flow of advertisements on social media, e-commerce, and content sites makes consumers easily feel saturated, especially when marketing messages appear repeatedly. Enterprise Business Director of Infobip Indonesia, Kukuh Prayogi, stated that consumer fatigue is one of the biggest challenges for brands today. According to The 2025 Optimove Insights Consumer Marketing Fatigue Report, this condition is partly triggered by algorithms on various digital platforms. “In today’s marketing world, the biggest challenge for brands is the increasingly high level of consumer fatigue. This is triggered by algorithms on various digital platforms, from social media, e-commerce, to content sites,” Kukuh said in a written statement received by Kompas.com on Friday (24/4/2026). Kukuh explained that digital platform algorithms continuously optimise engagement by displaying similar advertisements based on user behaviour. As a result, a single product search can trigger the appearance of the same advertisement across various channels repeatedly. “This excessive display not only causes fatigue but also makes consumers increasingly immune to advertisements and reduces the effectiveness of marketing spending,” Kukuh elaborated. This situation drives the emergence of interactive communication channels between brands and consumers that are not always packed with information but can still capture attention for longer periods. Such a communication approach, Kukuh continued, can create a more hyperpersonal experience. Because brands not only send messages but also open up more contextual interaction spaces according to consumer needs and behaviour. Kukuh, who has over 20 years of experience in the media, digital platform, and technology industries, has held various executive positions in product development, sales, marketing, and operational management before strengthening Infobip’s business in Indonesia. Kukuh exemplified one channel for building more personal communication, namely Rich Communication Services (RCS). Simply put, RCS is an evolution of short message service or SMS. This technology combines the directness and broad reach of SMS with the interactive experience typical of chat applications. Through RCS, brands can send more interactive messages with multimedia support, such as high-resolution images, carousels, action buttons, suggested replies, and verified sender identities. Interestingly, this channel also does not require users to download additional applications. “RCS combines interactivity, comprehensive multimedia capabilities, and a dynamic user experience like chat apps, while retaining the direct, exclusive characteristics of SMS with high attention levels and broad reach,” Kukuh explained. According to Kukuh, the potential of RCS lies not only in its technology but also in how brands design messages and interactions with customers. Therefore, the utilisation of RCS for Business needs to be directed towards building more relevant customer experiences. To create a personal experience, brands need to change their perspective on messaging channels. So far, these channels have often been used one-way to send offers and encourage purchases. This same pattern is repeatedly practised. However, Kukuh added, RCS can be used to build more diverse interactions. For example, customers can track orders, claim offers, select favourite products, or continue purchases directly from within the message. “Although messaging channels are synonymous with one-way communication, brands should utilise RCS more than just repetitive direct sales models, such as sending offers, buying, then repeating. RCS opens up space for more diverse interactions, like ‘Track Order’, ‘Claim Offer’, or ‘Choose Your Favourite’,” he stated.