Nobody can argue against the pervasiveness of mobile and how it has come to shape life and behaviors in the 21st century. Mobile marketing has become a core component of marketing strategies, and who better to talk about optimizing customer interactions through SMS and push messaging at Interact 2013 than Stacy Adams, Vice President of Marketing from mBlox!
During her session, Stacy spoke about the importance and role of SMS in ensuring that messages are read and supporting email marketing. She also highlighted the short lifecycle of most mobile apps – 80 to 90% are downloaded once, then never used or discarded entirely. Adding push, however, increases lifetime engagement with an app, and is a necessary consideration for most business launching mobile apps.
Many businesses buy into the myth that since customers do not want to share, push and text are too intrusive and all you need for mobile engagement is a great app.
Here’s where these businesses are all wrong. A Millward Brown survey on mobile consumer attitudes published the following fascinating facts:
- 68% of respondents find push and text messages to be valuable
- 88% believe they should have an option to opt-in to communications
- 80% of worldwide mobile app users want location-based messaging
- 59% prefer to receive an offer or coupon via SMS or push
- 57% feel SMS or push notifications drive their purchase decision
In a world of dramatic mobile market growth, where customers are willing to share their locations, mobile apps need to be able to engage customers and multi-channel capabilities are critical. A mobile customer support ticketing system for problem resolution accelerates satisfaction and encourages repeat purchases. Mobile however, does have extremely strict guidelines and opt-in regulations, so businesses looking to invest in mobile marketing must take heed. At the end of the day, multi-channel is here to stay and mobile is a key component.
Find out more about how to incorporate push and mobile messaging for an effective mobile engagement strategy when download The New Communications Standard white paper!