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Today, we’re announcing the results of a survey on mobile messaging in the enterprise that Message Systems commissioned Harris Poll to conduct. The survey has a focus on who is embracing mobile messaging, how they are using it, and what they are spending on it – presently and in the future. We moved forward with the assumption that most business were aware of the marketplace changes being driven by mobile, and that most were already adapting their marketing, engagement and customer service practices to address the new messaging environment. But to what extent? That is what we endeavored to find out in our mobile survey, and we’ve outlined five key takeaways from our survey below.
Survey Finding #1
At least eight in ten customer messaging decision-makers report that their company currently has or plans to adopt the following in the next year:
- SMS text: 89 percent
- Mobile-optimized email (responsive design): 89 percent
- Mobile apps: 86 percent
- MMS text: 86 percent
- IM chat: 83 percent
- Push notifications: 80 percent
Key takeaway: The move towards mobile
In our view, sizable majorities of marketers realize that the communication landscape is rapidly changing toward mobile channels, and they are acting accordingly to accommodate their mobile customers. Not surprisingly, text and mobile email – the longest established messaging types – are leading the way as channels for reaching mobile customers. At nearly 80% adoption, push notifications are not that far behind, however. We were a little surprised to see 89% of customer messaging decision-makers say their companies have adopted or are planning to adopt mobile optimized / responsive design for email. Our very unscientific personal experience is that the vast majority of commercial email today is still produced in standard HTML. But it’s great to see such a high number of these companies understanding that mobile optimization is a concern to be addressed.
Survey Finding #2
Ninety-one percent of customer messaging decision-makers report that their company currently supports, or plans to support in the next 12 months, time-sensitive reminders and notifications through mobile channels.
Key takeaway: Time-sensitive messaging (reminders and notifications) will be a key mobile tactic
In our view, we see this widespread intention to adopt time-sensitive notifications as a realization that mobile is a more time-sensitive environment than the desktop web. More so than with TV or the PC / laptop experience, timeliness and immediacy are key to the mobile experience. Marketers understand that getting information in front of customers at the most opportune time is critical, and they are embracing mobile messaging as the ideal channel through which to do so.
Survey Finding #3
Seventy-two percent of customer messaging decision-makers say that their company currently uses location-based mobile strategies or plans to use them in the next 12 months.
Key takeaway: Location, location, location
As with timeliness, our belief is that marketers understand that location adds an important dimension to communicating with customers on the go. Fewer customer messaging decision-makers say their companies are embracing location-based strategies than those embracing timely reminders and notifications, but the percent is still a strong majority. It should be noted that these customer messaging decision-makers were from a very wide range of customer-focused industries. Based on how it’s usually depicted in the media and analyst reports, location-based messaging would seem to always revolve around retail scenarios or service-oriented interactions, such as with banking. But even while the survey found variable and not necessarily large percentages from each industry (but rather collectively a large number) it’s clear nonetheless that customer messaging decision-makers from various industries such as publishing, media, telecommunications and e-businesses also perceive location-based messaging as potentially valuable for their businesses.
Survey Finding #4
Large percentages of these marketers say their companies either are now or are planning to send messages to customers based on each of the following types of information:
- Preferences (e.g., a customer has indicated, through a preference center, that she would like to receive snowfall prediction alerts from the local ski facility, but on weekends only. When snow is predicted for Saturday, send her a message on Friday.) – 78% currently plan to deploy; 50% currently do
- Context (e.g., a repeat shopper could be offered a discount, or if inclement weather is predicted a store could promote umbrellas and raincoats) – 7% currently plan to deploy; 48% currently do
- Location (e.g., when a shopper walks by a store location, send them a coupon for a limited-time offer available at that particular store only) – 73% currently plan to deploy; 47% currently do
- Behavior (e.g., a shopper who abandons an online shopping cart could be sent an incentive offer) – 73% currently plan to deploy; 39% currently do
Key takeaway: New options for relevance
The marketers surveyed understand that they have many new techniques and possibilities for reaching customers, whether in retail situations, service situations or conditional situations, e.g., weather.
Survey Finding #5
Eighty percent of customer messaging decision-makers consider it a critical/high priority for their company’s mobility and engagement strategy to support a wider variety of mobile devices and platforms over the next 12 months, with 31% calling it a critical priority.
Key takeaway: Device compatibility is a major concern
Our takeaway is that the rapid pace of change in mobile is generating a high level of concern among these marketers that they could get left behind the curve, and potentially not be able to reach their customers as freely as they can today. Device vendors, OS platforms and messaging infrastructure providers would be wise to ensure that the mobile Internet continues to evolve as a standards-based environment. Vendors that can remove complexity from the mobile equation are likely to be at an advantage.
Clearly, the changes to the customer communication landscape being driven by mobile technologies are top-of-mind for a healthy majority of the customer messaging decision-makers participating in the survey. It’s worth repeating some key finding from the Meeker Report we mentioned in the previous post on this survey: 25 percent of all global Internet traffic is now traveling over mobile devices, and most emails are now opened and read on mobile devices also. The odds are strong that these figures will continue to grow in the years ahead. The marketers we surveyed, in large part, indicate that they are adopting or plan to adopt the mobile messaging strategies that they will need to get out in front of these changes. Overall, it’s Message Systems position that companies that don’t already have a mobile messaging plan in place today are likely find themselves playing catch-up at a later date.
This survey was conducted online within the United States by Harris Poll on behalf of Message Systems between April 23 to May 19, 2014 among 208 US full-time employees of companies with an annual revenue of $100M or more, who are employed at the director level or higher in key departments (administrative/executive, customer service, e-business/e-commerce, production/operations, IT, marketing, communications, or advertising), and have at least a major influence in decisions regarding their company’s mobile messaging efforts. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact [email protected]ms.com.
Start leveraging on mobile technologies to executive more effective marketing campaigns. Here’s quick start guide:
Editor’s note: Jose continues recounting his adventures in Barcelona this week! In the second part of his series on Mobile World Congress 2014, Jose contemplates alternative mobile operating systems and mobile app engagement. Read part 1 on mobile hardware and conferences here.
Are Alternative Mobile Operating Systems Ready for Prime Time?
In addition to iOs, Android and Windows, alternative mobile operating systems are beginning to gain visibility. Three were highlighted at the Mobile World Congress:
Firefox OS is battling it out as the most reliable alternative to Android and iOS. The last few months have seen the release of low-end devices under $100 in emerging markets. And Firefox OS came to MWC14 with more offerings for this sector. It seems they might have found their niche: emerging markets are theirs to conquer.
Mozilla is stepping firmly towards that goal: it announced a partnership with China-based chipset vendor Spreadtrum at MWC14 to deliver $25 smartphones. That would make it the cheapest handset on the market by far. Lowering the entry level of the global smartphone market can make Firefox grow from the bottom up.
Because Tizen is Samsung’s attempt to gain independence from Google, Tizen OS has great potential being under the umbrella of the world biggest handset manufacturer.
Tizen OS is putting lots of effort towards launching reliable wearable products running exclusively on Tizen OS (Galaxy Gear, Gear 2 and Gear Fit). They’re also attracting developers to create a sustainable ecosystem of apps. There was a large dedicated Tizen stand in MWC14, where some developers were demoing their creations for Samsung’s mobile OS.
The first devices that will officially run Ubuntu OS – formerly Ubuntu Touch – were demoed at the show. These were through a partnership with Chinese and Spanish handset manufacturers Meizu and Bq, announced in time for MWC14.
GSMA Connected City: A glimpse of the future?
Tucked away to one side of Hall 3 was the GSMA Connected City. Spanning the whole side of the large hall was a whole range of interactive demonstrations showing how cutting edge technology and connected solutions will become part of everyday life.
Showcased by AT&T, Deutsche Telekom, GSMA, KT, Vodafone and their partners, these demonstrations showed how their mobile technologies are powering economic growth and new business opportunities. Demos were in the areas of Education, Health Care, Identity and Security, Retail, Smart Cities and Industry, and Transport.
Mobile Apps: Engagement, engagement, engagement
Like “location, location, location” is the mantra of the real estate industry, so is “engagement” for the mobile apps space. One gigantic hall was dedicated to vendors in the mobile apps ecosystem. Vendors spanned the gamut of games and gaming platforms, e-commerce and mobile payments, app development tools, app discovery “services”, mobile marketing and geo-location, advertising and ad-networks, SMS aggregators, network diagnostics , analytics, and even an app for brewing beer (more on that later).
But the common thread across all these different vendors and technologies, is that mobile apps have value to both the end-user and the app owner – only if the app is being used. And that is where engagement comes in. The app owner has to get the user engaged with them – either through the utility the app itself delivers (for example, the ability to deposit a check for a banking app) or through some other value that the app provides (discount coupons that “magically” appears in the app while walking by a store).
With all the apps we have installed in our phones, it’s unlikely that we use all of the apps all the time, even when we perceive value in an app. What brings us back to an app is an alert – a push notification telling us that something is new and to go check out the app. Alerting users, as appropriate, through push notifications is what engages users and keeps them using the app. And helping with mobile engagement is exactly what Momentum, our digital messaging platform (with push notifications) does. So perhaps it might be a good idea for us to play with all the other vendors in this Hall at next year’s Congress!
Find out why the world’s biggest senders like Facebook, LinkedIn, Twitter and PayPal are using Momentum in the webinar, Your Mobile Customer Is Ready To Engage – Are You?
Last week, we revealed the top ranked best email marketing blog posts in positions 10 to 6 in 2013. Email deliverability, DKIM and email subject lines were all subjects that our readers were interested, so let’s see what other posts they really liked in 2013. Time for the top five best email marketing blog posts!
In the fifth place, is a post from 2012 by Mike Hillyer from Product Management that snuck into our rankings – looks like information about upgrading DKIM keys to 1024-bit still is a hot topic among our readers in 2013!
Ahhh which email marketer doesn’t want to be on the good side of Internet Service Providers? And that they can with Adaptive Delivery®! Solution engineer, Tom Cain explains how Adaptive Delivery automatically adjusts the speed of email being sent based on feedback by ISPs in real-time.
Making an entry in third place, is Senior Content Manager, John Pinson’s post on push notifications! Want to increase customer engagement through mobile app marketing with both mobile and push messaging? Talk to us, we’ve got the solution for you with Momentum Mobile. But first, read John’s excellent post on mobile push notifications and their role in driving mobile app engagement!
Karan Singh from Engineering provides a quick guide on how to back up and restore your postgres database! Have you backed up your postgres database lately?
And in position number 1 is my personal favorite – otherwise known as how Kobo convinced me to shell out a significant amount of money on books in one single email! I’m biased of course, but I very much enjoyed writing this blog post and I’m glad you enjoyed reading it on your part!
Dear readers, thanks for the support in 2013, and we look forward to bringing you even more interesting email mobile marketing news in 2014, be it related to DKIM, postgres, push notifications or email marketing campaign tips!
A successful email campaign starts with understanding what works – or not – in the email industry, download The 6 Secrets of Successful Senders guide today!
My colleague Irina Doliov and I were fortunate to attend a seminar on push notifications earlier this month put on by Urban Airship, one of the leading providers of push notification / messaging services for mobile app developers. It was a highly informative look into the world of mobile app developers, and the central role that automated messaging is playing in the smartphone / tablet revolution.
Urban Airship CMO Brent Hieggelke discussed the most important practices for earning your way onto a consumer’s screen, and how to keep engaging once you’re there. We also heard from Chris Sweis of JunoWallet, who recounted how his company courted disaster when it had to disable push notifications for a short period of time due to server issues. And finally we heard from Scott Michaels from Atimi, which is a leading app development shop for leading consumer brands and sports franchises.
Coming from the world of email and mobile text messaging, it was fascinating to hear firsthand of the challenges companies face in mobile app development and push notifications. Some key takeaways:
- Push is growing faster than any other messaging channel – by a lot. [Tweet This!]
- The smartphone/tablet screen is now seen by major consumer brands as the most valuable real estate in the world. Not TV. [Tweet This!]
- If it hasn’t happened already, it will soon become the case that consumers spend more time interacting with mobile apps than they do watching TV.
- Push is essential to mobile app engagement. [Tweet This!]
- Apps without push have only half the retention rate of those with push. [Tweet This!]
- Apps with push have four times the engagement rate of those without. [Tweet This!] Chris from Juno related that when they had to turn off their push capability for a few months (they were running an in-house server that couldn’t scale) and the outage drove engagement rates into steep decline. Essentially, an app without notification capabilities just will not drive the kind of engagement rates you need to establish a successful app business.
- The key engagement metrics for app developers are:
- App downloads
- Push opt in
- Location opt in
- When app developers get all three, it pretty much opens the Pandora’s box of marketing possibilities – location is a whole new world.
- Apps have an average lifespan of 1 month. [Tweet This!]
- Apple leads the way in the app business and everyone has to play by their rules: eg, no sales pitches in your notifications!
- Google/Android tends to follow Apple’s lead within a 3 – 4 month lag time.
- Apple Passbook is seen as the next evolution in the app / push world.
Maybe the most important point that I walked away with came from Scott from Atimi who said (paraphrasing): anyone who claims to know what’s going to happen with the apps/mobile business beyond 12 months is blowing smoke. Everything is just moving too fast to know with any certainty what’s coming down the pike.
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