Most marketers miss mark with mobile messaging

Consumers are inundated with notifications from all types of mobile messaging services, and though many will engage with businesses that use relevant alerts, most organizations don't capitalize on the opportunity.

Messaging is the most frequently used form of mobile communication among consumers today, but the majority of businesses fail to effectively use mobile messaging services to communicate with their customers, according to a new report from Forrester Research. The firm surveyed 1943 U.S. smartphone users between October and December of last year to identify the messaging they consider to be the most effective and contextually relevant.

While 96 percent of US smartphone owners receive some type of messaging-service notifications (excluding email), more than half of those surveyed opt-out of receiving alerts because they're irrelevant or arrive too frequently, according to the report. Only 23 percent of online businesses use push notifications for mobile message services to engage customers, Forrester found, and most don't use real-time or contextual data to increase the relevancy of their messaging. (The report refers to all push notifications from businesses via any messaging service, not including email, such as alerts from SMS messages, dedicated messaging apps, and bots within messaging apps, including Facebook Messenger.)

Social media notifications are the most popular messaging alerts, and consumers are typically more willing to receive them from apps such as Facebook Messenger, Snapchat or WhatsApp than from retailers, banks, travel agencies or healthcare providers, according to the report. More than half of the users surveyed opt-in to social media alerts, while 38 percent of Android users and 32 percent of iOS users opt-in for alerts from retailers.

Relevancy key to effective mobile messaging

The report found that most consumers opt-in to notifications to receive timely information or be alerted to emergencies. The majority of respondents also said they take action on important alerts immediately, and 57 percent took some kind of action the last time they received a message notification. For example, 51 percent of those surveyed opened the associated app and then took action within it; 22 percent read the message and took action offline; and 14 percent read the message and replied directly from the notification.

Messaging service usage rates vary widely by app or technology, according to Forrester. The vast majority, or 83 percent, of consumers use both SMS and email; 61 percent receive push notifications from other apps; 57 percent use a downloaded messaging app; and 51 percent use additional in-app notifications, according to Forrester Research.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

What a great article. Thanks for sharing. Today Digital Marketing is the basic need for a business to survive. As online presence is very...

Ecomsolver Private Limited

Want to master digital transformation? Stop thinking about your own problems

Read more

Feeling grateful that customer led digital transformation could improve business and generate more business growth. Many companies are no...

Lilly Lawrence

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

If a business games me happy than there is a higher chance I will go to them.

Martinez

The Iconic: becoming customer-focussed transformed our business

Read more

That’s a great example of surprising AR ad that went viral because it was first of its kind. Probably a similar effect to some scale can ...

Natasha Kvitka

Using artificial intelligence to surprise your customers

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Latest Podcast

More podcasts

Sign in