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

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in