Analyst Report: Building brand engagement through in-app communication

Analysis

Mobile apps now allow businesses to be more responsive to users than ever before, but this interaction has created new customer expectations. While a mobile app must fulfill its core function, it must also continue a dialog with its users to remain relevant. Doing so requires ongoing, intelligent, targeted outreach to customers and an extension of customer-service strategy into the app itself.

Brands and businesses that develop mobile applications must be aware of the demands and limits of an increasingly sophisticated mobile audience, build a communications strategy that spans the appropriate communications channels, and play to the strength of each channel.

Key highlights from this report include:

  • Native mobile messaging can deepen the relationship between companies or brands and their users through a more connected, relevant conversation.
  • The contextual relevance of in-app messaging can engage users with a seamless app and influence consumer decisions.
  • Businesses should integrate native mobile messaging communications into a wider, targeted, outbound communications strategy.
  • Companies can also combine A/B testing, analytics, and location information to segment audiences on the fly and enhance push-messaging efforts.
  • Led by Amazon’s Mayday, in-app chat will set a new bar for faster, superior customer service.

Table of Contents

  1. Summary
  2. What do customers want?
  3. The power of push
  4. Messaging types and formats
  5. Engaging experiences, significant benefits
  6. Personalization and preference power ongoing interaction
  7. Mapping the proper approach to push
  8. Key takeaways
  9. About Peggy Anne Salz
  10. About Gigaom Research

Join Gigaom Research! Become a subscriber and get reports like these, plus our collection of over 1,700 reports from world-class analysts for just $995 a year.

Tags