Which Of The Following Is A Technique Used To Make Mobile Messages More Effective?

Mobile marketing is booming and we all know that, but more than the importance of mobile, what really matters today is the way in which marketers are engaging with customers through mobile devices. Contemporary times are synonymous with people spending most of their time on mobile devices, making it essential for marketers to communicate with audiences through mobile on every possible channel. This article cites that the Marketo Mobile Benchmark Survey revealed that 72 percent people spend two hours or more every day on their mobile devices. Marketers therefore need to create excellent mobile experiences while designing their social media and email messages, and also develop an interactive website. Three important message types specific to mobile, achieve the best results when marketers need to communicate with their customers – these are push notifications, SMS/MMS, and in-app messaging. While the similarity between all three types of messages is that they specifically exist on mobile devices, the primary difference between them is in what marketing objective they help achieve. Here is a detailed overview:

1. Push notifications

Push notifications are alerts/messages delivered to users via an app. These are typically texts or other visual alerts that appear on a user's mobile device's home screen. Irrespective of whether the app is open, or the user is engaged with the app or not, the notification still appears. For push notifications to function, users must have the respective app downloaded and also have push notifications enabled on their devices. Push notification alerts usually inform about an activity, event, offer, discount, or other such actionable things which prompt users to open the app or click the notification to view further details. Marketers need to identify appropriate opportunities to convey through push notifications, compose relevant messages, and measure the impact being achieved.

2. SMS/MMS

Short Messaging Service, better known as SMS, are mobile text messages that can be exchanged one-on-one and also sent via mobile messaging service providers. People may opt for such kind of messages through a company's mobile app, email subscription request, or even the company website. SMS is an extremely effective medium to communicate and engage with customers in a quick and direct way. High volume messages can be sent in just a few seconds, and since the standard SMS character limit is 160 characters, messages are concise too. SMS is one of the simplest and most accessible channels of mobile marketing since all mobile phone providers allow text messaging.

3. In-App messaging

In-app communications help direct users' attention to specific features, actions, and messages within the app. It is a meaningful way to drive higher customer engagement and have them coming back to the app to complete certain actions. The various notifications empower marketers to effectively communicate and engage with app users – usage alerts, introduction of new features, specific offer details, etc. Marketers can also test features, promotions, and messages within the app to determine what works best and leverage user response to provide optimized offerings. Unlike push notifications and SMS, in-app messaging gives marketers the freedom and flexibility to offer users a greater degree of creativity and personalization, since people are already using the app and there are no message volume or space constraints. By capitalizing on the similarities and differences of the above three types of mobile messaging, marketers can create the perfect blend of inventive and truly personalized marketing messages to engage with users in a powerful and productive manner.

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Winning CX will come from Brands who can balance relevance, consistency and convenience to drive engagement. The kind of engagement that drives optimal customer lifetime value and real business impact.

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