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How mobile marketing is evolving

Mobile push notifications are a key re-engagement tool for mobile marketers, a recent survey reveals.

2 min read

Digital Technology

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Mobile push notifications are becoming a valuable channel for re-engagement in mobile marketing, according to a survey released by customer messaging platform OneSignal this week. 

Among customers of the platform, 61% said mobile push notifications were the most important channel for their business, and 44% said they are the most effective re-engagement channel. The findings are part of the company’s 2022 State of Customer Messaging report.

“This data shows that mobile is poised to be the primary channel to reach customers effectively, and brands offering more personalized, automated customer journeys will drive crucial improvements for customer engagement,” OneSignal CEO George Deglin said in a statement, adding, “All communications channels have their own strengths, so a multichannel strategy encompassing mobile and web push, in-app messaging, SMS and email is key to attracting and retaining customers by reaching them where they are.”

Another key finding from the survey was that live chat is losing popularity as an engagement channel, with just 3% of respondents saying they use it. 

In addition to the survey, OneSignal analyzed 100 billion messages and found that in-app messages have 25 to 30 times the click-thru rates of mobile push notifications – despite their popularity. In-app marketing is a key part of full-funnel marketing on mobile, Jean Ortiz-Luis recently wrote for SmartBrief.

“Brands must keep in mind that mobile apps are not only where consumers are spending more time each day, but where they can make fast, informed decisions and go from awareness to conversion in a matter of seconds,” Ortiz-Luis wrote.

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