Boxcar + GigaOM Research

Building brand engagement through in-app communication

“Since 80% of mobile users’ time is spent on mobile apps, push notifications are a convenient tool to connect with consumers across the entire customer lifecycle.”

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

  • 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.

This whitepaper was written by Peggy Anne Salz
on Jul. 2, 2014 and underwritten by ProcessOne

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