Sinch’s latest research report: Mobile Consumer Engagement 2020 highlighted that not only do consumers welcome many different kinds of personalized mobile messages from businesses, but also that they’re 35x more likely to open them than emails. Yet despite this, businesses have been slow on the uptake and are not providing the kind of high-value, real-time messaging that consumers crave.
The research uncovered what Sinch are calling the “opportunity gap”. That’s the gap between how consumers are actually using messaging today, vs how they’d like to use it.
For example, 62% would like to confirm service appointments using messaging, but just 41% have the opportunity to do that today. And 70% want banks to message them about suspicious activity in their accounts, yet only 35% receive those kind of notifications today.
MEFTV speaks to Sinch’s Jamie Ross-Cumming about mobile consumer engagement and the role of mobile in digital advertising during MADFEST London 2019
Here’s what Jonathan Bean, CMO at Sinch had to say about the research findings:
“CX leaders understand that even with access to dozens of channels to reach customers, they must use restraint and find the right touchpoints for each individual. For many, mobile messaging is still a new ecosystem, but the research shows consumers are open and willing to engage with businesses through mobile messaging, so long as businesses provide high-value information that’s personalized.”
In August 2019 they surveyed 2,300 consumers around the world and spoke to leaders at customer engagement brands including Oracle, Uber and Adobe to find out the messaging scenarios consumers find useful and welcome — and those that make them nervous. Key insights include:
People put up with unread emails, not unread mobile messages
40% of consumers say they have at least 50 unread emails in their inbox — but just 4% say the same about mobile messages.
Consumers are wary about app downloads
80% of consumers say they’ll only download an app from a company they know and trust, and 72% are concerned apps are tracking their movements. This is particularly important for businesses investing in branded app development to note.
Mobile users are ready for rich engagement
Companies are experimenting with personalized video, rich media messaging and AI-fueled conversations — and consumers are pleased with the results. 2 out of 3 who have used a chatbot say they had a positive experience, with speed and efficiency being the reasons why. Most went so far as to say that a chatbot served them as well or better than a human agent.
If you’re looking for more insights into current and desired use of mobile messaging, attitudes about data privacy, acceptance of chatbots and channel preferences, you can download report on the Sinch Website.
MEF Members – exclusive interviews
MEFTV Spoke with panelists and experts at MADFest London 2019 to get their take on what mobile means for brands and advertisers in 2019, whether marketers are using mobile tech to its full potential, and what innovations it can bring to engaging customers.
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