Building brand engagement through in-app communication

1Executive Summary

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.
Relevant Analyst
Peggy Anne Salz

Peggy Anne Salz

Chief Analyst MobileGroove

Do you want to speak with Peggy Anne Salz about this topic?

Learn More
You must be logged in to post a comment.

No Comments Subscribers to comment

Learn about our services or Contact us: Email / 800-906-8098