Mobile usage continues to grow by the day, with countless consumers tapping away at their tablets and smartphones as they socialize with friends and reconnect with family. But, as this technology continues to permeate the personal, brands must embrace such emerging behaviors in the name of business.
Message Systems' recent survey on mobile messaging in the enterprise highlights how marketers are currently using mobile as an engagement tactic and where they plan to focus their budgets in the future. Conducted by Harris Poll, the study polled 208 U.S. full-time employees of companies with an annual revenue of $100 million or more, who are employed at the director level or higher. Because of their major influence with regard to decision-making on the mobile messaging front, these respondents offered insight into what role mobile communication currently plays in the marketing space and how brands plan to integrate and implement such tools throughout the next year.
The following statistics explore the varying types of mobile messaging strategies that are gaining momentum and the tactics consumers can expect to see more of in the near future:
- Of those customer messaging decision-makers polled, the vast majority currently has or plans to adopt SMS text (89 percent), mobile-optimized email (89 percent), mobile apps (86 percent), MMS text (86 percent), IM chat (83 percent) and push notifications (80 percent) in the next year.
- Ninety-one percent of respondents claim that their companies currently support or plan to support time-sensitive reminders and notifications via mobile within the next 12 months.
- Location-based mobile strategies are gaining momentum, as 72 percent of those surveyed say that their company currently uses or plans to adopt such technology within the next year.
- Because personalization continues to play an important role in today's increasingly mobile environment, most marketers now plan to send messages to customers based on preferences (78 percent), context (77 percent), location (73 percent), and behavior (73 percent).
- Decision-makers believe supporting a wider variety of mobile devices and platforms will be critical to their companies' future mobility and engagement strategies, with 80 percent claiming such efforts will be of high priority throughout the next 12 months and beyond.
Key takeaway: With 25 percent of all global Internet traffic now traveling over mobile devices, it's hard to deny this channel's influence on the way consumers conduct business. From sending emails and posting on Facebook, to searching for product reviews and buying items online, mobile devices offer convenience and ease, allowing consumers to perform such tasks from anywhere at any time. Mobile messaging has the power to connect with customers on the move, thereby enabling companies to engage with these individuals on their own terms. Mobile's personalized, real-time nature also affords brands the ability to target consumers based upon preferences and behaviors, bringing relevance to the fore. Thus, marketers who have yet to hop on this bandwagon will surely be left in the dust if they don't work diligently to catch up to the flow of progress.