According to a new study by Leanplum, aggregating data from more than 671 million push notifications and 1.4 billion daily events on its platform to uncover marketers’ roadblocks, apps are messaging users at the wrong time, failing to cross cultures, and missing the mark on frequency.
Forrester’s 2016 Mobile and App Marketing Trends report recently recognized Leanplum as not only a mobile-centric solution for automation to deliver rapid engagements, but machine learning to derive insights from big data to drive campaign optimization.
The study’s key finding is that 63% of marketers around the world send push at the wrong times, missing key times of the day when mobile users are most engaged, says the report:
David Yitzhaki, representative from Last Minute Travel, says “In our industry, personalization is paramount to users… (the study provides) insights we need to launch, analyze, and scale campaigns for millions of users… and demonstrates how mobile marketing automation maximizes ROI…”
The report speaks to programmatic delivery mechanisms and new channels to integrate sophisticated, behavior-based engagement for better relevance, including:
Momchil Kyurkchiev, CEO and co-founder of Leanplum, points out that “… we’re entering a scientific era of mobile marketing… brands embrace not just big data, but smart data they can act on… with more context-rich campaign tools, marketers can drive greater business impact…”
“… marketers need an arsenal of tools to address customer needs in an on-demand, mobile-first world…” concludes Mike Abbott, General Partner at Kleiner, Perkins Caufield and Byers.
For additional information from Adotas, please visit here.