• by Jack Loechner , Staff Writer @mp_research, March 16, 2016

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:

• In North America, marketers are missing the opportunity to engage with users in the evening hours. For example, at 8pm, users open four times as many push notifications as are being sent
• Data shows that many marketers do not factor in time zones. For instance, in EMEA too many marketers send push at midnight when users aren’t engaging, while it’s afternoon in North America
• In APAC, marketers completely miss the mark, failing to send enough push during the six most engaging hours of the day, from 7am-1pm
• … meaning that Marketers don’t approach users with region, culture, and lifestyle in mind, as mobile usage varies across EMEA, APAC, LATAM, and North America. Marketers continue to rely on generic push campaigns, while the data shows there is a large gap in engagement

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:

• Programmatic delivery toautomatically send messages to segmented groups of users based on key behavior or customer intent, in response to external events like news updates, content releases, and promotions
• Automatically delivering push at times based on when users have been most active, using predictive machine learning algorithms to maximize opens
• Increasing push opt-in rates by suppressing the default iOS prompt, and triggering an in-app request at a time when the user is most engaged
• Reaching all of the audience with a persistent, single-screen container of key notifications in the app itself, to always access the latest app content in a single channel
• Enabling marketers to respond to activities in and out of the app with added speed and consistency, by creating content in one platform that publishes across multiple channels

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.

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