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RESEARCH, ANALYSIS & TRENDS

Mobile communication continues to

advance in the life of the consumer

There is no question that with the outbreak of the all mobile and digital channels so that the already
global pandemic, a lot has changed in marketing high customer expectations are met or exceeded.
as reflected in consumer behavior, including the
introduction of digital offerings. This has led • According to Forrester, email and mobile messag-
many experts to question how customer ing volumes will grow 40% in 2021. SMS and their
engagement will evolve in 2021. Well, the almost 100% open rate are an important channel
following trend forecast can be helpful to answer for marketers to stand out from the crowd and en-
courage purchases. Given the higher cost of SMS
this question:
compared to email and push notifications via apps,
• According to a study by App Annie, a provider of marketers should focus their SMS communications
data and analysis on the global mobile market, on time-sensitive offers that are of high value to
time spent on retail and financial apps has in- both the recipient and the brand. By orchestrating
creased 45% year over year, excluding China. The the channels according to customer preferences,
pandemic has put the smartphone at the center of brands can seamlessly integrate SMS messages
people's lives, and we are more dependent than into multi-channel campaigns, and thus make the
ever on apps and mobile experiences. Brands and customer journey even more intelligent and effec-
companies should use this situation to strengthen tive.
their connection with the customer and provide an • The pandemic has forced many brands to step
experience that is both useful and enjoyable. This back and evaluate the customer experience from a
requires strategies that help personalize messages new perspective, since customers expect a con-
and seamlessly orchestrate the interaction across
sistently smooth experience. Hence, contactless

16 July 2021: Mobile Marketing & Analytics