Brittany Fleit of mobile marketing automation company Leanplum announced the findings of a new study on Tuesday — info that should serve as a wake up call to the mobile marketing community.
“Analysis of 671 million push notifications shows mobile marketers don’t engage users at the right times,” the company said, utilizing the opportunity to simultaneously announce a new messaging suite for more “meaningful campaigns.”
As for the findings, they reveal that apps message users at the wrong time, failing to cross cultures, and missing the mark on frequency.
The study’s key finding found that 63 percent of marketers around the world send push at the wrong times, missing key times of the day when mobile users are most engaged.
What does it all means?
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.
“In our industry, personalization is paramount to users. Leanplum gives us the insights we need to launch, analyze, and scale campaigns for millions of users,” said David Yitzhaki, Head of Mobile Marketing from Last Minute Travel. “The data that Leanplum gathers to engage and optimize is a game changer, and demonstrates how mobile marketing automation maximizes ROI.”
To learn more about the study and what Leanplum is offering to the mobile marketing world, click here.