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The main finding of this study determined that 63% of the marketers in the world send out their push notifications at inopportune times which means that they miss the vital times where those users operating from mobile devices are most active or engaged.

It breaks down like this:

  • In the Northern parts of America marketers fail to engage with their users in the evenings meaning they miss a prime hour when users are four times more likely to open a notification than at other times of the day namely 8pm.
  • Data revealed that huge numbers of marketers do not take into account that many customers could possibly reside in different time zones. To use an example, in EMEA there are way too many marketers sending push at around midnight when users are not engaging, while North America is in their afternoon hours.
  • Marketers entirely miss a golden opportunity in APAC by failing to send sufficient push during 7:00 to 13:00 which is considered the six hours of the day people are most engaged.

This means that marketers fail to keep in mind the lifestyle, culture and region of their users. It should be a well-known fact that the mobile usage of users vary greatly across LATAM, APAC, EMEA and North America. Even though data revealed that generic push campaigns leave a huge gap in engagement, marketers still rely on it heavily.

Kelvin Boon, CEO of Boon Info Tech a washington DC based Mobile Development company said that personalization is of utmost importance to users and that Leanplum is capable of giving the insights needed to analyze, launch and scale campaigns that will resonate with millions of users. He further stated that the data Leanplum gathers for purposes of engagement and optimization is sure to be a game changer and that it shows how automation of mobile marketing can maximize ROI. Leanplum was responsible for the addition of new channels as well as the development of programs that act as delivery mechanisms. This offers an easier way to incorporate refined engagement based on behavior for customers such as Expedia. Their messages package includes:

  • Programmatic Delivery – This function sends messages automatically to specific groups of users completely based on the user’s intent or basic behavior as a response to an event that took place externally like a promotion, the release of a piece of content or news updates.
  • Ideal Time – It can deliver push notifications automatically at times based on when users appear to be most active and it predicts possible opens with the help of a machine learning algorithm designed for this purpose.
  • Pre-Permissions for Push – It increases the opt-in rates with great ease by ways of quashing an iOS prompt set to go out by default and instead it triggers an in-app invitation at an opportune time when a user is extremely engaged.
  • An App Inbox – This reaches 100% of your current audience with a single screen, persistent container of basic notifications within the app which enables the user to gain access to the newest app content in one channel.
  • Email – This gives marketers the ability to respond to any and all activities in or out of the app very quickly and consistently due to the fact that they can create the needed content on one platform and instantly have it published across a variety of channels.

This is an extremely scientific era of marketing on mobile that we are entering where brands are not just focusing on big data but also on smart data that they can act on as stated by the co-founder and CEO of Leanplum, Momchil Kyurkchiev. He also said that our platforms are constantly evolving in order to endow marketers with the power to get their message across quickly and also provide an in-app experience for ultimate relevance based on the behavior of users. Marketers are fully capable of driving greater impact on business due to the context rich campaign tools available to them now.

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