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BizReport : Mobile Marketing : March 03, 2016

Are your mobile app push notifications tailored to time zones?

Research from mobile marketing automation platform Leanplum reveals that many app marketers continue to rely on generic blasts rather than consider personalization in terms of timing, frequency and message content.

by Helen Leggatt

The findings (infographic) contained in Leanplum's first research study, 'Breaking Barriers to Push Notification Engagement', show that upwards of 63% of app marketers around the globe are missing opportunities to engage users by continuing old-school methods of generic blasts.

Examples of this include app marketers in North America failing to engage users during evening hours when app users are most responsive. In addition, EMEA marketers were found to be failing to take into consideration time zones and sending pushes at midnight in Europe to focus on North American users instead of creating locally timed campaigns. In APAC, Leanplum says "marketers completely miss the mark", failing to send enough push during the six most engaging hours of the day, from 7am-1pm.

According to Leanplum CEO Momchil Kyurkchiev, "there's a personalization gap".

"We are still seeing a fair amount of generic blasts, which are based on the old ways marketers utilized email and other web-centric tactics," Kyurkchiev told VentureBeat. "Mobile needs to be personal. When marketers don't use personalization solutions that take into account location, timing, and behavior-based triggers, they're missing out on mobile's relevancy opportunity."

Image via Shutterstock

Tags: mobile apps, mobile marketing, personalization

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