Urban Airship asked 500 brands about their use of mobile, and discovered the majority of those companies (56 per cent) deliver the same messages and app experience to all users, not personalising the messages in any way.
Apps, responsive design and push messaging were the top three tactics ranked as “essential channels” for engagement, ahead of mobile advertising, SMS and mobile wallet, the research found.
“We are still very early as an industry with a massive opportunity ahead. Most companies have built a mobile foundation necessary for more sustained and valuable relationships with their key audiences yet there are dramatic differences between those leading and lagging,” said Scott Kveton, CEO and co-founder, Urban Airship.
“We look forward to helping companies evolve their mobile maturity and create more responsive, personalized, real-time customer relationships proven to drive greater value.”