If you read the last post on our recent research findings, you’ll know all about how consumers are using mobile messaging (or maybe you’ve read the whole report already?) In this second part of our mini blog series we’ll take a look at the opportunities that businesses are missing when it comes to reaching consumers in the ways they crave – we dive into the mobile messaging opportunity gap.
The most interesting part of the Sinch research is comparing what consumers say they welcome in the future versus what they currently use. The gap between those two — what at Sinch we call the “opportunity gap” — shows exactly where businesses should devote more attention and resources.
In banking, healthcare, travel and the service industry, consumers are looking for more mobile-based notifications and interactions. In other words, there is a large gap between what consumers do today, versus what they signal they would welcome or find useful.
In retail, the opportunity gap is small-to-non-existent. The clear message from consumers: the current level of mobile interaction in retail is enough. Retailers must proceed carefully, ensuring that mobile messaging is welcome (and be particularly wary of messaging consumers who are not yet customers).
What does it all mean? You can find a lengthy discussion of key takeaways for executives in the full report, but the following are some important considerations to begin:
Mobile messaging is a channel full of opportunity, but it also bears significant “permission risk.” Businesses must focus on delivering value that consumers clearly indicate they want and welcome, rather than using customer data to sell more or promote. Those that focus on the latter risk that their customers may put them on mobile mute, and once a company has lost permission to send messages, it’s very hard to re-earn trust.
In what areas are your customers signaling they want more? Want less? The Sinch research clearly shows “imminent notifications” have high value for consumers — or messages that remind of upcoming dates or services, or notify of time-critical information. Keep in mind, however, that some offerings such as personalized video prove extremely valuable to consumers and enterprises alike, as they are easier to consume and have significant engagement rates. Though personalized video is currently under-utilised, we expect this will change in 2020.
RCS is breaking ground in countries like UK, US, France, Japan and more, but businesses can use innovative opportunities in mobile engagement today on a plethora of global and regional specific channels. Above we mentioned personalized video — among the most exciting opportunities most businesses are not yet using, even though it is available on MMS today in the US for example. Some other applications to consider: using messaging for real-time translation, mining company “chats” for consumer intelligence and using this to feed chatbots for more routine tasks and initial customer service.
If you want to read the full research report, including data about chatbots, privacy and scenario testing, you’ll find it here.
When you visit any website, it may store or retrieve information on your browser, mostly in the form of cookies. This information might be about you, your preferences or your device and is mostly used to make the site work as you expect it to. The information does not usually directly identify you, but it can give you a more personalized web experience.
Because we respect your right to privacy, you can choose not to allow some types of cookies. Click on the different category headings to find out more and change our default settings. However, blocking some types of cookies may impact your experience of the site and the services we are able to offer.
Cookie Statement
These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site will not then work.
These cookies do not store any personally identifiable information.
Cookie details
Cookie Subgroup | Cookies | Cookies used |
---|---|---|
eu5.mm.sdi.sinch.com | ASP.NET_SessionId | First Party |
community.sinch.com | AWSALB , LiSESSIONID | First Party |
appengage.sinch.com | dd_cookie_test_ | First Party |
tickets.sinch.com | atlassian.xsrf.token , JSESSIONID | First Party |
cockpit2.sinch.com | SESSION | First Party |
engage.sinch.com | instapage-variant-xxxxxxxx | First Party |
dashboard.sinch.com | cookietest | First Party |
brand.sinch.com | PHPSESSID , AWSALBCORS | First Party |
sinch.com | __cf_bm , OptanonConsent , TEST_AMCV_COOKIE_WRITE , OptanonAlertBoxClosed , onesaasCookieSettings, QueryString, functional-cookies, performance-cookies, targeting-cookies, social-cookies lastExternalReferrer, lastExternalReferrertime, cookies, receive-cookie-deprecation _gdvisitor, _gd_session, _gcl_au, _fbp, _an_uid, _utm_zzses, lpv | First Party |
mediabrief.com | __cf_bm | Third Party |
recaptcha.net | _GRECAPTCHA | Third Party |
cision.com | __cf_bm | Third Party |
techtarget.com | __cf_bm | Third Party |
These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. They help us to know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous.
If you do not allow these cookies we will not know when you have visited our site, and will not be able to monitor its performance.
Cookie details
Cookie Subgroup | Cookies | Cookies used |
---|---|---|
community.sinch.com | ValueSurveyVisitorCount | First Party |
buzz.sinch.com | instap-spid.8069 , instap-spses.8069 | First Party |
appengage.sinch.com | _dd_s | First Party |
sinch.com | AMP_TLDTEST , rl_page_init_referrer , rl_trait , _vis_opt_s , __q_state_dp56h9oqwhna9CoL , cb_user_id , __hstc , rl_anonymous_id , rl_user_id , initialTrafficSource , _vwo_uuid , _vwo_uuid_v2 , rl_page_init_referring_domain , _hjIncludedInSessionSample_xxx , apt.uid , __hssrc , test_rudder_cookie , cb%3Atest , __hssc , rl_group_trait , _hjAbsoluteSessionInProgress , _vwo_referrer , _vwo_sn , _vis_opt_test_cookie , _hjFirstSeen , _hjTLDTest , _hjSession_xxxxxx , s_sq , _vwo_ds , rl_group_id , _vis_opt_exp_n_combi , s_cc , _gclxxxx , cb_anonymous_id , cb_group_id , apt.sid , rl_session , _uetvid , AMP_899c7e29a9 , _hjSessionUser_xxxxxx | First Party |
brand.sinch.com | AMP_TEST | First Party |
engage.sinch.com | no-cache , instap-spses.85bb , instap-spid.85bb | First Party |
www.sinch.com | d-a8e6 , s-9da4 | First Party |
nr-data.net | JSESSIONID | Third Party |
sinch-en.newsroom.cision.com | _ga, _gid | Third Party |
sinch.in | _ga_xxxxxxxxxx, _gat_UA-XXXXXX-X, _gid, _ga | Third Party |
terminus.services | terminustb | Third Party |
g.fastcdn.co | instap-spses.85bb | Third Party |
hello.learn.mailjet.com | pardot, visitor_id, visitor_id##### | Third Party |
www.googletagmanager.com | userId | Third Party |
hello.learn.mailgun.com | visitor_id#####, visitor_id | Third Party |
dev.visualwebsiteoptimizer.com | _vwo_ssm | Third Party |
box.com | box_visitor_id | Third Party |
app.box.com | z, cn | Third Party |
sinch-tfn.paperform.co | laravel_session | Third Party |
go.sinch.in | visitor_id#####, visitor_id | Third Party |
Qualified | __q_local_form_debug | Third party |
Rudderstack | rudder.inProgress, rudder.3156dd1f-7029-4600-ae54-baf147d9af20.queue, rudder.3156dd1f-7029-4600-ae54-baf147d9af20.ack, rudder.3156dd1f-7029-4600-ae54-baf147d9af20.reclaimStart, rudder.3156dd1f-7029-4600-ae54-baf147d9af20.reclaimEnd, | Third party |
6sense | _6senseCompanyDetauls, _6signalTTL | Third party |
Appcues | apc_local_id, apc_user | Third party |
These cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant adverts on other sites. They do not store directly personal information, but are based on uniquely identifying your browser and internet device.
If you do not allow these cookies, you will experience less targeted advertising.
Cookie details
Cookie Subgroup | Cookies | Cookies used |
---|---|---|
investors.sinch.com | visitor_id | First Party |
community.sinch.com | VISITOR_BEACON , LithiumVisitor | First Party |
sinch.com | _uetsid , ajs_user_id , _gcl_aw , ajs_group_id , AMCV_ , __utmzzses , _fbp , _gcl_au , AMCVS_ | First Party |
go.latam.sinch.com | visitor_id##### , pardot | First Party |
linkedin.com | li_gc, bcookie, lidc, AnalyticsSyncHistory, UserMatchHistory, li_sugr | Third Party |
pi.pardot.com | lpv151751, pardot | Third Party |
hsforms.com | _cfuvid | Third Party |
google.com | CONSENT | Third Party |
sinch.in | _gclxxxx, _gcl_au | Third Party |
www.linkedin.com | bscookie | Third Party |
bing.com | MUID, MSPTC | Third Party |
www.facebook.com | Third Party | |
hello.learn.mailgun.com | pardot | Third Party |
www.youtube.com | TESTCOOKIESENABLED | Third Party |
dev.visualwebsiteoptimizer.com | uuid | Third Party |
g2crowd.com | __cf_bm | Third Party |
pardot.com | visitor_id#####, visitor_id | Third Party |
tracking.g2crowd.com | _session_id | Third Party |
hubspot.com | __cf_bm, _cfuvid | Third Party |
doubleclick.net | test_cookie, IDE | Third Party |
youtube.com | CONSENT, VISITOR_PRIVACY_METADATA, VISITOR_INFO1_LIVE | Third Party |
go.sinch.in | pardot | Third Party |
liadm.com | lidid | Third Party |
www.google.com | _GRECAPTCHA | Third Party |
These cookies enable the website to provide enhanced functionality and personalisation. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies, then some or all of these services may not function properly.
Cookie details
Cookie Subgroup | Cookies | Cookies used |
---|---|---|
portal.sinch.com | pnctest | First Party |
partner.appengage.sinch.com | _dd_s | First Party |
investors.sinch.com | First Party | |
community.sinch.com | LithiumUserInfo , LithiumUserSecure | First Party |
tickets.sinch.com | selectedidp | First Party |
engage.sinch.com | ln_or | First Party |
cockpit2.sinch.com | CSRF-TOKEN , NG_TRANSLATE_LANG_KEY | First Party |
sinch.com | apt.temp-xxxxxxxxxxxxxxxxxx , hubspotutk , ajs%3Acookies , cf_clearance , ajs%3Atest , __tld__ , __q_domainTest , pfjs%3Acookies , ajs_anonymous_id | First Party |
auth.appengage.sinch.com | AUTH_SESSION_ID , KEYCLOAK_3P_COOKIE , KEYCLOAK_3P_COOKIE_SAMESITE , KC_RESTART , AUTH_SESSION_ID_LEGACY | First Party |
www.recaptcha.net | _GRECAPTCHA | Third Party |
boxcdn.net | __cf_bm | Third Party |
d2oeshgsx64tgz.cloudfront.net | cookietest | Third Party |
sinch-np.paperform.co | XSRF-TOKEN, laravel_session | Third Party |
vimeo.com | __cf_bm, vuid | Third Party |
sinch-ca-sc.paperform.co | XSRF-TOKEN, laravel_session | Third Party |
box.com | site_preference | Third Party |
app.box.com | bv | Third Party |
sinch-tfn.paperform.co | XSRF-TOKEN | Third Party |
cision.com | cf_clearance | Third Party |
These cookies are set by a range of social media services that we have added to the site to enable you to share our content with your friends and networks. They are capable of tracking your browser across other sites and building up a profile of your interests. This may impact the content and messages you see on other websites you visit. If you do not allow these cookies you may not be able to use or see these sharing tools.
Cookie details
Cookie Subgroup | Cookies | Cookies used |
---|---|---|
community.sinch.com | ln_or | First Party |
sinch.in | _fbp | Third Party |
youtube-nocookie.com | CONSENT | Third Party |
youtube.com | YSC | Third Party |