What should you know before implementing real-time messaging?

Digital Marketing has rapidly moved to an era which early age marketers have often dreamed about. The biggest worry for early online marketers was whether they would ever be able to compete with offline channels in providing a real-time 1:1 personalized customer experience.

The dream has already been fulfilled with help of real-time messaging. In-fact, online marketing will soon provide a smoother experience when compared to offline marketing with chatbots.

Customer experience has now taken a leap and has become a part efficient life cycle marketing model where buyers and marketers benefit together. For marketers who wish to increase their market share and gain competitive advantage adjusting to this evolution has become critical.


Marketers have identified the potential of the technology but are yet to deploy it effectively as a part of their customer engagement strategy. In order to successfully align real time messaging for customer engagement we recommend answering the following questions before making it a part of your website or mobile app.

  • Do you know who you are talking to?
  • Are you monitoring your customer’s journey on page?
  • Are you confident about your promotions? Does it click to your target audience?
  • Are you getting your messages delivered on time?

If you are not able to answer these questions, be sure that deployment of Applozic’s SDK on your platforms may not be effective. Instead, you should start strategizing according to your goals.Let us tell you how?

  • Detect who you are interacting with. Once, you understand, draft ways which will help you solve issues of your customer at the earliest.
  • Customer’s position in customer life cycle will help you determine what sort of journey he/she is into. Allocating the position on the graph helps you customize your interaction with the prospect and in case you don’t do this someone else will do.
  • Marketers today are focusing on creating a huge customer base and gain competitive advantage but customers equally understand their benefit so they take no time to move to one providing maximum benefit. So provide the best offer and experience as per customer’s profile.
  • Timing is very important, you must make all necessary arrangements so that user can interact with you or co-users the moment he wishes too.

In short,

You need to detect who you’re interacting with. You need to determine what journey they’re on. You need to decide which of your offers is best for that customer. And you need to let your user interact in time to make a difference.

In order to satisfy these aspects, real-time messaging and notifications plays a vital to assure a seamless user experience. We are working on some areas like:

  • Emotions: Real-time plug-in like Applozic brings that engaging response as people believe that instant message affirms their interaction with “via the nearest human” thereby evoking raw emotions. The ability of sdk’s to track down  if the message has been delivered or if the person has seen or not creates a fun new niche.
  • Security: Security is one of the most important area of concern globally. Applozic’s sdk affirm the prevention of any unauthorized access and publishing of personal information. Be it on the website or in-app feature we provide highly secure communication and control over your settings.
  • Intelligence: Artificial Intelligence is being built into instant messaging with the help of Chatbot. We are close to our first chatbot; in Beta already and here’s how you can get started to build one for your self it in four simple steps.

Real-time messaging is on its way to monetize at huge scale. With still evolving technologies like Internet of Things and bots, it seems to be a domain which will play a major role in redefining communication, personalization and customer engagement.

Applozic is formed with a vision to help business find a complete communication solution. Think about any type of conversation 1-to-1, 1-to-many, group chat, context based chat etc, you have it all at one place. It is a platform that offers application to user messaging, cross application communication, SMS and Email fallback support along with a dashboard that has rich insights and analytics. We also specialize in providing an efficient mobile commerce solution, know more at why integrating in-app messaging in your mobile commerce is important.

JavaScript — Event Loop & Concurrency

In this article we will try to figure out how event loop and concurrency actually works in javascript.

Javascript, a single-threaded functional language.

One thread == One call stack == One thing at a time

Have you ever wondered that despite of being single-threaded functional language, how javascript handles our callback? During execution, where does our callbacks go and how they come back in our call stack after certain amount of time? So, lets try to figure out how javascript executes the functions internally.

We will start with a simple function execution. Let’s assume we have the following code snippet, so when we execute it, internally javascript engine creates three main components during run time.

function a(){
function b(){

Call Stack — It is the main thread by which execution of our program takes place. During run time, engine creates frames, which contains arguments and variables of that function (not objects) and push them into call stack. main is our entry frame by which execution starts, after that it will create a frame for a and push it into call stack. Inside a we are calling b, so it will create a frame for b and push it into call stack. When execution of any function finishes, it will pop corresponding frame from the call stack.

Object Heap — It is nothing but a memory space where objects resides.

Message Queue — During execution, javascript engine (V8) also maintains a message queue. Whenever the browser finds out that timer for a particular callback is completed it pushes that function to the message queue. It is a pipe which browser uses for sending their event to the main execution call stack for execution. So message queue is nothing but collection of callbacks those are waiting for the execution.

Now, for some more clarity, let’s extend our example and add some callbacks. We will use ‘web api setTimeout’ to add function aa and bb inside function a and b respectively with timeout 3000ms and 100ms.

setTimeout is a web API which is handled by the browser concurrently. You can call web API’s and they will keep working on them in separate thread.

function a() {
setTimeout(function aa() {
}, 3000);

function b() {
setTimeout(function bb() {


Starting with main frame, engine will create frame for function a and push it to call stack and browser start timer for function aa. After that, engine creates frame for function b and pushed it into call stack. Similar as aa, for function bb also, browser kicks a timer for it.

On the one hand, the call stack execution is going on and it pops frames from call stack as ba and then main, and on the other hand at the same time callback timer is ticking. Whichever callback timer completes its duration first (regardless which started first), it will move to the message queue. So, in this case, even though timer for aa started first it is taking more time then bb so in message queue, bb moves before the aa.

Now significance of Event Loop comes in picture.

Event loop is continuously ticking during the whole process and watching the call stack and message queue. As soon as it finds out that all frames of call stack (a, b and main) are popped and call stack is empty, it started creating frames for callback functions (bb, aa) and pushing them into call stack from message queue. Here you can see event loop waited for the completion of previous call stack before pushing message queue frames to them. It means whatever time we provide in the callback, that is the minimum time which it will take to execute.


So the crux is, even though Javascript is single-threaded, our browser and node provides us the API’s which we can call for concurrency execution and event loop will help in pipelining those execution results from message queue to the call stack.

Screen Shot 2016-05-12 at 3.57.51 PM

Customizable Web SDK for Chat-Messaging

 It was our customer’s use cases that encouraged us to write this article. We are going to highlight our Web SDK abilities and use cases that you can leverage with Applozic platform.

We introduced our Client API’s and Native SDK’s in Sep’2015, enabling developers to build cross-platform messaging for mobile, web and desktop. Since then, we have seen our platform being used in 100+ businesses but the most amazing part is that each of these implementations are unique in its own way. Each business has their own use cases and UI customizations, some with lengthy work flow and some even more complicated. Our highly simplified API’s and UI toolkit made it all an amazing experience.

Our Web SDK enables a variety of cross-platform messaging use cases:​

Match making and Dating services

On-demand delivery services

Community building and group chat

Online events and Social networking

Cross device messaging for Delivery – Recipient, Customer – Agents

Marketplaces connecting buyers and sellers

Be it Bubble, SideBox or Full view, we have you ready to use UI:



We offer you the freedom to build a great messaging experience in any product. Our Web SDK will keep evolving with our extensive roadmap but your feedback and suggestions would always help us reach new highs.

The documentation is available as part of our developer portal, along with example apps:

Sign up for Applozic developer account and get started: 

If you have any questions about integration and customization, please connect with us over live chat and we will be happy to assist you.