The world, as a community, is becoming more interactive. With so much happening around all the time effective communication between stakeholders has become imperative. Recent developments along the lines of making our lives smart, a number of apps now revolve in our day to day life for information to act. For example, smart home appliances like your cooker, dry-cleaning machine, etc. now offer automation based on voice/message-based or some other pre-set rules. In our absence, these smart electronics can do their jobs, give us real-time feeds, and also receive/execute new instructions via apps available on the web or mobiles.
The need to communicate with such devices along with humans is growing in everyday life. Be it in-app messaging or web messaging, both of them are now fundamental towards improving how customers and brands engage with each other.
Web Messaging presents a stress-free medium for brands to communicate with people that visit their websites. In the past, brands had to resort to third-party tools to engage their audience which mainly focussed on customer service. No one can directly engaged with the website’s visitors while they’re active on the site or engage them when they are not. Web messaging allows you to do both in two distinct forms, Web Push Notifications, and In-browser Messaging.
|Web Messaging Platforms||Accessible To?||Requires User’s Permissions?||Mobile Variant|
|Web Push Notifications||Current and Previous visitors||Yes||Mobile Push Notifications|
|In-browser Messaging||Active visitors on your website||No||In-app Messages|
Mobile messaging utilizes SMS-based texting, mobile push notifications, in-app chat, and incorporation of messaging apps like WhatsApp and Facebook Messenger, etc. Mobile Messaging offers a more immediate means of communication compared to email and other options. They offer better speed and end-to-end encryption for enhanced security.
Unlike web messaging, mobile messaging requires that all parties use the same platform to interact. For example, you cannot send a WhatsApp message to someone through Facebook.
Messaging SDK in Your Mobile Application
Integrating a messaging SDK into your mobile application can significantly enhance its overall effectiveness. Through messaging, companies have been able to make more conversions and influence customer action.
A leading healthcare institution that provides full emergency and primary care medical services decided to integrate messaging to help boost their services. The system, among other features, was designed to alert medical staff on patients’ status, send automated appointment reminders, etc.
Consequently, the messaging system helped them to establish critical intercommunication between patient and care provider. The system could automate text alerts to medical staff about patients’ health statuses. Other relevant concerns like medication/appointment adjustments, lab results, and so on, were also taken care of on the system. It was also responsible for sending out automated messages to staff to ensure effective collaboration where needed. All-in-all the institution gained five times more patronage and conversion rates within the space of two years.
Several other companies also leverage in-app messaging on their various platforms. Overall, this incorporation helps to boost their productivity and customer experience significantly.
A renowned global finance company integrated messaging into their services. The move helped the company to engage and promote services to its loyal customers. Also, the company had closer interaction with their customers as the facility allowed the bank to send and receive messages via text-based chat. This addition also rewarded the company with over 22% increase in customer base within the first 7 months alone.
Everything about In-app Messaging
What Is In-app Messaging? The term in-app messaging also goes by many other alternative names: In-app notifications, In-app Messages, Message Center Messages, and so on. Typically, in-app messages are messages delivered to users of your app while they are still active in the mobile app. They are a vital strategy component for Customer Engagement.
Benefits of In-app messaging
In-app messages have proven to be very valuable; they receive more than eight times the direct response rates of push notifications. When combined with push notifications (in medium servicing apps), in-app messaging can score an average engagement rate of twenty-six percent. High servicing apps receive near 55% user engagement rates.
Reach Your Entire Audience: Unlike Push Notifications, which is designed to get users reengaged with your app, In-app messaging raises the bar. With Push Notifications, users need to authorize or grant permission (this is often declined). However, since In-app messages are part of the app experience, there will be no need for users to accept (or decline). This advantage gives you an express opportunity to reach your entire audience, without hindrance, whenever there is any critical information/update.
Personalization: In-app messages can be personalized to the least detail and targeted for specific audiences. You can even take advantage of online translation services like The Word Point, to help ease the language integration process.
Deep-Linking: This allows you to customize the link destination of your message. With deep-linking, you can tailor the link so that you can assign its destination anywhere within your mobile website or app.
Easy to Create: Just like Push Notifications, In-app Messages are easy to create. From straightforward text-focused banner messages to large HTML5 full-page displays, they provide a lot of possibilities. Marketing and content teams can easily take advantage of creating content and communicating relevant news without having to make any code update.
Direct In-app Access: In-app messaging offers the best experience, especially when it is built into the look and feel of your app. It makes it easy for users to interact with your product and also keeps them engaged. This technique can also be useful in directing customers to take action where necessary.
Useful Implementations of In-app Messaging
In-app messaging can be implemented endlessly and strategically throughout your app. Brands use In-app Messaging to achieve a lot of things, from advertisements to sales, conversions, and so on.
Onboarding: Welcoming a new user is a crucial prerequisite for a successful app experience. This process typically involves you guiding a new user on what they need to do to get started. For older users, it can merely be welcoming them back every time they launch your app.
Introduction of Features: In-app Messaging can be used to get new users acquainted with the essential features of your app. In the case of an update or added improvements, In-app Messaging offers a surefire means of alerting your users. In-app Messaging provides an excellent medium for calling customer/user attention.
Customer Service: In-app Messaging improves customer service. Most brands go-ahead to integrate a chat-bot altogether. A well structured, in-app Messaging system can incorporate a sublime customer service campaign for your brand. You can speak directly with your users and get valuable feedback. You can also help users with their queries in real-time.
Transactional Messaging: For financial service apps, especially, providing users with real-time updates about their account status, details from recent purchases, and so on, is crucial. It is an added plus if users can interact directly as well. Customers often value a company that can keep them updated with what’s going on with their finances. This action increases trust and keeps users engaged better.
Promotional Messaging: With excellently crafted implementation, In-app Messaging can be useful not only to promote but create conversion. The US Open and Nike have used a lot of In-app Messaging on their platforms to their advantage. The US Open used location targeting and prior in-app behavior to spot users near the event that recently showed purchasing intent. The company engaged them and received a thirty-two percent conversion rate.
Regardless of what kind of business/application you are running/considering, integrating messaging services can go a long way to give your customers/users a better brand experience.
About The Author: Cynthia Young loves taking every opportunity to share her knowledge with others. Along with digital marketing, Cynthia is also passionate about personal growth and wellness. When she isn’t writing, she can be found hiking with her dog, cooking Thai cuisine, and enjoying hi-tech thrillers. She also frequently writes articles on the company The Word Point translation service.