Direct Marketing in mobile applications

In 2024, the average daily time people spend on their mobile phones varies by region, although overall usage continues to increase. Globally, the daily average is approximately 3 hours and 15 minutes for smartphone users, according to Backlinko. However, in some countries, this time is much longer; in the United States, for example, considering the statistics of WorldmetricsOn average, users spend about 5.4 hours a day on their mobile devices.

On previous occasions in this blogwe have been able to see different topics related to Email Marketing. However, in this post, we are going to see how direct marketing in mobile applications allows brands to connect with their users in a personalised way and in real time.
We will look at the three main tools: push notifications, in-app messaging and the message centre, analysing how each can improve customer interaction and loyalty.

Types of messages in Direct Marketing for Apps

Within mobile applications, there are three main messaging formats that brands can use to engage with users: Push notifications, In-App Messages y Message Center. Each of these formats offers specific advantages and particular functionalities:

Push notifications

Push notifications are short messages that reach the user's device without the need for the user to be using the app at the time.. They can include text and images, and take the user to a URL or section of the app.

This format is ideal for urgent reminderssuch as abandoned cart recovery, limited promotions or personalised novelties.

In-App Messages

In-App messages are displayed exclusively when the user is inside the application, providing a highly contextual experience.. These can be pop-up messages or small overlays on the interface.

These messages are used to guide the user in their navigation or to inform them about new functionalities or promotions. Their advantage is that they get the user's attention.user's attention at a specific moment of interaction within the app.

Message center

In contrast to the other formats, the Message Center acts as an inbox within the appwhere messages are stored for the user to review at any time.

It is ideal for longer information messages or messages that do not require immediate interactionsuch as newsletters or product updates.

If you would like to see more details related to direct marketing channels on mobile applications, you can free download our eBook.