Mobile Engagement Market Scope
Mobile engagement is consumer engagement through available messaging channels in the mobiles. It can be done inside and outside of applications. The companies or brands use mobile engagement for providing a brand experience, support the goals of an organization and create a valuable brand image along with maintaining customer loyalty. The mobile engagement process starts the moment an application is downloaded, it shows the users the value of the applications for building a long term relationship for making users coming back to the app or websites. As engagement and interactions are correlated, the frequent and appropriate interactions will keep customers engaged with the brand. The prevailing pandemic lockdown worldwide is creating the need for mobile engagement for small-medium as well as large enterprises to communicate their brand with people and maintain product awareness.
The mobile engagement market is highly fragmented with a large number of players in the market. The companies are exploring the market through partnership, launches, service expansion and other preferred marketing strategies. The mobile engagement market is constantly growing with the increase of mobile engagement platforms. The companies are also focusing on their research and development to know the valuable content they can offer according to the consumer requirements. Research Analyst at AMA estimates that United States Players will contribute to the maximum growth of Global Mobile Engagement market throughout the predicted period.
International Business Machines Corporation (IBM) (United States), Oracle Corporation (United States), Adobe (United States), Salesforce Inc. (United States), Vibes (United States), Urban Airship (United States), Braze Inc. (United States), Syniverse Technologies LLC (United States), Leanplum (United States), Swrve Inc. (United States) and Selligent Marketing Cloud (Belgium) are some of the key players that are part of study coverage. Additionally, the Players which are also part of the research are Netmera (United Kingdom), Localytics (United States) and Emarsys (Austria).
About Approach
The research aims to propose a patent-based approach in searching for potential technology partners as a supporting tool for enabling open innovation. The study also proposes a systematic searching process of technology partners as a
preliminary step to select the emerging and key players that are involved in implementing market estimations. While patent analysis is employed to overcome the aforementioned data- and process-related limitations, as expenses occurred in that technology allows us to estimate the market size by evolving segments as target market from total available market.
Segmentation Overview
The study have segmented the market of Global Mobile Engagement market by Type (SMS & MMS, Push Notification, In-App Messaging, In-Browser Notifications and E-mails), by Application (Small and Medium Enterprises and Large Size Enterprises) and Region with country level break-up.
On the basis of geography, the market of Mobile Engagement has been segmented into South America (Brazil, Argentina, Rest of South America), Asia Pacific (China, Japan, India, South Korea, Taiwan, Australia, Rest of Asia-Pacific), Europe (Germany, France, Italy, United Kingdom, Netherlands, Rest of Europe), MEA (Middle East, Africa), North America (United States, Canada, Mexico). North America region held largest market share in the year 2020. Europe on the other hand stood as second largest market due to the presence of key companies into the region and high technological advancement.
On 5th May 2019, Leanplum announced a fully integrated partnership that enables users to simultaneously harness the power of both platforms to optimize mobile marketing campaigns and accelerate product improvements. It will help marketing teams to use Leanplum to run personalized campaigns to different user personas across all mobile marketing channels. Then, tapping into Amplitude’s comprehensive product analytics, clients can surface actionable usage insights and increase the impact of campaign reruns. Trends in user behavior and triggers that lead to the desired user outcome are easily identified through Amplitude and used to create behavioral cohorts that can be targeted with the Leanplum platform for improved KPIs.
"According to certain regulation laws that cover SMS, such as the U.S. Telephone Consumer Protection Act of 1991 (TCPA), Canadian Anti-Spam Law (CASL) and the EU Directive on Privacy and Electronic Communications Directive 2002, and the key requirement for SMS marketing messages in many countries is that it is permission-based. This means that a business must obtain the consumer’s consent before sending an SMS message and must provide reasonable methods for the consumer to revoke consent. and Under the TCPA, a consumer must provide express written consent after receiving clear disclosure before a business can send marketing text messages. The disclosure can take the form of a call-to-action that prompts the consumer to opt-in. There are also specific requirements on how brands receive digital consent, and for this Urban Airship recommends a double opt-in, which is supported by our platform."
Market Trend
- The Rise of Customer Relationship through Mobile Engagement
- The Adoption of Hyper-Personalization (One-to-One Marketing) Using AI and Machine Learning for Mobile Engagement
Market Drivers
- The growing mobile industry, the companies are focusing more on one to one marketing of their products and services for which mobile engagement is the easiest and fastest way. It helps to deliver brand promotion strategies, supports business goals, helps in communicating the business nature for building long term relationships with customers.
Opportunities
- The Rising Consumption of Streaming Apps will Derive the Mobile Engagement Market from Developing Regions of the Country
- The Healthcare Industry has the Potential for Mobile Engagement
Restraints
- Rising Concerns Related to Data Privacy Due to Increasing Scams
Challenges
- The Intense Competition Between the Mobile Engagement Companies
- Stringent Regulatory Compliance with Mobile Engagement
Key Target Audience
Mobile Engagement Applications Developer, Mobile Engagement Providers, Research and Development Institutes, Industry Associations and Others