During App Promotion Summit London 2024, Peggy Anne Salz met with leading app professionals to discuss the most recent advancements, trends, and innovations in the industry. In this episode of App Talk, Peggy and Byron Goodman from Customer.io take you on a deep dive into the world of multichannel messaging.
According to Customer.io’s State of Messaging 2024 report, 80% of marketers are now expected to achieve higher results without significant budget increases. In turn, this requires creative solutions to maximize the efficiency and impact of marketing campaigns.
One significant challenge marketers face today is managing data quality and using multiple messaging channels effectively. While email remains a primary revenue driver for most organisations, integrating SMS and in-app messaging can significantly boost results. “It’s not about having a dominant channel. It’s about understanding your customer base and being able to activate that data […] at the right time,” says Byron Goodman, Head of Sales, EMEA at Customer.io.
The value of quality data in determining the right time, the right message, and the right channel cannot be overstated. A successful marketer today has to be comfortable with collecting and analysing vast quantities of data and leverage it effectively to tailor their strategies to individual user preferences, ensuring messages are sent through the right channels. “If you know your customer, you know their wants and needs, you can hit them with the right channel, at the right time” emphasizes Byron.
Source: App Promotion Summit via YouTube
Effective communication also means understanding the right cadence and frequency. It’s crucial to avoid bombarding customers with messages at inappropriate times. Moreover, excessive messaging can also kill a marketing campaign. Instead, marketers should focus on storing rich contextual data and using it to drive engagement through powerful cross-channel tools, delivering the right message, to the right person, at the right time. This approach simplifies the complexity of delivering stellar marketing campaigns and allows marketers to instead focus on creative strategies.
Ultimately, the future of marketing lies in integrating communication technologies into products. Going forward, what will differentiate good marketers from truly exceptional ones is their ability to seamlessly incorporate these technologies into products, enhancing user experiences and driving usage and retention.
Watch the full App Talk interview here to unlock all of Byron Goodman’s tips.
