Twelve hours; that's how much time we spend in front of screens per day. And, as of 2019, mobile has become the dominant channel, accounting for about 3 hours and 43 minutes of screen time per day, compared with 3 hours and 35 minutes of TV screen time. Mobile comes ahead compared to desktop and tablet screen time, too, with mobile accounting for more than half (52%) of all internet browsing, compared to 45% spent on desktop and less than 3% spent on tablets, according to 2019-2020 data.
It only makes sense that mobile marketing as a share of overall marketing budgets having increased by 320% in the last five years. The catch is: When brands invest in mobile marketing alone, they're only accounting for part of the picture and only tapping into part of the customer experience. If we think about the numbers again, mobile is the dominant channel, but it's not the only one. Customers are shifting back and forth between mobile apps and mobile web, desktop web, tablet apps, connected TVs, smartwatches, and smart speakers, used up to 65 to 72 minutes per day and found in 25% of American households. That's why leading brands today are investing technologies that offer not just single-channel support (such as traditional mobile marketing platforms), but cross-channel support—called vertical engagement stacks.
Designed for cross-channel experiences, our own vertical engagement stack is here to put an end channel silos and power brilliant campaigns for the modern customer journey, and we're helping make a difference for our client partners. Learn how with case studies from dating app Happn, healthtech platform Plush, and entertainment giant Showmax.
Mobile Marketing Strategy #1: How Adopting In-App Messaging Helped Dating App Happn Improve Open Rates by 3X and Decrease Bounce Rates by 42%
When Happn users first create accounts on the platform, many use their Facebook logins. While that might help with the sign-up process, many Facebook accounts are linked to old and outdated emails. So Happn's emails often went undelivered or unread. The dating app made one change: Introducing in-app messaging during the account sign-up process to collect new members' email addresses. That single change led to a 3X lift in email open rates and a 42% decrease in email bounce rates. Read the full case study here.
Mobile Marketing Strategy #2: How a Cross-Channel Strategy Combining SMS, Push Notifications, and Email Helped Plushcare Drive New and Repeat Appointments
By creating a cross-channel approach to patient engagement with outreach including email, push notifications, and SMS, PlushCare—a telehealth platform enables individuals to speak with doctors via video chat and receive a follow-up diagnosis and treatment plan within minutes—was able to see open rates soar to 68%, click-through rates soar to nearly 10%, and new bookings and repeat appointments improve by nearly 5% and over 6%, respectively. Read the full case study here.
Mobile Marketing Strategy #3: How Segmentation and Cross-Channel Outreach Helped Showmax Increase Subscribers by 204%
Showmax, the leading streaming service in Africa, saw success in driving subscribers by 204%, ROI by 37%, retention by 71%, and win-back rate by 12% shows the power of segmentation—creating tailored campaigns based on personal attributes. Showmax focused on developing meaningful outreach based on lifecycle stage, content preferences, key customer activity, and user characteristics to generate these results. Read the full case study here.
Deliver Brilliant Mobile and Cross-Channel Experiences
Braze has partnered with brands across industries—from ABC News and iHeartMedia to Lyft and Delivery Hero—to build relevant and memorable customer experiences across channels, including mobile, web, and in real life. If you're ready to upgrade to a new mobile marketing platform that offers best-in-class cross-channel support, let's get started together.