Thomas Husson says, “I spent the last couple of months interviewing marketers and vendors to understand how brands integrate push notifications and in-app messages in their marketing strategy.

Even though my research was primarily focused on mobile apps, I was convinced that there was much more at play. In fact, brands that can harness the power of contextual data to consistently deliver customer value will deliver compelling brand experiences that will build brand preference and, ultimately, loyalty.

Even with the emergence of connected objects that send notifications, smartphones will remain the primary interface in which consumers will personalize their digital experiences. Smartphones will become the hub for most interactions between a brand and its customers. In the next five to 10 years, consumers will use smartphone apps to define and control the communication environment in which brands can interact with them“.

Consumers Will Manage All Brand Interactions Via Their Smartphones

The Forrester Blog

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