The Future of Mobile Messaging in a Multi-Channel World

Transcript Title: Stop Shouting, Start Connecting: The Future of Mobile Messaging in a Multi-Channel World

Overview: In this webinar, Janet Jaiswal (VP of Marketing at Blueshift) and Michael Ricci (Head of Business Development and Strategy at Cinch) explore how AI and customer data are transforming mobile messaging into a richer, more connected, and more impactful customer engagement channel. They share research findings, success stories from Tradera, Nissan Europe, and Five Below, and offer a roadmap for building mobile into a strategic, AI-powered part of your multi-channel mix.

From Broadcast to Behavior: Why Mobile Needs a Rethink

Janet Jaiswal, VP of Marketing at Blueshift: AI is accelerating the shift from channel-centric to customer-centric marketing. In our study of 800 B2C marketers:

• 61% said data bottlenecks prevent campaigns from scaling.
• 80% said AI-driven cross-channel marketing improved customer lifetime value.
• Brands using AI to recognize preferences across devices, timing, and tone saw 91% improvement in satisfaction.

Mobile isn't just another channel. Customers interact with brands on their phones in moments that span channels, contexts, and intentions. AI enables marketers to match the message to the moment with:

• Real-time dynamic segmentation.
• Automated personalization based on behavior and intent.
• Coordinated orchestration across email, push, SMS, and apps.

Why Mobile Is Now the Center of Customer Experience

Michael Ricci, Cinch: Mobile is no longer just a touchpoint—it’s the core of digital life:

• 63% of search and 60% of web traffic starts on mobile.
• 98% of social media access and 80% of video consumption happens on mobile.
• 65% of emails are opened on mobile.

Yet most business messaging today is still one-way, generic, and uninspiring. SMS may get 90% of opens in 3 minutes, but true engagement comes from:

• Rich messaging (images, carousels, CTAs).
• Conversational experiences via AI and two-way chat.
• Personalization based on real-time behavioral data.

As platforms like RCS and WhatsApp gain traction, mobile messaging is shifting from transactional to conversational. Rich messaging can deliver app-like experiences within the inbox—no downloads required.

Key Trends Shaping Mobile Messaging

1. Consumer Expectations: Users expect relevance, speed, and interactivity.
2. Channel Evolution: RCS, WhatsApp, MMS, and Instagram DM are overtaking basic SMS.
3. AI-Powered Conversations: Bots enable 24/7 responses and tailored support.
4. Data Activation: CDPs like Blueshift make personalized messaging possible at scale.
5. Privacy & Compliance: Messaging must be secure, transparent, and consent-based.

Real-World Example: Tradera (PayPal Subsidiary)

Challenge:

• Millions of real-time auctions, each with unique inventory and duration.
• Marketing requests delayed up to 9 months due to data science backlog.

Solution:

• Implemented Blueshift's AI-powered product recommendations across mobile, email, and app.
• Enabled real-time updates, win/loss notifications, and user-specific suggestions.

Results:

• Increased engagement.
• Improved operational efficiency.
• Full marketer self-service, no engineering support needed.

Real-World Example: Nissan Europe

Challenge:

• Poor email engagement from late-stage buyers.

Solution:

• Switched to rich SMS with personalized landing pages.
• Later expanded to RCS with interactive appointment scheduling.

Results:

• 10x higher click-through rate.
• 11% increase in program ROI.
• RCS now a core engagement channel for European markets.

Real-World Example: Five Below

Challenge:

• Small team, large audience, high campaign volume.

Solution:

• Adopted Blueshift's AI-powered CEP.

Results:

• 70+ personalized campaigns monthly, managed by <2 marketers.
• 22% increase in revenue from product recommendations.
• 41% open rate and 21% conversion rate on cart abandonment emails.

Q&A Highlights

Q: Who should own the mobile messaging strategy? A: The best orgs have shared ownership across CX, UX, and marketing. In some cases, a mobile SME (subject matter expert) leads the charge.

Q: How can marketers start with conversational messaging? A: Begin with two-way SMS using AI agents for FAQs. Then expand into RCS or WhatsApp.

Q: What’s the difference between SMS and RCS? A: SMS is plain text. RCS supports rich media, verified senders, buttons, and carousels—all within native messaging apps.

Q: How do we personalize across channels without complexity? A: Use an AI-powered CEP to unify data, automate segmentation, and deliver real-time content across email, mobile, and web.

Key Takeaways:

• Mobile is now the primary customer experience interface.
• Customers expect richer, two-way, real-time engagement.
• AI and CDPs enable marketers to deliver at scale, with minimal resources.
• Rich messaging and conversational channels like RCS and WhatsApp are the future.