Mobile engagement: How to standout in the mobile world
Your mobile app is your most valuable real-estate on your customer’s smartphone. Learn how you can leverage mobile engagement to ensure customer stickiness and app adoption.
Did you know that we live in a world where people spend four hours a day on their mobile devices? And that’s excluding Netflix or YouTube. It’s no wonder why so many brands are creating mobile applications to make it easier to connect with their customers and offer them goods and services conveniently.
But here’s the thing: human attention is limited, and there are so many apps competing for our attention. Around 25% of users install an app only once and then never return to it. So, how do we keep mobile users engaged and create a habit of regularly using the app to solve their needs? The answer is Mobile Engagement.
What is mobile engagement?
Mobile Engagement is all about keeping users engaged and creating a habit of using the app regularly. This is essential for any mobile application, regardless of the industry. The ultimate goal of mobile engagement is to build long-term relationships with customers and maximize lifetime value for businesses.
How to start leveraging the full potential of mobile engagement?
Businesses often use native communication channels and tools like push notifications, in-app messages, and other mobile channels like SMS, MMS, etc. With Mobile Push, it’s easy to reach out to a mobile user outside the app and lead them to the exact place in the app. In-app messages, which include banners, pop-up windows, and full-screen pages, fetch users’ attention and encourage them to take wanted actions. Other mobile channels can enhance the delivery of crucial information that inactive mobile users usually miss.
These strategies are some of the most popular ways to engage and keep users returning to an app or website on a regular basis.
Push notifications: For those unfamiliar with push notifications, they are alerts that pop up on the home screens of smartphones and devices when an app has information for a user. These notifications can inform users about new products or updates without them needing to open the app first. They’re a great way for businesses to connect with their customers. As it makes it easier for an app or website to interact with its users instead of waiting for them to open the app.
In-app notifications: In-app notifications offer similar functionality as push notifications but appear within the application itself instead of smaller alert menus or at the top of a device’s screen. A great example is when Airbnb sends out periodic notifications reminding its customers that it’s time to book a trip again or offers promotions they can use while booking their stay. This type of notification usually requires your customers to be actively using your app when they receive it so that they can see it right away, increasing your chances of engagement.
SMS and MMS: SMS and MMS provide another layer for customer engagement through text messaging services – often referred to as “text marketing”. While SMS had been used more broadly as a failover channel, it’s rich messaging counterpart MMS allows companies to send multimedia messages such as images, audio clips and videos directly from various business applications into their target customer’s inboxes which helps create even better relationships between companies and their customers by providing richer experiences than simple texts could offer on their own.
The combination of all four methods — push notifications, in-app notifications, SMS and MMS — is key.
Ultimately you want users who already love your brand to opt-in for your communication channels to provide them value no matter where they are located or what stage they are at in their customer journey.
Utilizing these strategies allows businesses substantial opportunities to market products across multiple channels while increasing consumer loyalty over the long term.
However, we must avoid the common mistake of sending a large number of irrelevant messages through mobile engagement. This often leads to people unsubscribing from push notifications and even uninstalling the app itself.
The alternative approach for building a mobile engagement strategy is to use your deep knowledge of customers and their behavior. By gathering and aggregating data about mobile users and their behavior, businesses can create personalized communication with customers that leads to the growth of business metrics.
Why should mobile messaging be a part of your customer engagement strategy?
With smartphones being so ubiquitous and integrated into our lives, it’s no surprise that businesses are continuously searching for innovative ways to engage customers on their mobile devices.
Discover the benefits of mobile engagement that can help your business grow.
Develop stronger customer relationships: Mobile engagement helps build and strengthen relationships with customers by providing them with relevant and personalized content, which can boost customer satisfaction and loyalty over time. Additionally, targeted push notifications provide a direct channel for communicating with customers about special offers or updates about products or services, further establishing trust and loyalty between a business and its customers.
Improve brand recognition: Mobile engagements also help improve brand recognition by leveraging the company app to effectively promote products or services and insights into its culture or core mission. By engaging potential customers directly on their phones, they will become more familiar with a business’s branding message and look forward to engaging more in the future – leading to increased sales over time.
Boost conversion rates: Engaging customers via mobile devices provides an opportunity for businesses to convert those who might not have otherwise purchased from them in the past due to geographical constraints, cost issues or unfamiliarity with their brand name. Digital marketing strategies such as geographically tailored pop-ups on major cities’ streets can be incredibly effective at converting new users – leading to increased sales numbers over time.
Create opportunities for market research: Mobile engagement makes it easy for businesses to capture user feedback through surveys or polls carried out on smartphones – allowing companies to gather valuable insights into customer behavior while still providing useful content they enjoy using on their phones.
How to execute mobile engagement strategies?
When done correctly, mobile engagement can help strengthen relationships between businesses and their customers. Not only does it allow for more personalized messages, but it also encourages users to keep coming back for more since they know that their personal data will be used in a way that benefits them – such as displaying offers tailored specifically for them. Additionally, when done right, mobile engagement increases stickiness which in turn helps boost overall customer lifetime value (CLV).
- Create short and direct messages: Audiences are inundated with advertisements across all media outlets these days, so make sure your messages don’t get lost in the noise by keeping them brief yet direct.
- Personalize communications: Consumers like feeling special – especially if their interaction with a brand has been personalized by leveraging the data collected through digital channels and website analytics tools. Utilizing this kind of information within messaging platforms can go a long way in making customers feel like they’re valued and appreciated by a company which can lead to higher levels of customer satisfaction and long-term loyalty initiatives down the line.
- Use behavioral targeting strategies: Behavioral targeting allows marketers to determine potential user behavior based on past activities or purchase decisions. This type of data not only demonstrates receptiveness towards certain messages or product offerings, but also provides insights into what kinds of content would engage those users most effectively. Allowing marketers to create campaigns that offer maximum impact per dollar spent on campaigns/advertising initiatives directed at those self-selected audiences going forward.
- Pay attention to timing: Getting the timing right for when to send messages is critical. Demographics, geographic locations and working habits of customers can influence when they are most likely to open messages from brands. Analyze previous campaigns and open rates to find the optimal time to send messages that fit your customers’ schedules, anywhere in the world. Knowing what time works best based off previous analyses should go a long way in positively impacting message open rates among targeted audiences not just domestically but internationally as well.
What should be your next step for mobile engagement?
Our smartphones are becoming an integral part of our lives, and mobile engagement is growing dramatically. As a marketer, you can leverage this opportunity by gathering user data and creating personalized interactions for your customers. Make sure that mobile is at the core of your customer engagement plan.