Mobile is still full of opportunities for brands, who have been slow to adopt push notifications and establish a deep relationship with customers on their most personal devices.
To be relevant to their customers, marketers should not only integrate apps and mobile into their existing channel strategy, but think mobile-first and offer native experiences tailored to the mobile specificities.
This call for a new and different way of thinking to the other channels and often call for a change in their organisation. Thankfully, there are mobile expert companies with powerful m-CRM tools like Audience+ to support them in this process.
Unlike traditional marketing, mobile doesn’t solve problems, it creates needs. As a result, it’s much more of an active behaviour from a user perspective and marketers are having to rethink how they can make the most of these mobile moments to engage their users and drive ROI.
Here are some key steps that matter if you want to deliver a truly relevant experience to your mobile consumers:
Push notifications can be quite intrusive, so like with any relationship it’s important to start on the right foot and ask the user to opt-in by highlighting the benefits of doing so.
It’s important to note that there are two level of opt-ins for mobile, the first one within the phone settings and the second one within the app itself. So you should carefully consider the amount of information you are asking for upfront and strike the right balance in order to ensure you can be relevant later on.
It could be argued that best practice here might be to ask for opt-in once the app has been used, and perhaps offered as an additional service. Another tactic can be to offer personalised opt-in for example offering the option to opt-in for news and not promotions.
These might result in improved engagement levels from users further down the line.
The importance of on-boarding
If users don’t know what your app does, they simply won’t engage with it. So this is a one-off opportunity to show the functionalities and value of your app as well as create a sense of excitement for the user.
Data shows that after a month, 90% of users eventually stop using the app . In order to be relevant in mobile you need to go native and give an experience that matches how users use their phones: short copy, visuals. At this stage, it’s also a good opportunity to remind them or incentivise opt-in.
Know your audience
You need to know your audience and understand it’s mind-set in order to be able send them the right message, in the right context.
The mobile data collected at opt-in, their behaviour on the app, the campaigns they have engaged with all provide a large amount of passive data, which enable you to derive lots of insights to inform and refine your mobile strategy – all that in real-time!
You can also combine these mobile data insights with data from other channels to build a real customer profile. For example, if a consumer has purchased a specific product on the website, he can be retargeted with a personalised offer for a complimentary product in-store thanks to beacon activation.
In addition, you can use real-time surveys to measure customer satisfaction for example, and gather more explicit data, preferences which can re-used later on for retargeting purposes.
With mobile, beacons and connected objects, hyper-personalisation is becoming the new norm. However, you really need to balance this with consumer value and potential privacy concerns if you want to develop a deep-relationship with consumer.
You can now use customer intelligence and overlay it with geo-based criteria to serve more relevant, personalised and meaningful content to consumers.
Also the mobile channel slightly changes the paradigm from push to pull strategy, as, you can set up campaigns that will be triggered only if a user behaves in a specific way. For example, instead of a blanket 10% offer, consumers with the right offer in-store. So a make-up brand could send an offer to women aged between 25-30 and a different offer to women aged 30-40.
There are other considerations to be had like timing and cadence as mobile is a very intrusive channel.
Tracking how often users interact with your app relative to the number of push notifications they receive is vital for pinpointing how many message they want to receive and when.
A leveling out of app activity can indicate a user has reached the point at which more messages could impact on customer satisfaction. Tolerance varies for different users, and importantly for different apps and industries.
Best moment, you should also consider the timings and broadcast your message based best day and time according to user’s behaviour, typically about 30mins before the time a user usually connects to the app.
If despite all the above, you see that some of your consumers are starting to tail off, it’s important to re-engage them at the right time before they uninstall your app. And push notifications are great for that!
A good way to bring them back on board can be to remind them about new features, remind them what they have missed, offer them an incentive or simply survey them and provide a better alternative to suit their needs. It’s still cheaper to re-engage a user than try to acquire a new one.
Test & learn
And because with mobile, you get data in real-time, you can tweak your campaign live, decide to invest in media to boost it etc. In addition, most m-CRM tools will have A/B testing functionalities so you can make sure you roll-out the best performing and most relevant campaign to your target group.
There are many challenges that come with mobile measurement, that is why Audience+ has developed the MMI (Mobile Media Index), a powerful algorithm, which will enable you to measure in real-time the engagement of each of your users.
It can be used for automatic personalised retargeting, minimising the amount of dormant users and maximising the value of your app audience.
Given the high level of engagement driven with push notifications combined with the point that m-CRM is a low cost solution it makes ROI measurement an essential metrics.
With IoT, push notifications will be getting more important…
Whilst there are still a lot of stigma around push notifications and it’s our responsibility to ensure we use all the intelligence at hand to make them as relevant as possible to the users. Especially as they are only going to get more important with connected objects (IoT).
The IoT and mobile worlds will overlap to become a significant channel through which brands will be able to create and deepen relationships with their customers, a new Forrester report suggests.
For example, a smoke detector can inform its owner in real-time that the alarm has been triggered and offer him some solution such as call contacts, get more info…
The opportunities will be endless and relevance will be ever more so important.
Initially published on TFM Insights, 19 October 2016