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Last update: May 2021

4 mins to read - 2019/09/30

7 Mobile Engagement Tools That Will Improve Your Retention Rates

In a society where smartphones are our primary port of communication, mobile engagement tools are a must-have for any app that wants to maximize user retention. Luckily for digital marketers, they don’t have to go back to the beginning. There’s no need to reinvent the wheel every time they want to connect with users. There is a wealth of mobile platforms, SDKs, and other tools that take care of the technical aspect of mobile engagement. This leaves marketers free to work on providing the human touch and perfecting their creative campaign. Here we take a look at the 7 best tools or campaigns you can use to build a strong rapport with users…

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1. Cross-Channel Marketing

Not technically a tool per se, but the first rule of marketing is not to stick to just one medium. Make sure your brand is active on social media. Send out regular marketing emails or company newsletters. Keep your brand name at the top of prospects’ minds with carefully timed push notifications. Two or more different avenues for your advertising push packs a double-punch of marketing, and can reinforce your message.

The result is greater than the sum of its parts, and a savvy approach can win over users you wouldn’t have otherwise.

2. Social Media Marketing

A robust social media presence is a fast and easy way to get your message out to a platform. According to Statista, as of July 2019 there are 3.46 billion active mobile social media users worldwide. So that’s definitely an audience you want your message to reach. You should communicate regularly with your followers on the top 3 social networks: Facebook, Twitter, and LinkedIn. And, depending on your brand, more niche social media activity will help too: if your brand deals with anything visual or design related, Instagram, Pinterest, and Tumblr are a must. If you create video content, broadcast snippets of your work via YouTube, TikTok, and Twitch. Find out where your community proliferates

Standard social media networks such as Facebook, Twitter, and Instagram offer paid advertising resources for getting your message out to a targeted audience. However, organic social media interaction often works even better. A committed social media campaign is a good way for your brand to interact with users, as well as other brands, on a public playing field. It can also be an ingenious way to weigh in on trending topics and get people talking about you.

Remember Gilette’s viral video ad that responded to the #MeToo movement?

This video earned praise for taking a stand against toxic masculinity from half of the internet — while alienating the other half. But it also gathered 1.5 million mentions across social media platforms, which was of course the point.

3. Brand Mobile App

In this digital age, for most companies it’s equally important to have a mobile app as it is to have a website. Mobile websites can be clunky and frustrating for users, and mCommerce is a rapidly growing branch of the eCommerce market. Meanwhile, a seamless, intuitive mobile app gives an impression of professionalism. And streamlined mobile app UX means users will be more likely to enjoy viewing your content, and therefore more likely to give you their time and attention. According to Smart Insights, the time device users spend on mobile apps as opposed to mobile websites is between 80-90%.

Image Source: https://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

What’s more, the presence of a mobile app opens up the following must-have mobile engagement avenue…

4. Push Notifications

Not to toot our own horn, but in terms of versatility, reliability, and capacity for personalization, push notifications are the best mobile engagement tool to connect with mobile app users. They are an immediate way of nudging them with a marketing message, whether it’s a friendly hello, an invitation to check out some in-app content, a limited-time offer… the possibilities are endless.

Push notifications have great value to offer as a mobile engagement medium, especially when used in tandem with others. They’re free for users to receive (which is not always the case with other forms of mobile marketing, such as SMS). Plus, push notification platforms like OpenBack come with built-in tools to segment users according to their interests, in-app activities, purchase history, and much more. Data signals can hyperpersonalize push notifications. That way, you can assure you’re getting the right messages to users who will be most likely to engage with them.

What’s more, OpenBack is the only mobile engagement platform that combines edge computing and machine learning to deliver notifications in true real-time. This has multiple benefits, including low latency periods and compliance with data privacy regulations, including GDPR, HIPAA, COPPA, and CCPA.

For more about how edge computing can optimize your push campaign, read our blog post: What Is Edge Computing and How Can It Benefit Push Notifications?

5. App Inbox

Push notifications are an ideal method of mobile engagement because they’re fast, versatile, personalizable, and real-time. However, for more evergreen content, there is the App Inbox. This is where you can store information you wish your user to benefit from long-term. Or, it can be a repository for content that’s important for your user to see, which runs the risk of being swiped away and forgotten if sent at an inopportune moment.

This can range from important references that the user may wish to go back to and read – such as your app’s privacy policy or terms and conditions. It may also be a handy archive for supplemental content, such as backstory or stat sheets for characters in your mobile game. You can use this to store coupons or discount codes for an ongoing sale. Or you can keep record of how many items a user has purchased from you — say, sandwiches — which can be redeemed for a reward once they reach a certain number, like a digital loyalty card.

What’s more, the app inbox offers more creative scope in terms of design than push notifications. With app inbox, there are no character limits, and you have the full screen to display your content. This provides an opportunity to have some fun with layout. Use rich content, such as video content. Arrange content as a carousel, rather than a linear newsfeed. Here is a chance for you to really make your supplementary content and marketing material feel like a genuine part of the app experience.

For learn more about App Inbox, read our blog post: What Is App Inbox? An Archive for Push Notifications 

6. Geolocation Services

Geolocation is a great way to hybridize mobile engagement with real-life scenarios. They allow your company to ping a user if they enter or leave certain boundaries. This can help keep your business fresh on people’s minds, and are especially handy for brick-and-mortar stores.

For example, if a user enters the vicinity of one of your stores, you can send them a push notification with a 10% discount coupon. Or, if someone is walking nearby between the hours of 1 and 2 pm, you can assume that they’re on their lunch break and looking for somewhere to eat. Be the first to send them a notification inviting them to your shop, and you may win their custom.

Obviously, this has a wider range of uses than just sales: geolocation can be used to send out traffic updates or inclement weather warnings. Travel apps can notify users of changes to their travel itinerary. For example, if a flight is delayed, or if their gate has changed last-minute. If you have a ride-share app, geolocation is crucial for directing users to the pick-up spot once their ride has arrived. All in all, it’s a good way to engage with users in a direct, personalized way.

7. Loyalty Rewards

Mobile engagement is a two-way street. You may have a strong brand and a great rapport with users. But the best way to keep customers coming back is to reward them for it. This can be as simple as sending a code for a free coffee for every 10 coffees they buy from your cafe. It can come in the form of discounts or coupons for users who have been a customer for a set amount of time. For users who have delivered a lot of value to your company, you can invite them to a higher tier of membership. Or provide them access to premium content in exchange for increased engaging with your mobile app.

There is a lot of room to be creative here. The best part of sending loyalty rewards via mobile is that it results in more engagement, which is a win-win. Use coupons or discounts as an incentive to download your app. Offer deals or content that is only accessible via your app. When done right, it can result in a spike in engagement and long-term customer retention.

Overall, mobile engagement is a dynamic and interconnected ecosystem. The savvy marketer will know that multi-channel campaigns optimize their likelihood of connecting with users in a meaningful way. With smartphones ubiquitous in the modern age, push notifications and app inbox are indispensable as methods of reaching out to users.

If you’re interested in learning more about mobile engagement tools , contact one of our experts for more information.

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