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Shirish Lal, COO and CTO, Harte Hanks
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Strategies for Mobile App Marketing
Smartphones are the favorite devices of present day customers. For a company to leverage this technology, it must be positioned in mobile marketing to build longer and valuable relationships with their users. In the year 2018, mobile app marketers were focused on securing user data and providing personalized campaigns to the end user. According to the annual app marketing guide by Localytics data, these focused areas are proving to be successful. Mobile marketers have found the right formula for maximum app engagement and retention. GDPR has forced companies to be compliant with data collection practices. Mobile app marketers are using the data to create an excellent one-to-one user experience.
Retention is the winning strategy for mobile app marketing. The primary goal of a mobile app marketer is to find new ways to create long-term and valuable customers. Brands have realized that other than app acquisition, taking advantage of targeted ad campaigns to attract the right users to the app leading to better retention is also essential. To improve user retention, personalized push notifications can prove worthy in a big way. Segmentation and personalization are two main components in increasing engagement. Personalized push notifications are messages based on important user attributes and behavioral insights. Broadcast campaigns are sent to an entire user base and are sent using simple attributes such as first name, last name, and more. On the other hand, segmented campaigns consider multiple characteristics to deliver a great user experience.
App abandonment rose as push notifications took off in 2015. For users, push notifications are far too personal, and marketers heavily relied on a batch and blast approach. Mobile users quickly abandoned the apps who abused the technology. According to the guide, 21 percent of the users left the app just after one use, and the numbers are continuously increasing. In-app messages keep the users in the app while push notifications attract users back to the app. These messages keep the users informed, engaged, and moving towards conversion. According to the guide, in-app messages help boost user retention by 75% in the second month.