posted by Bernd Leger
If you had a chance to read our blog post about app marketing campaigns for any app category, you understand the value of engaging mobile users in personalized, contextual ways to achieve your app’s monetization goals.
Given the growing popularity of mobile apps, it’s important for brands to stand out from the crowd with effective app user engagement that re-engages latent users outside of the app with push messaging and pulls users deeper into the app’s conversion funnels with in-app messaging.
In our previous post, we gave you five app marketing campaign ideas that would work for any industry. Today we’ll dive into some vertical-specific examples that will show you how to use in-app messaging and push messaging together to make a truly lasting impact with your app marketing.
Take a look at these four category-specific marketing examples that you can implement today.
For news apps, the app monetization model is two-fold. First, news apps want to use targeted push messaging to pull users into the app to content they want so they spend more time in the app to drive advertising revenue. Second, news apps want to use in-app messaging to nudge users toward a paid subscription or newsletter signup.
Push Campaign – First, identify a segment of users who have shown interest in sports news through an “articles read” event. Then alert those users of today’s top sports news stories with a push message campaign.
In-App Messaging Campaign – The readers who click through that push message are clearly an engaged and prime audience for a paid subscription upgrade. Offer them a discount.
In addition to in-store, online, email and social, mobile is yet another valuable touch point retail apps have with customers that will help them drive more lifetime value out of that relationship. A retail company’s objective is to drive in-store purchases through app features and to use app marketing to drive in-app purchases. With an innovative approach to app design, retail companies can help users complete the actions they normally do in the store with more efficiency with the app.
Push Campaign – An outdoor equipment and apparel store can send a “One-day-only 50% off all new merchandise” offer to frequent shopper club members. For those who aren’t in the frequent shopper club, the store can in parallel target non-members with a campaign that encourages them to login to the app and join the frequent shoppers club in order to take advantage of the discount.
In-App Messaging Campaign – Retail apps should use in-app messaging to unify the in-store and mobile app experience through their app’s signature features. For example, with in-app messaging they can drive attention to their app’s most useful features, such as an in-store barcode scans that reveal online product reviews within the app itself, helping customers make more informed purchasing decisions in the store.
eCommerce brands’ primary goals are to drive in-app purchases. In-app message campaigns can drive users through these conversion funnels. For brands with retail stores, geo-targeted app marketing messages can drive in-store traffic by promoting new brick and mortar locations.
Push Campaign – Whether it’s a fishing pole or a pair of high heels, abandoned items left in the cart is the pressing issue for eCommerce companies. Push messaging truly shines in this use case because of its ability to communicate with these users outside of the app. Nudge forgetful – but high value - users out of limbo with a push message campaign offering free shipping or a discount.
In-App Messaging Campaign – Registered users are more frequent buyers. Stored credit card credentials facilitate easier one-click purchases. Email group subscribers also tend to have your brand top-of-mind with daily updates on your sales, new brands and other special offers. Use in-app messaging to guide new app users through the onboarding process to ensure they complete the registration flow, and if they fall out of the registration flow, nurture them with follow up in app messages to prod them to completion.
Since games are generally free, their goal is to drive ad revenue by increasing session length and time spent playing the game in the app. You can achieve this by creating an engaging app experience with the game and by pointing out the most interesting aspects of the game to users whose in-app behavior suggests they are missing out.
Push Campaign – A push campaign is a great way to encourage users who have not played in a while to come back and play again, or to remind them that their turn is up. It is also an effective way to introduce new games to this targeted audience.
In-App Messaging Campaign - Trigger an in-app message if the user has been lingering for a while without making a next move in the game. Offer the user the option of skipping a turn or offer help. For example, for a game like Scrabble, a link to an in-app thesaurus would work as a great in-app message to help get users to play their next move by providing helpful in-app content and would prevent them from getting frustrated and disinterested in the game.
The examples listed above span a variety of categories and use cases. Did you notice a consistent theme? All of the app marketing examples were driven by an actual in-app event fulfilled by the user, leading to a more contextual, personalized and impactful campaign.
No matter what category your app falls into, offering compelling features is the number one thing you can do to keep your users coming back to your app. But given the growing competition in our space and day-to-day distractions of life, sometimes they need an extra nudge. Using app marketing techniques like in-app messaging and push messaging to remind users of the key features and to keep them engaged in the most important user flow can be very beneficial to your app’s monetization goals and to your company’s growth. But if done with disregard for what the user is doing and where the user is, such user engagement methods can be viewed as intrusive and annoying and can actually be quite damaging to the relationship you have with your users. But when triggered by actual in-app actions, your campaigns and your app strategy will be much more successful.
What app marketing campaigns are you trying with your app? Let us know in the comments!
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