5 Ways to Increase Mobile Engagement
According to the 2016 KPCB Internet Trends Report, the average global number of apps installed on a typical consumer’s phone is 33. Around 12 of those apps are used daily, with around three of those apps making up 80% or more of total app usage. About four hours are spent on smartphones each day, with apps such as WhatsApp, Facebook and Chrome being the most commonly used apps.
What does this mean for marketers wanting to expand mobile engagement for apps and messaging? For starters, it means that in order to get (and keep) consumers’ attention, you need to ensure that your messaging, strategy and delivery are all designed to engage on the deepest level possible. Apps that do not add value in the form of entertainment, education, or interaction will seldom be used.
Luckily, there are a few ways that you can harness the power of smartphones and feature phones to reach your audience on a deeper and more meaningful level.
How to Boost Mobile Engagement
Some of the ways that you can increase your mobile engagement in a smart, strategic way include the following:
- Omnichannel Messaging
There are a few ways to bring in omnichannel messaging, including:
- In-App Messages
Are you reaching your key audience while they are using your app? If not, you are missing out on an opportunity to improve your engagement. Messages can be displayed as banners on the top of user screens, or even across the entire screen. It is important to use this wisely however. Too many ads and offers can put consumers off, leading to less engagement.
- Push Notifications
Similar to messages, push notifications help to engaged users while they are using your app. These are a great way to encourage users to return to the app. According to Localytics, ‘65% of users return to an app within 30 days when push is enabled’. Although the vast majority of users will return to an app when push notifications are sent, just 19% of those who do not receive push notifications will return within 30 days. Make sure that your notifications are designed to draw attention and motivate users to return to reap the rewards that push has to offer.
Mobile email is bigger than every before. You don’t have to send constant emails notifying users of every single activity, but a few carefully timed emails each month will catch user attention without the risk of spamming them or putting them off. Using email to send tailored offers and deals is the most effective way to increase mobile engagement.
- Deep Linking
How easily can your audience get from A to B? Deep linking offers a way to include links to content within your app, which can be accessed and shared like web links. Links to ads, mobi content, website content, registration pages, and various other content that offers genuine value will all help users to better engage with your apps. It will not only improve your retention, but also create a seamless user experience at the same time.
A hugely annoying thing for app users is to be presented with an offer or snippet of information, only to be taken to the app’s home page rather than a dedicated landing page. As such, deep linking is not only useful from a mobile engagement point of view. It can also help your lead generation strategies, taking users to well-planned pages in a way that is easy and aimed to boost conversion.
In order for users to engage with your mobile apps and content, they need to receive it at the time that they are most likely to view your messages. The time of day that you reach out to consumers is every bit as important as how you reach them. It is essential to know the best time of day to send push messages, emails and other messages. This can often vary according to specific audiences and demographics. The best way to be 100% of which time is best to reach out to your audience is to use your stats to determine the right timing.
Ideally, the best time will be when the majority of your audience is active and already using their phones. Even if your app is geared towards early morning or late night users, push notifications, emails and messages should never be sent too early in the day, or too late at night. Use data from your app or mobi site – what times of the day are people viewing your content? Lunchtime and early evening are both typical times with high mobile usage. A/B testing is by far the easiest way to determine the best times for a higher response rate. You can then go one step further with market segmentation based on audience response. This will further increase your mobile engagement.
- Social Sharing
A 2016 report by BI Intelligence notes that 60% of time spent on social media is spent on mobile devices. Needless to say, sharing is vital to allow users to engage and share from within apps and other mobile platforms. Moovweb has some interesting statistics from their 2016 study on social sharing for mobile. After wondering how much time on average mobile site users do any sharing, 61 million mobile sessions were studied. The result is somewhat shocking… just 0.2% of mobile users were actually sharing on social.
The study went even further, to show that users were 35% less likely use a sharing button when websites were accessed through a mobile device rather than a desktop or laptop device. Of those users who DID share via mobile apps, Facebook came up trumps as the primary network that content was shared to, followed by Pinterest and then Twitter. The take-away lesson for marketers here is that adding a Facebook sharing button and enticing or incentivising users to share via your mobi site or app is a good way to boost engagement.
- Location Based Content
The Pokemon Go trend may have fizzled out, but local based content is certainly not slowing down. What makes geo targeted content such an excellent way to reach and connect to your audience is that it provides real value in a way that offers a greater user experience. Pew Research Center states that 9 out of 10 users in the US alone are using location services on their mobile devices. Apps range from games to shopping and even coffee shop apps that allow customers to order via smartphone at their local branch.
Not surprisingly, loyalty tools work well with location based content. In a survey done by Aimia and Columbia Business School, almost 69% of respondents said that they would share location data to receive location based discounts. Technology such as beacons are used to reach audiences in their communities, which in turn offers a unique way to boost mobile engagement. Rather than seeing offers that require users having to drive, walk or travel, they are able to receive in-store promotions and deals, while they are in the store in question.
How are YOU reaching your audience through mobile? Share your thoughts below, or get in touch today for more information on how to increase mobile engagement through marketing automation and other essential tools.