Mobile Marketing Using Push Messaging

Mobile Marketing Using Push Messaging

• 2.
  Introduction • What ispush messaging? • Industry uses • Marketing through push messaging • Messaging strategy • Measuring success
• 3.
  What Is PushMessaging? • Message that is pushed to the user via a mobile app • Text or rich push • Informational or actionable • Process • Use internal or third party platform  Compose the message  Define the recipient  Schedule time and frequency • Benefits • Immediate visibility • No need to open an app • No spam filters • No character limits • No cost to user
• 4.
  Industry Uses • Retail– sales, store traffic • Travel – deals, status • Hospitality – reminders • Restaurant – offers, reservations • Banking – account status • Insurance – claim status, evaluations • Advanced uses • Geofenced offers  Specialty retailer - invites users within 50 miles of an invite-only VIP trunk sale • Beacons  Welcome to store • Wearables
• 5.
  Use As AMarketing Tool • Informational • Engagement • Conversion • Reactivation
• 6.
  Informational • Provide aservice which the customer values
• 7.
  Engagement • Actionable messages •Drive engagement with the app
• 8.
  Conversion • Drive afuture or current purchase through offers • “We actually see our push messages resulting in increased follow-through in refilling prescriptions” Mark Shaffer, Walgreens
• 9.
  Reactivation • Re-engage adormant user • Must be a compelling reason • Cost per app acquisition – $3* * Urban Airship
• 10.
  Messaging Strategy • Optin or die • 50% for leading apps  88% increase in engagement*  Nearly 3x higher retention rate* • Do everything to get customers to opt in • Less is more • Frequency of messaging is critical • Coordinate with CRM strategy • Make the message meaningful • Personalized, actionable, or enticing • Timing is critical • Test to optimize response rates • A/B test * Localytics
• 11.
  Measuring Success • Messagingmust provide value • Identify number of users who opt in and opt out • Identify click through rates • Click through rates can be 2x emails • Determine effectiveness of campaigns • Measure direct conversion • Determine impact on dormant customers
• 12.
  Conclusion • Industry Use: •Push messaging can be used effectively in all industries • Marketing Objectives: • Can be used to provide information, increase engagement, drive conversion, or regain inactive customers • Key strategies: • Opt in, don’t overwhelm, make the messages meaningful, test to optimize response rates • Results: • Push messaging increases response rates, engagement with apps, and drives revenue