October 10, 2018
The State (and Future) of Digital Marketplaces
As mobile marketers, it’s your mission to guide every user that’s new or inactive in your app toward a state of engagement. But for a successful mobile app that contributes to your business objectives, engagement is necessary but not sufficient. Once you have users engaged, it’s about guiding them from activity to monetization.
Engaged users are actively using your app and represent your most valuable users. They’ll be the ones who contribute directly to your bottom line and amplify your brand across their personal networks. You’ll have the most information about their preferences and past behaviors, which you can leverage to send better messages and drive more conversions.
There are three key goals for engaged users. These goals cement their relationship with your brand and increase your revenue.
Think about the valuable actions you want your engaged users to complete. There are certain actions that get users more invested with your product, correlating with higher retention rates, monetization, and lifetime value. You need to pinpoint these key actions and drive your engaged users to complete them with your mobile messaging plan. To be effective, you should determine the best time to send each message based on actions they’ve already taken and the next logical step.
For example, an e-commerce app may find that users who add five items to their wishlists correlate with higher retention because the app is able to send them highly personalized recommendations based on the information that was offered up. Below is a campaign encouraging users to add to their wishlists, sent to users who have browsed items but have never taken this key action:
Once users are engaged, you have an opportunity to monetize them. They’ve already experienced the value of your app, have invested their time, and likely shared their personal information with you. They’ve already opened their hearts to you; it’s just one step away from opening their purse strings. Now, it’s your job to create mobile moments that tip them toward conversion. Depending on your revenue model, this could be driving them toward a direct purchase, a subscription, or ad impression within your app.
Below are examples:
Sent to: Users who have added an item to their carts but have not checked out.
Sent to: Users who have listened to ten free songs in the past 7 days.
Sent to: Users who have browsed movies more than 5x.
These campaigns may include a special offer or promotion that gives them an incentive to subscribe, or a reminder to complete checking out an item they’ve placed in their shopping cart. For a shopping cart abandonment campaign, it’s important to respect the level of commitment the user has made. If they’ve shown intent to buy something expensive, give them more time to make a decision than you would give someone intending to purchase something less costly.
Your top users are valuable not only for their purchasing action, but for their enthusiasm. If you can tap into their natural desire to help their friends, they can spread the gospel of your brand. Given than 92% of people trust recommendations from brand advocates, they can supply you with some of your most valuable leads.
For you, the mobile marketer, it’s important to determine who your best customers are based on a centralized view of their behavior. Tracking each user’s key actions—such as registering, browsing, and purchasing—along with how frequently they’ve connected with you across different devices and platforms will give you a real-time snapshot of your top users. With a clear understanding of who your super users are, you’ll be able to determine the best moments to ask a user to amplify your brand. For example, you could prompt a customer to rate your app or share with a friend the third time after they successfully complete a virtuous action like purchasing an item. That way, you’re riding a wave of goodwill.
Below is a campaign sent to top users who have purchased an item in the last hour, asking them to share with friends through an incentive.
For engaged users, it’s all about getting them more invested with your brand and continually building their loyalty and goodwill for you. If they come to see your app as a worthy investment of their time and a convenient solution to an everyday problem, they’ll reward you by coming back again and again. You’re a mentor, and mobile messaging is the voice that’s guiding them toward an enlightened state. It’s your brand’s voice, so use it well by first understanding your user, and then speaking. Now that we’ve gone over creating new, dormant, and engaged user strategies, we’ll talk about how to talk to your top users next week!