Tag: Engagement

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Apps

How To Engage Your App Users And Improve App Store Rank

How to engage with your mobile app users and rank higher in the App Store. 

Location can improve app engagement. Creating a valuable relationship with your app audience should be the upmost priority for app developers. There’s no quick fix to acquiring millions of users, ranking highly and generating huge income than creating a great, engaging and useful app. 

 

If you take a look at the best ranked apps at the moment you might notice a common trend. They understand the importance of micro-moments and implement a strategy which utilises these moments to engage with their users. These are the specific interactions within a mobile app that create high value for the app user. If you get them right these can be the difference between a user becoming your biggest ambassador or deleting your app moments after downloading it. Location is the perfect toolkit to engage with app users, keep them coming back for more and ensure that your app keeps on shooting up the App Store rankings. 

Since higher levels of engagement help your app to rank higher in the App Store (ranking is dependent upon activity and how quickly your app is deleted once it’s downloaded) you’d think that more publishers would spend more time figuring out how to reengage users. A huge twenty-five percent of apps are discarded after being used only once. It has never been more important to for mobile app publishers to encourage engagement, without this you won’t get new users, and you’ll quickly lose the ones you have already gained. Luckily, location might be the solution to both of these problems. 

 

Add context to your app experience

For a mobile app to engage users it must have a high value proposition. Increasingly, many developers overlook the fact that their app provides little benefit to the audience, or it does at the incorrect moment. As an example, let’s take a look at the push notification. 

Adding location to push notification strategy is a great example of reaching users in the right moment. Location technology allows you deliver a customised notification to your users based on their environment, location and behaviour. Interacting with your audience in this way is much more effective and engaging than sending push notifications blindly, without the insights provided by location tech.

This engagement helps you to rank higher in the App Store – ranking is dependent upon how often your app is engaged with and how quickly your app is deleted once it’s downloaded.  This is why it’s important to encourage engagement, without it, you won’t get new users. Location is pivotal to this engagement.

We know that nagging push notifications can have an adverse effect on app engagement. It’s important to ensure that your notifications are useful to the end user, rather than just encouraging them to open the app. Adding a location enabling SDK to your app can achieve this – by adding context to your notification delivery then you omit irrelevant communication and increase the value that your app provides to your users. They will thank you for this value by engaging more often with your app. 

This works by using highly precise location signals to trigger the delivery of notifications. For example, by segmenting the audience that receives the notification based on relevance. By understanding what your app user is doing, why they are there, app developers can create an effective engagement strategy. All app owners should be asking themselves these important questions – and location integration can answer them. 

 

Measurement, analytics and attribution. 

 

Adding a proximity SDK to your app allows app developers to create a measurement strategy which provides valuable insights into user engagement and behaviour. 

These insights are available with a simple integration, for example, Tamoco offers our partners real-time insights through our analytics platform. This allows apps to visualise their app engagement and understand and measure engagement strategies. Every app is different and will have varying KPIs, but location tech can help to measure these effectively. 

But it’s not all about insights, it’s also about attribution outside of your app. For example, if your app is a branded clothing app with a real-world store, you can measure physical store visits as well as successful e-commerce journeys through the app. This way you will receive a much more comprehensive ROI for your in-app marketing strategy. A good example is the looking at WhatsApp for Ecommerce.

The important part for app owners is that these insights are highly actionable and all ultimately help you to engage with new and existing users. For example, if you understand where most of your users are engaging with your notifications, and you can understand the context (perhaps they just left the local tube station). These insights tell you much more than just how many users opened your notification, they help to analyse why you are getting such a high/low engagement rate. This helps you to improve and create an effective engagement strategy. 

 

Monetise app engagement

 

Whilst improving app engagement, app publishers can provide some extra income by allowing third-party brands on our network to send notifications. This provides added value for your users as we ensure that your app only delivers relevant content in the right moment. 

For example, if you want to retain your mobile audience then you’ll want to provide them with value in your app, through relevant notifications and in-app experiences. 

Let’s say that you have a lifestyle app. If a third party brand that is relevant to your app audience is running a nearby event or offer then it could be worthwhile to allow them to advertise it through your app. Using proximity technology we only deliver this to relevant app users, based on their location. 

You’ll receive a cut of the campaign budget for allowing them to use your mobile app to reach this audience. You can define the number of notifications that each user receives, this means that you have complete control over what is delivered to your mobile audience. 

Tamoco, for example, has hundreds of clients on our proximity network who are willing to use third party apps to reach users. You could provide high value to your users and that will keep them engaged and ensure that they keep your app on their phone. This generates behavioural data around your audience. Information of this kind is very useful for app developers. They can gain valuable insights into their audience, understand their actions and understand

Before you know it you’ll be shooting up the rankings and that means more opportunities for background monetisation. 

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Categories
Marketing & Advertising

Why proximity marketing could be the solution to ad blocking

Why mobile proximity marketing could be the solution to the ad blocking problem

The marketing industry is concerned about the rise in ad blocking, and rightly so. But by utilising mobile proximity marketing, it’s possible to provide valuable, contextual content that won’t spook users into blocking your ads. 

 

Why do people block ads?

To offer a simple solution for ad blocking kind of misses the point. It’s first important to look at why audiences are flocking towards ad blockers in the first place. 

People hate bad adverts. That’s a fact. If an advert is annoying then audiences will try to block it. Now, there will always be bad ads in the world – unfortunately, that’s the way it’ll be. But when we do manage to get our content in front of the end user, it’s important that it’s relevant and provides value.

What do we mean when we say that an advert is relevant? Well, we want our content to achieve something – but often this is too forced, irrelevant or just plain annoying for the end user. Therefore, it’s important to follow three golden rules to ensure that you aren’t personally responsible for the growth of ad blockers.

 

The rules, as we see them

Make your content relevant – This means that your content or advert should be delivered in the right moment for the intended audience. No more adverts for products you’ve already purchased. It also involves personalising your content where possible. 

Make your content valuable – If you can provide value to your audience then guess what, they won’t block your ads. Using context is key here – if you can understand a person’s situation, then you can provide them with a solution that’s might help them in that specific moment. 

Deliver your content at the right time, in the right place – if you can do the above and make sure that you are delivering this in an appropriate manner, then you are well on the way to becoming a valuable advertiser. You’ll be looking at a personalised advertising strategy that is relevant and provides value to the end customer, and who would want to block that?

 

Proximity mobile marketing as a solution

This is a new, effective way of mobile advertising – one which uses context to deliver valuable content to the user at the right moment, in the right place. 

Many within the industry are calling for frequency caps as a solution for ad blocking, and we agree with the concept. In fact, we have included them in our proximity campaigns since we began running them. This means that users will only receive a notification once over a predefined length of time. We believe that if a person didn’t interact with your advert the first time, then sending it another ten times won’t help. 

Producing content that is valuable is the key to creating great relationships with audiences. Proximity marketing is a great way to do this as it places context at the centre of message delivery. This means that the end user’s location is taken into consideration and the content is personalised to suit this context. 

Moving towards this kind of one-to-one advertising creates an environment where the end user can trust advertisers and feel less inclined to block all kinds of adverts. Proximity marketing as part of an advertising strategy provides this. You can define very specific locations in which to deliver content – an example would be close by to your store, this means that the customer would already be in the right frame of mind for shopping, and less likely to be annoyed by your ad. 

By thinking in this way we will begin to overcome the problems that many advertisers have created. By personalising content and providing it in a relevant context we can then begin to build up consumer’s trust, and ensure that our content reaches users and provided them with value at the same time. 

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Categories
Marketing & Advertising

Location data and retail – optimising OOH

Retail brands can utilise location data in order to optimise their OOH advertising and gain offline attribution based on store visits. 

 

What is location data

For retailers, it’s important to understand what is going on in and around your store.

This kind of retail insight is already available for online adverts. You can tell how many people view your advert, click it and purchase your product. But in the real-world physical store, the customer journey becomes more difficult to pin down. How can you determine the effectiveness of your out-of-home, physical advertising? Offline consumer attribution involves using accurate, proximity location data to understand how audiences react to your out-of-home advertising.

When we talk about location data, we are talking about understanding how consumers move in and around your retail space. This is what we like to call the offline world. Understanding it is valuable for brands and can present information that can dramatically improve footfall and sales. According to a recent report, over 96% of surveyed marketers believe that location data is a key part of their mobile marketing strategy. My question is – what were the other 4% thinking?

 

An accurate solution to an old problem

Retail brands are beginning to realise that this is important and that it’s a crucial part in any successful retail marketing strategy. What brands might not realise is how accurate this data can be, and the effect this can have on OOH advertising. Location data is precise – and provides an accurate understanding of the customer journey. With the right proximity sensors, you can measure this journey with an accuracy of up to 1m. 

This accuracy is provided by the number and precision of the sensors on our proximity network. This delivers valuable insights into retail environments, and how consumers move. One application of this data is to measure the effectiveness of OOH and redefine how your OOH works. 

It’s currently quite difficult to measure how real-world adverts are performing. Attribution is key for the modern marketer and It’s not always apparent where footfall traffic is coming from. Location data solves this problem by allowing unprecedented insights into the journey to store and to purchase. 

 

Let’s look at how this could work for retail brands.

Using location data, you can understand when a user is in front of your advert. You can then use in-store sensors for attribution – to understand which users then visited your store because of the OOH. 

Very quickly this can give insights into how your physical adverts are performing. You can understand which customers respond best to your OOH and determine how much of your footfall traffic is being generated from these adverts. This provides an accurate ROI for physical advertising.

With the accuracy of proximity sensors it’s possible to even determine which area of the store users visit after viewing OOH. This kind of insight is unprecidented and provides numerous advanatages for brands that implement this strategy. 

These insights are highly actionable for brands. For example, using real-time location data marketers can adjust OOH advertisements in real-time depending on footfall data.

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