Blog Trends

Mobile Relevance: Is Your Brand Getting Shaky?

With the recent news that mobile screen time is now greater than TV screen viewing in the US and that apps account for a whopping 86 percent of time spent on mobile, one thing is abundantly clear:

This is the most valuable real estate in the world.

So what is your brand doing to thrive on it? Clearly a responsive website is the first order of business. But what about your mobile app? Are you delivering a consistently valuable experience? The new art of mobile engagement is managing your push notifications. It’s how an airline app lets you know of a gate change on a connecting flight. It’s how a medical device company alerts sales reps of a new product or pricing. And it’s how an outdoor retailer notifies customers that eight inches of fresh powder fell last night. Like all we needed were more reasons to play hooky.

You’ve no doubt seen this screen after downloading a new app:

Some customers blindly agree or reject this request. But brands today know it’s critical to get a “yes” answer at this stage so they can provide a consistently valuable experience. If they don’t, the consequences are dire, at least for their apps.

Today, the average life span of an app on a device is 23 days. Contributing to this grim statistic is that most users find it easier to delete an app than to adjust the push notification settings. That shaking you see when you’re about to delete an app? Those apps know one of them is about to be erased from existence.

To keep your brand relevant in the mobile world, consider these three strategies.

1. Use customer data to add context.

The majority of brands (62 percent) collect user information. But a full third fail to do anything with it. You should be leveraging your user data to create an in-depth customer profile that includes the user’s preferences, location, behavior, and where he or she is in the customer lifecycle. For example, know where the user lives so you don’t send push notifications at 2 a.m. Or if the user enters an event venue, send time-limited offers related to that event. The more you know, the better your engagement can be.

2. Know how to measure success.

It’s not the number of downloads that determines your success; it’s retention rate. One strategy is to create a preference center where users can let you know how, where, and when to send push notifications. As a next step, enable the app to learn from the user’s behavior to deliver more targeted content, rather than relying on the user to identify his or her preferences. With this information, you know how and where to engage the customer and can avoid overdoing it.

3. Integrate mobile into your total brand experience.

Mobile gives you the chance to expand the universe of what your brand has to offer. There’s more opportunity than ever to nurture customers throughout the customer lifecycle, turning them from skeptics to explorers to converts to advocates. You should engage customers differently at every stage. Once you’ve gotten past the dreaded first month of life, create engagements that build the habit of using the app. Entice and support transactions. And find your advocates. Help people who’ve had a great experience share it.

How do you get there? The mobile team at GLG is happy to talk to you about your mobile strategy and where to optimize it for success, including automating engagement so it happens at the right time based on the above factors and delivering the brand experience across mobile networks globally. On the most valuable real estate on earth, put your brand in a position to win. Know how to measure success.