Think about your smartphone. How much personal information do you have stored on there? If a total stranger hacked into it, they could get a pretty good understanding about who you are.
Mobile is an extremely personal platform. Because of this, it’s also unforgiving. Send someone the wrong push notification and they won’t think twice about deleting your app for good. You need to capture key insights about your users in order to properly engage with them how they want, when they want. But how do you accomplish this?
Mobile marketing platforms give you the ability to send engaging mobile marketing campaigns to your app users (push notifications, in-app messages, etc.). The best-in-class platforms also grant you deep user insights so you can optimize those campaigns for success.
So how do you know what to look for? In this guide, we’ll break down everything you need to know about mobile marketing platforms so that you can come armed to vendor discussion with the right questions.
Today, investing in mobile is at the top of the list for many enterprise brands; and it should be. Mobile apps have proven their weight in gold. In 2016, we spent an incredible 900 billion hours using apps across the globe, up 20% from 2015. And while the majority of enterprise companies have been slow to prioritize mobile; the success being enjoyed by early adopters is undisputable:
There’s no denying that mobile is increasingly the first-screen preference. But with that preference comes high expectations from users. It’s not enough to simply have an app. Your app needs to deliver a world-class experience mobile users now expect in the form of personalization and cross-channel capabilities.
In order to deliver a personalized app experience, you need a mobile marketing platform that makes it easy to use data from multiple sources to build meaningful insights on every user.
We can’t tell you how many marketers we’ve heard tell us, “Personalization is great, but right now I just want to send a push.” And while this is a great place to start, don’t let short-term goals hinder long-term success. You need to make sure you invest in a platform that is flexible enough to grow with your organization’s needs. The fact of the matter is, users are going to continue to demand a personalized app experience. If you don’t chose a platform that allows you to grow and eventually deliver on these expectations, you’ll find yourself having to go through the vendor selection process all over again in a year.
Below is an example of how you can grow your push notification strategy over time with the right mobile marketing platform:
Finding the right mobile marketing platform requires research, but there are certain universal needs marketers should make sure they address. In this guide, we outline what mobile marketing means today, and the “must-haves” to look out for in choosing a mobile marketing vendor. Plus, we’ve included a bonus checklist for you to have on-hand as you research potential solutions!
Before we dive into the key elements of a world-class mobile app user experience --here’s something ANY platform you evaluate needs at its core—powerful analytics.
Powerful analytics are important for a number of reasons, here are just a few:
We often are asked if it’s okay to use one platform for analytics and another for marketing. The answer is that in most cases, it’s not a good idea. Obviously, since Localytics combines analytics and marketing in one platform, we think it’s pretty important, but this is more than just a sales pitch. If you choose to go with two separate solutions for analytics and marketing, it becomes very difficult to make your analytics actionable. Here are some additional issues that are often encountered when separate solutions are used for analytics and marketing:
Does the platform track the following high-level usage metrics?
Does the platform allow you to do the following with user data?
Does the platform grant you the following insights on your mobile marketing?
Achieving mobile greatness starts with your mobile engine -- that is, the platform that powers all of your mobile activities. Below we explore the key elements your mobile marketing platform should have:
To create truly powerful mobile app user experiences, you need to target users based on what they have done in your app at a very granular level. This allows you to serve users highly relevant and compelling messages that significantly outperform.
The ability to combine profile and event data is key to creating an individualized user experience, which keeps users engaged. Here are a few ways to create individualized mobile messaging:
Consider the following two scenarios:
News app sends breaking news about a Boston Red Sox trade deal to all users who regularly consume baseball content
News app sends breaking news about a Boston Red Sox trade deal to all users who regularly consume baseball content and have ‘Red Sox’ listed as favorite baseball team
Mobile is an unforgiving platform. If you send the above broadcast message to fans who don’t care about the Red Sox (Ahem...Yankees fans?) many will disable push notifications or even churn. Detailed user targeting allows you to send messages to the right audience at the right time.
Good communication is key with your app users. Just sending push notifications? Then you’re missing out on engaging with app users through other highly effective messaging channels, such as in-app and inbox.
Even more important than communicating with your users across different app messaging channels? Making that communication personal and relevant to them. Your mobile marketing platform needs to be able to send dynamically personalized messages, based on a user’s profile data and in-app actions.
Here’s the difference:
Your mobile marketing platform should put your data to work for you, so that you can segment and tailor all of your mobile messaging to be very specific to your mobile users’ unique interests.
To succeed in mobile, it’s essential to be data-driven. You need to have deep insights into how your marketing campaigns are influencing user behavior so that you can prove ROI. This is especially important given how fickle mobile app users are.
So what kind of data insights and reporting do you need out of your mobile marketing platform?
As the above highlights, if you just look at Message A vs. Message B in a given campaign you’re running, you’ll presume Message A the winner. However, in this particular case no news is good news to your mobile app users. Those who didn’t receive any messaging actually converted at a higher rate than those who did. Without a control group, you’d end up sending a message that suppresses conversion...
Your customers expect to be able to interact with your brand how they want, when they want, across a variety of touchpoints. And they expect that this is done seamlessly. Making sure that your mobile marketing platform plays nicely with your marketing stack and CRM is critical.
Here are the omni-channel capabilities to look for in a mobile marketing platform:
You want a mobile marketing platform that has advanced capabilities but understands your unique business needs. In other words, your platform should grow with you. Many companies are looking to crawl before they walk, and that means they simply want to start sending push and in-app messages. But if you invest in a point solution just for push notifications or a platform with limited targeting capabilities, can you imagine the headache you’ll get when you want to do more?
You need a mobile marketing platform whose price and structure scales with you as you grow. A platform that you can add additional capabilities to over time as your mobile marketing becomes more sophisticated. That way, you won’t have to find and learn a new product as you mature.
Here are some initial offerings to consider:
6. Scalable Pricing: There are several different ways that mobile marketing platforms charge for usage. It’s important to be aware of this, and understand the pros and cons of each as you scale. Here’s a breakdown of the most popular mobile marketing platform pricing models:
1) Total Number of Users
2) Monthly Active Users
3. Additional Charges: As with any platform, additional charges can occur. Do your due diligence to understand the following:
(And we've got the checklist you need)
(And we've got the checklist you need)
According to Ad Age, 75% of all content consumption will happen via mobile by the end of 2017. And while many companies have started investing in mobile apps, they’ve given less thought to their strategy and execution. Treating mobile marketing campaigns as a one-off promotion is a surefire way to fail.
But since mobile is just one channel, it’s important to think of it in the context of your business plan. Do your mobile users browse in-app before making purchases in-store? How many of your users are engaged enough that they would use a mobile coupon? Essentially: how are your mobile users acting within and participating as a part of your overall marketing and sales funnels?
Knowing this will help you create a more valuable app and a stronger marketing channel for your brand, and having the right mobile platform as part of your marketing ecosystem is key to pulling this off. Choose the solution that best fits your needs as an organization.