April 25 2019

Mobile Marketing Automation Masterclass: Part One

In 2018, 52.2 percent of all website traffic worldwide was generated through mobile phones across 3 billion smartphone users. According to a new report from app store intelligence firm Sensor Tower, App Store, and Google Play spends will grow 120% to reach $156 Billion by 2023. It is therefore imperative for marketers to find new ways to reach their increasingly on-the-go audience. This is where mobile marketing automation comes into play.

When it comes to growing in such a competitive and lucrative market, user engagement and retention is vital for your growth strategy. But in their zeal to acquire more users and improve the app experience with new features, user engagement and retention often takes a back seat for marketers.

Before we get into the benefits of using mobile marketing automation for businesses, let’s see what mobile marketing automation is and how it differs from traditional marketing automation.

What is mobile marketing automation (MMA)

Marketing automation refers to using software along with a set of rules and templates to make it easier for a company to communicate with its customers and prospects. This includes collecting their information, segmenting users based on that information, building out communication templates, personalizing them and defining which segments a campaign is supposed to go to and when.

All you need to do is set it up once and it keeps running as per the defined rules. Without such automation, marketers will have to do all this manually, which makes it an impossible task given the vast amounts of data businesses collect and process these days.

Traditional marketing automation platforms that are built for desktop don’t work so well for mobile apps. While they can still be used to gather user information like their location, device, and their browsing habits, they don’t enable communication via channels like push notifications or in-app messages.

On the other hand, a mobile marketing automation platform like GetSocial enables marketers to gather important user information such as their location, mobile device info, demographic, their in-app behavior, and other user properties.

It then helps you use this information to create user segments and target them with relevant campaigns to steer users to desired behaviors.  It lets marketers set up one or more actions that need to be performed on these user segments, their referrers or even their in-app friends. These actions include sending them a push or in-app notification, setting user properties or callbacks to your server for custom actions like sending an email or SMS through your email/SMS provider.

Benefits of using mobile marketing automation 

1. Automate your user engagement campaigns 

Every user interacts with an app in a different way. Their in-app journey is what determines how engaged they will remain and when they are most likely to churn. Using mobile marketing automation, you can avoid the latter – without having to manually step in every time.

event_audience

First, create different user segments based on their in-app behavior. It’s important to start segmenting users into different cohorts that emit similar in-app behavior, both positive and negative. Negative behaviors are those where users don’t take the desired actions.

Then use mobile engagement automation to set up drip campaigns based on actions they are more likely to take with a little nudge.

For example, you would want to remind your users to:

  • Finish account setup if they haven’t done it in the first few days
  • Log in to sync the data between devices regularly
  • Start the first quest if they haven’t started during their first session
  • Invite their friends to the app if they haven’t invited any during the last week

The list of use cases is endless but the underlying problem is the same “Remind the user to perform the desired action {X} after time {Y}”.

While you’ll hook the player’s interest immediately by doing so, you’ll also increase the word-of-mouth promotion for your app.

2. Re-engage your inactive players automatically

A smart app marketing automation platform will help you identify and segment inactive users. It will also enable you to set up campaigns that are targeted to win them back before they churn.

Considering how retention is less expensive than continually acquiring new users, re-engagement campaigns are a necessity for apps. And best of all a good marketing automation platform can enable marketers to automate and setup up such campaigns with ease.

According to data by GetSocial, average day 7 retention can be as low as 30%, and in some instances even lower.

retention-data

For example, you can create a new user segment with users who haven’t opened your app in the last 7 days or had less than the desired number of sessions in a given period. Additionally, you can use data prediction platform like Yokozuna data to predict when users are about to churn.

Then create automation where these users are sent reminders every weekday to come back to your app with relevant promotions that include promo codes, discounts, etc.

flow-schedule

Example of GetSocial Smart Flow mobile marketing automation feature


3. Deliver highly personalized user experiences

What are you more likely to read – a personalized message that revolves around your interest or a promotional one?

The personalized message. The same holds true for your app users. A personalized message that is contextual and relevant to their in-app activity or the way they use your app, is likely to get more engagement than a generic one.

A mobile marketing automation platform like GetSocial will enable you to customize the user experience on a 1:1 basis at scale. Using social behavioral attributes, device and custom properties, you can ensure relevant messaging at all times with mobile engagement automation.

Let’s give you an example.

A user makes a few in-app purchases a week ago. Post which, he doesn’t make any purchases. This behavior shows how invested they were in your app but haven’t been so recently. By setting up marketing automation, you can offer a discount on a purchase they are likely to make or you want them to make to encourage repeat purchase behavior.

custom-action-notification-templates

Example of GetSocial Smart Flow mobile marketing automation feature

Such automated campaigns will not only keep your active users engaged, but also help you drive higher in-app monetization.

4. Automate multiple channel communication

If you want to keep your users engaged, you need more than one way of reaching out to them. But a multi-channel user engagement strategy can be hard to plan, execute and monitor the performance of.

With an app marketing automation platform, you can take advantage of push notifications, in-app notifications or custom delivery with webhooks and user properties on auto-pilot. The platform will automatically use individual behaviors in your app to trigger timely campaigns that boost your user engagement rate.

Read more use cases here.

Takeaway

If most of your users are on mobile or getting into mobile, then it is highly recommended to add MMA to your marketing mix. You may be able to manage your marketing manually with a small set of users, but as your database grows it will become inevitable to automate your marketing efforts to ensure personalization at scale.

Additionally, a smartly executed and automated user engagement campaign will keep your marketing costs optimized and generate better ROI for your acquisition campaigns. This will not only help you retain your users but also convert them to advocates for your word-of-mouth promotions.

With user acquisition getting costlier by the day, top grossing apps are fully invested in mobile marketing automation to drive their user engagement and referral campaigns.

CTA mobile marketing automation