Developing a smart mobile app that consumers like is one thing; getting them to engage regularly with it is another.
According to a new global survey from Apigee, 85 percent of smartphone users say they would rather "give up drinking water" than delete their mobile apps. Therefore, it should come as no surprise that so many marketers are racing to build engaging apps that consumers can embrace - both with their attention and their wallets.
But here's the challenge: developing a smart mobile app that consumers like is one thing; getting them to engage regularly with it is another. It's a challenge that all brands face, which is why push notifications - the stream of alerts that spin out of a particular app - have become as ubiquitous as the apps themselves. Recent research by Urban Airship even suggests that in some cases push notifications can boost an app's usage by as much as 540 percent.
So how can you get the most from your app and use push to engage and build a powerful community? Here are 10 tips:
For more tips and best practices on engaging your customers on mobile, download my company's Mobile Success Guide.
Michael Della Penna is an digital marketing veteran, entrepreneur, and visionary currently serving as CEO of Invisible Media, a next-generation mobile data, decisioning, and marketing automation platform. Prior to joining Invisible Media, Michael was the senior vice president of emerging channels at Responsys. His responsibilities included spearheading the overall strategic direction, M&A efforts (including the acquisition of PushIO), partnerships, and solution offering across key digital channels including social, mobile, and display. Before joining Responsys, Michael founded Conversa Marketing, a full-service email and social CRM agency that helped brands ignite conversations and cultivate relationships with customers across the social Web. Conversa Marketing, was acquired by StrongView in 2010. Before branching out on his own, Michael served as CMO for Epsilon. At Epsilon, Michael helped grow and transform the company from a database provider to a multi-channel marketing services powerhouse in just three years. Michael's other key leadership roles include CMO at Bigfoot Interactive, vice president of strategic development at CNET Networks, Inc., and vice president of marketing at ZDNet. Michael has been named to BtoB Magazine's 100 Most Influential People in Business-to-Business Marketing five times and received a BBA and an MBA from Hofstra University.
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December 2, 2015
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