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.
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Michael Della Penna is a seasoned marketing professional with a long, proven track record of launching successful marketing, branding, and sales strategies for leading public and private companies. Most recently, Michael was the senior vice president of Emerging Channels at Responsys. His responsibilities included spearheading the overall strategic direction, partnerships, and solution offering across key emerging channels including social, mobile, and display for the company. Prior to Responsys, Michael founded SuiteDialog and 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 StrongMail Systems in 2010. Before branching out on his own, Michael served as chief marketing officer for Epsilon, a leading provider of multichannel, data-driven marketing services. Michael's other key marketing leadership roles include CMO at Bigfoot Interactive, vice president of strategic development at CNET Networks, Inc., and vice president of marketing at ZDNet. Michael received a B.B.A. and an M.B.A. from Hofstra University.
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