What is mobile engagement?
For any present-day commerce company, a large portion of their sales and customer interactions stem from a mobile device.
In the U.S. alone, mobile retail e-commerce sales have grown by 69.25 billion dollars in a single year, from 2019 to 2020.
In 2021, “mobile ecommerce sales are expected to account for 54% of total ecommerce sales.” That’s more than half of online sales—which is pretty significant if you ask us.
Especially during the COVID-19 pandemic, fostering mobile engagements is more essential than ever before. Consumers are turning toward a primarily contactless world, preferring features such as mobile order & pay, QR codes for offer redemptions, contactless pick-up and curbside pick-up over face-to-face interactions.
The future of mobile commerce is a transformation toward easy-to-use, simplified, one-stop-shop customer experiences. As businesses continue to adapt to consumers’ changing behaviors and preferences, the average consumer is expecting their favorite brands to do the same.
Offering mobile marketing features can make the difference between your brand retaining a customer and losing a customer.
To succeed in the commerce industry today requires persistent agility, adaptation and innovation—and mobile engagements allow for just that.
Why is mobile engagement important?
Let’s start by defining mobile engagement. Mobile engagement is any point of contact your brand has with your consumers through your brand’s mobile app. This includes your push notifications, SMS and app messages.
Mobile engagement comprises the mobile channels your business uses to interact with your customer, connect with your customer, gain your customers’ trust and earn their loyalty.
All of these initiatives are incredibly valuable. In fact, optimizing these connections with your consumers is necessary for your business to succeed.
Mobile engagement has become the main source of engagement for billions of commerce companies around the world. Why? Because that’s where consumers are active, and the customer is always right.
Satisfying your customers means engaging with them where they choose—and today’s consumers have chosen their handy mobile devices.
Everywhere you turn, people are on their mobile devices, scrolling through social media news feeds, searching for the nearest gas stations or restaurants, texting friends or family, researching and comparing products between brands, and browsing through their favorite brands’ mobile app catalogs.
With over 218 billion mobile apps downloaded worldwide in 2020, your customers expect your brand to have a mobile app. Not only do your customers want an app, but they want an app experience that solves their problems and feels as though it was designed specifically for them.
Lucky for commerce companies, mobile platforms present major opportunities in terms of reaching target customers, engaging with customers, rewarding and incentivizing customers to improve retention, and attracting new customers in deeply meaningful ways.
Intelligent mobile apps allow your brand to create highly-personalized, data-driven engagements that anticipate your customers’ needs, offer them the exact solutions they’re looking for, and drive them to purchase your products and services time and time again.
Delivering personalized mobile experiences to your customers can increase retention, increase satisfaction, increase advocacy and referrals, increase revenue, and generate insights that can be used to improve future marketing.
Mobile App Engagement Metrics and KPIs
Just like your consumers’ needs, your business’s needs are unique. The metrics and KPIs your company uses to measure the success of your programs, strategies and campaigns should be specific to your goals.
Your KPIs should connect with your ROI, and they should be chosen appropriately to generate valuable insight into the success of your mobile marketing efforts and the changes needed to continue improving your customer experience.
Through our world-class mobile engagement solutions, your brand can build rich customer profiles that speak to your customers’ behavior patterns.
Using cross-channel tracking, your company can measure the impact of your marketing engagements across numerous channels seamlessly integrated with your mobile app.
Your brand can identify KPIs across different touchpoints in the customer journey. For example, depending on your specific business goals, your brand may want to measure your mobile engagement return via the number of daily active users, monthly active users, mobile app installs and uninstalls, push notification opt-in and opt-out rates, number of sessions, “stickiness”, and average customer lifetime value.
Our advanced segmentation and targeting tools enable your brand to connect this data and create value out of each metric. Your brand can harness artificial intelligence and automation to send the right content at the right time, based on your customers’ lifecycles and at strategic touchpoints.
What are the best mobile engagement channels?
Like your KPIs, the best mobile engagement channels for your business will depend on your business goals. The most effective channel can differ per initiative and per customer too.
Using Plexure Analytics, your brand can assess the effectiveness of each channel per customer profile to refine your mobile engagement strategy and maximize the impact of every engagement.
Some of the most rewarding mobile engagement channels including in-app messaging, SMS and push notifications.
Push notifications deliver a direct notification to your customers’ phone. Rich notifications can be sent to your customers’ lock screens or through noticeable banner alerts to share time-sensitive information and relevant information.
Push notifications send app users an unavoidable notification—unless of course your customer turns off your push notifications. This is why ensuring personalization and relevancy is so key with push notifications. Sending out mass push notifications and generalized offers that don’t align with your customers’ interests is grounds for a blocked notification.
Push notifications are an excellent, efficient tool for delivering automated, highly-relevant messages to consumers during precious moments in their life cycle.
Using real-time data derived from data personalization, machine learning and artificial intelligence, your brand can send engagements when your customers are most active on their phone or in your app, in response to individual behaviors, and based on geographical location.
If a customer is most active on their mobile device in the evening, our advanced data tools will pick up on this behavior and your marketers can schedule push notifications to be sent during these hours.
The messaging that takes place inside your mobile app is your in-app messaging. These can include generalized app-wide updates, announcements of new app features, seasonal campaigns or personalized offers and promotions.
For example, when a consumer holiday like Black Friday rolls around, your brand probably wants to advertise your specials globally to every app user preparing for a Black Friday customer experience.
Using artificial intelligence and machine learning, your brand can deliver automated app messages based on real-time customer behaviors, historic behaviors and purchases, future anticipated behaviors—and contextual data (like Black Friday).
This channel is advantageous for reaching all app users, without an opt-in or opt-out process. As soon as your customer opens your mobile app, he or she can receive targeted app messaging without any extra steps required.
SMS marketing is one of the most impactful customer engagement strategies. Think of how frequently you check your text messages throughout the day. Text messages have a near 100% read rate by consumers.
Research shows that “most consumers check their new messages within five minutes of receiving them. More than half of consumers respond to texts in less than three minutes of receiving them, and 78% of consumers respond to texts in 10 minutes or less.”
It’s safe to say SMS engagements can be an incredibly integral part of your mobile marketing strategy. Your brand can integrate your SMS channel with your mobile app to deliver a seamless, frictionless mobile experience.
It’s all about personalization.
Mobile marketing is a critical, valuable segment of commerce marketing, because it allows for extreme personalization.
As consumers continue to understand how their personal data is being used to improve their app experiences and mobile engagements with their favorite brands, they’re more willing to share personal information and geographic data that can be used to further refine your mobile marketing strategies.
When it comes to building a more convenient future for consumers and marketers alike, automation and machine learning play a key role.
We use real-time data to help brands supercharge their mobile marketing and create magical moments with their consumers. These magical moments stem from deeply personalized engagements, mobile-centric marketing and intuitive mobile experiences.
Plexure is your trusted advisor and partner, helping you to identify pain points and develop tailored mobile solutions to enhance your customer lifetime value. We work with you and we support you through integration, strategy, execution and measurement.
Through our depth of expertise and our degree of knowledge in effective mobile marketing, we’ve delivered significant results for some of the world’s best known brands. We can help you realize your goals and deliver a world-class experience for each of your customers, by extending your in-person brand experience to your customers’ most personal devices.
Ready to find out what Plexure solutions can do for you and your customers? Book your demo today.