Mobile Engagement- How is it Used in the Mobile World?
Gisela Cuddy
What is Mobile Engagement?
Engaging with people through messaging apps on their mobile devices is referred to as mobile engagement. Businesses use this tactic to give customers distinctive brand experiences, support organizational goals, communicate essential information, and build enduring relationships with their clientele. The importance of user engagement within a mobile app cannot be overstated, as it encompasses everything from how users interact with messages to the methods used to gauge their level of engagement. In today's competitive landscape, brands are constantly vying for attention and striving to capture the interest of their target audiences on mobile platforms. Ultimately, the success of a business owner lies in their ability to tailor the customer experience on mobile devices to attract and retain a dedicated customer base.
https://www.airship.com/resources/explainer/mobile-engagement-explained/
Why is Mobile Engagement Important?
Having high engagement with users leads to an increased likelihood of them coming back to the app, signing up for services, making purchases within the app, posting positive reviews on app stores, and spreading the word about a product to others. Additionally, establishing genuine and valuable relationships with users can help foster brand loyalty and greatly improve the chances of an app being successful.
Who Benefits From Mobile Engagement Platforms?
One of the main benefits of mobile engagement is that, in comparison to other methods or tools, it enables businesses to improve relevance and personalize interactions at every point of contact. Furthermore, it enables businesses to interact with clients in a way that perfectly suits their preferences, irrespective of the channel or mode of communication employed. Users of mobile applications will particularly benefit from this, as it allows for customized notifications that are based on their needs and preferences.
Types of Mobile App Engagement Channels
Mobile applications offer three unique messaging capabilities which include push notifications, in-app messages, and message centers.
Push notifications are a highly effective method of delivering time-sensitive information to mobile users. These notifications can be delivered directly to a phone's lock screen or displayed as on-screen banner alerts. By incorporating various segment attributes such as location, in-app behavior, message preferences, and more, targeted push notifications can significantly enhance user engagement with mobile apps. This is particularly true when utilizing rich push notifications, which go beyond simple text messages by incorporating media elements like photos and videos.
In-app messages are convenient for sending notifications in the form of text. Since these messages are sent directly within an app, there is no need for users to opt-in, meaning one can effectively communicate with a larger portion of the app audience. This makes them an excellent addition to push notifications or in-app messaging, especially when it comes to sharing updates about new features or conveying other important information.
Message centers are a great way to connect with all of an app's users and encourage them to return. In essence, it functions as an easy-to-use and practical platform for content publication, letting you deliver your target audience the most recent deals, promotions, and interesting information with ease. The main benefit is that you can accomplish this without having to stop consumers from using the app or update it continuously.
What Does Mobile Engagement Mean For Marketers?
Marketers may build a closer relationship with their customers and have a more thorough grasp of the return on their investments by examining how people interact with their brand. Individual user behavior data is essential for process customization and optimization since it allows for the collection of pertinent data and the creation of comprehensive customer profiles. Moreover, this data enables the personalization of alerts and messages to correspond with the unique inclinations and routines displayed by every individual user profile.
https://www.leanplum.com/glossary/app-engagement/#:~:text=App%20engagement%20is%20defined%20by.
How To Improve Mobile Customer Engagement
Optimize your site for mobile (ex. tweaking layout, boosting page speed, etc.)
Include visuals and compress content- brevity is your friend
Offer mobile customer support- provide a list of contact numbers that customers can use to call/text
Actively and regularly monitor your phones and inbox to ensure prompt and efficient responses to customer inquiries
Pay attention to timing- customers' working habits, workplace locations, and demographics can all affect when they are most likely to open marketing messaging
(Tocci)
Sources
“Mobile Engagement Explained.” Airship, 15 June 2023, www.airship.com/resources/explainer/mobile-engagement-explained/.
“App Engagement.” Leanplum a CleverTap Company, www.leanplum.com/glossary/app-engagement/#:~:text=App%20engagement%20is%20defined%20by.
Tocci, Meghan. “How to Craft an Effective Mobile Engagement Strategy | SimpleTexting.” SMS Marketing & Text Marketing Services – Try It for Free, 23 May 2019, simpletexting.com/blog/what-is-mobile-engagement/. Accessed 21 Feb. 2024.