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Apps

How To Improve Your App Growth Strategy With Location Data

By 2020 it’s predicted that there will be over 5 million apps in the world. To compete with this number of apps you’re going to need to have a well-planned app strategy to keep your current users happy and find new ones.

If it’s your job to ensure that your app is growing its user base and engagement rates, you might be overlooking a useful tool.

Location data can help with many app challenges facing developers. Using location intelligence you can improve your app engagement strategy, fine tune your app marketing, find new app users and develop your app monetization strategy.

What is location data?

Location data is simply data that provides insights around audience movement. 

This means that users who opt-in to location sharing, receive an improved (or personalized) experience in return. This data has been used for ad targeting in the past, but its application in mobile apps is relevant for developers as it helps improve mobile app experience, and boosts mobile app growth.

 

Onboarding, user acquisition and app marketing

Your app marketing strategy can benefit hugely from location intelligence. When finding and acquiring new users it’s important to understand your current users as well as possible. This helps you to understand the type of user that will get the most from your app.

Location insights form your app can help you to understand how your users behave in the real world. These insights are valuable when creating an effective user acquisition plan. Using location intelligence you can understand patterns in user behaviour which can help you to fine-tune your app marketing strategy.

It’s essentially understanding your users and identifying traits that group them together. But using location data these insights are more profound.

You can use this data to decide where is best to spend your marketing budget. If you can see that your current users spend a lot of their time in cafes. Then it would make sense to focus your app user acquisition strategy on users in similar locations.

You can add location intelligence to your current paid advertising, be it PPC, social advertising or web adverts. By ensuring that only users that are likely to download and enjoy your app are targeted, you’ll get a better result, and you’ll save money.

 

Engagement

Your app engagement strategy is fundamental to the success and growth of your mobile app. Learning how to engage your mobile users is part of every developer’s journey – but this can be boosted with location insights.

At the heart of every mobile app engagement strategy lies push notifications. In-app engagement requires communication with your users. But, be very careful. It can be easy to focus only on app engagement metrics and overdo push frequency. This will only serve to annoy your users, and your app engagement strategy will suffer.

Best push notification practices include location. It’s all about communicating with your users in the right micro-moment. Using location this moment can be so accurately defined that your push notifications won’t feel annoying in the slightest.

To increase mobile app engagement you’ll need to define these moments. Using location data you can see in which moments (time and place) your users are most engaged with your app.

From here you can segment notification delivery to users based on where they are. Deliver only in these micro-moments to ensure that your push notification strategy stays relevant.

You’ll see higher engagement rates, your user experience will be improved and they will get more value from your app with location.

 

Monetization

There are many app monetization challenges that developers must consider. Of course, every app needs to generate revenue – but your app monetization plan must consider the user experience.

Many developers don’t realise that they are missing out on one of the most effective mobile app monetization strategies – monetizing app data.

Mobiel app audiences generate a lot of data. This data is valuable for many different businesses for a variety of reasons.

There are a few crucial benefits of this kind of app monetization strategy. First of all, you can say goodbye to in-app ads.

You can source location data in the background of the app – meaning that the app user experience is not affected by monetization – as it is in other app monetization strategies. That’s why location data monetization can be the best app monetization strategy in terms of user experience.

Secondly, you’ll get more app revenue per user. Location data CPMs can be up to 4 times higher than traditional monetization strategies.

As well as this, the platform becomes less relevant. If you’re tired of thinking of android app monetization strategies vs iOS monetization? Well, data app monetization is a way to level the playing field. You’ll get a much more consistent income across your audience, regardless of platform.

Of course, you’ll need a reliable partner that is experienced in securing big data. It’s also important to get a partner that can help you explain the process to your users.

 

How to add location to your mobile app

You can get access to all of these services with the Tamoco SDK It gives you access to location-based push notifications – which help you to improve app engagement.

The SDK will help you to access location insights around your mobile users. It will help you to form an effective mobile app monetization strategy. Or you can utilize the data for the personalization or improve your app experience.

For a demo of what you can do with location get in touch via the form below.

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Apps

Push Notification Myths And A Better App Engagement Strategy

It’s time to deconstruct all the terrible advice out there around push notification best practices.

There’s an awful lot of bad advice going out around what makes the best push notifications. When it’s best to send push notifications. What message you should include in your push notification to increase mobile app engagement.

Much of this advice simply isn’t true. And it fails to consider what makes a successful app engagement strategy. Let’s look at some of the myths around push notifications and what might be the reality instead.

Push notification timing

Myth – the best time to send push notifications is between 6-8pm

Reality – the best time to send push notifications is exactly when your user gets the most value from the notification.

Of course, users are more complex than that. You might get relative success sending your notification at a certain time. but if you’re trying to effectively increase mobile app engagement, anyone telling you to send push at one time a is probably trying to oversimplify the problem.

You might say well, ‘when the user gets the most value’ – that’s hard to define. Well, you’re right. But there’s a whole range of solutions to try and find that ideal moment. Just because it’s difficult doesn’t mean that it’s impossible.

 

Questions in push notifications?

Myth – ask your users a question in the notification, that’ll trick them to love your app as nobody ignores a question

reality – actually this is just plain annoying and insulting to the average user.

Yes, that’s right, human beings, after many years of evolution can, in fact, resist the urge to answer every question that’s thrown at them. A mobile engagement strategy should seek to do more than trick people into engagement.

What people should say when suggesting questions as push notifications is – sometimes it makes sense to ask your users a question – as long as it is in the right micro-moment.

 

Push notification visuals

Myth – images and GIFs improve retention and engagement

Reality – value > moving images.

Whilst it has been said that some GIFs are insanely engageable, that doesn’t mean that your notification will receive 95% engagement because it has a moving cat on it.

Once again, the key to a better mobile app engagement strategy is relevancy. If your overall message sucks or is not relevant then no matter what visual you send with it, you’ll get terrible engagement.

 

How to personalize push notification strategy

Myth – Personalisation means addressing someone by name.

Reality – Push notification best practices to include historical, behavioural based personalization.

Woooooahhhh. I just got a notification with my name in it. How did it know? What a smart app. I’ll continue using it forever. – said nobody ever.

Using historical behavioural data, both in-app and in the real world are much better ways to personalize your push notifications and app engagement strategy. I’d much rather receive a notification that’s relevant without my name in than one that is addressed to me but serves no purpose.

 

Push notification KPIs

Myth – open rates are the most important of the app engagement metrics.

Reality – Vanity metric

Whilst notification open rates can be suggestive of positive engagement you have to look at the purpose of your push strategy. Some apps benefit when the notification is the message.

I don’t know about you but I want my push notifications to tell me everything I need to know concisely and give me the choice to dig deeper whilst simultaneously providing with justification for downloading the app in the first place. 🤔

Open rates are a controversial subject when considered as a part of a mobile app engagement strategy. It’s important to get as much data as possiblearound engagement and use this to understand if your metrics are truly representative of strong app engagement.

 

Communicating with your users

Myth – users want to know about new features and products

Reality – users don’t want to know about relevant products

Just because you think your new app feature is great doesn’t mean that all your users want to know about it. Reserve your notifications for essential, engaging content. Remember, in-app communication and effective onboarding are also part of a successful app engagement strategy and can be used to communicate new features and updates.

 

Conclusion

Many apps out there are doing amazing jobs of boosting app engagement with effective push notification strategies.

Fine tune your push notification strategy to focus on exactly what your user’s needs are. Communicate in a relevant way and ensure that you always put the user first.

Use data and insights to understand your push notification strategy and look at multiple KPIs to understand what’s right for your mobile app engagement strategy.

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Categories
Apps

App Analytics Guide – How To Create A Better App With Data

The best products and services to to leverage data and app analytics to create better mobile apps.

Without users, you wouldn’t have an app. At least you wouldn’t have an app that functioned as a business.

That’s why it’s so important to listen to your mobile users and understand how they use your mobile app. There are some mobile app analytics fundamentals you’ll need to understand if you want to create an effective mobile business.

There are some key metrics to measure if you have a mobile app. It’s crucial to get accurate in-app analytics around these in order to create a scalable mobile business.

The key mobile app analytic metrics are:

  • New user acquisition
  • App retention
  • App engagement & experience
  • Revenue

Every app is different and will look to focus on some of these KPIs more than others. Part of using data to inform your app business strategy involves learning which of these will benefit your app the most.

Here’s a look at some of the best app analytics tools out there to get started with. Whilst there’s no such thing as the best mobile analytics platform, a combination of a few of these will help you on your way to a successful mobile app.

Mobile app user acquisition

Data around user acquisition is the first stop in our break-down of app analytics strategy. You need to understand how users discover your app and what percentage of app impressions are being converted into downloads. App store analytics are the starting point for any serious app owner.

This is the first step to understanding exactly how mobile users view your app and a great opportunity to leverage data to improve your conversion.

Without in-depth analytics around user acquisition, you will have no idea how effective your app marketing budget is. If you don’t know exactly how effective you are at acquiring new app users then you can forecast your app monetization strategy.

User acquisition insights are usually spread across multiple different sources. This can make it difficult and time-consuming to see the whole app user acquisition story.

 

App acquisition solutions

Apple app analytics platform – If you have an iOS version of your mobile app then there’s not much better for rich data insights that the Apple app analytics platform. It’s free with the developer program membership. It’s really out shadowed by other solutions when looking at in-app analytics but to learn how users are adopting your app over time, but when looking at acquisition it an extremely useful tool.

Of course, that’s not too helpful if your app is only on iOS.

Apsalar – Has some good features including the ability to see the ROI of user acquisition campaigns.

 

What you’ll learn with data: Web traffic, app store impressions, downloads by time and date.

App analytics insights: App store conversion rates, target audiences, and referrers.

 

App retention

Once you’ve gained some insights around app acquisition (and hopefully devised a plan to improve it) you’ll want to keep those app users in your app. This is known as your mobile app retention strategy. Understanding app retention and how to improve it is crucial if you want to create an app that leaves your users happy and retains users effectively.

For this, you need to get valuable app analytics around app user retention. Understanding when users leave or delete your app is key to creating a scalable app business.

It’s also important for you to understand why certain app retention patterns are occurring for your app. Sometimes the basic data doesn’t seem to outline any clear motive.

Understanding your users and getting inside their heads is key to creating an effective retention strategy.

That’s why you need to add multiple data sets to your app retention model. Where they use your app and patterns around where users are deleting your app.

 

Retention app analytics solutions

Mixpanel – A nice platform that allows you define custom events and measure retention against these. One of the best mobile app analytics platforms for measuring retention.

Amplitude – emphasis on behavioural cohorts to really break down how your app retention strategy is working.

 

What you’ll learn: Retention, user churn, churn location.

App analytics insights: Why users are deleting your app. Retention strategy.

 

App engagement

To engage your app users you must have an effective mobile engagement strategy in place. More often than not this will need to include an effective push notification strategy.

The reason that push notifications are important as part of a mobile app strategy is that they can provide incredibly useful insights around how your app functions and how users engage with it.

The more detail you put into the push notification strategy the better your app engagement data that comes from it, and the level of app analytics insights you’ll get in return.

It’s great to have information about how your user uses each interface inside of your app. The next step is looking at where your users engage with your app.

Understanding accurate app engagement metrics are fundamental to building an effective mobile app engagement strategy.

Let’s look at an example – engaging your users in a specific moment.

A strategy such as this is great at increasing mobile app engagement, but the thing that’s even more powerful for apps is using data around the app engagement moment to learn about your users and how they want to interact with your app.

There are a few different mobile app analytics platforms that provide you with data around app engagement:

 

App engagement solutions

Tamoco – Takes engagement insights one step further by adding precise location to the above. Location is a relevant insight for app users because it allows you to understand in which location engagement is best and in which moment your users are most engaged. It’s all available in a nice platform with a mobile app analytics SDK to boot.

Universal Analytics (Google) – For a general overview of app engagement, there’s not much better than Universal analytics. Best of all is the price – but, it offers reliable stats to measure the effectiveness of your engagement strategy. It’s a great starting point for all app developers to have in their business strategy.

 

What you’ll learn: Communication engagement, time of engagement, location of engagement.

App analytic insights: when, how and where your users are most engaged with your mobile app.

 

Mobile user experience

Understanding micro-moments with accurate data.

For apps that were to succeed it’s crucial that they make the distinction between engagement and experience. They will also have to find ways to measure both effectively. It’s an important part of an app analytics strategy to be able to measure this separately to engagement.

However, app experience and mobile user experience can be subjective and therefore difficult to measure in a traditional app analytics platform.

You must think about many parts of your app’s strategy in order to create the best mobile user experience, as it encompasses many different factors.

As data is the single most important thing you can use to back up your app business strategy, it’s important to learn what contributes towards a positive app experience.

This involves hypothesizing (based on any data that you might already have) and then measuring and adapting with mobile application analytic tools. Let’s look at some examples of hypothetical positive app experiences.

 

A fitness app that understands where users like to work out and suggest recommendations. Also, can avoid potential risks by monitoring route etc

Booking app using location history to suggest much better experience. And understand where the users use the app to find these. The solving problem before users reaches the micro-moment.

 

In these two examples, it seems to be quite difficult to measure the success of these experiences. But what we can do is to use engagement and retention figures and combine this with other data sets and qualitative insights to get a better idea of your app experience.

One solution is looking at direct videos of user experience and matching this up to patterns in-app deletion.

Another involves looking at the real-world location in which apps are being engaged with most and where they are losing users.

 

App experience solutions

Appsee – lets you record real user sessions so that you can identify the reason for engagement patterns. Also has some nice heat maps.

Localytics – Also has good heat maps function to allow you to pinpoint where experience is increasing/dropping off.

 

What you’ll learn: Where micro-moments occur.

App analytics insights: New features, Retention strategy

 

In-app monetization

If you want to create an app that functions as a business then you’ll need accurate app analytics, insights and forecasts around app monetization.

Which insights you’ll need here depends on your app monetization strategy. There are many app monetization challenges, but some will be more relevant to your business.

If you have a mobile app monetization strategy that is based on delivering mobile ads to your users, then you’ll need a platform with in-depth insights around ad delivery, CPM, and impressions vs clicks.

If your app monetization takes the form of in-app purchases then it’s important to look beyond revenue. Can you find a app abalytics solution that shows you the optimal moment that your user is likely to purchase your service or digital goods? If you can understand how this kind of in-app monetization works then this will be the key to boosting app revenue.

App data monetization is another app monetization strategy that can deliver high revenue for apps. Platforms include dynamic CPM pricing based on your where your audience is most active. This allows you to forecast your revenue accurately and helps you to understand where to invest your app marketing budget to best improve your bottom line.

 

App monetization solutions

Universal analytics – Allows you to track revenue and in-app purchases.

Mixpanel – has a nice revenue tracking feature.

Tamoco – Allows you to monetize without ads and track your revenue by app, location, user and more.

 

What you’ll learn: Revenue, CPM, User value, app monetization best practices.

App analytics insights: Forecasts, marketing allocation, which kind of user is most valuable to your app business.

 

Conclusion

  • Data is the most important thing to hypothesize, measure and test your app business model.
  • There are many platforms that you’ll need to paint a complete picture.
  • Data is effective in measuring how users find and download your app.
  • An effective app retention strategy leverages user data.
  • Engagement can be quantified and this is helpful to hypothesize.
  • In-app monetization will benefit from data. Use it to understand how to improve your revenue.

Do you make the most of in app analytics? Have you got a reliable data strategy to inform your app’s business decisions?

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App Monetization Heaven – What Is It And How Do I Get There?

Here’s the best app monetization strategy that you’ve never tried.

We’re always amazed at how many app developers are unaware of some of the different monetization strategies out there. There’s a huge drive towards in-app ads and little alternative is presented to developers when they begin on their app journey. They are missing out on huge amounts of app revenue.

What I’m saying is – you could say goodbye to the wave of ads that you’ve been thrusting into the faces of your users.

But what if I told you there’s a better way to monetize your app. One that means that you won’t have to sacrifice your app experience. And one that can make you more money than your current monetization strategy.

Well, there is a solution, it’s called app data monetization.

What is this monetization strategy?

If you have built up a large mobile audience the big data that exists around these users is extremely valuable. You could be sitting on data that can carry huge potential without even knowing it.

Data around user behaviour can be extremely valuable for companies whose interests lie in understanding users. Mobile apps provide an awful lot of mobile data that are perfect for these companies to leverage. That’s why they are willing to pay high CPMs if the data is sourced reliably and precisely.

 

How to monetize an app with revenue from data

There are a few different types of data app monetization and it’s pretty specific to the app in question. But there’s a better way for developers to generate consistent app revenue. Better yet, you can do this whilst prioritising the app user experience.

One of the most effective includes identifying precise location data from mobile apps to better understand consumer habits or behaviour.

What are the benefits of app revenue data as a monetization strategy?

The potential for no in-app ads – you heard me right. This means that you can stop delivering those annoying banner ads to your users. Or don’t. DO both if you’d like. Data app monetization works in the background so you don’t have to worry about it affecting your app experience at all.

Higher CPMs – That data is extremely valuable if it’s precise. Your partners are the most important thing to consider with this kind of monetization strategy. You must clearly communicate with your users and it’s important to do this properly. Being upfront with your users on why they are receiving a free service is something that all developers can improve.

The platform becomes less relevant – tired of thinking of android app monetization strategies vs iOS monetization? Well, data app monetization is a way to level the playing field. You’ll get a much more consistent income across your audience, regardless of platform.

It’s ultimately one of the best app monetization strategies out there. It’s a great way to monetize your app without passing on the cost to your audience. keep your app engagement and monetize at the same time.

We’re not saying that you should cancel your previous app monetization strategy. There are always app monetization challenges for developers, and data monetization isn’t the solution to all of those problems. However, it can still be tested in a wider app monetization strategy. This way you’ll learn if it’s right for your app.

 

A note on user privacy and opt-in services

It’s important to educate your users on app monetization. All users should realise that the reason their app is free is due to the monetization of themselves.

That’s why it’s important to be up front. Have the conversation with your users as a part of your onboarding process. The best kinds of app monetization strategy clearly explain to users why the app is free and how you ensure that it will be using monetization.

Building trust with your users is key to this kind of monetization strategy.

 

Conclusion

  • There are many alternative app monetization strategies than ads.

  • Data monetization can help you to keep your audience engaged by not affecting the app experience.

  • App monetization challenges include ensuring you get a constant CPM across platforms. Data monetization provides that.

  • The CPMs involved in this app revenue model are significantly higher than most others.

  • An opt-in process and great user communication is key to this mobile app monetization plan.

 

The Tamoco platform

Our app monetization network uses the largest collection of device sensors in the world to source precise location data. This kind of data is highly valuable and generates CPMs that provide some of the best monetization for apps.

For a demo or to get started click here.

Categories
Apps

Push Notifications – Best Practices To Boost App Engagement

Everything you need to know about using push notifications to boost app engagement.

Mobile push notifications form a crucial part of any app engagement strategy. To keep your audience engaged and improve retention you’ll need to communicate with your users. There’s no better way to do this than mobile push.

Investing time and money into a push notification strategy is vital for apps that want to keep their users engaged. But, you must be savvy about when and how you send them.

Let’s say your mobile app has 100,000 downloads. On average after just one day you can expect your audience retention rate to be around 20%. After ten days this figure drops to 7.5%. After ninety days this figure, for most mobile apps, falls to around 2%.

That’s why you need an effective mobile app engagement strategy that includes valuable in-app notifications.

 

What is a mobile push notification?

A mobile push notification is an app engagement solution that delivers a notification to the home screen of an app user. This notification is delivered based on specific targeting criteria.

Targeting criteria has developed significantly since the origins of push notifications. Apps can now adopt a mobile app push notification strategy that provides high ROI and significantly improves app engagement.

A push notification strategy forms a crucial part of improving app engagement. It’s an effective way to boost engagement when applied correctly.

 

KPIs that lead to engagement

When sending push notifications there’s a few key KPIs that you’ll want to look at. It’s important to ask yourself – which aspects of my app engagement strategy am I trying to improve with these notifications?

  • Number of active users
  • Retention rate
  • Session length
  • Session rates

You must keep these in mind when considering your push notification strategy.

 

Around 70% of users opt-in for push notifications

 

Push notifications almost double app retention rates

But actually, as impressive as these statistics are, there is much room for improvement. One look at your phone and you realise how bad apps actually are at communicating with you via push notifications. This only serves to demonstrate the opportunity for the apps can take their app push notification strategy to the next level.

 

Providing an opt-in experience

The best push notification strategies include a sound opt-in experience for the mobile app user. Notifications do distract users from their daily routines. Therefore, your users must expect this to happen from the first moment they open your app.

The last thing that you’ll want to do is annoy your users. That’s why it’s important to explain your push notification strategy. You only have one chance to get this right. Explain your push notification strategy badly and none of your users will opt-in. Lack clarity and your users won’t be happy when they receive notifications they weren’t expecting.

A note on spam

One of the worst things that you can do is to spam your users with push notifications. The entire point of this article is to help you to craft a push notification strategy that puts the user experience at the forefront.

Mindlessly spamming your users will lead to huge disengagement – despite many push notification services saying otherwise.

Remember that everything you do with your app and everything that you want to achieve should create value for the app users. Fundamentally this is the best way to think when creating any kind of mobile strategy.

 

Relevancy is key

That leads me on very nicely to relevancy in push notification strategies. Whether you’re sending ios push notifications or android push notifications, you need to think about one important factor – relevancy.

This involves understanding your app users. A good push notification service will deliver you with valuable insights around your app users each time you push to them. This way you can very quickly build up a complex persona of what your user wants and how they interact with your app. But more on that later.

Relevancy means communicating with your users in the best possible micro-moment.

That means delivering push notifications only when it is relevant for the user. Place your user experience at the center of everything you do. Figure out the optimal micro-moment, and ensure that notifications are only used at these relevant times.

There are multiple methods of figuring out what these moments are for your users. But the best way is using data.

The more complex your push strategy is – that is the more powerful the targeting options, the more powerful the app insights that you’ll get from the service.

Personalisation and location-based push

So, before we look at specific examples, let’s look at how you can create the best push notification strategy. Along with the individual targeting options that help create the optimal user experience.

 

Notification timing

One of the most important things to consider when creating your push notification strategy. App engagement strategies have developed beyond only asking when the best time of day to send push notifications.

One of the quickest ways to lose users is by annoying them with notifications when they don’t want to receive them. It sounds obvious but so many apps get this wrong.

That’s why it’s important to understand the best moment to reach your users. App developers must also choose a service that allows you to fine-tune push notification delivery.

As mentioned, we’re not just talking about the time of day. Whilst it’s a fundamental way to tailor delivery it’s just the beginning of getting the timing right.

Here’s a classic example of a personalized push notification. But to engage you app users in 2017 you’ll need to do better.

Timing includes location. Timing a notification to deliver when the user is a specific situation allows you to engage on a personal level, and ensure that you maintain communication effectiveness.

It’s in these micro-moments that you’ll be able to create value for your mobile app users, keep them engaged and improve the app experience.

Of course, it may take a little while to understand which are the best moments to reach your users. That’s why testing exists. Eventually, you’ll learn the perfect timing for your push notification strategy.

 

Segmentation

It’s important to choose which users should receive your notifications. Don’t just blindly send notifications to your entire audience as in the example above. Improving mobile engagement requires you to be savvy about who receives them. The better your segmentation capabilities, the better your push notification strategy will be.

This means segmenting your users based on how they have previously responded to push. It also includes how they use your app or services. Most push notification delivery tools allow you to do this.

If you want to take this even further (and you should), then you can segment your audience based on their historical location or behavior. But essentially, this allows you to reach the users that are most likely to engage with your push notifications.

Once you get to this level of user segmentations you can ensure that you deliver push notifications to relevant users. Not only will this reduce the number of annoyed users, it will also help you to create tailored communication with the users that you do target. Improving the user retention and keeping your mobile app users engaged!

 

Frequency

How often should you send notifications as part of an effective strategy? As a general rule of thumb, less is more until you have a sound understanding of your users and exactly how your app functions.

You should be searching for a push notification service provider that allows you to create a push strategy with frequency caps. Push notification delivery limits based on location is even better.

Push notification frequency largely depends on the type of app. If it’s an app in which the average user doesn’t spend a lot of time then it will be counterproductive to send notifications frequently. You’d be much better off understanding exactly the right moment to communicate, segment your users as much and possible and personalize the message to boost engagement and revenue.

If you have a shopping, lifestyle or similar app then it is understandable that you would be communicating with them more regularly. But that’s not an excuse to take advantage. Ultimately the best app push notification strategies prioritize quality over quantity. They understand exactly how often to push to their users.

 

Deep linking

This all become pretty worthless if you don’t think about where you want your user to end up inside your app. The relevant function in your app should open from the notification

This is where you can be creative and provide an experience that makes sense based on the content that you have in the push notification. You can get really smart and personalize the experience even further by using different endpoints for different user segments.

Ultimately think about deep linking and ensure that your push notification service provider can adapt to specific requests and end points. Make sure that you push notification service allows you to be flexible around deep linking as a minimum requirement. Insights around push notifications and mobile user experience

Your mobile app engagement strategy and your push notification strategy should influence each other. Understanding how can be difficult unless you get into the data mindset.

You can learn a lot about your app users by sending them notifications. If the targeting criteria are highly specific then the insights that you’ll generate from the push notification campaign will also be specific.

Precise data sets mean that you can adapt and learn as you develop your push notification model. As you learn more about your users you’ll understand how to boost engagement even further. Mobile app testing and learning is the key to any marketing strategy and it’s no different for push notifications.

The insights you’ll gain from communicating and engaging with your users will extend to other aspects of your app strategy as well as helping you to improve the mobile user experience.

 

The future of in-app communication

Push notifications are more than just a pop-up on your phone. If you don’t abuse the trust that your users give you then they can be an extremely valuable tool to improve app engagement.

User engagement should be at the top of every developer’s priority list. Ensuring that your mobile app audience gets the most relevant notifications in the best possible micro-moment builds trust with users and can have far-reaching benefits into other aspects of your mobile app strategy.

 

Conclusion – An in-app notification checklist for app developers

  • Your opt-in experience is just as important as your push notification experience.
  • Put your user first and understand how they use your app
  • Relevancy is the most important factor when choosing a strategy
  • Choose a push notification provider that allows you to leverage location into your strategy. The right mobile engagement platform can make a huge difference to results.
  • Think post notification click.
  • Data and insights are your best friend. Learn and grow.
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Apps

How To Engage Your App Users And Improve App Store Rank

How to engage with your mobile app users and rank higher in the App Store. 

Location can improve app engagement. Creating a valuable relationship with your app audience should be the upmost priority for app developers. There’s no quick fix to acquiring millions of users, ranking highly and generating huge income than creating a great, engaging and useful app. 

 

If you take a look at the best ranked apps at the moment you might notice a common trend. They understand the importance of micro-moments and implement a strategy which utilises these moments to engage with their users. These are the specific interactions within a mobile app that create high value for the app user. If you get them right these can be the difference between a user becoming your biggest ambassador or deleting your app moments after downloading it. Location is the perfect toolkit to engage with app users, keep them coming back for more and ensure that your app keeps on shooting up the App Store rankings. 

Since higher levels of engagement help your app to rank higher in the App Store (ranking is dependent upon activity and how quickly your app is deleted once it’s downloaded) you’d think that more publishers would spend more time figuring out how to reengage users. A huge twenty-five percent of apps are discarded after being used only once. It has never been more important to for mobile app publishers to encourage engagement, without this you won’t get new users, and you’ll quickly lose the ones you have already gained. Luckily, location might be the solution to both of these problems. 

 

Add context to your app experience

For a mobile app to engage users it must have a high value proposition. Increasingly, many developers overlook the fact that their app provides little benefit to the audience, or it does at the incorrect moment. As an example, let’s take a look at the push notification. 

Adding location to push notification strategy is a great example of reaching users in the right moment. Location technology allows you deliver a customised notification to your users based on their environment, location and behaviour. Interacting with your audience in this way is much more effective and engaging than sending push notifications blindly, without the insights provided by location tech.

This engagement helps you to rank higher in the App Store – ranking is dependent upon how often your app is engaged with and how quickly your app is deleted once it’s downloaded.  This is why it’s important to encourage engagement, without it, you won’t get new users. Location is pivotal to this engagement.

We know that nagging push notifications can have an adverse effect on app engagement. It’s important to ensure that your notifications are useful to the end user, rather than just encouraging them to open the app. Adding a location enabling SDK to your app can achieve this – by adding context to your notification delivery then you omit irrelevant communication and increase the value that your app provides to your users. They will thank you for this value by engaging more often with your app. 

This works by using highly precise location signals to trigger the delivery of notifications. For example, by segmenting the audience that receives the notification based on relevance. By understanding what your app user is doing, why they are there, app developers can create an effective engagement strategy. All app owners should be asking themselves these important questions – and location integration can answer them. 

 

Measurement, analytics and attribution. 

 

Adding a proximity SDK to your app allows app developers to create a measurement strategy which provides valuable insights into user engagement and behaviour. 

These insights are available with a simple integration, for example, Tamoco offers our partners real-time insights through our analytics platform. This allows apps to visualise their app engagement and understand and measure engagement strategies. Every app is different and will have varying KPIs, but location tech can help to measure these effectively. 

But it’s not all about insights, it’s also about attribution outside of your app. For example, if your app is a branded clothing app with a real-world store, you can measure physical store visits as well as successful e-commerce journeys through the app. This way you will receive a much more comprehensive ROI for your in-app marketing strategy. A good example is the looking at WhatsApp for Ecommerce.

The important part for app owners is that these insights are highly actionable and all ultimately help you to engage with new and existing users. For example, if you understand where most of your users are engaging with your notifications, and you can understand the context (perhaps they just left the local tube station). These insights tell you much more than just how many users opened your notification, they help to analyse why you are getting such a high/low engagement rate. This helps you to improve and create an effective engagement strategy. 

 

Monetise app engagement

 

Whilst improving app engagement, app publishers can provide some extra income by allowing third-party brands on our network to send notifications. This provides added value for your users as we ensure that your app only delivers relevant content in the right moment. 

For example, if you want to retain your mobile audience then you’ll want to provide them with value in your app, through relevant notifications and in-app experiences. 

Let’s say that you have a lifestyle app. If a third party brand that is relevant to your app audience is running a nearby event or offer then it could be worthwhile to allow them to advertise it through your app. Using proximity technology we only deliver this to relevant app users, based on their location. 

You’ll receive a cut of the campaign budget for allowing them to use your mobile app to reach this audience. You can define the number of notifications that each user receives, this means that you have complete control over what is delivered to your mobile audience. 

Tamoco, for example, has hundreds of clients on our proximity network who are willing to use third party apps to reach users. You could provide high value to your users and that will keep them engaged and ensure that they keep your app on their phone. This generates behavioural data around your audience. Information of this kind is very useful for app developers. They can gain valuable insights into their audience, understand their actions and understand

Before you know it you’ll be shooting up the rankings and that means more opportunities for background monetisation. 

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Marketing & Advertising

Why proximity marketing could be the solution to ad blocking

Why mobile proximity marketing could be the solution to the ad blocking problem

The marketing industry is concerned about the rise in ad blocking, and rightly so. But by utilising mobile proximity marketing, it’s possible to provide valuable, contextual content that won’t spook users into blocking your ads. 

 

Why do people block ads?

To offer a simple solution for ad blocking kind of misses the point. It’s first important to look at why audiences are flocking towards ad blockers in the first place. 

People hate bad adverts. That’s a fact. If an advert is annoying then audiences will try to block it. Now, there will always be bad ads in the world – unfortunately, that’s the way it’ll be. But when we do manage to get our content in front of the end user, it’s important that it’s relevant and provides value.

What do we mean when we say that an advert is relevant? Well, we want our content to achieve something – but often this is too forced, irrelevant or just plain annoying for the end user. Therefore, it’s important to follow three golden rules to ensure that you aren’t personally responsible for the growth of ad blockers.

 

The rules, as we see them

Make your content relevant – This means that your content or advert should be delivered in the right moment for the intended audience. No more adverts for products you’ve already purchased. It also involves personalising your content where possible. 

Make your content valuable – If you can provide value to your audience then guess what, they won’t block your ads. Using context is key here – if you can understand a person’s situation, then you can provide them with a solution that’s might help them in that specific moment. 

Deliver your content at the right time, in the right place – if you can do the above and make sure that you are delivering this in an appropriate manner, then you are well on the way to becoming a valuable advertiser. You’ll be looking at a personalised advertising strategy that is relevant and provides value to the end customer, and who would want to block that?

 

Proximity mobile marketing as a solution

This is a new, effective way of mobile advertising – one which uses context to deliver valuable content to the user at the right moment, in the right place. 

Many within the industry are calling for frequency caps as a solution for ad blocking, and we agree with the concept. In fact, we have included them in our proximity campaigns since we began running them. This means that users will only receive a notification once over a predefined length of time. We believe that if a person didn’t interact with your advert the first time, then sending it another ten times won’t help. 

Producing content that is valuable is the key to creating great relationships with audiences. Proximity marketing is a great way to do this as it places context at the centre of message delivery. This means that the end user’s location is taken into consideration and the content is personalised to suit this context. 

Moving towards this kind of one-to-one advertising creates an environment where the end user can trust advertisers and feel less inclined to block all kinds of adverts. Proximity marketing as part of an advertising strategy provides this. You can define very specific locations in which to deliver content – an example would be close by to your store, this means that the customer would already be in the right frame of mind for shopping, and less likely to be annoyed by your ad. 

By thinking in this way we will begin to overcome the problems that many advertisers have created. By personalising content and providing it in a relevant context we can then begin to build up consumer’s trust, and ensure that our content reaches users and provided them with value at the same time. 

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Marketing & Advertising

From Location Data To Movement – Why Brands Should Pay Attention

From location to movement – why brands should pay attention.

As marketers are realising the importance of location data, it’s important that they understand the difference between location and movement. They must ensure that the data that informs their strategy is accurate. 

 

What are location signals?

Location signals are useful for many different kinds of marketing, and can even provide value for a wide range of businesses beyond this domain. When a mobile device notices a location sensor, it can discern its position in relation to this sensor. This occurs in the background, the user does not have to be on their phone. As most people carry their mobile device on them regularly, this means that it’s possible to understand audience behaviour in a multitude of places. This has not been possible before. This is what we call the offline world and it’s an area that is incredibly useful to understand for a variety of reasons. Offline to online marketing is becoming more accessible for brands as the results of its effectiveness come in. 

 

Why location signals should be accurate

If “data is the new oil” then the quality needs to be considered by those buying the data. Many location data providers are sourcing unreliable location signals. These individual signals are often only from one sensor and can often be misleading for the end data user. By using a series of different location sensors and multiple location points location data becomes more reliable and actionable. Much location data that is sourced from older methods are broken. This needs to be fixed. Accurate location signals combined with complex layering of location data means a moment away from individual, vague location signals towards audience movement – a leap that is much more beneficial for mobile marketers.  

 

The move towards movement data

It’s important to note that there may be single location signals which do not accurately represent a person’s behaviour. A great example of this is receiving a location signal which places a device close by to a brand’s store. This seems useful for the brand, but multiple data points are instead required to create a detailed profile for this person. Using one location point doesn’t tell us if the person is entering or leaving the store. We don’t know where they came from. We don’t know which section of your store they visited. These extra points are accessible with a network approach to location data. That’s the benefit that we have over deploying sensors only inside your store.

Movement data is much more valuable as it demonstrates a person’s intentions and provides much more context around audience behaviour. By using multiple signals it’s possible to get a much deeper understanding of customers and to eliminate potential data outliers. 

 

Layers of location data and complete understanding of consumers

As a brand looking to get the most from accurate location data, it becomes important to focus on this movement instead of individual location. It also means creating multiple layers of location behaviour and building complex understanding of audiences in the offline world. This means constructing accurate profiles around audiences and providing context to understand how and why customers are interacting with your venue or product. For example – realising that someone commutes from an affluent borough and works nearby a jewellery store would constitute a context ripe for marketing for said upmarket jewellery store. 

It’s these layers of location data that build up complex contextual audience profiles and facilitates accurate attribution and allows brands to communicate with their audience with personalised one-to-one marketing. 

 

Application in mobile marketing

Movement signals become extremely valuable for business when applied to mobile marketing. In-depth location data allows brands to communicate one-to-one with their audiences. By understanding the customer journey completely brands can deliver content to audiences that are relevant and valuable to the end user. This level of personalisation involves communicating with audiences in certain locations. This is the traditional application for mobile location data, but this is just the initial step once we have a large number of movement data. 

There are multiple applications beyond content delivery based on movement. Large scale data around consumers offline activity provides incredible insightsthat brands can act upon across their entire marketing strategy. You might realise that many of your customers work nearby, and browse your products on their lunch break. Maybe most visitors come via a specific tube station. This is valuable information when thinking about OOH advertising or store planning. The development from location signals to complex audience movement data should be at the centre of any effective marketing strategy. 

Another area where this is applicable is retargeting. Movement data can help to segment audiences and target people who are further along the consumer journey. This means a much higher ROI and by reaching audiences at the right time with the right content, more effective results. The important aspect of a network approach to this is that this movement data can be understood in external locations – not just inside your own venues. 

It turns out that not all location data was created equally. It’s now time for marketers to push their marketing strategies towards movement.

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Marketing & Advertising

Location data and retail – optimising OOH

Retail brands can utilise location data in order to optimise their OOH advertising and gain offline attribution based on store visits. 

 

What is location data

For retailers, it’s important to understand what is going on in and around your store.

This kind of retail insight is already available for online adverts. You can tell how many people view your advert, click it and purchase your product. But in the real-world physical store, the customer journey becomes more difficult to pin down. How can you determine the effectiveness of your out-of-home, physical advertising? Offline consumer attribution involves using accurate, proximity location data to understand how audiences react to your out-of-home advertising.

When we talk about location data, we are talking about understanding how consumers move in and around your retail space. This is what we like to call the offline world. Understanding it is valuable for brands and can present information that can dramatically improve footfall and sales. According to a recent report, over 96% of surveyed marketers believe that location data is a key part of their mobile marketing strategy. My question is – what were the other 4% thinking?

 

An accurate solution to an old problem

Retail brands are beginning to realise that this is important and that it’s a crucial part in any successful retail marketing strategy. What brands might not realise is how accurate this data can be, and the effect this can have on OOH advertising. Location data is precise – and provides an accurate understanding of the customer journey. With the right proximity sensors, you can measure this journey with an accuracy of up to 1m. 

This accuracy is provided by the number and precision of the sensors on our proximity network. This delivers valuable insights into retail environments, and how consumers move. One application of this data is to measure the effectiveness of OOH and redefine how your OOH works. 

It’s currently quite difficult to measure how real-world adverts are performing. Attribution is key for the modern marketer and It’s not always apparent where footfall traffic is coming from. Location data solves this problem by allowing unprecedented insights into the journey to store and to purchase. 

 

Let’s look at how this could work for retail brands.

Using location data, you can understand when a user is in front of your advert. You can then use in-store sensors for attribution – to understand which users then visited your store because of the OOH. 

Very quickly this can give insights into how your physical adverts are performing. You can understand which customers respond best to your OOH and determine how much of your footfall traffic is being generated from these adverts. This provides an accurate ROI for physical advertising.

With the accuracy of proximity sensors it’s possible to even determine which area of the store users visit after viewing OOH. This kind of insight is unprecidented and provides numerous advanatages for brands that implement this strategy. 

These insights are highly actionable for brands. For example, using real-time location data marketers can adjust OOH advertisements in real-time depending on footfall data.

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Categories
Marketing & Advertising

Location data and the leap towards smart advertising

Brand advertising is changing thanks to location data. It’s becoming much more personal and the relationship between advertiser and consumer is evolving.

 

Connecting the offline and the online

Location data is leaving its mark on marketing and advertising. Huge amounts of data on what goes on in the offline world is allowing brands to change the way they communicate with their customers.

Location data provides insights into the offline world. This works by understanding where a mobile device is in relation to a proximity sensor. This allows brands to understand the customer journey in great detail, and more towards more personalised, intelligent advertising.

 

Personalisation is key for marketers and advertisers

Before these kinds of insights were possible, brands used targeted adverts to reach their audience. The advert was often the same regardless of who engaged with it. There was little place for personalisation. The impact of accurate location data has produced the move away from this traditional method of advertising to new personalisation strategies and the desire for brands to create a one-to-one relationship between brands and their customers. This kind of advertising enjoys much higher engagement rates.

This is happening because of location data. It provides the insights that can facilitate this new kind of advertising as it paints a clearer picture of what is going on in the offline world. Personalised advertising is booming and should form an essential part of any digital strategy.

 

Answering the why and how

It’s now possible to understand the consumer journey in great detail. Methods of collecting location data have made this scalable, allowing brands to create a complex understanding of the behaviour and interaction of large audiences.

These insights answer important questions around consumer behaviour. This level of insight has previously been unattainable. Brands can now confidently answer the why question confidently. That is – why consumers are in certain locations at certain times and why they are interacting with certain brands or products. This attribution is now extended to the offline world.

It provides brands with the ability to learn and adapt in ways that have previously been impossible. This allows brands to be able to answer complex questions surrounding their customers, products and marketing strategy. With location data, brands can build up complex understandings of their customers and locations. This helps to answer important questions, such as why is footfall up on Wednesdays? Or why a certain product is outselling another?

 

A complete, smarter kind of advertising

Brands are utilising this and developing a much more effective way of communicating with their customers. This involves a one-to-one method of advertising. This feels personal and relevant for the customer and provides them with value. Audiences get content that is appropriate to their situation, rather than annoying adverts that they don’t want or need. Location data is changing digital and mobile marketing, and the way in which brands and audiences communicate.

Contextual advertising and location-based mobile marketing is the best way to personalise the experience. This level of personalisation, based on experience, is part of the driving force towards a new kind of advertising.

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