The other day, while looking for an app for my 7 year old daughter, I was amazed at the amount of options in the app store – everything from shopping to financial planning to fun, 7-year-old girl games.
So, of course, shortly thereafter I downloaded the Kroger mobile app, to which I’m now addicted.
As a consumer, a mother and a working professional, I’m addicted to my iPhone. It keeps me organized, and, well, entertained.
And I’m not alone, so if your organization doesn’t offer a mobile app, it could be losing out.
Earlier this month in a blog post, Aaron Wolowiec encouraged readers to participate in a mobile engagement assessment. The results of the survey will be used to gauge the mobile readiness of the association industry.
If you’ve taken the Results at Hand assessment and realized your organization is ready to make the leap to mobile apps, a new whitepaper by Silverpop, a cloud-based digital marketing provider, could help.
Silverpop focuses much of its whitepaper on mobile push apps. Since simply introducing an app isn’t enough, organizations should explore mobile push apps, Silverpop advises, because they increase the likelihood that people will open – and use – your app. That’s important since nearly six out of 10 apps get used only a few times, according to the whitepaper.
But where does your organization begin?
To start, determine the goal of your app. Do you want your users to benefit from your content or do you want them to purchase resources? And how often do you want them to return?
Tip 2: Integrate your mobile app with your marketing database. By doing so, it’s possible to create personalized content across all your platforms (email, website, etc.). At the same time, you can use that data to personalize your users’ mobile app experiences.
Think about how any app notifications you receive on your smart phone, all day, every day. Users can easily suffer from app fatigue so the trick is to entice people to accept your organization’s push notification.
The Silverpop whitepaper lists 10 tips, but here’s perhaps the most useful tip: Consider four options for sending push notifications. Date and payment reminders are useful, and people love to “check in,” so consider location-based apps.
“Using Web push notification-style messages to complement your mobile app notifications can help you reach a potentially wider audience: customers who are on your regular or mobile website,” the whitepaper says. “Incorporating increasingly sophisticated push notifications into your messaging mix can help ensure you engage these mobile users via their smartphones, tablets and wearables with the perfect content at the right moment.”
Silverpop provides some suggestions for successful web push notifications:
- Flash sales
- Product launches
- Abandoned cart reminder
- Email opt-in or account creation invitation
- Link to live chat or customer service support contacts
- Cross-sell to relevant product pages
If you’ve got a successful mobile app, tell us about it here or email me at Kristen@eventgarde.com.