by Len Shneyder, marketing manager with OtherLevels
All signs are pointing towards one thing – the cost of user acquisition is skyrocketing. Plus there’s no apparent ceiling, according to industry experts. With user acquisition costs nearing $3.00 in the mobile games space according to SuperData, a New York-based market research firm, although less perhaps in other sectors, the focus has to shift to keeping new users and monetising them.
Offsetting the cost of new users
Mobile messaging remains an ideal vehicle for retention, engagement and monetisation when used intelligently.
Broadcast messages are yesterday’s parlour trick – segmenting, targeting, testing and optimising message delivery by the user’s location, for starters, are the secret to increasing user LTV (Life Time Value).
With so many options, and the commoditisation of push message delivery, thanks to giants like Amazon and its SNS (Simple Notification Service), it’s cheaper than ever to send push messages.
Delivery, however, is not enough. Users can just as easily opt out of push messages as they can opt into them.
Doing push badly is tantamount to increasing the cost acquisition given the near 80 per cent churn rate in some sectors of newly acquired mobile users.
As users drop out and uninstall an app, companies are forced to spend more to capture the one to five per cent of users that will actually spend money within an app.
The real key to successfully leveraging the channel is to send push that’s driven by user actions and the precise analysis of mobile behaviour.
To do this successfully publishers, app developers and enterprises need a robust set of tools like those offered by OtherLevels.
These can help them retain, engage and monetise their mobile audiences by acting as a business intelligence layer and mobile campaign management tool atop a delivery infrastructure.
New tools for a New Year
Besides the benefits that a robust mobile messaging analytics framework can provide, publishers need to start thinking about the mobile user messaging experience through the lens of other channels.
For years now, smart marketers have leveraged preference centres to help their customers customise the cadence, type and rhythm of their email marketing programs.
As the mobile industry develops, we should expect to see more preference centres pop up that help control the tide of push notifications.
As push becomes a multi-platform messaging type with the advent of browser push such as Apple’s Safari Push notifications, companies need to get ahead of the curve.
They can then promote preference centres within their apps so they don’t overwhelm users with too many pushes, or narrow the focus of their communications to better coincide with someone’s interests.
There’s no point in sending someone offers for shoes if they’re only interested in trousers (pants).
Sending push messages that are predicated on real world events, like last sale (on mobile or through web or even in store) requires that app publishers integrate their event data into existing databases, CRM and data warehouses.
Mobile First businesses have a distinct advantage in this regard.
They are forcing users to log in via social accounts or email thereby creating an automatic user identity that spans multiple channels.
By connecting the dots ahead of the purchase, companies can craft better messages to drive more engagement and do it across channels.
The more data you can get your hands on, the more value you can drive through your mobile communications and deliver. Instead of delivering noise, you deliver a valuable commodity.
Sending push in today’s world is easy. You can utilise your own servers or use someone else’s.
The trick, however, is to send push that’s couched in good behavioural analysis and this requires data – lots of it!
Get your hands on as much data as possible and use every opportunity to increase your knowledge of your customers’ desires through preference centres.
This is the only way you’re bound to stay ahead of the rising cost of doing business in the mobile world.
Len Shneyder is currently marketing manager at OtherLevels, a San Francisco-based mobile messaging analytics provider.