What does it take to integrate mobile marketing automation?
Over the recent Black Friday/Cyber Monday weekend:
- Over 75% of product searches took place on mobile.
- PayPal processed over $5,000 in payments per second – all from mobile devices.
- In the UK, over 60% of purchases were made on mobile.
It’s clear that consumers have embraced mobile when it comes to their shopping euro. The question is, are brands embracing mobile consumers? More and more brands are turning to mobile marketing automation products to enhance conversion, loyalty, spend, and lifetime-value on mobile but integration can be a pain point.
What exactly is involved from a technical perspective if you want to integrate a mobile marketing automation product in your mobile app? How many developers, sprints, scrums and euro are you going to need? Not as many as you think.
Mobile SDK Integration
Basic integration generally involves dropping a few files into your Xcode or Android Studio project, setting a few configuration parameters and writing a number of lines of code. That number is usually between one and three. Even the busiest developer can manage two lines of code.
Immediately you have in-app messaging enabled, push notifications ready to go, install tracking, uninstall tracking and session monitoring.
Other questions that tend to arise when integrating a new SDK into an existing app are:
- How big is this SDK?
- Is this SDK going to slow down my app?
- How stable is this SDK?
- How often will I have to update my app because of this SDK?
These are all reasonable questions. At Element Wave our SDKs add approximately 500Kb to the app size so there is little chance that this will push your app above the wifi download limit for the App Store which is currently 50Mb.
We also ensure that our SDKs execute completely on background threads meaning it is impossible for our SDK to cause your app to slow down or become unresponsive. With our SDKs installed in millions of devices, your developers can be assured that their app will still be completely stable.
Finally, our product is architected in such a way that all the business intelligence resides on the server-side within our web application. This means your developers will not need to update the SDK regularly, even if your marketing team decide that they want to change everything up.
With your developers assured – and two lines of code to write – you’re already making big progress.
To get the most out of your mobile marketing and to ensure that your marketing team has all the flexibility they need, basic integration is generally followed by event tracking.
This is where events of interest that your users perform inside your app are tracked.
Depending on your app this could include:
- Simple navigation
- Button taps
- Adding items to a shopping cart
- Depositing money
- Placing a bet
- Checking out
- Spinning a wheel
- In-app purchase
- Posting to Facebook/Twitter/etc
With each event, you can send additional information that can enhance every aspect of your marketing including segmentation, personalisation, message timing, relevance, or impact.
For example take a ‘place bet’ event and combine with additional information such as:
Now your marketing becomes a game-changing personalisation engine. Your marketers can now do clever things like:
- Target players who have previously placed bets on Football and have recently bet on Man Utd.
- Target players who typically place bets where the odds values are greater than 5.00 or 4/1.
- Target players who regularly place more than €20 on a bet.
Using combinations and imagination the possibilities for your marketing team are endless.
At Element Wave we have seen highly targeted mobile campaigns using event tracking like the examples above achieve 10X higher conversions compared to generic or loosely targeted campaigns.
Do you want more good news? Typically, the effort involved for a developer to track an event like the above is approximately three to five lines of code per event.
Your development team doesn’t need to spend weeks defining events. Get started with the top five most important events in your app and have your developer write the 15-25 lines of code. You can always add more events in your next release.
Your developers have now written fewer than 30 lines of code. So far, so good.
Handling in-app display
For best impact, your in-app notifications should be branded, well-designed, and seamless. They should feel like part of your app and not some pop-up ad. They should complement the user journey instead of interrupting it.
Your user-experience designers know best how to overlay an in-app message over existing content and your developers know best how to make that happen in code. It depends on how the app is constructed but being generous it could take 20-30 lines of code.
Less is more again. You do not want to disorient your app users with 15 different in-app message designs. We recommend no more than five styles. Start small, A/B test, and then move forward.
Five styles, 30 lines of code each, that’s 150 lines of code plus the 30 from before. It sounds tough but the hard work is done at this point.
Your marketing team now have the capability to run a campaign where they can detect when a player that typically places high odds bets, has just-this-second navigated to the Football section in your app, and they can deliver a subtle message embedded within the content, suggesting that Liverpool are 6/1 to beat Manchester Utd.
Event-triggered in-app messages like this enjoy 400% better conversion than standard notifications. Laser-targeted hyper-personalised event-triggered custom-branded in-app messages for less than 200 lines of code.
Is there anything else?
To harness the power of event-triggered content you will want to take advantage of deep links. These enable your marketing team to drive your users through an in-app journey. Deep links are used in both push notifications and in-app messages. They bring the user directly to the relevant screen or piece of content when they tap on the notification.
It’s hard to say in general but let’s be generous again and allocate 30 lines of code per deep link.
Once again, your own developers will know best how to implement deep links in your app. The same strategy applies, choose the three deep links that you think will be most effective in driving conversion. For example, deep link directly to the football screen, deep link to the deposit page, deep link to the betslip.
Three deep links, 30 lines of code each and you’re nearly ready to go.
That brings the grand total to 270 lines of code. This figure will vary somewhat from app to app but it should give you an idea of how straight-forward it is to integrate. Your developers will not need to set aside their product roadmap or disrupt their sprint cycles in order to integrate mobile marketing automation.
About Element Wave
Element Wave is the only Mobile Engagement Automation platform built specifically for the iGaming industry. Established in 2010 in Galway, Ireland, we are a next-generation technology & managed services company serving some of the biggest players in the industry. Our multi-award winning company specialises in mobile marketing to combat the growing problem of player churn. Contact us now for a demonstration to see how we can boost your mobile retention.