The Basics

The Building Blocks of Mobile Marketing

Traditional Customer Relationship Management (CRM) is how your brand talks to potential and existing customers. Mobile CRM is the framework that drives increases in turnover on mobile channels. mCRM is the framework you use for maintaining and elevating your brand’s interactions with your mobile customers. By carefully managing your interactions with your customers, the aim of CRM is to improve service and encourage loyalty which can ultimately boost profitability for your brand.
A push notification is a customisable message that appears on a user’s mobile device. It shows in the home screen and is delivered whether the user is in the app or has it closed. It is sent by app publishers and is only delivered to users who have installed the app. A user must opt-in for push notification around the time of installation. A user has the ability to personalise their Push Notification settings on their device.
A push notification is a very versatile message. It can be used in a huge variety of ways. In a marketing context these can be used to deliver breaking news, let people know of an imminent sale or a reminder of the benefits of using the app.
An in-app message or notification is delivered within your app to people who are actively using it. Typically in-app messages see higher open rates as they are delivered to already active users. In-app messages are customisable and usually take the form of top or bottom banners or full-screen pop-ups. These can be sent whether a user has opted-in or out for push notifications because it goes to users who are actively using the app. In-app messaging is valuable for engaging users, delivering promotions, on-boarding and feature alerts.
A push notification is delivered to users who are opted-in, at a scheduled time even if they are not actively using the app. An in-app is delivered when someone is active within the app and can be sent to your entire user base.
Mobile Marketing Automation uses software to combine mobile app analytics with customer relationship management to deliver contextual marketing at scale to users of apps.
Mobile Marketing Automation lets you automatically send the right message to the most receptive users at a time that is convenient for them, resulting in a quality user experience and increasing your return.
Unique to Element Wave, Smart Data is real-time marketing contextualisation. Smart Data is a marker that you can add to any message, which will update live at the time of sending to a user. Using the inherent trending behaviour of your app, you can deliver constantly updated messaging.
Successful mobile marketing is all about reaching the right audience at the right time. Targeting is the key to this. Mobile app users expect highly relevant and contextual information. Your audience can be refined into groups based on events or app behaviour. If we take a sportsbook betting app, we could look at targeting by event, such as Champions League Final bettors, or by behaviour, if they have played live casino.
Mobile app churn is a problem for brand owners, one in five new mobile users will complete registration and never return to your app. Retargeting, sometimes known as remarketing tracks users behaviours and adds them to a custom list. This list can be targeted with further incentives or promotions. Retargeting is a way to turn one-off customers into long term valuable users.
A deep link is a hyperlink used to direct an app user past the home page to a desired page within the app. Deep linking is an important tool for marketers who want to reinforce a message or intent and give clear and precise instructions to a user. A push notification is a task for a user and a deep link helps to ensure they follow through on that task. An ideal example of this is a new game launch. A push notification lets the user know a new game is available, the deep link brings the user directly to that new game where they can start to play it immediately.
When a user downloads a mobile app, they are prompted to opt-in for push notifications. This usually comes in the form of a pop-up message when the user is active in the app. The marketer might only get one chance to entice the user to opt-in. Consider delaying the request, to give the user time to understand the value of opting-in. If you are not in a position to delay the request, instead of simply asking the user to opt-in, give them a reason to opt-in; with new feature updates or special offers. Those who opt-in are vital, marketers are now able to directly communicate with these app users outside the app.
Always keep in mind that your users may not be in the same language area as you and what works in your native language doesn’t always work in others. Check out your app statistics to find out some demographic information on your users, what language is their device, what country they are in and perhaps age group. This will help to refine your mobile marketing messaging.
Omni-channel refers to a seamless experience for the user whether they are on desktop, mobile or perhaps in a real-world shop. This requires integration from all sides to ensure the user picks up the message on the device they are using at the time. Omni-channel is often called multi-channel, but there are slight differences. Omni-channel refers to all available channels, multi-channel means a number of channels (but not all.)
When a user removes your app from their device. Keep in mind their account remains and and the data accumulated will still be available.

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