Best Practices for Effective Mobile Engagement Campaigns

Around more than 70% of mobile searches have a local intent, as it is easy to see why location marketing is an important part of your overall marketing & engagement strategy? While on mobile devices, in today’s technology trending world most people spend their time in mobile apps presenting another potential source of engagement.

The location technology also presents opportunities for marketers looking to boost their ROI. Business can increase their possibilities of enjoying effective & successful location-based marketing campaigns to deliver mobile engagement campaigns.

Today in this Article we will discuss over Best Practices for Effective Mobile Engagement Campaigns:

1) Target the right customers: Who they are, how they behave, and where they Go

Targeting campaigns is very important because it allows you to interact with the right customer in a very less amount of time-based on who they are? How they behave? Where they go?

Your location should be somewhere where your customer is likely to be ready to take some type of action or at least be open to a suggestion to do so.

Your business can get a better idea of where campaigns should be used by knowing their customer’s behavior and considering things such as:

Identifying your new and frequent Visitors.

Discover customer journey in real-time through understanding the audience. How much time customers spend in a certain place or location. Tagging users that visited your competitor’s location to bring them back.

Mobile Marketing Campaigns depend on how often messages are delivered since there is a fine line with marketing for most brands between offering something potentially useful or being viewed as annoying. So for avoiding this you should follow the rules to establish target, schedule, frequency, & limit to your location-based campaigns.

Schedule: You can schedule your campaigns by days & hour intervals.

Target: Through target you can segment your audience based on demographics, purchase history, language, visit duration, and many other attributes.

Frequency: Here you can set up the maximum number of times for an individual user to see your campaigns.

Impressions limit: It allows you to control the maximum number of impressions you can allow an individual user to have per day.

Your campaigns should be based on times of the day, location & behavior, when people are likely to be engaged for what’s being provided to them.
Location technology includes the use of marketing tactics for sending out mobile communications while the customer is in a particular place or location. The main success factor of the marketing campaign is based on the use of moderation & avoiding temptation to overwhelm customers.

2) Engage your Customers using different Marketing Campaigns

For a great user engagement and building strong relationships with the customers, you need to provide them a relevant content at the right time at the right place.

Firstly, you should know that what is being offered. While the WHAT can be special offers, purchase reminders, and flash sales so on. A mobile campaign can also be effective while altering people in the area of the relevant product, services, events, or Venuses they might be interested in.

You can make your mobile an integral part of the customer experience using different marketing campaigns as shown below:

Event-Triggered messaging –You can engage the user by triggering push or in-app messages based on a set of events made by a user with a specific user attributes.

Proximity Triggered Notifications –By using beacons, Wi-Fi networks, you will be able to trigger location-based content when a customer enters, leaves, stay a certain period in an indoor location.

Geolocation Triggered Notifications– Geolocation helps you send customer’s geo-targeted campaigns when they enter, leave, or stay outdoor location for a certain period.

Now it might be possible that not every service & product can be promoted effectively with location-based campaigns. In this case an employment application can generate a lot of activity among users by making your event-triggered campaigns more effective.

3) Measure and collect Customer Data

In case you’re using location-based campaigns you can determine how well they are going with real-time data. The screen below shows how users interact with physical locations allowing businesses to make data-driven decisions about which campaigns are working and which ones aren’t worth the effort.

Measure reached users, opens & conversion rates for your campaigns over a specific time. Finding the best location, days of the week & hours of day performing best. Always keep an eye on your campaign opens to see who is engaging with your campaigns & what actions your users are taking.
Use offline behavior data to determine the most efficient way of using mobile technology for better engagement efforts. You can also test different locations based marketing campaigns with limited engagement & use those results to determine which one will likely be effective on a larger scale.

Summing-Up

From the above discussion it’s been quite clear that adding location technology to your mobile strategy as a smart investment for any app business today that is looking to connect with on the go consumers.

By implementing the best practices as mentioned above Mobile Application Marketers can harness the power of location technology to digitally influence customers providing contextualized Mobile Engagement Campaigns.

Best Practices for Effective Mobile Engagement Campaigns

Nilesh Parekh

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