Mobile app marketing can include a lot of topics. To keep things simple, at Cordial, we view mobile app marketing as any interaction that is sent to your mobile app and any interaction coming back from your mobile app. This fits perfectly into the idea that creating a delightful brand experience for customers begins with a brand relationship. A great relationship starts with great communication. Communication is much more than speaking to your customers through messaging, it's equally about listening to your customers. Listening to your customers across all channels (mobile, app, email, web) is essential to creating consistent, coherent, and personalized experiences across those same channels.
Ways to Talk to Your App Users
Push notifications are the most commonly used option for mobile app messaging. Many companies use push notifications to encourage users to open the app. However the best push notifications are those that are simple, urgent, and actionable if applicable. As an example, sending a notification that you can check-in to your flight in 24 hours is not urgent or actionable. Instead send that notification just a few minutes before check-in starts and have it take the user directly to the check-in process when clicked. Rich push notifications are those that contain images, gifs, etc along with the notification. These can be a great way to add user value when sending a push notification.
In-app messages are the next most commonly used option for mobile app messaging. These are highly valued as they display when the user is already inside the app and do not require the user to have push notifications enabled. These have a lot of possible use cases such as advertising something new, highlighting current offers, explaining the value of push notifications before asking for permission, or sending a survey. Finding the right time to show these messages can be critical as you don't want to overwhelm users with messages while they are trying to use your app.
Inbox messaging is a great way to store messages for a user to refer back to later. These can mirror a lot of use cases that e-mail is suited for (reservation/order confirmations) but can also have a lot of unique implementations such as a record of activity happening in a community (post comments, new followers, etc). Not every app needs to use inbox messaging, so make sure to consider if it would add value to your users' experiences as this is likely one of the most complicated features to implement and use well.
Listening is Essential to Great Communication
Real time data allows a brand to truly listen to customers in the moment
Event data allows a brand to do a great job listening to their customers at the moment the customer is engaged with the brand. The app can send signals back to Cordial at each and every interaction your customer has with your app in the form of event data. These events inform exactly how, when and on which device you respond back to the customer. Sending a better message begins with listening.
Events can be used to track all kinds of scenarios. From the basic ones such as app opens, to more advanced ones such as the time spent watching a video. These events can be incredibly useful, but can also become a privacy issue so make sure to only collect what is needed. iOS now requires you to disclose the information you collect and give a summary of how it is used (see this page for more information).
Cart items and orders
Tracking what users add to their cart and what items actually get purchased can give invaluable information for not only optimizing your messaging, but also optimizing your business. These also enable countless use cases that can be personalized to become highly valuable to your users, such as product recommendations or abandoned cart messages.
Location data continues to be one of the most private pieces of data that apps can collect. Users are always prompted to either allow or block location permissions before an app can use their location. When designing your app, if you choose to ask for location permissions, make sure that you are offering a very high value reason for needing the users location data and only collect it when needed.
Some Extra Information
How push notifications work
When first starting to plan a mobile app marketing strategy, it can be helpful to have an understanding of how messages are sent to a mobile application. When an app user installs your application and agrees to receive push notifications, the app is assigned a device token. This token uniquely identifies that instance of your application on that specific device. These device tokens along with your app's authentication information is used to send requests to Apple and Google to deliver these notifications.
What is an SDK?
A software development kit (SDK) is defined as a collection of software development tools put into a single package. Or in other words, an SDK is code that has been designed to be reused by multiple developers which can easily be installed into appropriate code projects. SDKs help reduce the time it takes to implement common functionality, such as updating a contact or sending events.
Cordial's approach to mobile app marketing is to maximize flexibility while minimizing the complexity. We understand that every app is different, every user is different, every interaction can be tailored, and that having to release an app update to enable a use case should be a last resort. Our mobile app SDKs are built to allow you to get data back into Cordial's platform quickly and easily so that you can do anything possible.