Mobile App Marketing

Mobile apps let you engage with your users wherever they are, over many different channels: notifications, mobile wallet passes and even wearable devices. Good mobile app marketing can help you build powerful relationships with users, with engagement rates 6x higher for the top-performing apps. But there’s a lot to think about. What channel should you use? How often should you message? What are the best tactics to win users, and retain them? Read on to learn how to do mobile app marketing right.

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Mobile App Marketing How To Series: Adding Sound to Push Notifications
Gatlin Hebert, 17 Aug 2016

In our seven years (and counting!), we've worked with tens of thousands of apps and, as part of those experiences, we've seen successes as well as failures in the app arena. Our Customer Success team was created with the express purpose of working with customers to help guide their mobile marketing strategies toward that success bit. Our team shares the information we’ve gathered about best practices to help clients save them time and experience stronger outcomes. Over the next few…

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Mobile App Marketing How-To Series: Welcoming New Users
Michael Halka, 9 Aug 2016

Our research shows that 70% of users abandon an app within 30 days of app install. The good news? That statistic can be cut in half when users opt-in to push notifications and can be messaged. An onboarding campaign or welcome message is a vital tool in your toolbox to increase retention and long-term user engagement. It also helps apps make a great first impression. An app welcome message can: Educate users on what they will get by using your app Illustrate easy steps to…

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Mobile Marketing’s Easy Button is Finally Ready to Push
Erin Hintz, 27 Jul 2016

I have a great deal of empathy for fellow CMOs. We hold the dubious distinction of having one of the only roles whose average tenure has been compared to the gestation period of an elephant — 22 months. Gross on so many levels. In the last decade, the collective “we” managed to double that longevity, and I believe that digital played a key role. Digital made it possible (not necessarily easy) to more directly attribute marketing efforts to measurable business outcomes. Of course,…

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Four Mobile App Marketing Tips From The Kardashians  
Alyssa Meritt, 19 Jul 2016

Really? The Kardashians? Yes. Their brand empire extends to your phone! Mobile offers another channel for stars to engage with fans, and to make money. Since its June 2014 launch, the mobile gaming app, Kim Kardashian: Hollywood has been downloaded 42 million times, and brought in more than $100M, making it an app store hit. Following on this success, Kim, Khloe, Kylie, Kendall and Kourtney each launched their own mobile apps in September 2015. The subscription-based apps offer…

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It’s the End of the Beginning for Mobile
Brett Caine, 23 Jun 2016

Seven years ago we introduced Urban Airship to mobile app developers at WWDC 2009, handing out coffee and donuts to the hording masses waiting to get in. We didn't have a ticket to attend ourselves, but we had the first functioning third-party push notification service that made it easy to use this brand new form of communication. Fast-forward through lots of change and Urban Airship now regularly delivers one billion notifications a day for 40,000 apps including some of the best known…

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Mobile App Marketing: Choosing the Right Channels
Urban Airship, 22 Jun 2016

Have you ever uninstalled an app from your phone because you were getting too many push notifications? Or wondered why your flight information is popping up as a text message, rather than in your mobile wallet? Bad messaging channel choices, that’s why. Mobile devices offer a huge number of different ways to connect with your users and customers. Each channel is best suited to convey different types of messages. It’s imperative to choose the right one for the message you want to…

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Targeted Promotional Campaigns Deliver Value for eir and its MyMeteor Users
Urban Airship, 20 Jun 2016

The Client eir is Ireland’s leading telecommunications provider and operator and owner of mobile subdivision, Meteor. The company puts their customers first in order to create an easy to understand, straightforward mobile phone service and plans, paired with superb deals and exceptional customer service. The Strategy Meteor created the My Meteor app, which allows customers instant access to their account information, such as viewing data consumption, viewing calls and check their…

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Apple & Google Got it Right — Apps are About Retention!
Bill Schneider, 16 Jun 2016

There’s a lot of discussion right now about what will make apps more successful. There’s even been discussion that we’re seeing the end of apps. While it’s certainly true that some apps are failing, it’s a massive overstep to suggest the best days are behind them and that it’s time to look at the next thing. Instead, just like businesses were trying to figure out how to integrate the web into their go to market approach 10 or so years ago, the use of apps is going through a similar…

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Upcoming Webinar: 3 Critical Growth Tactics for Mobile Apps
Urban Airship, 15 Jun 2016

When it comes to mobile, we’re all growth hackers. We need to be able to identify the most effective, efficient ways to grow mobile business — and fast. Attend our webinar on June 23rd and learn hree tactics growth hackers can use to generate sustainable results in mobile.

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Why Mobile Engagement Should Be at the Center of Your Mobile App Strategy
Urban Airship, 7 Jun 2016

What Is Mobile Engagement? Mobile engagement is the act of engaging a user through available messaging channels inside and outside of an app. Companies use mobile engagement to deliver positive brand experiences, support their business goals and build valuable, long-term relationships. Engagement typically starts the moment a user downloads your app. Showing users your app’s value from the very beginning is essential to building a long-term relationship that keeps them coming…

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Mobile Messaging Personalization Defined
Stephanie Capretto, 6 Jun 2016

If your message causes your best customers’ phones to vibrate, it better be relevant. The Urban Airship Strategic Services group takes this to heart every time we partner with a brand. Hear how we go about developing the optimal mobile messaging strategy for our clients and their users.

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Urban Airship Connect Bot: Get a Little Closer to Your Mobile Data
Bryan Schlief, 3 Jun 2016

Our SVP of Product & Engineering, Mike Herrick, recently had a blog post about creating a Connect Bot to see Connect events in Slack. Towards the end of his post, he asked for feature ideas, including advice on which chat systems to integrate with next. At a previous job, I had used the excellent Hubot framework to connect some LED lights I had to an IRC system so that my coworkers could change how the office looked without getting up or asking me to change them. One of the first things…

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NBA App Engages Fans During Finals
Leslie McCollom, 2 Jun 2016

The NBA finals begin tonight, with the Cleveland Cavaliers taking on the Golden State Warriors in the Bay Area, and Airshippers are caught up in the excitement! Of course, those in our San Francisco office are big Warrior fans, but we’re rooting for the Cavs too. They have achieved great mobile engagement with their app! No matter which team you favor, the NBA app is a great companion to the series. Looking at the app, there are a lot of things they are doing really well to drive…

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Apps to Download Before Your Big Trip (And Why to Keep Them Once You’re Back Home)
Melissa Manser, 31 May 2016

Let’s face it — despite the intent, travel vacations can be stressful. Whether it’s last minute changes, delays, getting lost or not having the proper information about your destination, traveling can sometimes border on maddening. But isn’t the whole point of vacations to relax? We’ve pulled together a few types of apps where brands have tried to simplify the travel experience and ensure a great trip. Their goal is to provide great utility in the planning and travel phase, as well as…

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AccuWeather Uses Tailored Push Notifications to Drive Mobile Engagement
Urban Airship, 18 May 2016

Every day, more than 1 billion people worldwide look to AccuWeather for forecasts to help plan their lives. But is having an app important for a weather service? The answer is a resounding “yes” — in fact, it’s a main driver for AccuWeather’s overall traffic, with 5x more traffic via mobile platforms vs. website directly. The Client As the world’s leading weather forecast service, AccuWeather brings cutting-edge climate information directly to users’ screens — both on its website and…

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Everything You Missed at Apps World Germany
Alyssa Meritt, 23 Apr 2016

We exhibited and spoke at Berlin’s CityCube for Apps World Germany this week, one of Europe’s key tech events. A gathering of attendees across the mobile ecosystem, Apps World brings mobile innovators, developers and entrepreneurs together for insightful discussions and debates on the latest in mobile technology. We’ve pulled together some key trends for those who couldn’t attend.

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How To Achieve an 878% ROI on Mobile Engagement Initiatives
Leslie McCollom, 21 Apr 2016

Many companies in the consideration stage of growing direct mobile relationships with customers might start by assessing if the expense compared against the benefit. Calculating a proposed return on investment (ROI) before committing to a new expense can be challenging, but good news! We worked with Forrester Consulting to help with the task.

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The State of Mobile Marketer Tactics: 2016
Corey Gault, 19 Apr 2016

Just a few weeks ago we wrote about the yin and yang of technology to describe the noisy, hype-filled way new innovations take root, capturing mindshare before commercial viability and adoption. This week, we're offering you the latest view into the tactics marketers and digital business professionals are actually using or actively planning to pilot, bringing a dose of on-the-ground, in-the-trenches, state-of-today reality to the conversation.

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The Interplay of Data and Personalization
James McDermott, CEO, Lytics, 8 Apr 2016

We’ve all experienced a marketing message that doesn’t hit the mark. Perhaps it was a direct-mail piece about cellular service from a telecommunications provider, but you’re already a customer. Or an email marketing offer from a children’s retailer, but you don’t have kids. These one-to-many marketing gaffes have sabotaged relationships between consumers and brands, but they have been what’s available. That’s why personalized, one-to-one marketing has long been the holy grail of marketers.

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SXSW Mobile Saturday Recap: Economic Realities — Ad Blocking & Consumer Control
Melissa Manser, 5 Apr 2016

Let’s face it — the landscape of advertising has changed radically over the past two decades. New channels have emerged and gained momentum, but what has the customer benefit been? Have advertisers, marketers, brands and publishers used new tactics, technology and thinking to provide unique opportunities to customers? How are consumers taking matters into their own hands? What does this all mean for media brands?

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3 Key Mobile App User Stats & Opportunities
Simmi Singh Corcoran, 4 Apr 2016

Hockey legend Wayne Gretzky is often quoted as saying: “Skate to where the puck is going to be.” The reason to invest in a mobile app is similar: companies need to go where customer trends are going — on mobile. While some of our latest findings on mobile app usage may seem obvious, many were not at all what we expected.

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SXSW Mobile Saturday Recap: When Success Means an Always Vanishing Customer
Melissa Manser, 31 Mar 2016

User acquisition costs are at an all-time high (~$3 a pop according to Fiksu), so attaining and retaining app users is key. But for brands like Zillow and eHarmony, succeeding at doing so comes at a cost — an always vanishing customer base. In the fourth Mobile Saturday panel, “When Success Means an Always Vanishing Customer,” panelists discussed effective acquisition strategies for their brands and techniques to cater to different customer groups for an improved experience.

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Upcoming Webinar: Getting the Opt-In
Urban Airship, 30 Mar 2016

What separates “mobile innovators” from brands that are just “checking the box” with a mobile marketing strategy? It’s simple: ongoing customer engagement. Our webinar on 6 April will address all this and more.

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5 Key Differences Between Android & iOS Marketers Should Consider
Alyssa Meritt, 29 Mar 2016

Many of the clients Urban Airship works with deploy iOS apps as their first foray into mobile because, in the U.S., it often seems as though everyone has an iPhone. While iOS may seem like the predominant platform in the U.S., Android subscribers actually make up 53% of the smartphone market. As of January 2016, Apple came in second at 43%. Given that framework, the distinct differences between Android and iOS and how each impacts mobile engagement are worth considering regardless of audience location.

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Mobile Payments Just Got Hotter in the UK
Judy Chan, 25 Mar 2016

Google recently announced that Android Pay will be launching in the UK in the next few months. While Android Pay launched in the U.S. last September, sporting a healthy registrant rate of 1.5 million users per month, this marks Google’s first wallet market in Europe and second outside of the U.S. With major banking, retail, transportation agencies and apps all set to support Android Pay, this could signal the beginning of massive adoption in the UK.

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The Next Big Thing is Already Here
Mike Herrick, 18 Mar 2016

Our team just returned from SXSW where we hosted our fourth annual Mobile Saturday, bringing together customers, experts and partners to focus on key mobile topics. I’m constantly amazed at the quality of discussion and practical advice that’s shared, but it’s always the one-liners that incredibly and memorably sum up the status quo. Technology inspires a culture of innovation — a bright and shiny, constant reimagining of the future.

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Why Every App Should Have a Message Center
Melissa Manser, 7 Mar 2016

In addition to push notifications, using message center to share content and new information should be a vital part of your app’s mobile engagement strategy. But if that hasn’t already convinced you to add one into your app, findings from our new benchmarks data report may do the trick.

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Making Room for New Features and Functionality
Greg Weinger, 2 Mar 2016

Many of you use Engage message composer — our flagship product — to message your mobile app audience. But, in the past year, we've released several new products (Wallet, Connect and Insight) to help you take advantage of the rapidly expanding opportunity mobile is presenting to many businesses. To make it easier to learn more about and use these tools, we're making some updates to the user interface over the next several weeks.

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Three Key Takeaways from Mobile World Congress 2016
Michael Richardson, 26 Feb 2016

This was my fourth year attending Mobile World Congress and I wanted to talk a bit about the event itself and what’s new and interesting this year from our point of view. There is plenty of coverage elsewhere that focuses on the hardware side of MWC, so I’ve left that to other people. But there's three key themes in the mobile app ecosystem that I wanted to discuss.

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The Perfect Pair: Modern Love Podcast Meets Mobile Wallet
Corey Gault, 22 Feb 2016

Valentine’s Day may have come and gone, but it’s still fair to say “love is in the air” now that The New York Times’ popular Modern Love column has added a new audio experience with Modern Love: The Podcast. For those unfamiliar, the Modern Love column has published weekly reader-submitted essays that explore the joys and tribulations of love for 11 years and running. The podcast, produced in collaboration with WBR (Boston’s NPR News station), carries this sentiment over.

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Key Takeaways for Growth Marketers from GrowthHackers Conference 2016
Michael Richardson, 19 Feb 2016

Over the past couple of years, we've seen the rise of growth marketing — an integrated team that's dedicated to finding and optimizing key drivers of growth in an organization. This approach is responsible for dramatically changing the marketing organization, and it's an incredible thing to behold. Yesterday, a contingent from Urban Airship attended the 2016 GrowthHackers Conference in Redwood City, CA and I wanted to talk about what we learned.

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A Match Made in Heaven: Getting Users to Love Your App
Melissa Manser, 11 Feb 2016

Valentine’s Day is around the corner and it’s got us thinking about how apps can make lasting connections with their users. There’s a wealth of general tactics and strategies to be learned from different industries or verticals that can used to drive closer mobile engagement, including dating apps. So why do dating apps captivate and engage their users so well? Just good mobile app strategy? That, and simply put, many of the top apps follow key tenets of a successful relationship — listen and learn, keep things fresh and respect each other.

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Up Your Gym Membership Game With Mobile Wallets
Alyssa Meritt, 10 Feb 2016

Innovative Uses for Mobile Wallet, Series 2 of 5 When you sign up for a gym membership, it's almost guaranteed that you'll receive a member card. That’s one more card you have to carry around or remember to take with you when you go for your workout. Why not offer an eco-friendly, cost saving, easy to use mobile wallet option instead? For some of us, remembering and or getting motivated to go to the gym is a challenge in itself. And your gym wallet pass can help with that too —…

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Mobile Wallet: Disrupting a 17th Century Way of Doing Business
Jonathan Rueda, 9 Feb 2016

At Urban Airship, our commitment to our customers is one of the most important tenets we hold. This translates to our approach in working with our customers — ensuring that they get the best expertise, advice, and use of our technology set. With our mobile wallet solution, Urban Airship Reach, we practice this very same philosophy, both externally with our customers and in-house among ourselves.

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Embracing Millennials Through Eco-friendly Mobile Wallets
David Currie, 8 Feb 2016

Today in mobile, brands need to consider how to thoughtfully connect with an audience that now rivals the baby boomer generation in purchasing power: Millennials. This generation wants experiences that are not only personalized, but also reflect their personal taste, style, values and beliefs. Brands can appeal to millennials by considering what is important to them, including to choose eco-friendly alternatives when possible. As we transition from paper to a fully digital world, it’s important for brands to embrace these changes and use technology to help define their brand images and more effectively connect with their customers.

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Design, Optimize and Analyze for Conversion
Melissa Manser, 4 Feb 2016

Conversion for a brand can mean a variety of different things, depending on your industry, business goals and audience. However, every brand relies on conversion to fuel their business — so how can marketers help optimize their strategy and be rewarded by their customers?

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Winning in Mobile: a Presidential Playbook
Alyssa Meritt, 3 Feb 2016

In 2016, we expect to see candidate apps using increasingly personal messaging to rally supporters. Ted Cruz and Ben Carson have official campaign apps and there a number of supporter-led apps for Bernie Sanders. We expect to see more campaign-led candidate apps as the election continues. While the goals of reaching supporters, educating them on issues, and mobilizing constituents to action remain the same, big data and new mobile messaging tools will allow political campaigns richer access to detailed constituent behaviors, location, and real time responses. Here’s how the candidates might use these tools.

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The Mobile Engagement Loop: A New Take on the Marketing Funnel
Urban Airship, 30 Oct 2015

The mobile engagement loop is a new approach to viewing your customer acquisition and conversion efforts. Marketers have relied on the well-known marketing funnel to guide their efforts, but it does not account for the opportunity brands have to continually engage with their customers. The mobile engagement loop does this and more — it challenges marketers to think beyond one conversion cycle and integrate re-engagement into the process. In this whitepaper, we’ll discuss the four…

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Android Notification Improvements
Ryan Lepinski, 11 Dec 2014

A few weeks ago, we released the 5.1.0 version of the Urban Airship Android SDK. Several new features were added to improve displaying more engaging notifications: Full support for the new Android Lollipop notification enhancements, including the ability to send heads-up notifications Notification styles support for the big text, big picture, and inbox styles Extended Android Wear support All these features are available out of the box, and are driven through the Urban Airship…

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