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.
Our latest benchmarks on push notifications influence on customer churn & app retention rates. Get the scoop, and start improving your KPIs today.
Done well, mobile experiences can fundamentally change the emotional bond between customer and brand. Guest authors from Bottle Rocket show you how.
Mobile app marketing isn't easy, but these 12 “how-to” articles should help. See what we've pulled together for you.
From redefining loyalty programs to leveraging customer data, 5 digital agency execs share the top mobile trends they're focused on for 2017.
Looking to prevent shopping cart abandonment? Learn how to send push notifications that can help decrease cart abandonment.
You have questions on setting up custom events in your mobile app to create even more amazing mobile messaging? We have answers. Read on.
In app marketing delivers real-time, personalized in-the-moment messages to your most loyal customers, your app users. Get the scoop with answers to FAQs.
Want to make sure your mobile notifications earn customer trust and get results? Here are 5 ways to make sure they do.
Our Cyber Week data shows new mobile marketing and mobile growth trends for retail brands. Get up to speed on the latest stats and strategies.
If your last app store update consisted of two words, "bug fixes," you're missing a big opportunity to engage your app users. Get the scoop.
How effective is your mobile notifications strategy? How do you know? Learn which KPIs to track and more from Brad Gagne, VP analytics, POSSIBLE Mobile.
Leveraging multiple mobile messaging channels makes the REI #OptOutside campaign even more engaging. See how.
Couldn't make it to the Apps World London? Sarah MacDonald shares the top takeaways for mobile strategists.
Sending rich push notifications? Learn the benefits of using a content delivery network to give your rich media the best chance of making it to your customers.
Couldn't make it to the Brand Innovators Summit? Get our top takeaways for mobile marketers.
Our digital strategists share three keys for making sure that your mobile analytics are as effective as you want them to be. Learn more.
Users who opt-in to push notifications are 4x more engaged with apps — and have 2x the retention rate. Get our 7 essential resources for earning an opt-in.
Use our checklist to consider which mobile messaging channel is the best fit for your next message.
App store ratings are critical to the success of your app. But what's the best way to ask your best users for ratings? Learn how in this post.
5 things every marketer needs to know about leveraging the rich notification opportunities in Apple iOS10.
Learn how to use a "soft ask" along with automated event triggers and in-app messages to get your mobile users to opt-in to your push notifications.
Push notifications with pictures have 56% higher direct open rate than those without. Leverage the power of pictures with rich notifications.
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…
What’s the best time of day to send your message? This is a question customers frequently ask us, and we know it causes marketers anxiety. Like most things in mobile, the short answer is “it’s complicated,” but a lot depends on whether you’re using marketing automation or sending a campaign. Automation Time For automation, you need a tool that gives you flexibility and careful control over when to send a response. How you use it depends on the specifics of your use case. For…
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…
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,…
Your development team added the latest Urban Airship SDK to your mobile app. So now what? We'll walk you through some starter messaging ideas that you can do with Urban Airship Engage, “out of the box,” with no additional development work or tagging, once our SDK is installed in your app.
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…
5 in-app messaging best practices that drive action and engagement.
Get scalable ways to acquire and retain app customers by following an approach that blurs the lines between marketing, product management and analytics.
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…
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…
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…
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…
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.
App engagement and user retention are key to success on mobile. Here are three ways our mobile analytics solution, Insight, can help.
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…
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.
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…
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…
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…
Trends, trends and more trends. As marketers, we live and die by them. Hear our reactions to the latest marketing trends, and our biggest takeaways from the Gartner Digital Marketing Conference.
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…
Here are four essential advantages you can gain by implementing an in-app message center.
As the mobile experience becomes further tied to both in-store and online shopping, retailers are honing their mobile strategies in preparation for Holiday 2016. Our unique insight into how mobile impacted Holiday 2015 sales can help strength 2016 initiatives.
As we approach Mother's Day here in the U.S., I've been thinking about all of the tools I use as I prepare to become a momma. Not surprisingly, I downloaded several pregnancy and baby apps on my journey, and would love to share a few takeaways that could be applied to any app.
Marketers can benefit from mobile wallet as a net new mobile marketing channel, or to complement their existing app strategy. Your most loyal customers might have your app, but what about all of your other customers who like your brand that don’t have your app? That’s where mobile wallets come in. Here are six ways retailers can implement mobile wallet today
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.
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.
This post started off just focused on our mobile wallet solution, Urban Airship Wallet, but it quickly became evident that there was something equally important I wanted to talk about — the importance of choosing the right mobile partner for the digital agency community, my area of focus at Urban Airship.
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.
It’s one thing to speak to your audience. It’s quite another to see them interact and engage with you at a deeper level. When your mobile app uses interactive notifications — push notifications with interactive buttons — your customers have multiple response options, giving your campaigns greater opportunities to connect.
Learn more about the mobile engagement loop, and how you can leverage this new approach to connect with your customers on mobile.
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.
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?
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.
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.
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.
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.
“User utility is everything.” That, in a nutshell, was the key takeaway from Urban Airship’s fourth Mobile Saturday event at SXSW 2016, an annual gathering of industry thought leaders focused on what’s next in mobile. And that should come as no shock — or should it?
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.
Learn how to find the answers to your questions through the Urban Airship Support Center and Knowledge Base.
Mobile Saturday is March 12 and we’re very excited to share insights and discussions from our all-star panelist lineup! Here's how to make the most out of the experience — in person or virtually — for our fourth annual event!
Financial institutions could be engaging their employees and increasing productivity by 40% or more if all their enterprise apps were mobile.
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.
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.
In anticipation of our March 12 Mobile Saturday event at SXSW, we’re spotlighting our speakers, their panels and discussion topics for the day. Join us for “Economic Realities: Ad Blocking and Consumer Control,” to hear discussion and recommendations on how to thrive in a world where consumers hold all the power in the palm of their hands.
Our real-time marketing and omnichannel marketing enablement tool Urban Airship Connect just got better with the addition of two new partners, Snowplow and SparkPage. Learn more.
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.
Mobile messaging allows marketers an unprecedented channel for communicating with their app audience. Reaching the right audience with the right message is what separates good messaging from great mobile engagement.
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.
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.
Retailers are scrambling to strengthen overall omni-channel marketing experiences to drive more sales online, mobile and in-store — wherever the customer is, however they choose to make a purchase. For a customer, today’s in-store pickup experience is still quite cumbersome — checking email to see if their order is ready for pickup, printing the order confirmation, having to physically bring that piece of paper to the store (not to mention the journey there). All of this can be streamlined by using mobile wallet.
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.
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 —…
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.
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.
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?
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.
Congratulations, you have spent the last year building a fantastic app...now how do you get your customers to download it?
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…
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…
Canada's anti-spam legislation will set a new bar for push notification opt-ins moving forward. Learn why now is a great time to adopt best practices regardless of operating system or country.
Version 4.0 of our mobile SDK for iOS and Android has shipped, bringing several exciting enhancements to the push messaging workflow.