The Mobile Engagement Loop

Strengthening the Connection Between Businesses and

Consumers

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The Marketing Funnel

• Brands generally view customer conversion as a funnel, to moving customers from one stage to the next.

• Traditionally, once a customer reaches their desired need, they are considered through the funnel.

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Why Traditional Marketing Funnel Won’t Work

• Does not develop strong bond with customer

• Repeat buying is not likely

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Mobile Engagement in 4 steps

Mobile Engagement takes advantage of continuous opportunity growth

1. Onboarding 2. Conversion 3. Retention 4. Re-Engagement

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Mobile Engagement Loop Diagram

Each stage should not be considered individually, but as a whole marketing strategy

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Step 1: Onboarding

• Once users download your app, involve them in an educational tour of benefits and options of using your app.

• This helps create a direct communication channel between your brand and customers

• Some businesses offer new users incentives towards first purchase through app.

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Step 2: Conversion

• Main focus is to value users with every interaction through personalization – Adding product to shopping cart– Option of “Favorites” – Requesting product

updates – Etc.

“Personalized messages are four to seven times more effective than generic ones.”-Urban Airship

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Step 3: Retention

• Key to Retention: to understand and learn how your users want to use the app and provide them content based on what is important to them.

• Brands want to focus on providing value so users do not remove app from device

• Tip: too much communication can annoy users, not enough may lead to low app usage.

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Step 4: Re-Engagement

• Using multiple channels, such as email, SMS, to remind and encourage users who lost interest in brand to come back.

• Ask for feedback on why they left so you can use for re-targeting efforts.

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Sources

• 1. “Top 10 Tips to Get the Opt In,” Urban Airship, April 13, 2015. • 2. “Good Push Index,” Urban Airship, May, 2014. • 3. "The Mobile Engagement Loop: A New Take on the Marketing Funnel." Urban

Airship. Urban Airship, 25 Oct. 2015. Web. 25 Jan. 2016. <https://www.urbanairship.com/blog/the-mobile-engagement-loop-a-new-take-on-the-marketing-funnel>.

• Images: http://www.freedigitalphotos.net and UrbanAirship