Contextual Marketing is more relevant than ever. With hundreds and thousands of mobile apps floating on the app stores, reducing attention span of users, the race is on for supreme engagement. Take a look at how implementing contextual strategies will give you an edge over your competitors.
Let’s consider the following scenarios…
Mike opens his favourite mobile app, and is soon asked to leave a rating on the app store. He closes the prompt, continues his navigation and the pop-up appears again to leave a rating. This time, there’s a gratification a 50% off for his next purchase. Mike puts in his rating, gets the promo code and makes a follow-up purchase. Pretty neat, right?
Jonas launches the same app and finds his way to the daily deals section, where instead of rating popup comes a personalised message. He is shown recommendations based on his purchasing and behavioral data with a 50% off. Jonas selects the item from recommended list and makes a purchase with the code. Following checkout, he’s asked to evaluate and rate his experience.
Who do you think had a better experience? Mike or Jonas?
Both of them walked out with a 50% deal, but Jonas was surprised and delighted. He completed the task for which he originally fired up the app than being harassed with unexpected prompts.
Mike may have left a rating. But the chances of that are very low. Just think about how you’d feel when you’re asked to leave a rating without even having the chance to explore the app. Jonas, on the other hand may have left a rating or a review – and a more positive one at that.
And if Jonas were to be in a physical location, the store could send out even more personalised notifications based on what he’s checking out and further expand his shopping experience (Hint: Beacons).
Both Mike and Jonas were engaged using the same general message, the same content. The only difference is “how” they were messaged.
And this is what we call Contextual Marketing.
According to Apptentive, contextual marketing is all about delivering the right message, to the right person, via the right medium at the right place and at the right time.
How to promote an app using contextual marketing?
The first step towards getting it right is profiling your customer (read – building the persona). It usually includes their location, purchase cycle, spending habits and the affinity towards a particular brand.
The next step is nailing it with the perfect mobile message that is triggered at an optimal time. Take all the help possible from your analytics. Keep in mind the specifics – which version of the app the customer is using, should the messaging be different for Android & iOS, what to send to first time users, loyalty users, one-time users, etc.
Contextual Marketing is significant
Mobile devices are extremely personal and intimate, hence targeted advertising brings out a sense of personal communication. Context is what will decide if a user wants to engage or not. One needs to get on top of analytics, UI/UX, persona mapping. A successful understanding of the user’s journey will lead to a more fruitful implementation of the strategies.
In fact, content is now the joker. Context is the king.
Contextual Marketing and IoT
If you have got all things in place, you can further leverage your contextual marketing efforts with IoTs. You’ve heard about Beacons. But do you know what Beacons can do for your business? What about NFC?
For example Rockbot uses Beacons to target anyone with their app who is in the vicinity of a participating location. They then send them a push notification greeting them by name, notifying them that the bar they are near uses Rockbot and that they have added one of their favorite songs to the queue. Sounds cool, right?
So what’s next?
Last year at the Mobile Marketing Association (MMA) Forum in London, it was discussed that an average person now interacts with their mobile phone 140 times/day. This means that when we are not sleeping, our mobile addiction is such that we can’t put down the phone for more than 10 minutes before having another reason to pick it up. Also mobile advertising spends are at an all-time high. But what will separate between spenders and effective spenders is getting your advertisement right!
But what’s most important to remember is that contextual marketing is a dynamic process. Customer profiles, behavior all change. Hence, apart from crunching analytics, it’s crucial to approach its implementation from a social psychology-point of view.
Are you curious how to promote your mobile app? Our expert ebook will help you to boost your app downloads! Check it out.
At Ready4S, we understand the needs of the brand and their changing user demands. Having worked with companies from across the globe, we can adapt and adept to your requirements and help you unlock the true potential of your mobile app. Take a look at some of our success stories below.
EuroFleet app is a mobile tool designed for efficient fleet management. It provides information about each vehicle detailed parameters, its location and route traveled.
ExtaFree is an advanced smart home system. It allows to wirelessly control a great number of electrical appliances in an easy and user-friendly way.
Sidly Care is a medical app connected with the Sidly Care Band which helps doctors and senior care assistants to monitor their patients’ health. The band measures all important data about patients and the app makes it possible to monitor it in a user-friendly way.
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