Always Going North

Notes on customer acquisition, growth, and app marketing

Choosing the push notification platform that better fits your needs

Some of the things you need to consider before choosing a push notification platform for your business.

Type of message you are going to send

There are two types of messages that you can send as push notifications: Mechanical push and behavioral push.

Mechanical push. These are the messages sent after a specific activity. They are triggered by a user action or a predetermined time or event.
Mechanical push notifications are immediate, list-based, or event-triggered.

Behavioral push. These are personalized messages you send based on the past activity of the user in your app or real-time information like location. These push notifications are highly targeted, timely, personalized and deep link into a specific page of your app.
Behavioral push may not make sense for apps that are very transactional or if you don’t have the necessary resources to set up these campaigns.

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Creating push notifications that are timely, personal and actionable

A push notification is a brief and attention-grabbing message that brands can send to their customers even when they are not currently engaging with the app or the website. These messages come from the apps you have installed on your phone.

Modern push notifications were popularized by Apple that in 2009 launched push notification support for iOS and the Apple Push Notification Service (APNs). Google introduced push notification support on Android in 2010.

Why are they so important?

Push notifications are the follow-up to user acquisition. They are great for boosting retention and engagement rates. If they are timely, personal, and actionable they have the potential to be the most intuitive and intimate way to interact with your users. Keep in mind that push notifications only reach users who have installed your app

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How to improve mobile SEO for your website and your native app

Why is important to optimize for mobile SEO

  • Nowadays more people search on mobile phones than computers.
  • People are five times more likely to leave a  site if it’s not mobile-friendly.
  • Over half of mobile users will leave a website if it takes longer than three seconds to load.

If you want to benefit from SEO, you need a website to participate in Google indexing (Firebase App Indexing) and other traditional signals that contribute to ranking. So, if you have begun with a native app only, you’ll need a website to take advantage of SEO.

If you don’t have a website, there are some companies that offer a solution to solve that problem while you build it. Branch, for example, offers app content sitemaps with AMP Deepviews for search. They automatically index your app content and create a de-duped sitemap hosted on your app.link domain to expose your content to search. You have to enable app indexing first.

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Mobile pricing and monetization. Advanced mobile marketing course

The science behind mobile pricing and monetization

Principles of pricing

Even though pricing is so essential to make a company profitable and drive revenue, it’s a marketing element often overlooked by companies mostly because they think that is something they have no control over, the market is going to define it, or that the competition has already set the price.

Part of the marketing efforts should be directed at designing a pricing strategy that simultaneously creates the consumer’s incentive to buy the product and the firm’s incentive to sell the product.

Tools to help you define a pricing strategy: Value, structure, CLV, price sensitivity, and business’s goals

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How to increase user engagement. Advanced mobile marketing course.

What is engagement and why it’s important

Engagement is the process of actively building, nurturing, and managing relationships with customers. It’s important because it increases retention, and retention is the first step for growth.

Engagement can mean different things based on the function of the app and the type of user. It is important to segment our users to help us understand how they are engaging with our app. Every user is different and different mediums lead to different levels of engagement. For example, if you have a mobile website and also a mobile app, you’ll see that the engagement varies from one to the other. Studies and research show that most of the time people spend on mobile is spent on apps. The average time spend in mobile web is 19 minutes per day and the average time spent in an app is 1.9 hours per day.

Even though time spent in apps dominates mobile usage we need to remember that 25% of all apps are used just once before being discarded.

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