Always Going North

Notes on customer acquisition, growth, and app marketing

Tag: mobile marketing (Page 1 of 2)

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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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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Guide to mobile app onboarding. Advanced mobile marketing course.

What is onboarding and why is it important?

Onboarding is the process of creating a successful and loyal user by explaining the core value and the basic actions behind your product. It is a progressive process that involves research, testing, and optimization. The first experience a user has with your app determines if he/she is going to use it again or not. The onboarding flow should showcase the app’s most important features and guide users on how to use them. You need to consider new users, inactive users, and existing users as different users need different onboarding flows.

The statistics show that 1 of 4 people abandon an app after a single use. What makes onboarding so crucial to the success of your app is that it will increase retention, and retention is what you need in order to grow your business. If you have bad onboarding your user acquisition efforts go down the drain.

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User acquisition campaigns. Advanced mobile marketing course

Lessons on user acquisition from Morgan Brown

If you want to grow your app you need to design an effective distribution plan not only for your app but also for your content. To do that you need to understand your customer’s behavior, the economics of what you should spend to acquire new users, and do experiments that help you determine which acquisition channel works best for your product/service.

Customer behavior determines user acquisition strategy

The first thing you need to do is understand user behavior to know which channels you’ll need to explore when it comes to acquiring customers. Your customer behavior will determine your strategy. Some examples of this:

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