Four key mobile engagement metrics
In a world where new apps appear on a daily basis, it’s becoming harder and harder for brands to establish loyal users. According to Fiksu, brands that made an effort to market their apps were paying an average Cost per Loyal User (CPLU) Index of $4.23 in December 2015 — a year-over-year increase of 101 percent.
Mobile engagement plays a critical role in establishing loyal app users. Overall, it’s important to remember that consumers are no longer looking for simple transactional apps. Instead, they expect apps to deliver personalized experiences. To create the type of experience that consumers demand, CMOs and marketers need to understand and leverage these four types of customer engagement:
1. Contextual engagement
Marketers can gain valuable insight into consumer behavior and preferences through the use of location-based services, such as beacons, GPS and wifi. Through contextual engagement, brands can use these insights to further personalize the consumer experience. For instance, marketers can enhance their apps by taking advantage of contextual information, such as consumers’ locations in a store, how long they remain in one area and the types of mobile apps or searches that they launch on their devices to receive coupons or customer service assistance.
Contextual engagement is all about making a connection with consumers in the right manner, with the right incentives, in real time, so that brands can move these customers further down the purchasing funnel. Even when brands don’t use notifications, they can analyze contextual data such as dwell time and app usage to inform their store’s layout, staffing levels, inventory and more.
2. Convenience engagement
Whether it’s grabbing a gallon of milk at the grocery store on the way home from work or streaming a movie rather than renting one, consumers frequently make purchase decisions based solely on convenience. Therefore, mobile apps that can make a process or task more convenient for users will serve to increase the likelihood that consumers will buy now rather than expend more effort later.
Apps that make in-store navigation easier allow consumers to scan bar codes or simplify the process of reordering products and supplies will streamline consumers’ buying journey as a whole. Contextual insights can also increase convenience by offering triggers such as coupons or staff assistance at the right time. By measuring the types of convenience triggers that motivate consumers, brands can get insight into individual purchasing preferences, buying cycles and even price points. For instance, they may be able to use this information to determine the point at which customers believe that the cost outweighs the convenience.
3. Emotional engagement
Human behavior, especially when it comes to purchasing decisions, is highly influenced by emotional engagement with a brand or product. Contextual relevance and convenience help reinforce emotional engagement, eliciting positive feelings from users. However, advances in technology are allowing for even deeper emotional engagement.
By tracking certain data points, marketers can develop an understanding of an individual’s own ideal environment. For instance, they can determine the types of triggers that influence a customer’s purchasing decisions, as well as when and how this triggering process takes place. By taking advantage of the insights gained from these predictive emotional engagement metrics, brands can more accurately pinpoint what consumers expect on an emotional level, which may include better customer service or more innovative products.
4. Social engagement
Word of mouth has always played a significant role in influencing consumer purchasing decisions. Now, social media is the new word of mouth.
To create social engagement, apps should encourage sharing through various networks. For example, a retail app may allow users to share photos of outfits they love through Pinterest, Instagram or Facebook. Convenience and emotional engagement can also be leveraged for higher social engagement. Users are more likely to advocate for companies through social media if they’re emotionally engaged with the brand and they find that the app makes it easy for them to share in the first place. As such, marketers should track social shares and try to determine which traffic sources account for the most new users. This will provide them with the tools necessary to develop successful social engagement strategies.
Through deep mobile engagement, brands can create personalized, engaging experiences at every step of customers’ buying journey. However, acquiring loyal users will require continual analysis of how well an app is performing on all four customer engagement metrics.