mobile app engagement has become the key to effective digital marketing strategy. However, brands are still struggling with putting an engagement strategy in place successfully. Those who – like Major League Baseball -. Are finding a remarkable performance and build deeper relationships with baseball fans everywhere
Back in the day, our opportunities for engagement with the brands were so limited. For example, I collected trading cards basketball as a child, and my David Robinson (San Antonio Spurs Center) rookie card shone the brightest in my eyes. It was a single static connection with his personal brand and the brand of the team. The team had no way to open a deeper relationship of this single, static connection.
Today, mobile applications offer a dynamic, two-way commitment. But all launches go as planned. Many applications are condemned for cemetery purposes – and the disintegration use may be fast for some applications. Customers expect more from their mobile experience today, with 26 percent of the applications used once. Factors contributing to poor mobile engagement include:
- value Insignificant
- Irrelevant messages and experiences, and
- App instability (or crashes repeatedly misbehaving).
successful engagement app lets the user saying “This application includes me. It keeps me engaged or find information quickly for me so I can go. “
So what makes an effective strategy for mobile?
Special construction the commitment. – focus on optimization
the success starts with planning, keeping your eye on the ball that is optimizing how we optimize our mobile strategy engagement What.? we should focus on acquiring and maintaining a mobile relationship I see three key networks, including:
- Defining how the application will be promoted and delivered How. can we drive users to the app Store, and once they have downloaded the application, how can we support the long-term commitment?
- Evaluate mobile behavior and tell us then take advantage of these behaviors in the updates, new versions and new features. What do the numbers – such as the frequency of the session, one opens, location, etc. – Tell us about the preferences and needs
- Identify optimizations and messaging will lead the ordinary and extraordinary use of the application?. How do we optimize push email or messaging application to conduct additional commitments?
Mobile App Personalized experiences are crucial.
successful mobile engagement can not occur without offering a customized mobile app experience. Mobile is the most personal string you – people put your property on their devices. Customers want relevant personal experiences with our brands. Therefore, we should serve personalized, contextual app experiences.
For example, during my summit meeting with Will Edmondson and Damien Eckert, co-directors of the analysis for MLB Advanced Media (MLBAM), Will mentioned that MLBAM provides mobile digital operations 30 major league teams. It is the mobile strategy offers the same quality experience for fans around the world, but is personalized, contextual content on teams based on location, the behavior of the user, and other criteria.
MLBAM believes mobile is the first screen for engagement with MLB.com. They run on a platform new mobile customer engagement by bringing off-stage and on-stage experiments. digital ticketing, flexible loyalty programs (in which the rewards can be redeemed in stages), the refresh command, and easy procurement of MLB merchandise is on stage every part of the experience if you’re at the ballpark or at home.
What is the value proposition?
Now that we have built the application to provide a personalized experience, what content, offers, and other items can send us by mobile that the current value that the user can not get anywhere else ? To be effective, we must think about when and where our customers use their devices and anticipate their needs and serve in a value, delicious timely manner.
For example, baseball fans can use the app to watch MLB live action, view current view scores and game highlights. As a bonus, fans can see history in action – as a no-hitter going on to another stage. – And easily follow the action from their seats
data is the Clutch Performer.
Of course, the provision of a context, personalized experience based on data. Damien Eckert MLBAM explained that the mobile MLBAM analysis discover how fans consume the baseball hall content, identify fans who attend games on the road frequently, and the surface of other valuable information. Damien mentioned in the messaging application and geolocation (via tags) as being crucial to their ability to connect. They found 74 percent of fans watching the highlights in the game, while 85 percent are checking the scores of other games while sitting in the park.
data must be action. MLBAM look at how they can leverage data to serve the messaging in the game, to suggest the goods or refreshments, and provide hope and tickets for home games while the action is happening.
So content personalized, contextually relevant resulting in a pleasant dynamic experience is essential for an effective strategy for mobile. We need to deliver value in the mobile experience that is not available elsewhere. Finally, we must rely on frequent “moving moments” in which our application is batting cleanup, recognizing that the bases are loaded and delivering a homerun in the bottom of the ninth!
How are your mobile time playing outside? Let me know what you think by reaching on Twitter or LinkedIn. You can also learn more by watching the full Adobe Summit session.