Mobile App Marketing and In-App Ads Personalization

Mobile app marketing, as the name suggests, is a kind of marketing channel backed by the help of a mobile app. From app store optimization to in-app advertisements, mobile app marketing aims to increase user engagement both inside and outside of the app. Marketers can achieve it in various ways; we will talk about those in the later section of this article.

That said, mobile app marketing is a term encapsulating different strategies designed to keep the needs of mobile users in mind. The strategies carry the potential for more mobile engagement and they encourage users to interact with the app once it has been downloaded (maybe through a push notification or through a conversion).

As personalization is the key to modern marketing, mobile app marketing or In-app ads need the required level of personalization as well.

A Salesforce study discovered that 66% of customers expect brands to understand their needs. And 72% of them will engage only when approached in a personalized way. However, knowing the merits of personalization is one thing, and implementing it successfully in your mobile app is another.

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To help you out, we have outlined some convincing strategies:

1. The Power of Push Notifications

We cannot emphasize the power of push notifications and brands should pool in personalization with these push notifications.

While too many push notifications can easily frustrate your audience, one personalized one can be a page-turner for your brand. An average mobile user receives approximately 46 push notifications daily, so, cutting through the noise is important.

Personalized push notifications come to your rescue.

The good news is that there are endless ways to personalize a push notification. Go as wild as you can with your imagination, and you will experience limitless gains.

Here are some recent statistics on personalized push notifications:

• They have a deliverability rate of 90%.
• The click rate is 7 times higher than emails.
• 40% of the people interact with the app within an hour of receiving a notification.

2. Sending Relevant In-app Messages

Similar to push notifications, there are ample ways to personalize in-app messages to drive user engagement.

Push notifications are good but in-app messages enjoy more benefits. Users receive these messages when they are actively using the app. As an app owner, you can control the timing of the messages.

The best part about in-app messages is that they offer more space and thus, you can add more information to the message giving you more room for personalization.

For example, you can start your message by addressing the user by name. It seems simple, but it impacts the mindset of the user.

3. Utilize Location-based marketing

Personalization is not just about using the name or birthday of the user. You can strengthen your relationship with your audience by offering location-based services. Encouraging the users to let you know their location can open up endless possibilities for you.

Many modern marketers are aware of this, and approximately 52% of the average marketing budget these days are go-to location-based. It is estimated that:

• By 2025, global location-based advertising marketing will accelerate at a CAGR of 17.78%
• By 2025, the incremental growth of global location-based advertising will be 82.26 billion.

Unarguably, location-based marketing is an amulet for mobile marketers, and there are ample examples to substantiate the claims.

4. Leverage Email marketing

Talking about personalization should not be just limited to your app. There are plenty of marketing channels that you can personalize, such as email marketing.

We all know email is a powerful marketing tactic, and we believe every marketer must use it.

Studies have revealed that every dollar spent on email brings approximately $40 as ROI. That’s huge, and the best part about email marketing is personalization throughout the buyer’s journey. Use context-sensitive emails, which are a great way to increase open and click rates.

5. Sending customized recommendations

The last on our list is sending customized recommendations. As modern audience is smarter, they like to be heard and understood. Sending tailored product recommendations will take you to the pinnacle of app personalization. Understand the behavior, preference, and user history and try to customize recommendations accordingly.

The approach can help you deliver a mind-catching app experience.

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Mobile App Marketing is the Future of Marketing

The massive evolution of digital marketing has opened new doors for mobile apps generating more revenues for businesses. While the primary focus for app owners will be the session duration, and will need more gamification features, in-app marketing will focus on building loyal and relevant users rather than just installers.On top of it, first-party and AI will facilitate super-personalization and hyper-localization marketing campaigns.