Brief:

Insight:

Subway’s U.S. results have demonstrated the effectiveness of personalized marketing and hint at its promise in other markets. Collecting individual point-of-sale data is a necessary step in maintaining longer-term relationships with customers as they visit brick-and-mortar stores. Brands can use the purchasing data to hone their marketing efforts based on customers’ individual habits and response to personalized offers, including ones printed on checkout receipts.

Urging repeat store visits with discounts and other relevant offers has proved to be one way to build loyalty and remain top-of-mind as the quick-service restaurant space grows increasingly crowded. Social networking giant Facebook found in a survey that 83% of people pick a dining location within three hours of a meal, and 57% make the decision within one hour, pointing to how consumers may be more likely to select a dining location based on current deals.

Subway, which is looking for a new CMO after Joe Tripodi retired last month, is working to expand its service to cater to young adults who are more likely than older consumers to use mobile devices for food ordering. Almost half (43%) of commuters said they use a smartphone for shopping and ordering food more frequently than they did two years ago, according to a Fetch survey. Subway in October partnered with four of the leading third-party food delivery services: Grubhub, DoorDash, Uber Eats and Postmates in response to consumers’ rising demand for convenience in the dining space. The sandwich chain’s entry into the booming delivery game began at 9,000 of its nearly 26,000 U.S. restaurants, with plans to expand the efforts.

Subway is among the QSR brands that have integrated mobile technologies into its marketing programs, including customer loyalty apps. The sandwich chain last year introduced a rewards program in the U.S. and Canada that offers flexible points for repeat customers to accrue and redeem. Subway’s mobile app lets customers enroll in the Subway MyWay Rewards program and manage their points to receive discounts and other special offers.

This content was originally published here.

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Location marketing services are expected to grow to 39.87 billion in 2019 at a CAGR of 37.5%.

While it has been one of the promising technology in the world of mobile, it was only until recently that location marketing services have been truly put to scale by retailers. Experts believe a confluence of these technologies like Geo-fencing, Beacons and Wi-fi has truly brought the technology back on the hype cycle.

Let’s take a look at some of these technologies for Location-based marketing :-

It involves the use of GPS to define a particular geographic region, and take the mobile user’s location data via GPS. Whenever any mobile user enters the defined geographic region, it triggers some type of action, like a display message, an in-app action or specially tailored search results.

A geofencing region can be quite large, like an airport and its 10-mile radius to target potential last-minute hotel guests or it can be quite precise like a retail store within a block.

With smartphones always looking for Wifi networks, it provides a good opportunity

for stores and businesses to target their potential customers. By providing free Wifi services, the stores can broadcast its own advertising content like promotions, coupons, new product offerings, etc. It also enables the store owners to capture vital customer information like email, telephone numbers, etc. for future re-engagement with customers.

It also allows capturing of key customer metrics like footfall, frequency, average time in a venue, recency of visits, etc.

Near Field Communication or NFC technology can be leveraged for proximity marketing. NFC-enabled tags can be placed at specific venues or on products for customers to open the browser with a specific marketing message in their NFC-enabled smartphones.

Customers simply need to tap their NFC-enabled smartphone against the tag to receive the marketing message.

NFC tags can be placed inside stores, shopping malls, bus stops, railway stations, etc. among other places.

Beacons are small and low-cost, Bluetooth low-energy signal transmitters that can trigger certain action in a beacon-enabled app on a mobile device.

Beacons cannot pinpoint the exact location of the user. Instead, it focuses on detecting the proximity of the user using Bluetooth low-energy signals to estimate if the user is within the range of its signal and how close.

Marketers can configure their apps to trigger messages when certain conditions are met. For example, if the user is within the beacon range for 3 seconds or 3 seconds after the user has left the beacon range, a marketing message can be triggered.

Beacons are truly versatile and have found wide-scale implementation from airports to retail stores to restaurants to deliver marketing offers and product information.

Brands using beacons for marketing include Starbucks, Macy’s, Target, Coco Cola, etc.

How Beacons and Geofencing can compliment each other

One of the major challenges that marketers face with the use of beacons is to get the target mobile user with the app to turn on his Bluetooth.

A simple solution to this is in the form of geofencing. Using geofencing, the retailer or the marketer can define the geographical region for geofencing using latitudinal and longitudinal values. Once the geofence is set, the retailer or marketer will receive notifications whenever the geofenced region is breached and the user enters or exits the region. Acting on these notifications, he can send a message to the user prompting him to turn on the Bluetooth.

Wifi or Beacon or both: What to use ?

Let’s try and answer this question.

If your intention is to only perform location-based analytics, then you could leverage on your location-enabled Wifi infrastructure. However, if you aim to be specific about the location of your customers or provide an indoor navigational experience you could consider the use of beacons.

However, both these technologies will work best when used together. You could use the

Wifi network to collect analytics data within the venue and could rely on beacons for proximity-based interactions with the user.

How to use a beacon for your business :-

Beacon applications are now becoming more sophisticated with an ability to improve business processes, reduce costs and even generate more revenue.

They have found widespread applications in various areas like retail venues, museums, airports, etc.

Let us look down at some of these areas :-

Using Beacons to enhance the customer experience at the museum :-

Beacons can truly revolutionize the experience that museums offer.

Beacons can be used by museums to offer self-guided tours. By placing beacons around the museum, visitors can receive detailed information directly on their mobile screens through a location-enabled mobile app.

Using beacons for proximity-based interactions, visitors can receive detailed information about exhibits in the form of photos, description, information about the creator, videos, etc. every time a visitor comes close to a particular exhibit. This puts the visitor in the driver seat, allowing him to proceed at his own pace and spend more time at exhibits that are more appealing to him, eliminating the need to follow any strict guidelines.

Beacons can be used to measure dwell times, time spent by visitors at different locations of the museum, and which exhibits are more popular to improve the exhibit positioning and the museum layout to provide a better experience to visitors.

Some of the museums that have been using beacons to improve the overall visitor experience include the Neon Museum in Poland, Rubens art museum in Antwerp, etc.

Retailers around the world are making a mark with their proximity marketing campaigns via Beacons.

Let’s get to know a few of these :-

In order to promote a new line of coffee flavored beverages, McDonald’s leveraged on the use of beacons at 15 of its cafes in Istanbul. They tied up with a popular Turkish loyalty app called Shopping Genie.

Whenever the customers were around the premises of any of these 15 local McDonald’s cafe, they would receive a mobile coupon via the app that prompted them to purchase coffee and get a beverage from the new drink line for free.

This proximity marketing campaign helped McDonald’s achieve a good conversion rate with the people receiving the promotion.

Popular convenience store group Nisa used beacons to collect data on customer behavior. They installed beacons to shopping trolleys and baskets. These beacons worked in conjunction with the sensors attached to the ceiling. The sensors picked up the signals emitted by the beacons and collected location data which was then fed to the cloud-based server for analysis.

The data collected provided valuable insights like the overall time spent by the customers in the store and the dwell time at different product aisles.

If you feel we have missed any important information about beacons or any interesting application that we may not have come across, please share with us in the comments section below.

This content was originally published here.

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In the wake of social media’s rise to becoming the most powerful form of media the world of marketing has ever seen, email marketing still reigns supreme. Gone are the days where you’re stuck sending out weekly newsletters with generic templates and a few images.

There are multiple options to pick from when it comes to choosing an email marketing service provider. Many of those providers offer powerful features that allow you to build optimized email campaigns. One of those email marketing services is SendinBlue.

SendinBlue is an email marketing service provider that specializes in offering beautiful email templates and sophisticated email campaigns. In this SendinBlue review we’re going to take a look at the service and examine their features, dashboard, email marketing capabilities, forms and pricing structure. Let’s start our SendinBlue review with an overview.

SendinBlue review: About the company

Officially founded in 2012, SendinBlue’s origins as an email marketing service provider stem from its days as a digital agency. The team saw the need for a marketing company like SendinBlue after discovering many of its clients were unable to find the funds for the sophisticated yet costly marketing services available at the time.

Their intention was to create a marketing tool with features and prices that scale as their clients’ businesses grow. They’ve done a fantastic job at accomplishing this goal. Let’s continue with our SendinBlue review and run through this company’s features so you can see what I mean.

SendinBlue features

Let’s proceed with this SendinBlue review and get more specific.

User interface

SendinBlue’s UI is divided into three sections: Campaigns, Transactional and Automation. The Campaigns section begins with the dashboard and provides a snapshot of your account. This includes the number of subscribers (“Contacts”) you have, the number of subscribers you’ve blacklisted as well as your open and click-through rates. The Campaigns section is also where you can manage your subscribers, build and manage email and SMS campaigns, and design forms.

The Transactional section is where you’ll manage your email and SMS transactional messages. The Automation section is where you’ll create and manage workflow automations. Overall, the UI is very well designed and easy to navigate. Finding where you need to go is quite simple, and it streamlines the process of building email campaigns, designing forms and creating automations.

Setting up an email campaign

Let’s move on to email campaigns. When you create a new campaign, you have the usual options of naming it and giving it a subject line. However, you can also customize a few additional parameters, including the email address replies are sent to as well as the header and footer the campaign uses. You can also add UTM values from Google Analytics and provide a tag to use to quickly find the campaign later. Attachments can also be added to campaigns but only to a maximum 5,000 contacts. This can be pretty limiting, but it’s still a really cool feature to have.

When it comes to actually designing the email your subscribers will receive, you have three options at your disposal: the built-in drag-and-drop editor, plain text or HTML code. I’m going to focus on the visual editor since the other two are fairly standard. The screenshot shown above is what you’ll see when you open the visual editor. It’s a blank template that allows you to drag and drop various elements to build your email, but you can also import one of SendinBlue’s pre-made email templates. You can also save your own designs as templates and reuse them later.

As far as customizing individual elements goes, you can typically add a background color, padding and a border. Certain elements have additional attributes you can customize. Overall, I found the editor to be incredibly easy to use and similar to most other drag-and-drop editors out there. Therefore, you should have no trouble picking it up if you’ve ever used one.

Completing your campaign

Completing your email campaign is as simple as choosing the list(s) you want to send the campaign to and scheduling your campaign. I found the delivery rate to be very accurate in terms of when I scheduled my campaigns, and the emails looked great when I received them.

The only gripe I have is the lack of a physical address showcased in the footer by default. In some countries, such as the United States, the law requires you to display a physical address at the bottom of every marketing email you send. If you’re in one of those countries, I recommend adding your address to the default footer in the Campaign settings section.

Forms & landing pages

You can create two types of forms with SendinBlue: subscription forms and unsubscription forms. An unsubscription form is a simple form you can insert on your website to allow a subscriber to opt-out of our list. The subscription form is fairly standard. It has a header, a title, a subtitle, an email address field, a CAPTCHA puzzle and a Subscribe button.

You can customize each of these elements, and you can also change the fonts and colors it uses, though only classic fonts, such as Helvetica, Futura and Lucida, are available. You can also customize a few advanced settings, including whether or not you want the form to be double opt-in, the success message it uses as well as the list(s) it targets.

Unfortunately, subscription forms are a drawback of using this service as this is the only type of form you’re able to create. I would have liked to see more advanced forms, such as pop-up forms in various styles (text-link, time-based, exit-intent, etc.) or a form that allows you to advertise a lead magnet. Fortunately, SendinBlue does integrate with tools like OptinMonster and Thrive Leads.

You can promote several different types of lead magnets to generate leads with pre-made templates, or start from scratch and design your own. Plus, you’ll be happy to know more modern fonts are available for landing pages. That way you can design a beautiful and effective landing page with ease. Let’s move on with this SendinBlue review and look into marketing automations.

Marketing automations

The way SendinBlue handles automations may seem complicated at first glance, but it’s actually fairly straightforward. You can set up automations with pre-made workflows or custom workflows. Through automations, you can send emails to specific subscribers automatically when they perform a specific action, such as sending them a reminder email when they abandon their cart in your store.

You can even use automations to add subscribers to specific lists automatically. For example, if you have a fitness blog that teaches people how to lose weight or gain muscle, you can create a list called Weight Loss and add subscribers to it automatically when they subscribe through a specific form or visit a specific page that targets people interested in losing weight.

Unfortunately, while SendinBlue offers autoresponder emails, it doesn’t offer autoresponder series where you’re able to send a series of emails and set up rules, such as Email 2 being sent three days after Email 1. This makes it difficult to nurture leads and forces you to try and get subscribers to convert after a single email.

Pricing & support

SendinBlue’s prices are based on the number of emails you need to send per day or month. You’ll receive more and more features the higher the plan you subscribe to. For example, the landing page builder is only available in the Premium plan and higher.

Support is available by phone and ticket, and the team was very reliable in my interaction with them. They even responded outside of their given support window. Their documentation is also fairly extensive. SendinBlue’s basic service is free for up to 300 emails/day. Visit them today to give it a try.

That’s it with our SendinBlue review! How do you like the features of this professional email marketing service? Are you already actively using email marketing for your online business? Have you tried SendinBlue? What’s your favorite email marketing service provider? Please let us know your thoughts and feedback in the comments below.

Disclosure: This SendinBlue review has been sponsored by SendinBlue. The statements and opinions are our own. This page contains affiliate links to 3rd party products or services. If you choose to purchase these products or services, we may receive a commission from the product or service provider.

This content was originally published here.

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People have become used to having content recommended to them – whether that be on YouTube, Netflix, Amazon, or on their favourite news publisher’s website. The last one of those can be mostly attributed to a single company.

Content discovery and native advertising firm Taboola was founded 12 years ago in Israel by its CEO Adam Singolda. Since then, it has moved its headquarters to New York and has 18 office locations all over the world, where it employs over 1,000 people, in places like London, Sydney, Beijing, Tokyo, Paris, Berlin, and more.

Now, the company has more than 10,000 publishers and brands onboard and reaches 1.4bn unique users each month – connecting with 44.5 per cent of the world’s internet population.

So, that’s where we stand at the moment, but why was Taboola setup in the first place?

“I started Taboola because I couldn’t find anything to watch on TV and thought that I should not be looking for TV shows – but rather TV shows should be looking for me,” says Singolda. “The vision behind the company is to help consumers discover things that they may like and never knew existed, sort of a search engine but in reverse – instead of expecting people to look for things, information should find people. The thinking is that if you are able to introduce people to new and relevant things, it can truly enrich their lives, whether that’s an article, or a product, etc.”

In order to fulfil Singolda’s vision, Taboola has had to enter partnerships with publishers and brands like Reddit, Bild, and Bauer Media to name just a few of its thousands upon thousands of partners. It also penned a deal with AdRoll to give AdRoll clients access to Taboola’s publisher marketplace.

Though it’s entered many notable partnerships, the most interesting one in the past year is perhaps its strategic agreement with smartphone manufacturer Vivo. This deal led to Taboola bringing an Apple News-style platform, called ‘Taboola News, to Vivo’s Android-powered devices in India and South East Asia.

Taboola isn’t done there though, and it hopes to “have Taboola News integrated into every Android device in the world,” according to Singolda. The company doesn’t want to stop at just smartphones either – with cars, autonomous vehicles, and in-flight entertainment systems also on the menu.

The company appreciates that platforms which curate news, like Google News and the aforementioned Apple News, struggle to offer a good user experience while supporting journalism. It intends not only to connect with users in “moments of next” – as Singolda labels moments where people are looking for ways to be more productive with their phone, such as checking their phones constantly for no reason – but to also build strong relationships with the actual creators of content.

“There is a big risk that users will spend more and more time within walled gardens and not go to the open web. This means that people over time don’t ever go to the original website and in turn, they don’t build a direct relationship with the actual content creators,” says Singolda.

“Our goal and hope is to create the ‘next generation of SEO’ and drive hundreds of millions of people to premium publisher sites, re-establishing the relationship between readers and publishers. On that front, we’re different than Apple News, while we appreciate the product naturally.”

As such, Taboola views itself as the “Robin Hood of the open web,” as Singolda puts it. The company’s aim is to “help defend against the growing trend of walled gardens and grow engagement, revenue and audience in a world where that’s becoming harder and harder for publishers, carriers, OEMs, marketers, small businesses, and more.”

Though acting as ‘Robin Hood’, Taboola doesn’t view itself as a company that is going to replace the need for search and sees itself as more of a complementary platform that helps the user discover content when they’re not entirely sure what they’re looking for.

“I think both will co-exist and as I look into the next 20 years, I think people will have a lot of touchpoints and interfaces to interact with people where there will be a need for a discovery engine,” says Singolda.

Taboola News isn’t the firm’s only product and it still puts in work on its Feed and video offerings. With the latter, Taboola hopes to grab a “meaningful chunk” of the $20bn digital video market and “deliver it to the open/journalism [to] make a difference”, states Singolda.

Looking ahead, the business will look toward expanding further into China and perhaps at the idea of developing voice products – where it has “dabbled”. In the meantime, the company just aims to continue doing right by its staff, users, and partners.

“One of the biggest things I want Taboola to focus on is how to keep our culture strong – a scaled startup, a startup of startups,” says Singolda. “Over 200 people apply for a job at Taboola every day, and we hire 30-40 people a month globally. This is a massive undertaking and more than anything a big challenge, as you can copy anything – but you can’t copy a company’s culture. That’s something our management team and I spend a lot of time and energy on – how to have our culture thrive with 1000-plus employees.”

This content was originally published here.

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Jake Lazarus, CEO and co-founder of OpenMessage, offers advice to traditional advertisers on creating meaningful brand engagement around this weekend’s Super Bowl.

Let’s face it – traditional TV advertising as we know it is dead. With Super Bowl LIII approaching, the pressure is on not only for the Rams and Patriots, but also for brands that need to wow fans with the best Super Bowl commercials. We’re living in a new era where marketers must start looking for fresh ways to drive memorable, meaningful consumer engagement.

The Super Bowl allows brands to get in front of millions of people, but at the expense of one of the most important things in modern communication – a personal, one-to-one relationship. As a founder and CEO in the messaging space, I know just how powerful messaging conversations are, and right now, many brands are completely missing out. Messaging has not evolved like every other digital platform, but that’s all about to change. The industry as a whole is about to get a complete facelift, and marketers that act now will gain dividends long term.

There are over 2bn messaging users worldwide, and that number continues to rise. Here are three ways that brands should use messaging to score an ROI touchdown this Super Bowl:

Move traditional text out of the dark ages
To transform consumers’ Super Bowl experience, marketers must first understand where consumers are spending the majority of their time – in messaging. By adding design, multimedia, and interactivity to messaging, brands can connect with targeted audiences in unprecedented ways that are personal, seamless and engaging. Just think: would you be more inclined to interact with a text message with branded images, colour and even an option for one-click purchasing over a grey bubble with traditional black text that feels impersonal and promotional?

Brands must think beyond the limits of traditional ads by providing a creative branded communication experience via messaging. This gives marketers the power to extend a brand’s message, call to action and customer relationship far beyond a 30-second TV slot, and provide the engagement and interactivity that television simply does not offer.

Use interactive content to drive long-lasting brand engagement and loyalty
What’s the one thing that the 100 million Super Bowl fans have in common? The use of mobile messaging as the number one form of communication.

Brands large and small struggle to enter Super Bowl conversations, and finding the sweet spot that converts engagement directly to ROI. With 90 per cent of all text messages read within three minutes of being delivered, messaging is the ultimate way for brands to develop a meaningful, in the moment relationship with their core audiences. A strong messaging strategy allows brands to interact with consumers in a way that’s not only natural, but also highly personal, entertaining and interactive.

The first step in doing this is to understand your audience and why they are watching the Super Bowl in the first place. According to NRF’s survey, 41 per cent of people feel that the game itself is most important, 24 per cent say it is viewing the commercials, and 14 per cent look forward to the half-time show. These insights allow marketers to cater towards each type of viewer with a specific advertising campaign and message. Think polls, quizzes, prizes, and games. For example, conducting a ‘text to vote’ poll or ‘text to win’ campaign allows brands to join in the conversation in real time and gather responses from consumers in an enticing manner.

With these interactive tactics, brands can ensure they are connecting with consumers and avoid having them remain uninterested.

Use surprise and delight tactics in messaging to deepen brand affinity
The most-watched televised event is bound to have some creative, out of the ordinary moments, especially during the highly anticipated commercials. With titans such as Toyota, Pepsi, and Doritos preparing ads for this year’s big game, marketers can creatively prioritize messaging content based on the types that will delight the most. For instance, marketers can react in real-time to advertisements with mobile coupons to entice consumers based on demographics, interest, and time of day. This approach encourages consumers to delightfully engage back with the brand – and in turn, deepens overall brand relationships.

The future of messaging is here, and it is ready to revolutionize consumers’ level of engagement, interest, and more importantly, conversion. In comparison to television, messaging remains as the most effective channel for engagement, but the big questions remains: are today’s marketers ready?

This content was originally published here.

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So you run a small business, with a physical location. Maybe you’re a retailer – fashion, jewellery, florist or sports store. The question is: what is location based marketing and how can it work for you?

The answer lies in what it can do for your customers. Location Based Advertising (LBA) is the process of tailoring marketing to specific customers – not just groups, but individuals. You can customize marketing based on customers’ geographical location and how they behave. If you know your customers’ interests and habits, you can target them with advertising they actually want to see and are relevant to their geographical location.

The value to the customer is simple: be shown something they want in a place they can easily get it. This powerful personalized advertising can drive footfall to your store, and bridges the gap between the physical and online.

Going Beyond Facebook and Google Ads

LBA bridges the gap between the physical location and online. Your business may have PPC ads on Facebook or Google. These can be effective – but only for those sat at home browsing online. What about people passing your store, or who are in the vicinity? LBA allows people to use their smartphones and see targeted ads for stuff they want, that is available exactly where they are.

Example 1

Jemima is shopping in the mall. She sits down to drink a coffee and checks her phone. She sees an ad for a jewelry store, right in the same mall. What’s more, they have a sale on with 20% off. Jemima loves jewelry and will be sure to check it out. This ad appeals directly to her interests, and is exactly the kind of advertising she wants to see. The ad has informed her about the store that she didn’t know about, and the discount has encouraged her to visit.

Example 2

It 12 pm and Gary is getting hungry. He is on vacation and is unfamiliar with the local area. He wants a decent meal but doesn’t know where. An ad pops up on his phone for a Japanese restaurant just 1 block away. The ad services know he likes Japanese food which is why he is receiving this ad. Gary finds somewhere he really wants to eat thanks to the ad, delivering value to both advertiser and user.

As you can see, Location Based Advertising is extremely useful because it is highly personalized to the user’s specific interests and is delivered at the right time. But what approaches are open to your business?

Geo-targeting

This is where ad services identify people within a defined area and delivered ads for businesses in that area. A fashion store, for example, can target people within a predetermined radius who are more likely to visit.

Geofencing

This requires customers to download an app to their smartphone. Once customers enter a certain radius of the store, they receive an alert with a customized message. It could be about discounts, new product ranges or a sale. The challenge is to encourage adoption of the app, but once achieved it is a powerful marketing tool.

Beacon

Apple’s Beacon is a feature on iPhones that receives data from Bluetooth transmitters, called Beacons. These beacons can be set up in retail stores and transmit specific information to users about products, sales and more. Once inside the store, the Beacon can transmit specific information about a product, any discounts and even take payment. Multiple beacons can be set up at multiple locations within the store, allowing for highly targeted advertising and a unique customer journey.

Geoconquesting

This is similar to geo-targeting but instead of searching for individuals based on location, the ads search for people who have visited sites of your competitors. Let’s say you are chiropractor and you have a competing business across town. This approach would send an ad for your business when somebody who has visited the competitor site comes into your radius.

This content was originally published here.

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(Image Credit: Japanexperterna.se via Flickr)

There are approximately three million apps in the Google Play Store and Apple App Store combined, and consumers are spending 84% of their time in only five of those apps. There’s a good chance most people who download your app won’t continue using it after the first week. If you’re an app developer or brand who is focused on app acquisition, this is alarming.

What do you do when you’re spending tons of money on acquiring new users but they’re not sticking around? Focus on retention.

Most marketers see increased acquisition as a sign of a growing app, but it’s user retention that will define your app’s success in the long run. Here’s why retention is more important than acquisition for mobile and one way you can effectively retain your users.

A retention-focused marketing strategy is better for your business.

If there’s any doubt that focusing on your existing customers is more important than acquiring new ones, consider this:

80% of your company’s future revenue will come from just 20% of your existing customers, according to Gartner. That means 80% of your revenue will come from a segment of customers that you may be overlooking. With many app developers pouring money into fancy advertising campaigns and marketing tactics to acquire users who will only contribute to a fifth of their revenue, it’s easy to lose touch with the power users who are engaging with your app the most and acquiring users for you through word of mouth.

The average app user has 36 apps installed on his or her smartphone, but spend most of their time in four to six apps on their phone, which means most of the users you’re spending money on acquiring are uninstalling your app pretty quickly or leaving it in the pile of apps they never use. That’s money down the drain.

On the other hand, a retention-focused marketing strategy can increase your company’s profitability. According to Bain and Co., a 5% increase in customer retention can increase a company’s profitability by 75%.

Bottom line, focusing on retention and fostering long-term relationships with your users is not only a good thing do from a customer service standpoint, it’s also good for your pockets.

What can you do to retain users? Engage early, engage often.

According toAppboy, 90% of the people who engage weekly for the first month after download are retained, compared to only 23% of people who don’t engage in the second, third, and fourth week. This is clearly a sign that you shouldn’t stop engaging with your users after the first week, something that too many app developers are finding out the hard way.

(Image Credit: Appboy)

So what can you do to keep users active weeks after they’ve downloaded your app? Consistently engage with users on multiple channels as early as possible.

With the rapid growth of digital consumption, people have become more nimble in the digital world, using multiple apps, sites, and devices to make their everyday lives easier and more entertaining. As a brand or app developer who’s trying to win the attention of users, a single-channel strategy that you deploy every so often just won’t work.

An effective multi-channel messaging strategy for apps consistently provides value to the user and encompasses push notifications, in-app messages, email, and web (including your own web properties and social). Here are some ways to use these channels:

  1. Assuming users have push notifications enabled, you can drive users back to your app with time-sensitive promotions and alerts. They key here is to not annoy your users with endless push notifications. Use them when you have something important to communicate or when your users are becoming inactive.
  2. Use emails to reach users across mobile and web with dynamic and valuable content. For example, when a user signs up for your service through your app, you can send them a drip campaign with helpful content on how to get the most out of your service.
  3. Although trends indicate that users are spending more time on their mobile devices than their desktops, the web is still an important place for you to engage with your users. Provide valuable content through social media and your website and use web notifications to make sure your users don’t miss important updates, even when they’re not using their mobile devices.

Of course, acquisition shouldn’t be completely ignored because you can’t retain what you don’t acquire. However, your app’s success will depend on how many users actually stick around. So the next time you think about splurging your marketing budget on acquiring new users, remember that you have loyal users and would-be loyal users who you probably haven’t been paying attention to. Retain them for as long as possible. You need them.

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This content was originally published here.

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If you own a company or are in charge of online marketing, then you certainly know what SEO is by now, and you probably have a good idea of what is happening in the industry. Local is the way to go, and that’s thanks to recent changes made by Google and others. However, local SEO requires a strategy.

Chances are, you are on the go quite a bit and may even disdain the idea of investing lots of time in developing an SEO campaign. After all, who has time to sit down at a keyboard and type away for hours a day—especially if you’re running an office and going from place to place? That’s just it…the modern Smartphone makes local SEO, blogging and social media easy.

Let’s consider ways to expand your local SEO campaign all the while using only your modern mobile phone on a day to day basis. (Whether you have an iPhone, Android phone or a Blackberry, it’s all good)

Local SEO Tips for Business Owners

Let’s start off with a few key points of SEO strategy. The first is to establish quality links, local links, that will drive more traffic to your site and your network of social media pages. Local sites like Google Places, Yelp and others will help put your business on the map and you will benefit from their popularity. The next step will be creating more links, specifically social media links, so as to give yourself a bit of network momentum.

After you establish yourself you must focus on delivering local content, so that you can take advantage of Google’s new policies of auto directing users in a location to local businesses that match their query. This does require some significant writing time, since you want to not only write copy and not only informative articles—but local themed articles that perhaps mention landmarks and direct attention to other local businesses through links.

How can you do this when you’re on the road? The first thing to do is to explore your market and research your best keywords—not for a national market but for a local audience. While your first idea is to use the Google Keyword research tool, you may be missing out by stopping there. The best thing to do is to use Google Insights for Search and focus on geographical locations in filtering your results. This will give you better insights as to keyword volume in your location.

Don’t Neglect Mobile Websites

Now that you’re off and on the way for general keywords, it’s time to spend some time focusing on mobile searches. Did you know that one of out of five people will only be accessing you from a mobile device—like a Smartphone? So your priority is to invest in a web design that is mobile friendly. Mobile friendly sites are actually cheaper than full websites and you can even do this on your own using CMS software.

Some companies go much further than this and actually design apps for their company, though these can’t merely be promotional—but should be highly interactive.

If you have an iPad or iPhone then no doubt you know who Siri is. This is the artificial intelligence for iPhone and some models of iPad. Did you know that you can actually invest in SEO for Siri? You can get “listed” on Siri by focusing your attention on important localization sites like Yelp, TripAdvisor and Localeze, along with Google, Yahoo and Bing.

You may be surprised at how important customized and mobile searching becomes in the near future…perhaps eclipsing SEO altogether!

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Apple has announced a new initiative aimed at creating opportunities for app-driven businesses owned or led by women, offering an ‘Entrepreneur Camp’ that involves intensive technology training, specialised support and ongoing mentoring.

The program, which is set to begin in January 2019, is now open for applications, with applying businesses required to be female-founded, co-founded or led, have at least one woman in the development team, and have a working app or prototype.

“Apple is committed to helping more women assume leadership roles across the tech sector and beyond,” said Tim Cook, Apple CEO. “We’re proud to help cultivate female leadership in the app development community with the new Entrepreneur Camp, and we’re inspired both by the incredible work that’s already happening, and what’s sure to come.”

The pilot cohort of the program will include 10 companies, but should it prove successful, Entrepreneur Camp will hold sessions on a quarterly basis, with 20 app companies accepted for each round. Companies will have to opportunity to send three attendees to Apple’s headquarters in Cupertino, California for a two-week immersive program. The course will include one-to-one code-level assistance with with Apple engineers, sessions on design, technology and App Store marketing, as well as ongoing guidance and support from an Apple Developer representative. Participating companies will also get two tickets to the following year’s WWDC, Apple’s annual developer conference.

“This is a program that matters,” said Gina Bianchini, founder and CEO of Mighty Networks. “The new Entrepreneur Camp says Apple wants to invest its expertise in a different, richer, more diverse range of app developers and product experts in a meaningful way, and that is a big deal for the industry.”

Although they make up more than half of new computer science graduates, a recent survey by tech recruiting company HackerRank found that female software developers over 35 were 3.5 times more likely to hold junior positions compared to their male peers. Female entrepreneurs also struggle to obtain funding and support in the VC landscape, with female-led businesses receiving just $1.9bn in funding in 2017, compared to $83.1bn for men.

Despite these additional obstacles faced by women, statistics show that women-led tech businesses are prospering. Women-owned businesses are growing more than two times faster than the US national average, with women-led tech statups delivering a 35 per cent higher return on investment than tech startups led by men.

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