How to Turn Mobile Users Into Brand Advocates
Today’s consumers are open to receiving virtual communication from retailers with whom they have done business. In fact, many have come to rely on push notifications to be kept in the loop and for up to date information. However, for your company to benefit the most from app push notifications, it is imperative that you keep engagement rates high, making your app an integral part of the consumers’ daily lives and creating brand advocates in the process. Here are a few ways you can make that happen.
With all the incoming information consumers receive on mobile devices nowadays, the last thing they want is to filter through information that doesn’t pertain to them. For instance, a consumer that likes cutting edge information on their favorite adult-focused action adventure video game does not need the same updates that you are sending to the parental crowds for the G-rated releases. Similarly, a movie distribution company won’t want to inundate college kids with the release date for aFrozen short. Send push notifications that are specific to that consumer’s needs and purchasing patterns. If they receive information that excites them, they are more likely to share that information on their social media platforms.
Keep in mind that tracking the customer may work for times they are actually in a particular store, but for all you know they simply stopped to ask for directions or to pick up a significant other. Continually flashing information at them later based on that particular stop can result in less attention paid to your notifications and less of a chance they will engage in a positive manner.
Don’t Drown the Consumer
Even if the notifications are personalized, that does not mean the viewer wants to be interrupted every 10 minutes with updates. Find out how open your particular demographic is to receiving communication and set limits as to how many they will receive each day or week. Depending on your service or goods, you may need to streamline the personalization considerably to ensure fewer notifications are pushed through. If the person on the receiving end is inundated and annoyed, they are more likely to dismiss the next couple of alerts instead of paying attention to content and sending it forward.
Get Your Timing Right
Get to know your customer base to understand the best time to send push notifications. If you are trying to engage with a young adult crowd who tends to have an active night life, it might behoove you to send push notifications later in the evenings when their engagement is likely to be high, while avoiding early morning alerts that might be slept through. For an older, business-minded demographic, a midnight notification has less chance of compelling them to advocate for your brand.
Your mobile users can be wonderful brand advocates if you tailor your push notifications correctly and give them reason and desire to engage. Know your consumers to create a symbiotic relationship.