Mobile marketing: It pays to be pushy


"Pull" mobile marketing techniques, such as responsively designed websites and customer-facing apps, get a lot of attention, but "push" marketing--where a company meets the end user rather than waiting for the audience to come to it--is also important. And sometimes, it's a tougher nut to crack.

Mobile app notifications and mobile messaging are two push techniques that organizations are utilizing.

"With a push mobile marketing strategy, brands initiate and maintain the conversation with consumers so they will be motivated to continually engage with the brand," writes Cezar Kolodziej, CEO and co-founder of Iris Mobile, in a Marketing Land post.

App alerts tell consumers about updates, as well as promotions. Most importantly, there's a sense of urgency to open the app once users receive a push notification, says Kolodziej.

One disadvantage of push notifications is that they can be turned off, he says.

Sending push notifications may also require the marketing department to circle back with developers, who most likely aren't in-house. But new tools are emerging that allow CMOs or CIOs more flexibility and agility in how they run their campaigns, reports The Next Web.

For example, analytics platform Mixpanel recently launched a tool that lets non-technical marketers use a WYSIWYG editor to send app notifications.

"All a marketer needs to do is upload an image to the interface, compose a message and select who will receive it," reports The Next Web.

"Mobile messaging is a tool that allows an organization to connect one-to-one with the audience about offers, promotions or other branded content," says Kolodziej in the Marketing Land post. The urgency to engage is also a factor in messaging. According to HubSpot, 90 percent of text messages are read within three minutes of delivery.

"The barriers to entry for customers to engage in a mobile messaging program are much lower than getting mobile application participation," writes Kolodziej. "To begin the messaging relationship, you must first get customers to opt-in to your campaign, but there is one significant difference--mobile messaging works on every platform and almost every mobile device on the market."

"Once this initial interaction takes place, the brand is free to send relevant content as needed," he adds.

Marketing via mobile messaging is stepping beyond SMS messaging into rich-media messaging and message-based apps. By 2017, it's expected that 2.5 billion users will connect through messaging-based apps, reports AdWeek.

Snapchat, Line, Whisper and Tango are just a few of the new mobile messaging platforms marketers are trying to understand.

"Already these apps attract massive audiences--WhatsApp alone counts almost a half billion. But to survive, most of these new apps will surely need to monetize some branded experiences," says Ad Week.

That means there's a door opening for marketers on these peer-to-peer messaging networks. Ad Week ranks these new mobile messaging platforms by "brand friendliness."  

The popular WhatsApp is ad-averse, says the publication.

"WhatsApp is the most closed to advertising opportunities," Eytan Oren, director of partnerships at IPG Media, tells Ad Week. "It's the only one that's been off the table for now."

Tango, on the other hand, received the publication's highest rating for brand friendliness. It's also the first third-party messenger to go native.

"There's a challenge in the messaging space where most other messaging apps don't have a path to monetization," Jenn Donahoe, Tango's marketing leader, tells Ad Week. In December, Tango started offering ads through Twitter's MoPub mobile network, reports the publication.

For more:
- read the Marketing Land article
- read the The Next Web article
- read the AdWeek article

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