Almost all small businesses should consider having a mobile app. As a digital marketing platform, unlike traditional communications channels such as printed advertising space, you can see the direct performance of activity which means that you can more effectively measure the success of your campaigns.
Either through social media or a mobile app, it is true to say that customers are becoming more and more responsive to personalisation. But consider that this is more than simply calling your customers by their first name. It is tailoring your marketing communications according to their consumer behaviour. Effective personalisation requires you to closely analyse user behaviour within your mobile app and to collect personal information that is fit for purpose, and then segment your users into personas or customer profiles.
As a small business, you want to get the most out of your marketing pennies. With that in mind, you can enjoy a more positive uplift in sales from sending personalised offers than mass marketing messages such as offers which are often sent blindly to all customers.
That is to say, the return on investment which you are likely to achieve from more effective marketing will justify the spend and resource required to set it up.
Having a mobile app for your small business can be a great communication channel with your customers, and push notifications, when used correctly, can be a very effective tool to get in front of people who are likely to care about your goods and services. Push notifications much like SMS are considered a hard marketing tool and intrusive in nature with many users choosing to disable these messages at the point of downloading your mobile app. We should therefore think carefully about exactly what we want to say, when we want to say it and who we want to say it too. Best practice means sending no more than a single notification a week to ensure that we don’t work the database too hard and lose valuable marketing contacts.
Getting Personalisation Right
When using push notifications for marketing communications you should always try to be as targeted as possible. Some of your top line campaigns may be suitable for sending to all users, but more often than not, you should be targeting specific users based on their consumer behaviour.
Just as you would for an effective email marketing campaign, we would recommend creating audience segments for your mobile app and its push notifications based on data such as age, gender, location, product or service preferences and app usage.
As an example, driving sales volumes can also be achieved with automation. This can include sending push-notifications or email communications to engaged but non-converting customers. This can include those who have added items to their in-app shopping cart but have abandoned their basket and not completed payment.