In the context of mobile marketing, relationship marketing is the use of marketing techniques to build app user loyalty and long-term engagement. This can be done through personalized messaging and optimizing the user experience within the app.
There are three main focuses when it comes to mobile app marketing: Customer acquisition, onboarding, customer engagement, and customer retention. Relationship marketing is particularly concerned with the last of the three, ensuring that once users have downloaded an app, they engage with it frequently.
Customer engagement is so important today simply because of how competitive the mobile app market is. Studies have shown that 21 percent of users delete an app within the first day of downloading it. To prevent this from happening, marketers can employ a range of relationship marketing techniques.
The first would be to ensure a smooth customer onboarding process, by way of simple, interactive tutorials. These benefit new users without slowing the customer journey down. Later on, you can implement in-app notifications to ensure customers are continually incentivized to use the app. These are particularly useful as they do not require the user to opt in for push notifications. TheyÛªre used to inform, incentivize, and monetize app users. For example, marketers can notify users of app updates (inform), reward them with progress notifications (incentivize), or encourage them to make a purchase with a promotion (monetize).
To take this one step further, marketers can personalize notifications both inside and outside the app to ensure dormant users return to the app. This can include anything from changing email text to include a userÛªs name, to tracking user behavior and sending targeted notifications based upon your findings. For example, a travel app user who frequently buys flights on a particular route will be more likely to convert if they receive a personalized notification featuring a sale along that route.
Relationship marketing is particularly beneficial for app developers in the gaming, travel, news, and retail industries. Gaming apps can encourage users to engage through notifications after each level is completed, while news apps can keep users engaged by sending content targeted towards their particular interests. A good relationship marketing strategy will take into account individual user behaviors and create simple, personalized content which does not slow the user experience.
As customer acquisition becomes more and more expensive, marketers must now turn their attentions towards mobile engagement to earn the best ROI. Relationship marketing is imperative for staying competitive in an age in which attention spans are getting shorter. By encouraging personalization and understanding the customer, marketers can increase engagement and see both monetary and non-monetary value from loyal customers for years to come.