You’ve created your app, managed to get it on your audience’s device, and now the big question: how do you keep them coming back for more? The first step is making sure you are delivering compelling, always up-to-date content that your audience cares about and that keeps your app relevant. It’s also critical to provide an experience—look, feel and navigation—that is designed for mobile and takes full advantage of the device’s capabilities. Once you’ve achieved this, the best way to make sure your audience consumes your content and deeply engages with your app is through consistent, attention-getting messages delivered to your users whether they are inside or outside of your app.
The Adobe Digital Publishing Solution (DPS 2015) offers several powerful capabilities to help you communicate directly with your audience and get them to spend more time with your content. Let’s take a look.
To grab your audience’s attention and inspire them to launch and open your app, you can use both Mobile Services Push and DPS 2015 Notifications to display OS level push notifications.
Using In-App Messaging you can target alerts, deep links to content and other important information to users that have launched the app. In-App Messaging is independent from the device’s OS, delivering messages via an Adobe API.
To deliver messages to a targeted set of users, Mobile Services Push and In-App Messaging provide ways to easily segment your messages. For instance, you can easily send a different message to phone (or tablet) users; North American (or elsewhere); or, active (or not).
Highlight an important or compelling article
Suppose you wanted to ensure that your sales force reads a specific article in your app. You could use marketing tools like email and push messaging to create awareness about the article and drive people to it. After allowing your audience time to take action, you could deliver a second, segmented message with further information. For instance, you could send a message to all those that did read the article and suggest additional related content or you could send a message to those who did not read the article and remind them to do so.
To get started, use Mobile Analytics to create the proper segment. As an example, you can choose “Top 10 Articles,” select the article of interest and then select the “Message” option.
This segment will be preloaded into the Audience selector and provides an estimated audience size (0 in our example).
As no one has read this article over the past 90 days (this is my sample app after all), we can change the audience to be those that have NOT read it. We change this is in the Custom Segments and make it “Article Title NOT EQUAL to ‘DOWN AND DIRTY….’” You will see that our new audience size is updated (2!).
Message about a new Collection
For a new collection, make sure to mark the collection as ‘downloadable’ and then push a background download notification. This will automatically push the content to all authorized users. Push the content at a time when the app is not likely to be in use, as background downloads do not work if the app is in the foreground. After this process has completed, use either DPS 2015 Notifications OR the above Mobile Services Push to message the user about the new collection (that should be on their devices). With DPS2015 Notifications you can select an action to bring your consumer to a specific article within the new collection when tapping on the push notification.
Tips for delivering effective messages
Make it relevant. Be sure to stay away from generic messages like “The July Issue is now available” and instead, send specific, compelling messages with a clear call to action. Detailed notifications like “Explore San Francisco restaurants for your upcoming trip” or “Read this article about upcoming changes to the commission structure” will result in much more traffic to your app.
Segment your audience and send them targeted messages. Mobile Services Push allows you to use Mobile Analytics to create audience segments and send them messages. For instance, you can message those that have (or have not) read a specific article.
Use Text alerts to increase content downloads. Using DPS 2015 Notifications for background downloads is great, but you should also use text and in-app messaging to instantly alert your audience about the new content that is available.
Measure the results. DPS 2015 integrates with Adobe Analytics and will allow you to filter and measure response rates to your messages.
For additional help on using in-app and OS messaging, check out this video: