Glossary Archive | Leanplum a CleverTap Company https://www.leanplum.com The Multichannel Customer Engagement Platform Thu, 08 Jul 2021 16:12:44 +0000 en-US hourly 1 https://wordpress.org/?v=6.5.5 Growth Marketing https://www.leanplum.com/glossary/growth-marketing/ Wed, 24 Mar 2021 16:19:02 +0000 https://www.leanplum.com/?post_type=glossary&p=21574 What is Growth Marketing? The term growth marketing is also commonly referred to as growth hacking. It’s simply a way of describing many of the data-driven strategies marketers use to learn about customers and improve their interactions.  Growth marketing works through the creation of a series of different tests and experiments, which aim to reveal […]

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What is Growth Marketing?

The term growth marketing is also commonly referred to as growth hacking. It’s simply a way of describing many of the data-driven strategies marketers use to learn about customers and improve their interactions. 

Growth marketing works through the creation of a series of different tests and experiments, which aim to reveal the specific communication tactics that hold the most appeal to the brand’s target audiences. By conducting a series of tests, brands start to gain a thorough understanding of their customers. This understanding can then be used to target interactions in a way that suits customers. 

There are many different components to a great growth marketing strategy. Typically, growth marketing plans begin by identifying specific areas which could be improved. Once these have been identified, growth marketers are tasked with creating a series of tests that will equip teams with the information they need to make meaningful improvements in these areas. 

Growth marketing tests are then created, the results of which should help the brand learn more about its audience. Once testing has been completed, resulting data must be analysed, to reveal the answers to teams’ queries. Further tests may then be created, with the aim of building upon the understanding marketers have gained. 

What are the Foundations of an Effective Growth Marketing Strategy?

The most effective growth marketing strategies are those that are well-planned and researched, incorporating testing which is specifically tailored to the characteristics of the brand’s audience. 

Growth marketing strategies will often incorporate a range of different tests, every one of which should reveal more about the preferences of the company’s target audience. Take a look at some of the key foundations of great marketing strategies below.

A/B and Multivariate testing

One of the most commonly used forms of testing in growth marketing is what’s known as A/B or multivariate testing. 

These tests present audiences with a number of different variants, to measure the effectiveness of changes in marketing communications. Almost anything can be tested in this way, from the copy used on a push notification to the imagery that features on a landing page. 

Growth marketers will use the results of A/B and multivariate testing to establish the types of communication that audiences prefer. This information can then be used to create more data-driven, targeted interactions in the future. 

Multi-channel & Cross-channel Capabilities

A good growth marketing strategy must take the entire customer journey into account. And that means that it should have multi-channel and cross-channel capabilities. 

Growth marketers will look to measure the success of different campaign tweaks across all channels. If this is done well, any improvements that were informed by the results of these tests will then be effective across all channels that a brand uses. 

In today’s digital world, users are interacting with brands across a wide range of different channels. So, the average customer journey is becoming ever more complex. Growth marketing strategies must take this into account, building upon the ways in which users interact with their brand and seeking to maximise the profitability of every customer journey

What Does Growth Marketing Look Like in Action?

Growth marketing strategies can be created to focus on a whole range of different issues, from customer acquisition and retention to lead generation and referrals. Take a look at some of the most widely used ways of introducing growth marketing to attract and retain customers. 

Lead Generation

Growth marketing strategies often focus on lead generation, experimenting with new ways to improve the likelihood of customers signing up to newsletters and joining mailing lists, for example. Lead generation tests aim to increase the numbers of sign ups a brand receives, by changing how these acquisition actions are presented.

Customer/User Acquisition

Acquisition is a key part of any good growth marketing strategy. You’ll often find growth marketers testing different variables on customer acquisition features, such as chatbots, sign ups and any content downloads that require a user to enter their details before continuing. 

Onboarding and User Activation

Encouraging a user to interact with a brand is one thing, but once that first interaction has happened it’s vital that the brand does all it can to hold that user’s attention. Onboarding strategies plan to do exactly this, and growth marketers test out different ways of doing so to ensure the best results for the company. 

Customer Retention

A good retention strategy is vital for brands looking to grow. Growth marketing tests compare different variables in retention strategies, giving teams a good indication of the options that hold the most appeal to their audience. Findings can then be used to improve retention strategies as time goes on. 

Referrals

Referral programmes can be enormously beneficial for ambitious brands. Using growth marketing, brands can learn about how different referral schemes might work for them, and which incentives their audience prefers. The results of these tests will then enable the brand to create a referral programme that brings in the best possible return on its investment. 

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Growth marketing strategies equip brands with incredibly useful information, which can easily be used to maximise the profitability of different marketing campaigns. Providing a whole range of different benefits in terms of customer acquisition, engagement and retention, growth marketing can make a real difference to both the potential of a company and the success of its expansion plans. For more information about growth marketing and how it works, get in touch with our team. 

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Message Center https://www.leanplum.com/glossary/message-center/ Wed, 24 Mar 2021 16:18:59 +0000 https://www.leanplum.com/?post_type=glossary&p=21569 What is a Message Center, Exactly ? A message center is a separate area of a mobile app, designed specifically for messages. It works just like an inbox, yet messages are much more likely to be read here than they would be if they were sent solely through push notifications.  By putting a message into […]

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What is a Message Center, Exactly ?

A message center is a separate area of a mobile app, designed specifically for messages. It works just like an inbox, yet messages are much more likely to be read here than they would be if they were sent solely through push notifications. 

By putting a message into a message center, mobile app developers quickly increase the likelihood of users noticing and interacting with the message. This simple move can therefore have a phenomenal effect on the success of a whole range of different mobile app campaigns. 

What Can a Message Center Do?

A message center helps to attract a user’s attention, encouraging them to read messages sent by a brand. It works just like an inbox, so it can be used to send a wide range of different communications, on any topic that may be relevant to the app’s users. 

Messages stay within the message center for a prolonged period of time, so they don’t run the risk of disappearing before a user has noticed them like a push notification can. They’re also more likely to be read as all users will have access to them. Users don’t need to enable the feature as they would with a push notification, which means engagement levels tend to be far higher. 

Why Would an App Need a Message Center?

There are many reasons why an app might need a message center. Primarily, it’s used to boost engagement and keep users interested in the app. While push notifications and in-app messages are temporary, messages sent via a message center can be accessed by users at any time. This makes them far superior in terms of engagement. It can have a great effect on response rates too. 

Research published by Urban Airship found that content sent via message centers generates eight times the typical read rate of push notifications. Message centers shouldn’t be seen as a replacement for push notifications, however. When combined, the two generate the best possible results. The same research revealed that a combination of push notification and message center content resulted in double the read rates. 

Reaching 100% of Customers

By adding a message center to your app, you’ll ensure that your content can reach 100% of your customers. Users no longer have to opt in to push notifications to see the content you’re sending, because it’ll all be right there in the app for them to access at a convenient time. 

Organize Inboxes

A message center allows you to keep content organised, and this too will help to increase read rates and engagement. If content is carefully organised, it becomes easier for users to understand and interact with it. Users will therefore respond by doing exactly that – in far greater numbers than ever before. 

Onboarding

Message centers can be a huge help in onboarding strategies. Messages can be used to talk a user through the onboarding process, and make sure that they’re fully aware of all the features that an app offers. It’s a great way to make the perfect first impression. 

Personalizing Content

A message center is the ideal place to start introducing improvements to your user experience. Send personalized content based on users’ preferences and past behaviour, and show them what your app can do to make their life easier. 

Offers and Promotions

Publicise offers and promotions with the help of a message center. Whether you’re already sending promotional content via push notifications or not, introducing similar content within the message center of your app will quickly ramp up engagement and get more users interested in special offers. 

Interested in finding out more about how to create a message center for your mobile app? Get in touch with a member of our team to learn all you need to know. 

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Webhook https://www.leanplum.com/glossary/webhook/ Fri, 17 Jul 2020 02:54:12 +0000 https://stageplum.wpengine.com/?post_type=glossary&p=20653 What is a webhook? A webhook allows apps to send information to outside servers and systems in real time. For example, webhooks can be used to trigger actions outside an app after a user performs an action within the app. When used for testing purposes, webhooks are a vital tool for optimizing mobile marketing campaigns. […]

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What is a webhook?

A webhook allows apps to send information to outside servers and systems in real time. For example, webhooks can be used to trigger actions outside an app after a user performs an action within the app. When used for testing purposes, webhooks are a vital tool for optimizing mobile marketing campaigns.

Webhooks and third parties

Webhooks can be used for sending data to external services, triggering third party APIs, or setting user attributes, e.g., when particular users have reached milestones. Webhooks can trigger messaging services to send cross-channel messaging that has been personalized based on user data from within an app as well as customer segments, e.g., location, demographic, and in-app behaviors.

Marketers can test webhooks using third party tools such as https://webhook.site.

How can webhooks be used for mobile marketing?

Using Leanplum’s Message Composer, webhooks can be sent after specific user actions, for example, reading a message. Alternatively, they can be used to trigger a third party service to take an action, such as sending an email, text message or Slack message, even storing information in a database. As a result, webhooks are ideal for multi-channel marketing campaigns that go beyond mobile.

For example, if a user completes a certain level within a gaming app, their account could be credited by a special promotion. If you typically see more mobile conversions from 18- to 35-year-old females on Fridays, you can set up automated email notifications to target this segment. Besides day of week, a trigger can be set based on other criteria, perhaps elapsed time since a previous conversion.

How to set up a webhook

In Leanplum, setting up a webhook involves parameters such as targeting based on segment criteria,  and delivery method. The latter includes options such as scheduled, based on user time zones or optimal conversion times, or triggered, based on specific actions taken with an app.

The Leanplum platform makes use of webhooks for A/B testing. Every piece of messaging, from push notifications to in-app messages and webhooks, can be tested to ensure users receive the most relevant content.

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Web Push Notifications https://www.leanplum.com/glossary/web-push-notifications/ Fri, 17 Jul 2020 02:53:35 +0000 https://stageplum.wpengine.com/?post_type=glossary&p=20652 What are web push notifications? Web push notifications are messages that are sent to the user’s web browser. They are similar to mobile app push notifications, but they’re delivered by websites instead of apps. These notifications allow sites to actively engage with their users through timely, personalized messages. How do web push notifications work? Marketers […]

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What are web push notifications?

Web push notifications are messages that are sent to the user’s web browser. They are similar to mobile app push notifications, but they’re delivered by websites instead of apps. These notifications allow sites to actively engage with their users through timely, personalized messages.

How do web push notifications work?

Marketers who are already offering a mobile app may wish to enhance their digital marketing strategy with web push notifications.

Leanplum’s integrated web push notification solution offers marketers the same freedoms as the app push notification service. Marketers can customize the message, timing, and audience segment. Once the parameters are determined and the notification is sent, users will receive the message on their web browser no matter what website they’re browsing. Ideally, this message will bring users back to your website or app.

Setting up web push notifications can be done in a few simple steps. Firstly, select “Compose” to write a concise, engaging message. You can assign images and icons at this stage. Next, to personalize, marketers can insert dynamic values such as user attributes or first names. Leanplum will populate these fields for every unique user. In the message composer, the text will appear like, “Hey [name], check this out!” After personalizing the message, you can segment web push notifications with your user data.

Next, establish what you’d like to happen once a user clicks the web push notification. It could be a standard URL or a dynamic URL that’s different for each user. For example, if a user had previously browsed a certain product, the notification might take them to that product’s page.

Finally, decide when to schedule your message. You can send messages immediately, at a specific time or date, or based upon certain triggers within the mobile app or website.

What do web push notifications mean for marketers?

Web push notifications are part of a cross-channel marketing strategy where marketers target users over a long period of time and a wide range of devices. 

With Leanplum’s integrated platform, marketers can use the same data from both their mobile app and website to target customers at the moment when they’re most likely to convert. For example, if users engage with an in-app notification, you can target them with a web push notification next time they browse the web.

This messaging technique affords marketers the same freedoms as mobile app push notifications, such as personalization, customer segmentation, and automation. Therefore, customers benefit from a personalized experience, which in turn benefits the marketer with increased conversion rates. By targeting customers at all times and on all devices, marketers will have a better chance of converting customers, providing a better return on investment for all marketing.

What does it mean to push a notification?

Pushing a notification simply means sending users a message, which will pop up when they interact with a website in a certain way. By pushing a notification, brands can put specific messages in front of users’ eyes at a time when users are most likely to react to the messages being shared.

For instance, if a user is already browsing a site, they are far more likely to read the message being shared by the site and follow the actions being suggested, than they might have been if the message was shared via a notification that wasn’t triggered by the user already looking at the website in question. That’s what makes web push notifications so powerful. 

How do I enable web push notifications?

Web push notifications can be enabled or disabled by individual users, via options found in the settings of mobile devices.

To enable web push notifications, users simply need to navigate to the settings page of their chosen device and then choose advanced settings. From here, users will see options on content settings, including a section detailing settings relating to privacy and security. This is commonly where any options on web push notifications can be found.

Once the correct settings have been identified, push notifications can be enabled simply by toggling the option from ‘off’ to ‘on’. As soon as the notifications setting is set to ‘on’, web push notifications will begin to appear for the websites that have these notifications set up.

How do I get notifications from a website?

Web push notifications can be used on both desktops and mobile devices. To get them, users simply need to enable them via the settings of their device.

For desktops, these settings can be found within the user’s chosen web browser. On mobiles, it’s a case of going into the settings and ensuring that web notifications have been enabled for the device.

If web push notifications are enabled, then they will start to pop up automatically as users browse their favorite websites. Web push notifications are usually triggered by certain actions made by users, so they will often appear as users browse the sites in question.

Are web push notifications safe?

Web push notifications are completely safe, as long as they are being sent by a reputable website that users can trust. Messages tend to be sent through providers such as Google and Apple, so users should not be concerned about security when interacting with web push notifications from brands that they shop with regularly. 

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Retention Rate https://www.leanplum.com/glossary/retention-rate/ Fri, 17 Jul 2020 02:52:56 +0000 https://stageplum.wpengine.com/?post_type=glossary&p=20651 What is retention rate? Retention rate is the percentage of users who are still engaged with an app after a certain period after download and installation. This is calculated by measuring the number of users that return to the app after their first open within a given time period. Why is retention rate important? Studies […]

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What is retention rate?

Retention rate is the percentage of users who are still engaged with an app after a certain period after download and installation. This is calculated by measuring the number of users that return to the app after their first open within a given time period.

Why is retention rate important?

Studies show that, on average, it costs $2 to acquire a mobile app user. This may not sound like a lot on the surface, but if marketers want to acquire as many users as possible for the maximum amount of conversions, then it is in their interest to ensure that these users are not only onboarded, but engaged, and converting.

There is nothing worse for marketers than to see their acquisition budget and onboarding efforts wasted as users abandon an app. Unfortunately, this a common challenge for mobile marketers. In fact, 80 percent of mobile app users never return after the first open. Ensuring high retention rates gives marketers the best ROI and helps ensure mobile app growth.

How can marketers increase retention rate?

Using the Leanplum mobile engagement platform, customers have seen 9.6x more conversions, 7x higher user retention, and a 17 percent increase in revenue. A number of factors are key here, including using cross-channel marketing campaigns to engage customers at every point in the customer lifecycle, as well as data acquisition, customer segmentation, and personalization.

Increasing customer retention through app engagement

The best way that marketers can increase their retention rates – which can be as low as 10 percent in the first month – is to prevent “churn.” A strong mobile engagement strategy, informed by user analytics, is the best way to achieve this. For example, marketers, from the point of app download, should encourage users to opt-in to push notifications. This messaging channel will alert users to the latest promotions and app updates, as well as encourage them to re-engage with the app at regular intervals.

Marketers can also automate notifications to alert users when they are most likely to engage, based on behavioral data collected by a mobile engagement platform. For example, if a group of users prefer to open emails on a weekend, ideally, messages should be automated to go out then.

How should marketers engage and retain users?

Deciding which message to send is another challenge for mobile marketers looking to engage and retain their users.

No matter the content — app updates, new feature announcements, onboarding and tutorial tips, promotional offers, etc. — the key is sending personalized, well-timed messages, based on user analytics and behaviors. Together or separately, these will incentivize users to engage and (if needed) reconnect with an app. Ideally, marketers should use this content as part of a cross-channel marketing campaign, leveraging channels such as email, push, web push, and in-app, to reach users wherever they are.

Learn more by downloading Leanplum’s Mobile Marketing Trends report Retention: Revealed.

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Voice Marketing https://www.leanplum.com/glossary/voice-marketing/ Fri, 17 Jul 2020 02:52:22 +0000 https://stageplum.wpengine.com/?post_type=glossary&p=20650 What is voice marketing? Voice marketing, which arose with the advent of smart speakers such as Amazon’s Alexa and virtual assistants like Apple’s Siri, uses artificial intelligence to help brands to engage with users, e.g., responding to queries like “Will I need an umbrella today?” with a weather forecast. Voice marketing is becoming more and […]

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What is voice marketing?

Voice marketing, which arose with the advent of smart speakers such as Amazon’s Alexa and virtual assistants like Apple’s Siri, uses artificial intelligence to help brands to engage with users, e.g., responding to queries like “Will I need an umbrella today?” with a weather forecast. Voice marketing is becoming more and more popular with modern mobile apps.

What is next for voice marketing?

In 2016, research analysts Forrester noted the increase of artificial intelligence and voice-based personal assistants, pointing to examples such as Amazon Echo and Microsoft Cortana. The technology was touted as capable of predicting humans’ needs, offering a human-to-machine interface, and even adopting a conversational communication style.

Still in its infancy, voice marketing is predicted to make a big impact across the mobile app landscape as developers incorporate it into their products. “In 2018, we’ll see more B2B mobile apps integrate voice interfaces/features into their core products,” said Jonathan Cue, CEO at App Cues. “And as teams focus on designing for conversation, we’ll see an increase in personalization across the board — both in voice and visual UI.”

Where does voice marketing feature in a mobile marketing strategy?

This newfound conversational tone for mobile apps pairs perfectly with personalization, a staple of mobile marketing. For example, a food and exercise tracker app might employ AI and voice marketing to improve customer relationships. After answering a voice search question like, “How many calories does one hour of running burn?” an app might follow up later with a timely, “Today is a good day for a run.”

Like many mobile marketing strategies, personalization can be automated, based on leveraging voice search data and segmenting and targeting specific customers, e.g., males 20 to 35 who enjoy running. Of course, it is still difficult to precisely associate customer preferences with their voice searches, but consider how marketers are already using predictive auto-correct in text search. By automating their messaging, marketers save time and deliver more relevant content.

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