Customer Service and Consumer Re-engagement: Facebook Announces Next Steps with Messenger Ads

Post By Hannah Downing

Mary Meeker predicted it in her 2017 Internet Trends report and now we are seeing it: the shift of customer service to chat platforms. This is because advertising is shifting to chat platforms, as well. As reported in a recent VentureBeat article, Facebook recently announced that it will be extending its test of ad placements on Messenger to a worldwide audience. Let’s look at some of the benefits and things to consider of this emerging ad format.

One of the major benefits to this ad format is the direct access it gives businesses to potential customers from the ability to start conversations in the Messenger app through the ad. Facebook also reports that sponsored messages sent in the Messenger app will only be for businesses that the user has previously engaged with in some way. These aspects make this ad format very valuable, since reengaging potential or past customers can be difficult to achieve in general.

However, the ease and importance of conversations in this ad format means this is going to put great emphasis on each business’s customer service department. While this format could be great for generating leads and directing them towards converting, it could also backfire if a business does not have an adequate support team setup to handle whatever volume of conversations come their way.

Similarly, it is not clear whether the conversations that occur because of ads run in the Messenger app will factor into the rating of each business’s Messenger response time, as is often visible to users when they visit a business’s Facebook page. If this rating feature could be affected by the Messenger ad format, then businesses have even more reason to make sure their team is ready to handle the volume of conversations that may come through the app.

In the end, more businesses should consider advertising in this format, as the potential benefits are high, especially the direct interaction between businesses and consumers. This ad format could add more of a personal touch to advertising and the guiding of leads down the conversion tunnel, as well. If you’re a business that is not on Facebook already, join the 70 million other businesses and see if this ad format is right for you. Contact Oplytic to discuss and determine the best mobile marketing strategy for your company and if this includes Messenger app ads.

3 Reasons Why Push Notifications Should Be Part of Your Mobile Marketing Strategy

Post By Hannah Downing

A recent study by Accengage points towards the great potentials Push Notifications offer. Not only did this study highlight the potential benefits, it also brings to light the multiple approaches to using Push Notifications. Considering these will help anyone looking to gain and retain users. Below are three reasons why you should consider Push Notifications in your mobile app marketing strategy, if you have not already.

1) Opt-in rates for Push Notifications, on both Android and iOS, are at high levels.

This can be seen in the average opt-in rate of 72% across both operating systems. As Richard Harris writes for App Developer Magazine, "...mobile users are more than ever interested in receiving Push Notifications." These high rates set up great opportunities for app marketers and developers to keep in touch with their users, especially since all Android users are automatically opted-in for Push Notifications when they download an app.

2) Reaction rates are doing well, too.

Android users have a very high reaction rate compared to iOS users. The average reaction rate overall is 8.4%, with average Android reaction rate at 12.2% and iOS at 4.5%. Harris partially attributes the high success rates of Android Push Notifications "...to the historical possibility to create richer formats...on Android." However, he also writes that iOS recently released the ability to use more formats within Push Notifications, such as images, videos, and GIFs. These new opportunities could help iOS reaction rates increase and catch up with Android.

3) There are multiple avenues to consider when it comes to Push Notifications.

Web Push Notifications and Facebook Messenger Push Notifications are among the newer options available for keeping in touch with users, and both have promising statistics based on Accengage’s report. Web Push Notifications allow consumers to receive notifications for websites they have visited and approved, without necessarily downloading the app. This convenience has led to an average 18% reaction rate, with E-commerce leading at an average 27% reaction rate. Facebook Messenger notifications are even better, with a 35% average reaction rate, probably linked to the fact that they show up right amid the discussion news feed, Harris wrote. However, this feature is fairly new, since Facebook has tested it, but is just now starting to roll out this option with a plan to complete it by the end of 2017

Overall, with multiple opportunities to choose from and the promising results so far, app developers and marketers should be considering the wide range of goals they could accomplish with Push Notifications and how to make these tools work best for them. Mobile app marketing companies, like Oplytic, can help them do exactly that.

Google Play Changes Ranking Criteria

Post By Hannah Downing

Google recently announced a change to their app store, Google Play, but it is of a different nature than Apple's App Store revamp—Google is changing the way they rank apps in the app store. As ExchangeWire reports, "...the [Google] store is favoring apps that are used by consumers regularly and over time, not just those that were downloaded frequently."

In other words, exclusively having your app downloaded many times will not guarantee it a top spot in the Google Play store anymore. Instead, the store will be ranking the apps based on how often users return to them and how engaged their users are overall. This change seems to be coming in an effort to help users be more informed about the apps they are downloading by showing them which apps have continued working well for other users.

This change makes sense and it begs the question if Apple will make this change to the App Store, too. The change makes sense because very few people download an app with the intention of using it only once or twice, especially when you consider people who have less storage on their devices, which forces them to consider every download they make. Instead, with this new ranking system, Google is helping users compare similar apps more easily and, therefore, make a more educated decision on what they're downloading (and sometimes buying). This is much more helpful than ranking apps by their popularity because an app's total downloads can climb to great numbers, but that does not always mean the users' expectations are being met. This new way of ranking apps will show which apps not only have met, but continue to meet, users' expectations.

ExchangeWire writes about how this change in the Google Play store means app marketers will have to focus more on quality than they may have in the past. However, this does not mean they should ignore quantity. ExchangeWire writes, "Without promoting an app and hitting some critical mass, none of the other metrics matter. Even if you have years-long retention and hourly engagement, it won't matter if your app is only installed on a hundred devices." Rather, marketers will have to keep an eye on both, making sure they are targeting quality downloads and that a significant quantity of those downloads occur.

This change means that mobile app marketing companies, like Oplytic, will have to continue to work with marketers and publishers to identify the best sources for quality downloads and find ways to track users' actions efficiently after the app is downloaded. As ExchangeWire writes, following the post-install data can help both marketers and product managers understand more about their app and users' experiences with the app. With this, user experience can be improved to keep users engaged, resulting in a high ranking in the Google Play store.