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.

Average app usage may not be what you think it is

Post By Hannah Downing

App Annie recently released a report detailing app usage in different countries. This report breaks down apps by category and details how many apps the average user engages with each day and each month, while also including how much time average users spend in apps.

App Annie reports that 2016 saw an increase in total time spent in apps with nearly one trillion hours spent and 2017 is set to follow the same trend, after considering the results of the first quarter. Considering these findings, App Annie writes that, "mobile apps have become vital to our day-to-day lives." The number of apps used each day and the amount of time spent in apps shows how central they are to the way we live our lives.

When noting the centrality of apps to our lives, many people would probably guess that the average user spends most of their time in the most popular apps. However, this report found otherwise. App Annie writes, "There is plenty of user time to go around that is not dominated by major apps such as Facebook and WhatsApp." This is because, of all the time users spend in apps, 80 percent of that time is spent outside their country's top app, the report states. This is important for app developers and mobile marketing companies to know because it means that, with a good app and strong marketing strategy for that app, there is time out there to be won from users; it is not as impossible as one may guess, considering the intense popularity of multiple apps, especially those in the social media category.

Similarly, while many people may use the top apps in their country, the average user still uses about ten apps a day and thirty apps a month, according to App Annie's report. This again shows how there is still room for other apps in each user's time, not solely the top-ranked apps. These statistics become even more important when considered alongside game apps, which App Annie says make up 75 percent of app store revenue. Mobile app games prove the possibility of success for apps who may not be the highest-ranked, even with the presence of other time-consuming, non-gaming apps, such as the aforementioned Facebook and WhatsApp. There is still time for apps outside the popular "social" category.

While it is encouraging to hear that such a large percentage of users’ time is spent outside the most popular apps, mobile marketing companies and app developers still must win time from users, no matter how much our total time spent in apps increases. This is due to the countless number of apps readily available to users, many of which have similar functions. What these statistics really point to is the importance of user retention because, without frequent engagement, the app in question will not make it to the thirty apps the user engages with each month. Companies like Oplytic can help publishers win this time from users through increased retention and engagement rates, helping to make their app more successful.