Going Beyond the Push: Mobile Engagement is More Than a Push Notification
Since our earliest beginnings as a location-based campaign platform, Rover has always placed an emphasis on mobile engagement through great content. Why? Because fundamental to our product and our team’s DNA is a belief that great content drives engagement. Mobile engagement is more than a few lines of push text. And this isn’t just a hunch, we’ve seen the poor results of campaigns with content limited to just some push text or an ugly web-view coupon. Text alone is not enough. Push alone is not your mobile engagement strategy.
While there will always be a place for a transactional approach to push (ie. your uber has arrived). In many cases, true mobile engagement comes from what lies beyond the push. Specifically, what content do we drive to the user to engage them and create value for both the end user and the app publisher?
Traditionally, engagement through good content has been driven through deep-linking. That is, tying a push notification to a relevant, native feature or section of your app. Compelling examples of this are seen in news apps whose push messages drive the user right into the corresponding article.
The most compelling aspect of these campaigns is not the push itself, but the content it drives to. It is the article, not the push where the user’s attention is captured and engaged. For apps like news apps that are heavily new-content focused, the creation of the content is core to the app itself. These applications have dedicated content management solutions to manage the timely creation and delivery of new mobile content. For many app publishers, this manageable approach to content creation is not the case . For most, new native content and campaigns require a lengthy and very resource intensive process to deliver.
In many cases, the time and costs associated with content creation means creative and engaging mobile opportunities get relegated to the bottom of the product roadmap as competing priorities take precedence or new campaign ideas are shelved altogether. When mobile is commanding more and more eyeballs and content is king, this restrictive model just doesn’t work. Add to this an increasing expectation of users to have more relevant and personalized content, and very quickly, mobile engagement demands a restrictive amount of time and resources from your product team.
So what is the solution? How can brands balance the need to be timely and relevant with content opportunities with the priorities and demands placed on their product teams?
At Rover, we are solving this problem. We are focused on giving brands and app publishers the tools to augment their native development roadmap with a platform that allows them to cost effectively execute on campaign and content opportunities in a timely manner.
For the last 3 years we’ve been building the most robust solution to native mobile content creation on the market. We’ve built the platform with a clear focus on giving brands the tools to go beyond the limits of push to deliver better mobile engagement with better content.
We’ve done so with the following guiding principles
- Content is King — Marketers and creatives should be empowered to execute on their ideas without the resource and time restrictions of traditional content publishing
- Audience and User Context Matters — Engagement comes from the right message at the right time
- User Experience is Crucial — No compromise to user experience from content with ugly landing pages and/or finicky web views
What would you do if rich native content could be created and contextually delivered as easily as a push campaign? Take a look at more examples of how you can go beyond the push, enhancing your campaigns with Rover Experiences.
