INDUSTRY UNLOCKED strategy focuses on retention and activation rather than raw download numbers . However , the challenge remains that only 8 % of new app users return on the 30th day post-download .
To combat this , France TV leverages first- and zero-party data to create personalised user journeys that encourage users to come back regularly . This approach includes targeted push notifications and in-app messaging tailored to users ’ preferences and behaviours , providing them with valuable content and exclusive offers . A key factor in France TV ’ s success is the close collaboration between product and marketing teams . This unified approach ensures the delivery of meaningful experiences that resonate with users and promote ongoing engagement . MVFs can be nurtured through personalised rewards and gamified experiences , further strengthening their connection with the brand .
How to hit a home run with your mobile marketing app
The Phoenix Suns , US Open , March Madness and France TV ’ s app experiences highlight a powerful truth : mobile apps are no longer just an accessory to fan engagement – they ’ re the cornerstone . Whether through real-time updates , location-based notifications or deeply personalised content , mobile apps provide unparalleled opportunities to connect with fans and keep them engaged before , during and after events .
Marketers looking to maximise the potential of mobile apps should focus on using real-time notifications and Live Activity lock-screen updates to deliver seamless , dynamic content and prioritise personalisation by capturing and utilising fan preferences to create tailored experiences , as well as shifting performance metrics from app installs to sustained engagement . Build trust by respecting privacy and putting customers in control of their data to deliver meaningful , personalised interactions that keep them coming back .
By integrating these strategies into their mobile marketing efforts , brands can turn every touchpoint into an opportunity to deepen fan loyalty , increase engagement and drive longterm value . With the right approach , mobile apps can become your most valuable player in the game of fan engagement . x
Steve Tan , Vice President and General Manager EMEA / APAC , Airship www . intelligentcxo . com
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