As mobile devices become a larger part of consumers lives, smart marketers are integrating mobile marketing strategies into their marketing mix. Learn important tips on successfully leveraging push messaging from Anthony Kim, Strategic Director of Mobile Product Experience at Visa. In this session, you will learn: What exactly is push messaging How various industries are leveraging push messaging How to successfully market using push messaging Various messaging strategies How to measure success

2. Introduction
• What is push messaging?
• Industry uses
• Marketing through push messaging
• Messaging strategy
• Measuring success

3. What Is Push Messaging?
• Message that is pushed to the user via a mobile app
• Text or rich push
• Informational or actionable
• Process
• Use internal or third party platform
 Compose the message
 Define the recipient
 Schedule time and frequency
• Benefits
• Immediate visibility
• No need to open an app
• No spam filters
• No character limits
• No cost to user

4. Industry Uses
• Retail – sales, store traffic
• Travel – deals, status
• Hospitality – reminders
• Restaurant – offers, reservations
• Banking – account status
• Insurance – claim status, evaluations
• Advanced uses
• Geofenced offers
 Specialty retailer - invites users within 50 miles of
an invite-only VIP trunk sale
• Beacons
 Welcome to store
• Wearables

5. Use As A Marketing Tool
• Informational
• Engagement
• Conversion
• Reactivation

6. Informational
• Provide a service which the customer values

7. Engagement
• Actionable messages
• Drive engagement with the app

8. Conversion
• Drive a future or current
purchase through offers
• “We actually see our push
messages resulting in
increased follow-through in
refilling prescriptions” Mark
Shaffer, Walgreens

9. Reactivation
• Re-engage a dormant user
• Must be a compelling
reason
• Cost per app acquisition –
$3*
* Urban Airship

10. Messaging Strategy
• Opt in or die
• 50% for leading apps
 88% increase in engagement*
 Nearly 3x higher retention rate*
• Do everything to get customers to
opt in
• Less is more
• Frequency of messaging is critical
• Coordinate with CRM strategy
• Make the message meaningful
• Personalized, actionable, or enticing
• Timing is critical
• Test to optimize response rates
• A/B test
* Localytics

11. Measuring Success
• Messaging must provide value
• Identify number of users who opt
in and opt out
• Identify click through rates
• Click through rates can be 2x emails
• Determine effectiveness of
campaigns
• Measure direct conversion
• Determine impact on dormant
customers

12. Conclusion
• Industry Use:
• Push messaging can be used effectively in all industries
• Marketing Objectives:
• Can be used to provide information, increase
engagement, drive conversion, or regain inactive
customers
• Key strategies:
• Opt in, don’t overwhelm, make the messages meaningful,
test to optimize response rates
• Results:
• Push messaging increases response rates, engagement
with apps, and drives revenue