January 11, 2017 | Danielle Chatterton
The success of an app or digital solution is largely dependent on the level of engagement. For example, nearly 90% of users will delete an app if it fails to engage them. This can have dramatic implications for customer retention and consequently revenue. Engagement is thus a crucial requirement to ensure victory within the digital arena.
It is fundamental that users do not tire of boring, static content. Interactive content dramatically outperforms static content typically achieving a1:
Static content lets users learn about you; interactive content lets you learn just as much about them. Interactive content enhances the value of existing content and according to digital marketing expert, Aaron Agius, interactive digital content is going to come into its own in 2017. In the current digital landscape, engagement is everything, and publishers succeed when their audience not only consumes content but also enjoys and acts upon it.
Selected brands using interactive content within their digital solutions have reported up to 70% more conversions compared with conversions from static content at around 36%.2 This can be achieved by enhancing your app or digital edition with fresh, updated articles and interactive content such as videos, photo galleries, puzzles and much more.
An effective way to deliver a unique experience is to tailor your content based on your user’s location. Users are increasingly expecting apps to recognise their whereabouts and deliver relevant information. Location-based personalisation brings value to the consumer as it can provide useful details in regards to their daily routines – inevitably boosting loyalty and a reason to return to the app.
Including location-based weather information is a great example of personalisation. Users are able to check forecasts for their exact location as well as browsing forecast for other places.
Everyday, more than 1 billion people worldwide look to AccuWeather for forecasts. Is having an app important for a weather service? Yes, it’s a main driver for AccuWeather’s overall traffic, with 5x more traffic via mobile platforms vs. website directly.3
AccuWeather use Urban Airship to send push notifications and API technologies to deliver automated content to each user. Because weather lends itself to information “snacking” (shorter, more frequent visits), employing personalisation and localisation in tandem helps create a richer, more individualised experience that drives engagement and keeps users coming back.
Traffic is another effective feature of in-app personalisation. Users are able to check traffic conditions for their surrounding area.
One of our US daily newspaper clients, feature a collection of traffic cameras whereby the user can see the exact traffic situation on a variety of nearby highways.
Personalisation relies on “big data”. As this data becomes more and more important, according to the Wall Street Journal, app makers will see the development of usable tools that get them closer to automating the personalisation process.
Relevant content improves users’ everyday lives as they are able to access tailored traffic updates, weather alerts and news etc, all of which are based on their preferences and location. This creates a sense of dependence on the app, as all users’ consumption needs are fulfilled within a single place. The concept of in-app personalisation is inevitably becoming increasingly prevalent within the digital publishing industry.
With digital technology getting more sophisticated all the time; new and developed digital marketing trends are beginning to emerge. The scope for brands and businesses to engage with consumers is seemingly endless, and it is going to prove even more valuable in 2017.
The question is: which interactive content will you develop to engage with your audience?
PageSuite works with a variety of third party providers to integrate traffic and other features into apps. Are you digitally ready for 2017?