Micro-Moments and the “Fear of the Uninstall”
Our smartphones really have become smart lately. Google’s been focused on the idea of “micro-moments” recently (more here), and this term reflects just how much we as consumers rely on our mobile devices as a trigger for actions. Think about the number of times in the past day, or even hour, that you’ve pulled out your smartphone, and what action you took based on the information you found. The 2 examples of micro-moments below will likely sound familiar to you.
- I-want-to-go micro-moments: 82% of smartphone users use a search engine to look for a local business, and 50% of consumers who conduct a local search on their smartphone visit a store within a day. 18% of those searches lead to a purchase within a day.
- I-want-to-buy micro-moments: 82% of smartphone users consult their phones while in a store deciding what to buy. After reading something on a smartphone, nearly one in four shoppers has changed his or her mind about buying something while in the checkout line.
Micro-Moments and the Uninstall
Apps are a big part of our interactions as micro-moments on mobile, and recent reports clock app downloads at 1500 per second from the App Store and Google Play. With proximity, there’s a huge opportunity to interact and re-engage with these app customers. For example, a shopping app might help you navigate the store for the items in your shopping list, or an airline app might tell you where the nearest airport lounge is or give you a coupon for a quick bite before your flight. Why aren’t these type of context-rich micro-moments more widely used by app developers and marketers?
The answer is: the fear of the uninstall. Many retailers are dipping their toes into beacons within their stores, but there’s still a lot of unknowns about the best way to use it, and as we shared in a previous blog post, “every message we send is another opportunity for the user to uninstall our app.”
Studies are mixed on what the app using public will tolerate from notifications. The Minority Report experience where Tom Cruise’s character enters into a retail environment and is immediately bombarded with specialized notifications is a non-starter, for example, especially in a world where most app consumers tend to ignore the opt-in preferences. But rules-based weighting can help provide a measure of protection against this type of behavior so that the system intelligently sends notifications at a defined interval, or if certain pre-defined conditions are met.
Let’s break down why apps get uninstalled:
- Unnecessary notifications, like popups asking for ratings
- User unfriendliness, like lengthy forms during signup
- Requesting the collection of unnecessary data
Making Sense with Micro-Moments and Proximity
This all makes sense — if an app doesn’t offer anything helpful or unique, it’s not that useful to me. Map the physical world on that, and it can get really easy to bother someone really quickly. Imagine a telemarketer calling you while you’re out at dinner!
With proximity tech, the promise is that you can reach the customer in the real world. But just as in the online world, each physical customer comes from a different place with different goals. When building proximity campaigns, make sure you’re asking yourself: Are you able to differentiate the interaction you’re having with that customer based on past behavior and your existing relationship? Are the notifications hyper-relevant to that customer and where they are at that moment?
We here at Smartwhere have a part of the answer to that question with our SmartEngine. Let the SmartEngine figure out how to get the right message to the right person at the right time. Drop us a line for more information.
Smartwhere Proximity Platform
We understand that messaging is difficult. And our full-stack proximity platform allows you to create and send those messages to your mobile users however you see fit, whether the triggers are beacon events, geofences, wi-fi, or even NFC and QR. We also allow you to send those messages based on user profiles and market segments gathered from location-based data. If you’re interested in learning how proximity data can integrate with your existing marketing platform, click below to see the ways in which we can help you better engage with your customers.
Smartwhere is a powerful proximity platform that allows you to quickly and easily integrate proximity solutions into your existing environment. Whether it’s mobile retail, interactive marketing, or location-based advertising, Smartwhere is an all-in-one proximity platform that delivers and manages relevant content to consumers and other end users when and where they need it.