Giving consumers the right to opt-in to targeted push notifications within mobile applications requires brands to incentivize users by providing value upfront, an Urban Airship executive said during a Mobile Marketer webinar yesterday.

Mobile apps have arguably become the most important strategy for brands to leverage when it comes to reaching consumers on-the-go, and has opened up a slew of new avenues for targeting ideal audiences, including location-based messaging. However, to maintain app usage among current customers and garner additional app downloads from new individuals, marketers must first serve the consumer before attempting to sell anything.

?It?s not only getting on the device, it?s maintaining that relationship on the device, and that?s a harder part of the game,? said Brent Hieggelke, chief mobile evangelist at Urban Airship, Portland, OR. ?We have definitely hit the point where mobile apps are probably the most important strategy today in thinking about how to engage consumers.?

The webinar was sponsored by Urban Airship.

The evolution of advertising
The advertising sector has been shifting away from traditional media channels, such as television, into the omnichannel world of constant connectivity. Individuals are now spending more time interacting with mobile apps than watching television, which has prompted advertising-based business to dramatically change their tactics.

?The TV screen is now subservient to the smartphone screen,? Mr. Hieggelke said. ?It?s all been driven by the fact that consumers are now firmly in control.

?They get to curate the media; they get to decide which app they open to consume content.?

Urban Airship recommends for brands to make their mobile presence stronger by using an engagement platform to manage in-app messaging and push notifications, and leveraging a wallet studio to connect with users by mobilizing coupons, loyalty cards and other various offers.

Consumers nowadays do not want to see blatant advertising on their smartphones; rather, they expect companies to deliver magic moments.

Urban Airship used geo-location to create such a moment during the 2012 Olympics by sending an exclusive photo of the lit Olympic Cauldron only to people sitting inside the stadium. That level of precision made it an unforgettable moment for fans that were excited to receive a memento of their event-going experience.

?You have to deliver all of this at the right time, at the right place,? Mr. Hieggelke said. ?That is the definition of the magic moment that consumers today are now demanding.?

He tapped Starwood Hotels and Resorts? SPG keyless room entry as another top example. The ability for weary travelers to bypass the front desk in a hotel and open their rooms via mobile is an incredible convenience that fosters long-lasting loyalty.

Ultimately, brands must realize that this new world of advertising is contingent upon users? invitations, ranging from adding their favorite marketers on social media to opting in to push notifications.

Marketing has changed so much that this is now possible on mobile. Instead of engaging in broadcast advertising, target customers on a one-to-one level.

There is no single screen anymore. Brands should take advantage of consumers using multiple screens even while doing leisure activities such as watching television or shopping.

Most importantly, users want to feel connected to the brand, meaning that completing a transaction is not their immediate thought when they add a new marketer into their periphery.

Brand leaders in mobile
Several brands have been doing an exemplary job when it comes to persuading users to opt-in to messages in an organic and value-additive way. Rental marketplace Airbnb has sped up the booking process by adding push notifications into its mobile app.

Guests are likely shopping other properties with different companies as well, so it is important to lock down that transaction as soon as possible.

Meanwhile, Victoria?s Secret offers a cohesive explanation process for new app users that are considering opting in to messages, clearly demonstrating the value of saying yes.

Brands can also use current events to incentivize opt-ins. ABC News did this by offering to ping consumers with notifications surrounding the elections, in case they did not want to spend hours watching live television for updates.

Another great benefit is making a payoff for downloading an app happen soon after that initial download. Redbox has seen tremendous success with this strategy by encouraging users to visit their message centers to receive a code for a free movie rental as a thank-you for downloading the app.

Some companies may believe that decent amounts of customer opt-ins are an elusive myth, but average opt-in rates have in fact been holding relatively steady, currently hovering at approximately 43 percent.

If brands can get that opt-in, the consumer in question is four times as likely to engage with the marketer and twice as likely to keep the app on his or her smartphone.

?It all depends on delivering some value in the request,? Mr. Hieggelke said. ?How do you use this new channel to serve before you sell??

Final Take
Alex Samuely, staff writer on Mobile Marketer, New York