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Maximising Mobile App Engagement with Push Notifications

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By Olatayo Ladipo-Ajai, Regional Manager: West Africa at Infobip

Mobile apps have become an integral part of our daily lives, offering businesses an incredible opportunity to engage with customers and boost revenue. Among the various strategies available, push notifications have emerged as a powerful means to captivate users throughout their app experience. By aligning your push notification strategy with key business metrics, you can maximise its impact. One effective framework for achieving this alignment is the ‘pirate metrics’ framework, which encompasses acquisition, activation, retention, referral, and revenue.

Acquisition: Grabbing Attention from the Start

Acquisition refers to the phase before a user installs your mobile app. Although there is no direct communication with the user during this phase, it’s crucial to collect data about them for future use. This data might include the source that led the user to the app and advertising content, which can be employed for personalised communication. For example, you can send tailored onboarding messages to new users, guiding them through the app’s features, enhancing user engagement, reducing churn, and setting the stage for long-term retention.

Activation: Turning Users into Active Participants

Activation involves motivating users to complete specific actions, such as creating an account or making their first purchase. Push notifications can be instrumental in achieving this by showcasing the app’s value and providing guidance. Here, you can engage with users by setting up triggered notifications based on user behaviour, nudging them at critical points, and driving higher activation rates.

Retention: Keeping Users Coming Back

Retention is a critical metric, with around 90% of new users churning within the first month after installation. To combat this, mobile developers should track all users who launch the app and reach out to those who don’t. Personalised re-engagement push notifications play an important role in this as by sending messages to dormant users, reminding them of the app’s value, and offering incentives can improve retention rates.

Referral: Amplifying Growth Through Advocacy

Referral is essential for customer acquisition, especially for mobile apps. Well-designed scenarios involving push notifications can encourage users to share information about the app on social media, write reviews, or rate it in stores.  Implementing referral programs through targeted push notifications that offer rewards or incentives for user referrals can turn satisfied users into brand advocates, driving organic growth.

Revenue: Monetising User Engagement

Revenue is the ultimate goal, and push notifications can play a crucial role in achieving it. By encouraging users to take actions related to payments or promoting products, you can boost revenue. Sending targeted promotional offers and upsell notifications to users based on their preferences and previous interactions can drive conversions, boost sales, and increase revenue.

Overcoming Data Challenges with a Customer Data Platform

Without a sound central Customer Data Platform (CDP), organisations may encounter significant challenges, including struggling to manage multiple vendors and handling siloed data, resulting in increased costs and a disjointed customer experience. Without a central CDP, businesses may lack the ability to communicate intelligently with their customers, leading to redundant or irrelevant messages. This challenge can easily be resolved by consolidating data and utilising a unified CDP.

Embracing Technological Advancements in West Africa

The technology landscape in West Africa continues to evolve rapidly, with a particular focus on the expansion of mobile apps and social media chat platforms. According to the GSMA Mobile Economy Sub-Saharan Africa Report 2022, West Africa ranked among the top African countries in terms of growth in the technology landscape. This emerging trend highlights the increasing adoption of these types of technologies in the region. The growth in this sector also creates a wealth of opportunities for businesses, highlighting the importance of investing wisely in technology.

The Right Technology Investments for Success

Mobile engagement is now a vital component of any business strategy. With the rise of mobile apps, a well-thought-out mobile engagement strategy is essential to keep customers engaged and loyal to your brand.

To achieve this, businesses need a robust customer engagement solution that includes mobile app messaging capabilities and analytics. Mobile app messaging allows real-time communication with customers, while analytics help track user behaviour and trends to optimise the engagement strategy.

Additionally, a customer data platform (CDP) is essential. A CDP consolidates customer data from various sources, providing a unified view of the customer. This understanding helps businesses personalise their communication and deliver a seamless customer experience across all touchpoints.

A successful mobile engagement strategy requires a comprehensive customer engagement solution with mobile app messaging capabilities, analytics, and a customer data platform. By leveraging these tools, businesses can create a personalised and engaging experience for their customers, driving loyalty and, ultimately, revenue. So, it’s time to harness the power of push notifications and watch your mobile app’s engagement and revenue grow.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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DStv, GOtv Bouquet Prices Remain Unchanged- Multichoice Nigeria

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Multichoice Nigeria, owners of DStv and GOtv has refuted reports circulating online that the company has reduced the subscription prices for users in Nigeria.

DStv, GOtv Bouquet Prices Remain Unchanged- Multichoice Nigeria

The paytv provider however said that only decoder prices were reduced but subscription prices remained unchanged.

“We only reduced our decoder prices and not subscription prices,” the source said.

Some online media and some users on X formerly Twitter, had yesterday shared unconfirmed announcements of reduction in prices.

A source close to Multichoice however said that “The DStv Zapper was slashed from N65,000 to N22,900 while the Zapper and the dishkit were slashed from N100,000 to N57,900. For GOtv, the Pizza Box was slashed from N56,000 to N19,900 and all of these took effect from the 1st of June 2024.”

MultiChoice Nigeria is in the midst of a legal battle following a ruling by the Competition and Consumer Protection Tribunal (CCPT) that fined the paytv operator the total sum of N150 million for challenging the court’s jurisdiction and ordered the company to provide a one-month free DStv and GOtv subscription to users in the country.

The judgement was delivered two weeks ago by a bench of three judges, led by Justice Thomas Okosu.

Multichoice Nigeria has however reportedly filed an appeal against the ruling.

 

 


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Multichoice Group’s N31.6Bn Trapped in Closed Heritage Bank 

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Multichoice Group, owners of DStv and GOtv, had an account balance of N31.6 billion with Heritage Bank, before the bank’s liquidation, according to the group’s annual report for FY 2024.

Multichoice Group’s N31.6Bn Trapped in Closed Heritage Bank 

Multichoice had a deposit of N33.7 billion (488 million South African Rands) with the bank as of the 2024 fiscal year end on March 31, 2024.

However, that balance was subsequently reduced to N31.6 billion (ZAR 400 million) due to cash remittances before the bank’s liquidation on June 3, 2024.

The significant deposit raises concerns for the group, as the sum far exceeds the N5 million maximum payout guaranteed by the Nigeria Deposit Insurance Commission (NDIC).

However, according to Multichoice’s annual report, the group will engage the liquidator (NDIC) to “ensure a reasonable outcome is achieved”.

Recall that NDIC had June 3, 2024, announced the liquidation of Heritage Bank. The statement specified that depositors with funds exceeding N5 million will receive a liquidation dividend, contingent upon realising the bank’s assets and recovering its outstanding debts.

In line with this step of selling the bank’s assets, the NDIC has announced a public bidding process for the sale of Heritage Bank assets.

The NDIC through a newspaper advert on June 13, 2024, noted,

“The Nigeria Deposit Insurance Corporation in the exercise of its rights as Liquidator of failed Deposit Money Banks hereby invites interested members of the general public to buy the assets (landed property and chattels) of defunct Heritage Banks through public competitive bidding.”

Multichoice and Heritage Bank had strong ties in the past, as the bank was a sponsor of the group’s endeavours, such as Big Brother Naija and the Africa Magic Viewer’s Choice Awards (AMVCA).

 

 

 


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QNET Celebrates Father’s Day by Empowering Dads with Business and Wellness Solutions

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In celebration of Father’s Day, QNET, a leading global e-commerce company, reaffirms its dedication to empowering dads around the world with business opportunities and wellness solutions. Acknowledging the crucial role fathers have in families and communities, QNET is providing them with the chance to excel effortlessly in their roles through its direct selling business opportunity, along with products that enhance their wellness and lifestyle.

QNET

A recent report on Balancing work and dad duties in Nigeria recognises the sacrifices incredible Nigerian fathers make to be providers and active caregivers.

The report highlights the challenges fathers face in balancing work and family life. Understanding these challenges, QNET is dedicated to empowering aspiring entrepreneurs, particularly fathers, by providing them with the tools and support they need to succeed.

For fathers who aim to build a better future for their families, the company offers a platform that not only helps kick-start their businesses but also nurtures their growth. Through QNET’s business platform, fathers gain access to comprehensive product and business training and customer support, ensuring that they have the knowledge and skills necessary to thrive and feel empowered in their entrepreneurial journey.

“We believe that every father deserves the chance to succeed both professionally and personally,” said Biram Fall, Regional General Manager, QNET Sub-Saharan Africa.

“Our mission is to provide fathers with the opportunities and resources they need to achieve their goals and support their families.

“Through our business opportunities and health-promoting products, we are dedicated to empowering fathers to build better lives for themselves and their loved ones.”

In addition to business opportunities, QNET offers a variety of products designed to help men lead healthier and more fulfilling lives.

This Father’s Day, QNET is highlighting two exceptional products that exemplify this commitment: QAlive and the Bernhard H. Mayer 150th Anniversary timepiece.

QAlive is a plant-based supplement that naturally increases testosterone levels for men’s complete health and performance. Packed with essential nutrients and antioxidants, QAlive supports immune function, boosts energy levels, and helps fathers stay healthy and active.

The Bernhard H. Mayer 150th Anniversary watch is more than just a timepiece; it symbolizes sophistication and success. Designed with precision and style, it is perfect for the modern father who values both functionality and elegance. With its advanced features and sleek design, the Bernhard H. Mayer wristwatch is a testament to QNET’s dedication to quality and innovation.

“Fatherhood is a journey of resilience, sacrifice, and unwavering love. We recognize the profound impact fathers have on shaping the future.

“This Father’s Day, we stand alongside fathers worldwide, offering not just products, but distinct products created through extensive research.

“These products have been rigorously tested and proven effective in promoting good health and wellbeing” remarked Hakeem Ajisafe, Chief Executive Officer, Transblue Limited.

This Father’s Day, QNET invites everyone to celebrate the fathers who work tirelessly to provide for their families and communities. By offering unparalleled business opportunities and top-tier health products, QNET continues to support and empower fathers to reach their full potential.


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