User Activation for Marketers - Episode 21
Driving Engagement and Value in Digital Media
Welcome to the 21st Edition of Marketing Concepts!
User activation is a critical concept in marketing, especially for marketers and media professionals aiming to improve campaign performance by building meaningful connections with their audiences. Whether you’re driving growth for a SaaS product, an e-commerce store, or a content platform, understanding how to activate users effectively can significantly impact user retention, customer lifetime value, and overall revenue.
What is User Activation in Marketing?
User activation occurs when a user transitions from being a stranger or casual viewer to engaging meaningfully with your product, whether it’s a web or mobile app.
In marketing, activation often refers to users taking a high-value action, such as signing up for a newsletter, completing a purchase, or engaging with key product features.
Why is User Activation Important for Digital Media and Marketing?
Maximises ROAS: Getting users to click on ads or visit a landing page is only half the battle. The real value comes when they activate and start interacting with the content or product.
Enhances Audience Stickiness: Activating users through personalised content recommendations, newsletters, or exclusive access can transform one-time visitors into loyal followers, increasing the likelihood of repeat purchases or subscriptions..
Enhances Brand Perception: When users find value quickly, they associate your brand with efficiency and quality. This positive perception improves your brand’s reputation and can lead to word-of-mouth referrals.
Personalised, Reward-Driven Activation with Urgency
User activation is crucial, marking the moment when new users first experience a product’s value. According to Userpilot, a 25% increase in activation can lead to a 34% rise in monthly recurring revenue (MRR), making optimisation essential. Below is a streamlined strategy combining three effective tactics to enhance activation.
Interactive Onboarding for Faster Engagement
• Action: Replace liner and boring onboarding with interactive experiences, like quizzes or gamified content, that personalise the journey based on user preferences.
• Why It Works: Personalised onboarding reduces time to value. High-performing sectors like AI/ML (54.8% activation) connect users to value quickly by tailoring the experience.
Scarcity Marketing to Create Urgency
• Action: Use time-sensitive offers, such as 24-hour access to premium content, to encourage immediate activation.
• Why It Works: Scarcity triggers FOMO, increasing the chances of prompt user action. Users are more likely to act when faced with limited-time opportunities.
Takeaway
If you’d like to access our detailed 4-step activation experiment guide to boost user engagement, upgrade your subscription for exclusive access to actionable content. Alternatively, you can get a high-level overview of the process for free below.
Relevant Readings:
When user activation matters and you should focus on it by Gopractice
User Activation Rate Benchmark Report 2024
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