What is stickiness in marketing?

Stickiness in marketing refers to a marketing campaign’s ability to make a lasting impression on potential customers.

It’s a measure of how successful a campaign is at making an impact that results in increased brand recognition, customer loyalty, and long-term customer relationships.

To achieve stickiness, marketers use various tactics such as creative storytelling, vivid visuals, interactive experiences, and engaging, personalized content and promotions tailored to the target market.

What is app stickiness?

App stickiness refers to the rate of active users who return to and actively engage with an application over a period of time.

App stickiness is typically measured by tracking user engagement, such as frequency of visits, usage duration, and amount of purchases within an app.

Increasing app stickiness is important for businesses as it can help lead to higher customer loyalty, better word-of-mouth marketing, increased sales, and even a rise in the app’s value.

Companies use various methods to increase the stickiness of their apps, including rewards programs, content personalization, and targeted notifications.

Difference between stickiness and customer loyalty

Stickiness and customer loyalty are similar concepts in marketing but have distinct differences.

While both revolve around repeat business, stickiness is typically transactional in nature and is often price-driven.

Customer loyalty, on the other hand, is more about customer engagement and shared beliefs and values.

How to increase app and customer stickiness

Offer rewards: Offering customers rewards such as points or discounts encourages them to keep coming back.

Personalized content: From web to app, creating content tailored to each customer’s interests and behaviors results in more personalized brand experiences that lead to increased engagement.

Push notifications: Sending push notifications that inform users of promotions, new updates, or other news related to the app helps keep users engaged and grows stickiness over time.

Incentivize referrals: Implementing a referral system that offers rewards for referrals is a great way to acquire new customers and increase stickiness among existing customers by motivating them to share their positive experiences with others.

Improving stickiness with Emarsys

Emarsys helps leading brands like Beauty Pie, Babbel and adidas Runtastic to connect their sales, product, and customer data and create personalized experiences that engage customers and keep them coming back.