New Mobile Technology Scores Fan Engagement on Artist Web Apps and Ranks Fans by Loyalty
Online PR News – 11-June-2016 – New York City – Adva Mobile, the leading mobile marketing portal for Artists using mobile technology to acquire, engage, and sell to fans, announced today the launch of Engagement Score (ES), a mobile technology capability. ES scores Fans as they engage Artists on their mobile web app, helping Artists identify which fans are most engaged, most loyal, and ready to support their favorite Artists with purchases. Engagement Scores (ES) track Fan Activity and measure engagement level - Purchases, Video Views, Music Listens, Photo Views, Contest and Survey participation, and other activities. The sophisticated Fan Database of the Adva Mobile platform allows Artists to filter Fans by Engagement Score and Artists can then target these Fans with the special offers and bundled packages these loyal Fans crave.
Fans join an Artist's Web App by Texting in to the Artist, and are then sent to the Web App via a URL link in the return Text. Mobile technology can identify unique Fans on the Web App, and as these Fans engage the Artist, activity levels are measured and scored. The Fan database can then reflect Fan Activity and differentiate between casual Fans and SuperFans.
Superfan by Location Targeting
The database filtering system is so sophisticated that an Artist can uniquely identify their most loyal Fans in any location. By running a filter on the location field in the Fan Database, and a second filter pass on Engagement Score (ES) to determine which among these Fans are most engaged, Artists can schedule meet and greets, backstage passes, and other high quality merchandise and services these SuperFans are ready to buy.
The filtering is very sophisticated, allowing Artists to select a value (for example, 5) and then filter Fans by many categories including "greater than", "equal to", "between", etc. Once a filter is created, it can be named and saved, and used as part of targeted Text and Email campaigns.
ES in Action
A new Artist on the Adva Mobile service (few months), with ~400 opted in mobile Fans, can identify which fans are already on his web app and which aspects of the Web app generate the highest interest among Fans. Another Artist, now with almost 900 Fans, sees a greater level of engagement over time. By running a simple filter on the Engagement Score (ES) selecting "greater than or equal to 9", this Artist learns that more than 80 fans (8%) have engaged the Artist more than 9 times, and this group can be sent Text and Email messages that offer special invites and bundles from the Artist.
The Power of Mobile Technology for Artist to Fan Engagement
"Mobile technology is really living up to its trans-formative promise when it can demonstrate activity levels for unique Fans that help Artists understand and connect with their True Fans", said Jack Kelly, CEO of Adva Mobile. By taking advantage of the Adva Mobile Engagement Score (ES), Artists have a better view into the fans that can help make their music careers. Artists want to be Fan-centric; however they lack the tools and technical ability to do it. The Adva Mobile platform helps Artists collect and analyze Fan data, and act on it, optimizing the relationship between Artist and Fan.
"Artists have Fan data, but it's difficult for Artists to truly separate and target their outreach campaigns from casual Fan to SuperFan � until now." Said Kelly. Across the integrated service platform offered by Adva Mobile, Artists can now stitch together behavior and activity across engagement channels, helping Artists understand who their "True Fans" are, how many they have, and how many they potentially could have. "By understanding what works to engage their best Fans at an individual level, Artists can replicate their best Fans."
Artists on the Adva Mobile platform can set up their own marketing automation schedules, adjusting the frequency of text and emails to Fans based upon what's most relevant to fans. Email and Text marketing service is bundled into Adva Mobile's existing pricing models, which starts with a Free service for emerging Artists.
About Adva Mobile
Adva Mobile is a marketing services and technology company dedicated to helping Touring Bands, Recording Artists, Labels and music industry professionals acquire, market and sell to their fans on mobile devices. The Adva Mobile suite of products includes Text Marketing, Email Marketing, Mobile Web Apps, Fan Database management and mobile engagement tools designed to help Artists build relationships with fans. More information can be found at www.advamobile.com.