Monetization vs Engagement Campaigns

At Digital Reef, aside from specifying which format your campaign will have (i.e. Push or In-App), you should also define which is the type of your campaign.
Campaign types can be two fold: Monetization or Engagement - which can be selected on the "Campaign Type" dropdown in the Registration part of the campaign creation flow.
But what is the difference between the two?

Monetization Campaigns:

We call Monetization campaigns, any campaign that has the potential of generating new revenue being through acquiring new users or making current users buy more.

This can be achieved by sending people to your website, asking potential users to download your app, asking people to call a phone number of your service desk etc, all of which are Campaign Objectives available for your Monetization campaigns, defined in the "What is the objective of your campaign?" field on campaign Registration.

And given we are always asking the user to perform a certain action, a Call-to-Action button is always required for this objectives.

Also, the templates made available for your campaign vary according to your selection between Monetization or Engagement campaigns.

Monetization campaigns have available Push or Push + In-app related templates but not In-App only templates. This is because, if we need to acquire users who don't have our app installed, or to call up their attention to a product offer, Push triggered notifications are perfect to reach them quickly not relying on them to be using your app.

Engagement Campaigns:

Engagement campaigns make users interact more with your app, your product or your brand and can also nudge them into performing specific actions inside your app, thus guiding their experience.

You can also use Push triggered campaigns to engage users, however, In-App messages are especially effective for this purpose since they get the user in the moment of interaction and hence, give us the opportunity to mold the engagement with your app or brand while it is happening. This is why In-App only campaigns are exclusive for Engagement types.

Whereas Monetization campaigns a usually generate a purchase or a revenue generating action from the user, Engagement campaigns are usually recommended for:
- Getting a quick feedback
- Onboarding a new user inside the app
- Sending relevant information about your offer
- Showcasing your brand etc.

Likewise, there are specific formats that are only available for Engagement campaign such as Rating, On-boarding, Slider and Custom (coming up on our next releases).

And, finally, Engagement campaigns don't require a Call-to-Action button since we are not asking the user to buy, call, or download something but we are trying to influence them into remembering your brand or following a certain path inside your app.