Mobile users expect a highly personalized and curated experience; therefore, your mobile marketing must be perfectly personalized to effectively engage them. Most users check their phones so many times a day, and the information created from these interactions matters most for marketers.
Marketers should harness the power of this precious information provided by consumers through mobile and try to improve their mobile marketing efforts to provide more personalized experience.
Most of all, your brand messages are only as effective as the information you have to use. With loads of information generated on the web and across mobile devices, it is very important to link all these channels to one user profile to get the most out of your information.
There are several tools such as KISSmetrics that can help many businesses and mobile app development companies to convert data into insights about real users. Isolated data is only a collection of random numbers, while effectively personalized marketing comes from a meaningful understanding of your users across different channels.
But what type of data marketers need to gather to fuel their marketing efforts? How about creating an engaging brand story for your users with the data you gather to treat your users like real people rather than numbers. Think about what questions they need to be answered.
Brands can use data and segmentation to send their users personalized mobile messages, so that every message seems unique. Here are some questions that every business owner should ask about users to provide personalized mobile experience to their users.
First of all, your app development company needs to understand who your users are. This information is comparatively straightforward and can be gathered when users initially sign up for your offer. Ask their name, age, location, gender and devices they are using right away.
Now consider the main buyer personas your company wants to target with the mobile marketing endeavors. Find out their demographics, what are their preferences, needs and desires. This way you better understand their intentions prior to start sending mobile messages via push notifications and in-app messages.
Let’s take an example of a famous fashion brand which target demographics for summer dresses. The fashion brand might want to target a group of females age 18- 28. This specific group has similar intentions and can be meaningfully targeted as a segment. To effectively engage this particular demographic, send a customized push notification that motivates them to avail your summer dress sale offer.
Gather data about what your users do, track the series of their actions to determine which specific products or services they are most excited about, and which products they simple don’t engage with. This data is critically important for initial user onboarding, so you can target new users if they don’t user a key feature.
Make sure to track time when your users are more active on your mobile app so that you can easily communicate with them at the time they are most likely to engage. Determining how users interact with your brand is crucial to interact with them appropriately, create different messages for different users (new users, dormant, engaged and passers-by users). These segments allow you to create real-time user engagement with your brand.
Figuring out the key behaviors that make users more engaged and understand the warning signs when users are about to leave. If you can directly target your most sensitive users, you can certainly decrease your user churn rate.
Recency is indeed a great way to engage users with some personalized and relevant information. You might send them a push notification and remind them about their favorite products or items they have recently interacted with, to drive them to convert.
By understanding your users’ behavior, you will be able to discover their preferences, needs and desires. Figure out the last product they viewed, have they used a specific service again and again? Do they enjoy reading your content? What category have they added to their shopping cart? Determining this information can help you find about your users’ preferences to come up with some more personalized marketing strategies.
You can get the most out of your customer preferences with personalized mobile marketing. For instance, if you are having a discount on Zappos handbags, it helps you to know which users showed interest in Zappos so you can speak directly to their affinities.
Affinity segments are remarkably powerful if combined with users’ demographics and engagement segments. Because, it will increase the likelihood of encouraging users to convert by spending them a personalized push notification on mobile.
In order to succeed in this challenging mobile world, it is critical to get your mobile marketing efforts right with highly personalized push notifications and in-app messages. All you need to understand users across various channels to meaningfully engage with them on mobile. Don’t just rely on data, tell stories about real users. Collect information, segment users, and then personalize your mobile marketing efforts.
You can personalize your mobile marketing messages on the basis of your users’ attributes, engagement and affinity. Make sure your mobile message is unique for users, as these personalized push notifications can help drive user engagement and build brand awareness.
Nowadays, mobile users expect personalized, thoughtful, informative and relevant mobile communications. It’s high time to revise your mobile marketing strategy and delight your mobile users to get more conversions.