Have you ever thought of personalizing your app? If not, you should definitely consider this! Users love personalized apps much more.
It is not the only reason. Mobile personalization is important because it helps build awesome user experience, and awesome user experience is what makes an app successful. We’re in a new mobile marketing era. Customers and users expect targeted marketing. It doesn’t work anymore to offer the same push notifications or same discount to everyone regardless of who, or what, the user was. You need to be more creative. Or you need to be more focused on customers.
Collect Data To Create User Profiles
Everybody while searching for the apps on the market wants a personalized experience tailored to their needs and interests. Understanding your customers’ in-app actions, profile, and behavioral data is extremely important to ensure a great app experience. So, what do you need to do? Firstly, you need to understand your users’ in-app usage patterns. The question is how they regularly interact with your app. Capturing this information helps you building user-oriented app experience. Besides the in-app journey pattern, you should grab profile data and integrate it with user actions (behavioral data). Profile data includes the information of individual user attributes like age, gender, occupation, location, customer type. In the end, you have a complete view of your users. Now, you know how your users interact with your app. Your job gets easy.
There are several tools to let you collect customer data like Profiles by Localytics. You can gather and retain customer information easily.
Create Groups Of Similar Users
The next step after collecting the information needed for personalization, it is time to group them based on similarities. Segmentation allows you to discover common patterns between users. For example, you can determine the users who made at least one in-app purchase or added the product into the cart, but not bought, came from a guest post or a Facebook campaign or whose ages are between 18-30 etc. To reach these results and more, you need to organize and structure your analytics. You can use this data for improving personalization and increasing conversions. With this segmentation, you can compare and contrast metrics and deduce which users have a better lifetime value (LTV).
It’s Time for Personalized App Marketing
Push notifications is a simple way to welcome your new users by calling their names. There are different benefits of push notifications. As you need to remind yourself on every occasion, it is a good idea to send a personalized push notification without getting users bored. There are many moments to send a push notification. You can send a notification when they’re near a store, when it is a birthday or when s/he don’t use the app for a long time.
Custom Marketing Campaigns
1. A profile related way. Running customized marketing campaigns drive customers back to your app by speaking their interests. Target similar groups of users who have common attributes or interests – this is a basic way. In this way, app messages get more relevant and click-through.
2. A behavioral related way. Trigger an app message as a result of the corresponding event. For example, you can send an in-app message with a special offer if a user read 3 different blog posts and spent at least 3 minutes on each of the posts.
This kind of automated campaigns is launched when a user completes a pre-defined action. It occurs immediately without no action from the marketer. You just need to define event-based triggers.
3. Combining profile data with behavioral data while creating a campaign. For example, you can target female users coming from China and don’t buy anything during the last month. You can offer them a free shipping or a discount through push notification.
This kind of campaigns:
increase awareness and more importantly build loyalty!
What can you do?
Location-specific content can be anything from giving users when they are close to a store or offering a content related to an item when the user is near to that physically. Identifying mobile moments lets you understand how to implement location-based marketing into your marketing strategy. You can show items related to the user’s country or offer a discount on the national holidays.
Let’s look at the real examples of apps that use Mobile Personalization
Why is Starbucks app so great? Well, it focuses on personalization and trends. For example, it stores what type of coffee a customer usually drinks, the time they enter one of the branches. Based on this information, it offers special discounts. Someone who never tastes a kind of coffee could be offered a discount to try. It also alerts users of special offers when they are in proximity to one of the stores.
Nike+ Run Club
Another great example belongs to Nike+ Run Club. The fitness app allows users to choose their workout plan. They decide on what they want to achieve and the app tracks the progress to adapt the workout routine for best results. It is like you are carrying a real fitness instructor in your pocket.
As you know, Airbnb is a worldwide accommodation service. Besides having a very useful website, It tracks the user’s trips, traveling preferences and plans to offer the utmost personalized experience. It uses this information to find the best accommodations, offer personalized tips for restaurants, clubs, places to see, tourist attractions and so forth. These kinds of offers raise the customer experience and satisfaction.
After reading this article, you should see the importance of offering a personalized mobile app experience. It requires planning, gathering data, researching, and monitoring, but the results worth it! All the successful apps mentioned above are already using personalization to attract more customers and you should too!