Customer experience is everything.
Mobile is the ‘always on’ channel. It’s the easiest, quickest way for brands to establish a direct connection with their customers. 2020 (and the series of events that unfolded during 2020) accelerated digital adoption, and added a further most ‘frequently used’ channel to the list in the shape of digital TV. Any not? The phone sits in the palm of users’ hands, and the mobile app encapsulates all the core functions of the brand, be that shopping for retailers, checks and balances for consumer banks, or providing entertainment in games or media apps. Many consumers were first-time adopters to the app in 2020, and they will not return to old ways.
But we (the consumer) see apps differently. Apps are not a one-way connection to brands. In fact, the app user rarely even sees the brand at all. The app is utilitarian—it solves a need, and most of the time, users open the app to get a single job done—transfer money to a different account, book (or cancel) their flight, get a quick 15 minutes of gameplay in during their lunch break, etc. In this context, receiving a message from brands while a user is in the midst of trying to get something done quickly, is just an annoyance. And far from deepening the connection and relationship between brand and consumer, it can do the opposite.
This means brands need to be better about messaging their users, and find better, more contextual, and more relevant ways of communicating.
How is this different?
Push notifications can be personal and relevant but exist outside the app to draw customers in, ideally sent in context of a customer need. In-app messages are overlaid on top of the app and can be used to draw attention to key . In that way they are an interruption. Done poorly, for example a popup on app open, leads consumers to reflexively reach for the ‘X’ or Close buttons without even reading the message.
Swrve’s newest product enables brands to deliver messages, experiences, and content to users from directly within the core app’s UI—without interrupting the user’s flow in the app. Embedded experiences exist within your app’s core UI, and are seamlessly native and a part of the app experience, and targeted and triggered in context with use. Used together with personalized touches on other channels, they create a truly connected experience for customers.
Instead of traditional in-app overlays or interstitials, embedded experiences go deeper by natively updating the app experience for individual users with personalization using real-time user properties. Embedded experiences can be integrated into your existing marketing cloud and CX technology to create truly personal connections across channels.
Coupled with Swrve’s behavioral segmentation, targeting, and triggering, marketing and product teams can trigger a variety of embedded messages natively in-app across mobile and digital TV.
- Target specific user groups by in-app behaviors, propensity to churn, propensity to purchase, or recent searches, etc.
- Trigger embedded experiences at precise moments of engagement such as when the user lands on a specific page in your app, checks their app inbox, or activates a key feature.
For example, brands in streaming media can highlight great subscription bundles with a headline banner that feels native to your app. Targeted to those users who are coming to the end of their free trial, and triggered when they search for a new season of their favorite TV series. The goal is that the marketing medium is invisible, but the reality is that each app experience is personal to each user.