What Customers Want (Personalization)
Personalization gives the marketer more power than ever before to succeed at what they ultimately want to do - create long-term, profitable relationships with their customers and deliver the types of campaigns that users expect.
People have adapted quickly to the smartphone. According to eMarketer research this means that over the next three years, people expect the mobile experience to go beyond the ‘one size fits all’ model, and become both more personalized, but also able to adapt and react to location. In other words, personalization has become something that customers not only want, but expect.
There may be more components of personalization involved in an effective mobile marketing campaign that you’d expect. But there’s absolutely no doubt that is starts with your audience. You need to know how your users are behaving within the app, and what events are taking place as a result of their actions - because that is the information that personalization depends upon. Good conversations always start with listening, after all.
To give one example, when we know the times at which individual users tend to open apps - say for example to play the lottery at a certain time every week - we can then deliver push campaigns to drive that activity at the RIGHT time for that individual user. This can increase engagement rates by up to 200%! It’s that kind of improvement in response and engagement rates that are the primary reason to use personalized content.
As we mentioned, it’s not only personalization that users are now expecting (you didn’t think it would be that easy, did you!) they’re also anticipating localization, and for you international brands out there, this is so important! Intelligent campaigns will address the user, personally, in their own language. That can mean huge numbers of campaigns, all created independently. Or one smart campaign that matches content in multiple languages to the device language of the user - and sends all those messages as one (at the right time of course!)
The relationship that you have with your consumer can determine the success of your business, so it should be a priority to speak to them in a relevant and helpful way. Relevant content in your messaging is effective content. So in the same way, use personalization techniques to reference several significant points while talking to your user - you know their name, their location, their language, what they have been doing on your app, what products they have been browsing, and so on. Use this information to talk to them in a way that is helpful. Never interrupt simply to ‘sell’.
That’s the secret to great personalized campaigns - and successful mobile marketing as a result.