If there's one question we get almost every day here at ASO World, it's how to keep existing customers in a world where every other business is vying for their attention. Even though the world of mobile marketing is changing at a breakneck pace, our answer remains consistent - personalization.
Still not convinced? The top complaints that app users raise in almost every app survey - inconsistent messaging; irrelevant content; not enough - or too many - notifications; and failure to 'remember' personal preferences - all stem from a mobile marketer's failure to tailor their marketing strategy to the unique needs of their customers. No longer! Marketers who understand their customers and incorporate customer insights into their user journeys will be the ones who succeed in an increasingly competitive space in 2022. Reader, It's time to get down to business.
What exactly is app personalization?
App personalization is the process of tailoring a user experience to a specific audience through product design, messaging, and engagement.
Personalization is not a new concept. Amazon founder Jeff Bezos stated in 2000, "If we want to have 20 million customers, then we need to have 20 million stores.'" Our mission is to be the earth's most customer-centric company". Over 20 years later, personalized app marketing is expected in almost every industry - and by mobile app users as well.
But starting to treat each customer as an individual can be a daunting prospect - do you see yourself writing an individual missive to each every time you want to send them a marketing message? Absolutely not. Technology can help you save time while creating a tailored message that always reaches the right person with the right information.
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Why should you personalize your app marketing?
Given the available technology, it's not surprising that 71% of people expect personalization as standard, and 76% are frustrated when it doesn't. Fortunately, mobile app companies have the data they need to respond to customers' requests for tailored marketing.
Because of the market's sophistication, three main levels of mobile app personalization can be achieved.
- Reactive: The most fundamental level of personalization. It simply involves using a user attribute to personalize communication, such as using their first name in the opening of an email (user attribute) or welcoming them to the service upon registration completion (event data).
- Proactive: Reactivepersonalizationation is combined with external data, such as active offers, your most recent blog post, or product recommendations.
- Individualised: This is the gold standard of app personalization because it is the most advanced level of personalization available. One efficient method is to use dynamic data based on user attributes or event data. For example, the event could be a show watched in the last 7 days by users of a streaming app. To personalize the experience, dynamic content will serve each user an image from the show they have watched in email communications.
How to Create Personalised App Marketing Campaigns
Make certain that your data is fluid.
We've already gone over data from a variety of sources. You have user attributes, event data, product data, and possibly even external data like weather or local services. To use it all effectively, you must centralize it using your product analytics tool and feed it to your CRM tool for execution.
This will allow you to get a good overview of your users and begin to conclude how they should be segmented.
Is it worthwhile, for example, in our previous job board use case, to segment users based on their age? Possibly, as it may influence the types of roles they pursue. Is it reasonable to categorize them based on the operating system they use? Most likely not.
Make sure your data is relevant
The frequency with which you refresh the data depends on the type of communication you want to send. A shopper is only interested in an abandoned cart email for a few hours after they browse. The fact that someone watched a specific show is probably only useful for seven weeks after the event. Your time frame will be determined by your app's vertical and your users' behavior.
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Create a lifecycle diagram for your app
In general, this will occur Activated user -> Engaged user -> Monetized user -> Retaining user. Each app marketer's goal is to convert an active user into a retained user, as this ensures long-term growth. Once you've mapped and defined each of those users specifically for your app, you can begin to understand what your user cares about, what data is relevant to that stage, and how it can be used to move them forward.
For example, if a user has viewed three different items in the last 14 days, those items can be used as dynamic content in an email to entice the user to convert.
Activity levels are also important. You may notice that activated users use the app less frequently than monetized users, so keep that in mind when deciding how frequently to contact them - a 'light' user is likely to feel harassed rather than loved if you contact them too frequently.
Create your campaigns
Now is your chance to create multichannel campaigns based on how you've segmented your users and the dynamic data available to personalize your messaging.
As with any experiment, you should begin with a hypothesis - "Love Island fans are more likely to subscribe to an ad-free subscription when a new series begins streaming" - to keep your attention on the validity of that assumption. From there, you can iterate to create a fantastic mobile app marketing campaign that effectively moves users through your sales funnel.
We live in a data-rich world, and businesses now have more information about their customers than ever before. However, this is only useful if it is managed properly - large amounts of unorganized data are just noise. This makes ensuring data fluidity the most important step in personalized app marketing. When you use your knowledge of your customers, the potential for truly personalized messaging is limitless.