Mindful Mobile Engagement

How can you make your mobile customers fall in love with your brand at first sight? How can you turn this interaction into a lasting relationship? The answer is data-driven hyper-personalization. This was the subject of a recent webinar organized by MoEngage and Adjust, featuring S’More, an anti-superficial dating app.

Together, the speakers deliberated on the importance of engaging customers mindfully through data, using personalization to bridge the gap between customers and brands, and creating immersive experiences for customers.

Read on to know more.

Modern-day Mobile Engagement Challenges

One of the speakers, Kelsey, pointed out that today’s environment is constantly changing, and so is customer behavior. Customers’ needs and expectations are evolving rapidly. Due to this, static campaigns don’t work. Also, brands that don’t analyze enough data end up sending communications that can come off as irrelevant and frustrating for their customers, leading to high churn rates.

So how can marketers avoid this trap?

With the help of hyper-personalization using data.

Data-backed insights help you to create a better experience throughout onboarding, engagement, and retention.

Why Personalization Matters

“70% percent of millennials are frustrated with brands sending irrelevant emails, while 74% percent of customers feel frustrated when the website content is not personalized.”
–Forbes

Personalization brings brands and customers closer. It leads to reduced acquisition and customer service costs, turning love at first sight into a long-lasting relationship.

It can move customers from low to high-value segments and thus, maximize customer lifetime value. In fact, the higher the level of personalization, the greater the customer spends.  

MoEngage assists S’More in personalizing messages using cohorts created based on customer data. Different notifications are sent to different cohorts as per customers’ interests and preferences. This helps S’More improve their customer engagement and retention rates significantly.

“MoEngage helps S’More gather customer data by mapping their background activities and analyzing in-app behavior. This enables personalized notifications that contain information regarding the time and frequency with which other customers post and how they react.”
-Sneha Ramachandran
Head of Operations, S’More

Implementing a Data-driven Approach

Relevant insights enable marketers to analyze the strengths and weaknesses of their conversion chain and move customers down the funnel. This streamlines the customer lifecycle. Data-backed communication further helps to reduce churn rates, reactivate inactive customers, and identify triggers that customers respond to. Marketers can also resolve real-time challenges and find ways to improve the app experience.

Kelsey further shares an instance from an online flower and gift delivery app that can analyze all the products a customer is searching for and adding to the shopping cart. There could be a time when a customer adds a box of chocolates to the cart but later removes it due to negative reviews. In such a scenario, sending a reminder to this customer to buy the chocolates would be irrelevant.

Alternatively, consider a scenario where data reflects that the chocolates are saved in the cart, and the customer has not yet made a purchase. In this case, they can be nudged to order in the next two hours to ensure timely delivery before Valentine’s Day.

Analyzing the Right Metrics

After highlighting the value of data, the panelists discussed the need to identify the data points to be collected.

When every meaningful action taken by customers on the app is analyzed, the data collected should be able answer the following questions:

• What do customers do on the app?
• Which customers spend and why?
• Which customers should we bring back and why?
• Which dormant customers have uninstalled the app?

Marketers can get a holistic customer view and create very focused messages to reach different customer segments with these data points.

Best Practices for Creating an Immersive Customer Experience

For a lasting and positive first impression, paying attention to the first customer touchpoint is critical. This includes the app installation and onboarding.

Nowadays, there are a variety of ways to connect with customers. For example, messages can be displayed on carousels, in-app banners, and push notifications. Marketers can experiment with different channels and see which ones work best for their customers. But while doing so, the important thing is to have a unified customer profile across all channels, i.e., mobile, web, customer relationship management platforms, and offline channels. This allows marketers to get a holistic view of the customer lifecycle and take their campaigns to the next level.

Conclusion

Marketers must analyze customer behavior across buyer journeys to ensure that the relationships they have with their customers lead to a “happily ever after”. Furthermore, the messaging must be thoughtfully crafted out, personalized, and consistent across all channels. For this, collecting relevant data is critical. When data-driven insights are used to send the right message to the right customers, at the right place and time, customers fall head over heels in love with the brand.

Further Reading:

• How to Calculate and Increase Customer Lifetime Value (LTV) in Mobile Marketing
• Latest Updates and Takeaways from Apple’s Annual Worldwide Developer Conference (WWDC)
• MoEngage Wins the Highest Overall Customer Rating for Mobile Marketing Platforms In Gartner ‘Voice Of The Customer’ Report