Use Personalization to Speed Up Your Mobile Campaign Development

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Use Personalization to Speed Up Your Mobile Campaign Development

June 28, 2016 by

As a marketer, you likely already recognize the importance of constantly optimizing each of your marketing tactics. And if your company has a mobile app, you are probably trying to apply this principle to your mobile campaigns. But if you’re like most marketers, you have found that this task is littered with challenges.

A recent study found that 32% of marketers never or rarely run campaigns on their mobile apps, and another 29% occasionally do. That’s over half (61%) of marketers that run marketing campaigns on their mobile apps occasionally, rarely, or never. That’s a far cry from the ongoing optimization that many marketers strive for.  

Why aren’t more marketers running mobile campaigns on a more regular basis? Here’s the answer: unlike a website where you have a lot of control, with your mobile app you are at the mercy of an app store. With this limitation, many marketers can’t run campaigns in their apps without an app store redeployment. In fact, the same study also found that 55% of non-developers said that it took weeks for a request to go live, and 27% said that it took months to do so.

No wonder marketers are struggling to run mobile campaigns! If it takes weeks or even months to reach your app users, traditional testing and tweaking is nearly impossible.

How to run campaigns without an app store redeployment

Running marketing campaigns in a mobile app takes a completely different approach than a website. But that shouldn’t stop you! Routinely testing and optimizing is something that you should be able to do regardless of the channel.

A mobile app personalization solution allows you, as a marketer, to build, test and implement various messaging campaigns in your app, without going through developers or waiting for an app store release. Let’s explore some examples of what that looks like.

Broad Campaigns

Let’s say that you’re a financial services firm and have an app that is used by your customers primarily for paying bills, managing accounts, etc. If you have a new auto insurance offer that you are promoting heavily on your website, you can add a message into your app that introduces the offer to all your users and provides a link to more information within the app. And you can test different wording, button colors, etc. to optimize your clickthrough rate. All without the need to wait for developer time or app redeployment.

You can also tie mobile and desktop campaigns together with a personalization solution. Ensure that your customers see consistent messages across devices, or limit the number of times a customer sees the same message if you want to avoid showing it too many times.

Segment-Specific Campaigns

Broad campaigns are just the beginning, however. As we found in our recently released report, 85% of marketers are using personalization as part of their marketing strategies, and of those that aren’t, 55% plan to begin in the next year. Clearly, personalization is approaching mainstream usage. Yet, only 20% of marketers that are using personalization are using it for their mobile apps.

With a personalization solution, you can target specific messages to segments of users, rather than your entire user base.

For example, if you want to share a specific deal only with users of your travel app who have booked a flight within the past month, you can set up a message that only displays to those users. And just like in the previous example, you can test it and optimize it as well.

One-to-One Campaigns

Finally, you can also reach users at the one-to-one level in your app by modifying product or content recommendations.

Let’s say that you have an e-commerce mobile app, and you want to provide suggestions of products that are relevant to each user. You can use personalization to deliver product recommendations inside the app. You can even tweak the algorithms used to determine those recommendations yourself, testing whether considering additional variables such as time spent viewing product details, user location and past purchases improves engagement and conversion.

Wrap Up

Savvy marketers know that running frequent campaigns that are constantly being tweaked and optimized is critical for success. Yet many marketers struggle to accomplish this in their mobile apps due to long development times.

Don’t limit the effectiveness of your mobile app! Use a personalization solution to sidestep development cycles and app store releases and run marketing campaigns for all users, specific segments, or even individuals.

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