Have you ever consider on personalization in your app? If not, think about it. It is because users love personalized apps more.
It is not the only reason. Mobile personalization is important because it helps build awesome user experience, and awesome user experience is what makes an app successful. We’re in a new mobile marketing era. Customers and users expect targeted marketing. It doesn’t work anymore to offer the same push notifications or same discount to everyone regardless of who, or what, the user was. You need to be more creative. Or you need to be more focused on customers.
Collect Data To Create User Profiles
Users want to have a streamlined and personalized experience tailored to their needs and interests. Understanding your customers’ in-app actions, profile, and behavioral data is extremely important to ensure a great app experience. Firstly, discover in-app usage patterns of users. The question is how they regularly interact with your app. It lets you determine what works. Capturing this information helps you building user-oriented app experience. Besides the in-app journey pattern, you should grab profile data and integrate it with user actions (behavioral data). Profile data includes the information of individual user attributes like age, gender, occupation, location, customer type. In the end, you have a complete view of your users. Now, you know how your users interact with your app. Your job gets easy.
There are several tools to let you collect customer data like Profiles by Localytics. You can gather and retain customer information easily.
Create Groups Of Similar Users
After collecting the information needed for personalization, it is time to group them based on similarities. Segmentation allows you to discover common patterns between users. For example, you can determine the users who made at least one in-app purchase or added the product into the cart, but not bought, came from a guest post or a Facebook campaign or whose ages are between 18-30 etc. To reach these results and more, you need to organize and structure your analytics. You can use this data for improving personalization and increasing conversions. With this segmentation, you can compare and contrast metrics and deduce which users have a better lifetime value (LTV).
Run Personalized App Marketing
Now, let’s enjoy! It is time to use what we obtained in marketing.
Push Notifications
If the topic is personalization, the first thing comes to mind is push notifications. In the simplest term, you can welcome the new users by calling their names. You can get benefit from push notifications in different ways. As you need to remind yourself on every occasion, it is a good idea to send a personalized push notification without getting users bored. There are many moments to send a push notification. You can send a notification when they’re near a store, when it is a birthday or when s/he don’t use the app for a long time.
Custom Marketing Campaigns
It is the shining point of personalization. Running customized marketing campaigns drive customers back to your app by speaking their interests. The most basic way for custom campaigns is to target similar groups of users who have common attributes or interests. In this way, app messages get more relevant and click-through. This is a profile related way.
Another way is behavioral related. You can trigger an app message as a result of the corresponding event. For example, you can send an in-app message with a special offer if a user read 3 different blog posts and spent at least 3 minutes on each of the posts.
This kind of automated campaigns is launched when a user completes a pre-defined action. It occurs immediately without no action from the marketer. You just need to define event-based triggers.
Lastly, you can combine profile data with behavioral data while creating a campaign. For example, you can target female users coming from China and don’t buy anything during the last month. You can offer them a free shipping or a discount through push notification.
This kind of campaigns drive purchases, boost engagement, retain users, increase awareness and build loyalty.
Location-Based Marketing
It is also one of the most used strategies. Location-based marketing offers you many advantages. The most important return is an average 40% of click-through rate. Location-specific content can be anything from giving users when are close to a store or offering a content related to an item when the user is near to that physically. Identifying mobile moments lets you understand how to implement location-based marketing into your marketing strategy. You can show items related to the user’s country or offer a discount on the national holidays. For example, The Home Depot app shows items that are relevant to the country you are in. You can implement location-based marketing to show the weather forecast, traffic situation, travel advice, events, restaurants as well as to provide special offers by using users’ current locations.
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Mobile Apps That Use Mobile Personalization
Starbucks
Most people love Starbucks! The other thing you would love is the Starbucks app. Its mobile app focuses on personalization and trends. It keeps the information about customers. For example, it stores what type of coffee they usually drink, the time they enter one of the branches. Based on this information, it offers special discounts. Someone who never tastes a kind of coffee could be offered a discount to try. It also alerts users of special offers when they are in proximity to one of the stores.
Starbucks lovers could know, it has a Starbucks loyalty program. The app makes easy to track the program. Moreover, it highlights the song playing in the store. What is the result of these actions? According to Business Insider, there are more visits to store and more spending.
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Nike+ Run Club
Another great example belongs to Nike+ Run Club. The fitness app allows users to choose their workout plan. They decide on what they want to achieve and the app tracks the progress to adapt the workout routine for best results. It is like you are carrying a real fitness instructor in your pocket.
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Explore the success story of the Nike+ Run Club App!
Airbnb
As you know, Airbnb is a worldwide accommodation service. Besides having a very useful website, It tracks the user’s trips, traveling preferences and plans to offer the utmost personalized experience. It uses this information to find the best accommodations, offer personalized tips for restaurants, clubs, places to see, tourist attractions and so forth. These kinds of offers raise the customer experience and satisfaction.
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Final Thoughts
You should recognize the importance of offering a personalized mobile app experience. Big players like I mentioned above and more have already transformed their apps to offer a personalized experience. After building a mobile app, your next job is to personalize it. It requires planning, gathering data, researching, and monitoring, but the results worth it!
