The time of wide and expensive marketing campaigns that target everyone, is over.
Mobile Marketing is evolving to contextual marketing where quality of messages and campaigns brings significantly more value to marketers than quantity.
Cross channel understanding, automated macro-analysis for decision making and per-user personalization of every content, message, interaction and experience is now available to the marketer’s finger tips, for making confident decisions in realtime.
Marketing automation has been in its infancy till now and is beginning to mature in 2017.
1. Behavioral intelligence across platforms, devices & channels
With users across multiple devices, platforms and channels, the marketer needs to understand the app users’ behaviors across the channels, devices and platforms to make marketing and personalization more relevant.
For instance, a user may respond to an email marketing campaign, finish a purchase on a mobile device and buy an accessory from a kiosk at a mall. Omni-channel and omni-device tracking and understanding of users is key to successful behavioral intelligence across channels, platforms and devices.
Using usage and behavioral analysis across channels, devices and platforms, is the basis to making interactions meaningful and relevant, and successfully influence user outcomes.
2. Automating the complex task of segmenting users at mobile scale
It is easy for an app to have millions of users. We are seeing a shift to automated segmentation of app users based on an amalgamation of old and new segmentation techniques, including:
- demographic (who they are),
- attitudinal (what they say),
- geographic (where they are from),
- technographic (devices they use),
- cohort (when they became app users),
- psychographic (what are their opinions, values and lifestyles),
- usage (how much and what they use your mobile app),
- behavioral (how they use your mobile app),
- past searches, and
- outcome-based (what outcomes you want from app users)
The ability to automatically segment millions and millions of users in realtime and take actions without involving data scientists and programmers at every step is huge advantage to marketers and product managers.
3. Bot-driven intelligence campaigns that put app users first
Marketers are reaching app users more intelligently with higher quality interactions and offers. The campaigns are automated, focused and outcome driven. Marketers are using focused and specific campaigns for:
- acquiring app users,
- activating new app users,
- retaining users existing app users,
- continuously engaging existing app users,
- resurrecting at-risk app users, and
- reacquiring churned app users
It is virtually impossible to market intelligently to millions and millions of users without realtime bot-based and workflow-driven growth automation.
4. Personalized everything
App users are most receptive when they see relevant promotions and interactions. Marketers will personalize every customer experience, interaction and communication. For instance,
- showing relevant items in a feed (if a user usually searches fro flights to Chicago and Washington DC, show weather and flight deals in feed)
- showing simpler UI to novice or new users and switching to a suitable UI for expert app users; and
- using purchase history for making promotions relevant (if a user has previously bought a Nikon camera body, show deals and promotions for Nikon lenses)
We are seeing use of personalization techniques in activation, retention, engagement, resurrection and reactivation marketing.
Every app can be written in a way so it is personal to the users. A financial app may be used for bill pay by some users and stock trading by others. The app can automatically show relevant user interface to different people.
Every messaging or interaction that is individualized has magnitude better chance of success.
5. Growth Marketing is the product
The product is no longer what you build. The product is how you bring what you have built to an many users as possible. Growth hacking is integral to marketing and is part-art and part-science.
Growth Hacking is part-art and part-science.
The art being the need to try approaches to find out what works. It includes creativity and adopting a different kind of mindset based on frequent experimentation, testing, and data.
The science being the insights, data-science and intelligence available to a Growth hacker, that firstly, provides confidence in every decision, strategy, campaign, experiment and approach undertaken, secondly reveals the success and lifespan of that hack and lastly, gives an indication on when to pull the plug on a growth hack that has outlived it’s lifespan or failed to deliver optimal user growth results.
So, what should marketers do?
Marketers should start by comprehensively understanding their app users’s behavior and build actionable behavioral profiles. Examples could include: Novice, Expert, Dormant, High Value, Whales, Minnows, responds to promotions, impulse buyer, etc.
Then, its important to automate engagement journeys for each profile and engage with users based on context. An example is: Offering a promotion in realtime for an item a user removes from a digital shopping cart before competing a purchase.
Marketers need to focus more on what app users do in your product versus who they are. A 75 year old man may be playing Candy crush Saga. Women are buying beer. Men are buying diapers. A 12 year old girl is taking an advanced stochastic calculus class.
Automate Segmentation, Engagement, and Personalization. It is impossible to manually segment, engage and grow users at scale. Use workflow-driven growth automation techniques to grow users across segments.