IHeartMedia mines app user history for better messaging
IHeartMedia is driving engagement with mobile application users through interactive response-driven tactics, proving how data and in-app messaging can work together to increase use.
The mobile app technology looks at users? past history use and serves relevant experiences, content, call-to-actions and messages based off of what they have previously done. IHeartMedia encourages consumers to engage more with the brand through responsive experiences, which makes users more inclined to get involved.
"Mobile is a personal device and in-app messaging, done right, has proven time and time again to create lasting and measurable engagement with people," said Michael Becker, co-founder and managing partner, mCordis, Sunnyvale, CA. Not all in-app push is alike, however.
"It is not enough to simply broadcast the same push message to every person at the same time," he said. "Like any effective communication the message should be tailored to a person?s situational context, including device, time of day, propensity to respond to certain types of content and behavior."
Mobile app engagement
Through iHeartMedia?s music streaming application, iHeartRadio is able to significantly drive engagement with users based on what they have previously done with the app. For instance, if a user clicked on a contest but never completed his or her entry, the app would notify the consumer through in-app messages, reminding them to submit.
Appboy, provides the mobile marketing automation that iHeartMedia uses for the mobile app. The solution also allows brands to create welcome campaigns following first download, to entice users to interact with the app.
There are also methods to drive sales for retailers, combatting excessive cart abandonment through push-notification reminders and emails with thank you notes and discounts.
IHeartMessages
In-app messaging based off of the user?s behavior is an effective method for brands to increase response by consumers as it offers a more personalized marketing tactic. However, these messages and push-notifications need to be tailored to what that consumer is interested in and wants to engage with, otherwise it can cause the opposite effect and drive him or her away.
The solution ensures that members who have previously engaged with a campaign will not receive future prompts and only those who have not will.
Online men?s shorts retailer Chubbies saw a 16 percent improvement in engagement after introducing new mobile messaging tactics through its application, leveraging effective timing and comedic content to target its audience (see more).
Movie rental service Redbox introduced a multitude of notifications through its mobile application to better engage users, with push notifications accounting for 20 percent of its Text Club opt-ins during the first quarter of 2015 (see more).
Online men?s shorts retailer Chubbies saw a 16 percent improvement in engagement after introducing new mobile messaging tactics through its application, leveraging effective timing and comedic content to target its audience (see more).
Movie rental service Redbox introduced a multitude of notifications through its mobile application to better engage users, with push notifications accounting for 20 percent of its Text Club opt-ins during the first quarter of 2015 (see more).
"The practice of marketing is evolving, we?re evolving from channel-centric marketing, advertising, push, SMS, email to people-centric marketing and communications," Mr. Becker said. "Marketers must learn to have marketing and communications delivered to the person, not to the schedule.
"Behavioral data past, retail-time, and predicted is at the heart of any people-centric marketing and communications effort," he said. "Marketers must learn to market with and to the person, the individual profile, not simple the segment or persona.
"To do this at scale will require marketers to adopt next generation mobile marketing automation and people-centric marketing solutions."
Final take
Brielle Jaekel is editorial assistant at Mobile Marketer