Consumers have been creating their own omnichannel experiences, going online, and using mobile apps on their journey to making purchases for an extended period. Our current circumstances have only accelerated this phenomenon even more. As consumers continue to engage with brands through digital touchpoints more than ever before, they increasingly expect these digital experiences to be personalized and relevant to them. When you can engage customers through mobile personalization, you can increase conversions and improve customer retention.
Mobile personalization should go beyond “Welcome [firstname]” messages and include customized content recommendations, offers, push notifications, and announcements. Using the latest technologies in tandem with mobile app analytics and tracking user habits make it easier for brands to keep mobile app users engaged for more extended periods.
As you and many other enterprise brands are now actively trying to incorporate mobile personalization into mobile strategies to capitalize on today’s digital consumer, there are a few common mistakes that everyone should avoid as they execute these strategies, if they want to see success.
Unfortunately, there is not a one-size-fits-all solution when it comes to mobile personalization. Some enterprises make the mistake of following the latest technology trends, but sometimes that technology isn’t needed to meet your customer’s needs. For example, artificial intelligence has proven to be a great tool in driving mobile personalization efforts and may not deliver the personalization your user needs.
When adding personalization to your app, keep in mind that you may need more than one vendor to assist with your mobile data, delivery, and content needs, so spend time assessing providers for those that best suit your requirements. Invest in tools that help you understand exactly what your customers want so you can deliver it, one customer, at a time.
It is essential to understand what experience your user expects in their moment of need and why they need your solution. For example, you may know that your customer is a 40-year-old professional woman who uses her phone for work, but you also need to know that she spends more time on her cellphone while running errands on the weekends. Having this data can help you make informed decisions on when to send specific messages. In the example above, an enterprise could see this behavior as the perfect opportunity to send content based on geo-location. For this reason, collecting rich data to understand consumer behavior is necessary to personalize your mobile experience.
Before you take a deep dive into personalizing your mobile experience, it is essential you identify your business objectives. Sometimes enterprise apps fail because they haven’t adequately aligned their mobile strategy with their business objectives. Start by determining what business objectives you need to meet and which personalization tactics will help you meet those goals. For example, if your goal is to increase user engagement, you should introduce dynamic messaging, calling users back to the app. You can read more about creating a user-centric push notification strategy here. Once you implement a personalization tactic, you should measure results against your business goals. If you don’t see the results, you had hoped for, recalibrate and try again.
Mobile personalization gives the power to your users and offers you the opportunity to listen. The insight you’ll gain from listening is invaluable and will help you tailor your personalization methods to make sure messages are wanted and not intrusive. Keep in mind, however, that personalization should not come at the expense of privacy. Getting users to opt-in is a great starting point, but consumers should have as much control as possible. Different users have varying degrees of comfort and needs. At the very least, consumers should control the type of information or promotions they receive and how often.