There are more than 2 million available apps in the leading app stores for consumers to download as travel and hospitality brands, quick service restaurants, financial services companies, retailers and more use mobile apps as a critical component to support the on-the-go consumer. But to date many brands have traditionally developed these apps in silos rather than integrating them with other channel platforms and in to the overall customer experience. But 2016 saw brands making technological advances and data enhancements to apps to improve experiences by knowing the consumer inside, and outside, of the app.
So what’s required to deliver contextually relevant experiences and messages through your mobile app?
Data intelligence is what allows you to really get to know the consumer. Having a depth of customer insight available to marketers in real time drives precisely targeted and better performing messages; a key to long-term program success. With data, push notifications and email messages can be personalized and tailored to the recipient’s interests. For example, Epsilon partnered with a retail brand to match data fields, like email address and last name to our data intelligence hub TotalSource Plus™, which provides marketers with access to 2,000 plus data points across 200 million consumers and 120 million households. This allowed the brand to more deeply segment their audiences and then push relevant and real-time offers via their mobile app. In this situation the data informed the platform that the consumer had an infant triggering an offer for diapers to be sent. Additionally, by leveraging geo-targeting and beacon technologies, the retailer could determine when this consumer was in the store and offer real-time discounts on diapers while encouraging upsells of food, toys, organic infant clothes and more.
In 2016, we observed data-driven and technology improvements across apps within the marketplace. One of the biggest improvements many brands made was an effort to simplify the user experience and remove the complexity of the app. Features like ‘one tap’ for reviewing the best deals and inventory tracking were implemented. What fueled these capabilities was enhanced data intelligence and cross-platform integration.
When developing apps, having data intelligence as your foundation fuels the path to knowledge-based app development. As part of this, marketers need to think about the connection between their mobile app and email platform. Epsilon’s digital messaging platform Agility Harmony stores the data and insights required to fuel the messaging of the app in real time. This type of integration allows seamless access to rich consumer data at all steps of the marketing process including consumer insight, targeting, creative segmentation and analytics. Knowing the consumer in and out of the app is essential to marketing success. The increasing amount of customer interactions taking place in mobile apps need to be integrated with all other channels and data sources to sustain a 360-dgree view of the consumer.