In the past decade, marketers have made a lot of progress in personalizing shopping experiences online and in stores. But when it comes to apps, this personalization game is still lacking there. Sure some apps are doing personalized push notifications, but what happens when your users are in the app?
Apps are increasingly a place where people spend their time and money. So it’s crucial to take personalization lessons from other channels and think of how to apply them in apps, says SEO consultants.
- Knowledge is power
You might be already be using in-app marketing in the form of in-app messages, videos, surveys or banners. But if your strategy is “spray and pray,” and all your users see the same thing at the same time, you are missing out.
The fact is that mobile apps and their owners know more about their users than any other channel. They are aware of their history of actions, their demographics and what they are doing at present in the app. Just Combine all that and there is a perfect opportunity to come up with personalized, contextual offers when the users are most engaged with you.
- Provide Safe Landing
You may or may not use push notification in a personalized manner. Sending different messages to different segments is a good idea, but CTR is not everything, you need to consider where the user lands.
Very often, apps get us excited with their push message, we click away and then land into the app’s homepage.
This leaves us wandering around, wondering why the app pushed such a promising deal or event and we have to figure out how to find it? A good push message will lead you to the most relevant place in the app. Moreover, if you have a well-established in-app marketing system you will be able to land the users on a piece of content that is dedicated to the push and enhances the info of the push message.
- Lead the way
Sometimes it makes sense for you to lead your users to where you want them.
This doesn’t mean you have to be intrusive or even explicit when suggesting that your users see new content or visit a specific page in your app. You might know, for example, that in a ticketing app exposure to the review section means a user is more likely to make a purchase. In that case, a little nudge doesn’t hurt.
Directing users in ways that affect their journey positively in the app makes sense, but use discretion.
- Stay Ahead of the Curve
There are certain reasons why apps still don’t adopt these in-app marketing strategies. One of the serious obstacles is that the typical duration of mobile development cycles does not match the speed and agility of other channels like your website or email marketing. But, mobile usage continues to surge and end users have high expectations for personalized, non-intrusive experiences in the app. This pretty much indicates that it’s only a matter of time before these strategies will be widely adopted.
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