Understand how users interact with their favorite Apps is essential to fine tune and understand the degree of engagement, and with the engagement customization come together as well.
Personalized contents within Push Notifications are able to increase retention by 4 times: if we integrate also customization in terms of sending time schedule, the degree of engagement grows up by 7 times.
Modern Apps can really be said to be “smart” and able to communicate very directly with the user.
Even somehow able to anticipate and accompany the needs of customers, even before the express them.
The predictive analysis will become increasingly important in mobile marketing, it is also confirmed by a Forrester Research.
There are already simple but powerful tools that are active on the market:
- Retailers like Amazon offering suggestions of products based on the purchases made
- Apps as Last.fm who base their proposals on “historical” playists built by their users
- Apps like Foursquare that combine location-based functions with a history of destinations in order to offer more places to visit and where to check-in.
Apps will be even deeper and “smarter” in this task, and then…
Retail ecosystems will be even more precise in proposing suggestions based on the time of year, the deals and offers reated to specific events.
Traffic apps will be able to suggest destinations or places according to times, moments, offers.
Dating apps will encourage the matching between people even on the basis of their events choices or purchases.
Smart Apps will convey interesting contents for the user right in the exact moment when he needs or wants.
In 2017, more and more brands will use conversational interfaces within the App. In 2016, messaging apps exceeded the social networking ones in terms of monthly active users: chatbots, therefore, are becoming increasingly popular.
Mobile Banking apps will then be able to calculate in a rather precise way users’ balances on the basis of recurrent costs, as well as retailers apps will be active in supporting customers in their shopping, sometimes in a more useful way than clerks in meat and bones.
Chatbots will become more and more “intelligent” and suited to interaction with humans. Once again Forrester confirms this trend, with an increasingly important shift from voice to text, even in interactions via smartphone. The machine learning will support the evolution and growth of the chatbots, being increasingly the focus of corporate marketing strategies.
The era of standardization in the company-client relationship is over. Broadcasting will increasingly give space to narrowcasting, making come true the dream of 1-to-1 marketing.
Personalization, then, will stand behind the new digital ecosystems. Combined with Push Notifications, you will be able to increase not only the retention but also the engagement.
Marketing Automation will become more and more THE paradigm of interaction with users. Technology will be able to predict our needs and automatically provide solutions and answers to these.