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Email Retargeting as a powerful marketing tool

Email communication may be facing a serious challenge from its more nonchalant counterpart social media when it comes to grabbing the bigger share of marketing traffic, but there’s no denying that the latter still has some serious catching up to do.
Facebook and Twitter may help you serve subliminal imprints to a wider audience in one go, but when it comes to personalized marketing with a specific end goal, email is still the holy grail. Why, you ask? Well, for starters, it offers an unique advantage by somehow combining the ability to be more personal while simultaneously appearing to be less invasive.


Think about it. Getting a promotional email is more natural, and way less annoying, than ads popping up when all you want to do is engage in tribal wars on random facebook memes. However, it’s also more personal. Mails typically never go unchecked, unlike social media posts which are fleeting and more than likely to be glossed over. Mails in general also feel very businesslike and professional, not to mention that a lot of people simply do not use or check their social media accounts as much as you’d think, as the numbers below suggest. Mails somehow feel more permanent, in a sense.  email.png                                              Source : Smedio.com

The current scenario
Alright, we’ve now established the importance of email marketing. But are you targeting your customers effectively through this channel?
Email marketing is almost always treated as an afterthought, when it should really receive prime attention. Archaic strategies like non personalized, irrelevant commercial emails are equivalent to spam, plain and simple. Even in cases where these factors are improved upon, stale and generic content means the user quickly loses interest in reading through the mail completely. If all this is done well, then it’s the responsive design that is skipped, meaning people who view mails on their mobiles do not receive the same degree of personalization their desktop counterparts do.
Here are a few ways we have tried to combat these challenges with our email re targeting methods, with engaging and value-adding mails that resulted in a 40% surge on open rates and 3 times as many conversions as before.

SegmentationUser segmentation is crucial to understanding your user and mapping them in well-defined groups according to their behavior, preferences and attributes. This makes it easier to maintain a unique database and track a single user through the various communication channels he might interact with you on, thereby minimalising redundancy in retargeting. Categorizing them in such groups is the first step towards generating ad content that could be considered extremely specific to that particular grouping of these users, or in other words, personalization.PersonalizationIt’s important to acknowledge that some, if not most, people generally sign up for newsletters or promotions with their work email, simply because toggling between 2 or more mail email ids can get confusing. This means the content they get needs to be carefully drafted and curated, so as to ensure it’s useful enough to justify interrupting other work-related or more important mails they may be sifting through at the time.Personalization, as always, is the difference between your mail sitting there waiting for days to be opened and breaking into the user’s priority network with relevant ads.  By combining intricate user data with advanced machine learning methods, it’s possible to serve content so personalized that the user won’t even have to pause to think before clicking on the link.  my_total_retail.jpeg                                                                                Source : Mytotalretail.com VarietyBy tweaking your promotional campaign according to user behavior, you can also target specific sections of your users.

  • Re-target – Re target cart page drop offs with customized emails containing powerful recommendations
  • Re-engage – Re-engage inactive users with promotions and get them browsing your products again
  • Price drop – Trigger a mail when the price of a product previously viewed by the user drops, thus driving the possibility of the purchase up.
  • Re-install – Find out who’s about to uninstall your app. Target those users specifically to make sure they don’t pull the plug.

The corroborationOne of our clients, a leading fashion e-commerce company in India, turned to Vizury’s email retargeting methods in a bid to boost user engagement, retention and conversion rates. By triggering powerful mails at various intervals to frequent as well as inactive users, thy were able to communicate with their users better and the result was clear to see

  • 4 times times better CTRs compared to the client’s in-house email campaigns
  • Open rates boosted by an impressive 40%
  • 3 times increase on ROI compared to previous email campaigns

So what do you think? Can marketers even afford to gloss over emails as a powerful marketing tool? Write back to us at marketing@vizury.com with your thoughts and opinions.

Vizury at eTail East 2016 : A summary

So we just got back from eTail East 2016, where we got to mix it up with the other players in the retail domain, meet potential clients face to face and build up our clientèle in the process, and the whole works. We had a pretty good time in short, so it’s only right that we put that down on paper.
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We kicked off with a splendid samba themed welcome, complete with Brazilian food and drinks and discussions of the Olympic games. With that out of the way, we headed to our tabletop, conveniently located at a niche location that let us interact with pretty much all the event patrons. Our marketing team came up major trumps with our drape hues, with the bright hornet-themed yellow and black proving a huge win.

 

Now down to the nitty gritties. We quite loved talking about our push notifications, specifically the ones that include rich media content thereby bringing about a sophisticated level of personalization. We received quite a lot of interest on this, from a wide range of companies, further strengthening our belief that, if customized and used right, it offers a lot of domain flexibility. We also spent a good deal of time talking about how browser notifications could become a popular method of re targeting soon, with most of the patrons at our tabletop sharing this opinion.

 

On a personal level, it was just brilliant fun to meet and interact with everyone, and that put us in such a generous mood that we decided to give away three fabulous GoPro Hero4 cameras. Everyone had a good time participating in the raffle, and the winners obviously loved it so much they even considering becoming lifestyle bikers. But seriously, check out the beaming smiles

 

So there you go. Two days that couldn’t have gone more perfectly if we tried.

Were you at eTail East as well? Tell us how that went by writing to marketing@vizury.com with your thoughts.

 

Deep Link your Apps to Drive Engagement

A while back we wrote about how rich media push notifications offer apps a good many advantages, one of which was the ability to deep link in a bid to boost engagement rates. We managed to dive into the web archives and find this informative piece by Deepak Abbot, originally posted on Medium, on  the significance of deep linking your apps and its effect on engagement rates. Read on

There are over 1 billion app installs happening everyday. Go-to-App has replaced Go-to-URL for most smartphone users. Next frontier for app owners is to get users to engage with their apps often. Deep Linking is one such tool to aid that.

What is Deep Linking: It’s URL equivalent for mobile Apps which helps in making user land on a specific page/screen inside an App.

Why Deep link?
Deep link helps every App which has multiple screens, products or sections. So instead of making every user open your App’s main screen and then manually navigate, deep links can take them directly to the desired page.

Some of the app types which can benefit from it:

Shopping Apps: Allow users to land directly on a product page, advertised or promoted outside the app.

One can create direct campaigns for individual products for better conversions. It can either be done manually for select products or by using App’s product feed to create dynamic product level retargeting similar to what we see on desktops.

Travel Apps: Deep linking in Travel Apps can allow users to go directly to Hotels, Tickets or Holiday booking sections.

Even a specific hotel deal or specific air sector could be promoted taking user to a page with those sectors or hotel details pre-filled. Boarding pass/Booked tickets can be opened directly from the confirmation email sent, allowing for faster access.

Music Apps: It can leverage the benefits of deep linking to allow App owners to push albums or hit singles directly.

Imagine a campaign on Facebook using its targeting methods for all Abba Fans and clicking on it can take users directly to the collection of Abba Songs.

Similarly Gaming Apps, Food Apps, News Apps would find so many use cases for it.

This benefits both pre-installed app users or new users: In all the references mentioned above, you would be assuming that deep linking works only for Apps which are pre-installed on the phone. That’s a wrong assumption, deferred deep links can carry forward the saved request. If user does not have the app installed on the phone then (s)he is directed to the App store and on opening the App post installation, in the same instance, user is taken directly to the deep linked page or screen.

Opportunity for new form of Advertising: Ad-Networks can also offer CPE (Cost per engagement) models in addition to CPI (Cost per install) allowing advertisers to run campaigns to get back their existing users or directly engage new users. Some networks have already started rolling this model for advertisers by integrating with their product feed and serve a product based advts based on in-app behavior.

Affiliates who have helped desktop commerce in a big way can now finally replicate the same model on mobile using attribution + deep links. Most analytics tools will allow you to measure conversions through deep links using an event to track such calls inside an app.

Coming Soon, Search results with deep links: Well this is the future of mobile search. Imagine you searching for best pasta in town in Google mobile search and the search result leads you directly to a page inside Yelp App listing down popular restaurants near you. This eliminates the need to maintain a mobile browser site altogether. So SEO experts will need to evolve quickly to master this search algorithm.

This is still in invitation phase and you can find more details about it herehttps://developers.google.com/app-indexing/

How to do it: Here is a quick overview of the technical bit (refer links at bottom for more details):
Apps use URI (Uniform Resource Identifier) and intent filters to reach the desired page. You need to make changes to AndroidManifest.XML. You need to define format of the URI which is unique to your app. For example, youtube://, twitter://, ebay:// are URI formats for their respective apps.

Sample Deep Link format used by Paytm:

This link tells the phone to open a product ID 194851 inside the app and if app is not installed then take the user to app store on Paytm App page.

Similarly in iOS, you can define these parameters in app’s info.plist file using Xcode editor.

I will be happy to hear your feedback on this. Feel free to comment here or tag me on twitter @deepakabbot or mail me atdabbot@gmail.com

Smart e-commerce hacks : Price drop alerts

Even in this internet age where purchasing stuff just takes a click, compulsive shopping is a real thing and actual shopaholics aren’t just fictional movie characters. The digitally savvy among these tend to be extremely smart in their online shopping habits, and one of the most obvious things they always have an eye on is fluctuating prices on e-commerce websites.

Now the kind of person who only heads over to these websites once in a while might be forgiven for thinking prices pretty much remain constant, with a negligible rise and fall every now and then. But remember that there are actual websites dedicated solely to tracking these prices on other e-commerce sites, that’s how significant this is to regular shoppers who spend more time online trying to figure out what to buy than the actual buying.

When two rival websites, each with multiple resellers peddling the same product, are duking it out with each other, they each want to be seen offering the lower price. This may be dressed up as some sort of loyalty offer, a general discount or may even happen without reason or logic or any kind of intimation, often changing several times within the same day. These customized prices are also thought to depend to some extent on previous customer behavior, marked up or down accordingly. Shrewd shoppers are generally right on top of all this, but they make up just a small portion of the website’s consumer audience. How so these sites reach out to the others then?

Enter price drop alerts!

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Essentially triggers to keep your customers informed at all times about dynamic price fluctuations, push notifications about price drop alerts are crucial to get your haggling customer over the line, and timely updates are important to hasten the purchase.

The personalization element

Perhaps the best thing about these triggers is the level of personalization they afford you in order to facilitate better communication with the user and thereby a better conversion rate. The key thing to recognize, especially since we’re talking about user behavior being extremely varied, is that each consumer needs an offer tailored to their preferences in order to be persuaded. These alerts can be modified according to the percentage of price drop, as well as the number of days to wait before targeting the consumer, in order to give them a very individualized feel and stay relevant to the user you’re sending them to.

Who to target

The hesitant buyer – Simply anyone who has viewed, carted or generally shown some sort of interest in the product without actually buying it. Maybe the shopper figured out the price was beyond her budget at the last minute, in which case a notification about the prices dropping is all it takes to get this shopper back on the app and complete her purchase

The multitasker – How often does this happen? The shopper has multiple tabs open, and simply gets distracted before the transaction can be completed amd never comes back. These type of consumers just need a reminder trigger to get them to complete the purchase, so a price drop is a real bonus sweetener that is guaranteed to ensure a successful transaction.

The intelligent buyer – Remember those shrewd shoppers we talked about? Well they may have figured out how to reverse engineer price drops. However, these shoppers are unlikely to adopt this tactic for products they desperately need, so manufacturing a purchase here using price drop alerts is a win-win either way.

 

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Optimizing channels

So the main part of getting the maximum out of your notifications is to figure out the best channel specific to a particular user and then target her there, rather than send the same message across various channels and devices. When it comes to price drop alerts, here are three ways you can reach and interact with your user most effectively

Push – Arguably the most popular of the various marketing channels, push notifications that contain information about price drop alerts are more likely to be opened on user mobiles and result in upto three times the normal conversion rate if they are designed and timed well. The ones that are deep linked and take the user directly to cart will have a more obvious chance of closing the sale successfully.

Email – Email remains a great medium to inform customers about falling prices and encouraging them to make the purchase, especially for users that don’t have the app of the particular retailer installed and prefer shopping on their desktops. They also have the added advantage of affording more time to the user to make the decision, unlike the more fleeting push notification.

Browser push – Another option to target consumers who spend more time on their desktops rather than the mobile, this is even more relevant if the ones you’re targeting are in turn closely tracking website prices as well using sites like camelcamelcamel or pricezombie, comparing prices across retailer brands in order to spot the best deal.

So what do you think about these price drop triggers? Are they compelling enough to make you complete a purchase, or will it take more effective prompting to get you back shopping? Write back to us at marketing@vizury.com with your thoughts

Vizury Strives To Make Push Notifications More Engaging

This article was orginally published at PAYMNTS.COM

For most consumers, push notifications are more an annoyance than an effective marketing or sales tool, with the typical push notification only converting about 4–8 percent of recipients.

That means that, for every 100 push notifications a brand sends out, only about four to eight of them wind up being at all successful at enticing or engaging potential consumers. Consumers simply don’t engage with the average push notification that pops up on their phone.

Push Notifications for ECommerce Vizury

But Vizury, an omnichannel marketing platform based out of Bangalore, India, is seeking to change all that by using machine learning and Big Data analytics to help make push notifications more effective, engaging and viewed, instead of just ignored by consumers.

Vizury recently introduced its latest platform, Engage Commerce, designed to spike user retention and conversion rates by blending machine learning and analytics to “deliver deeply personalized one-to-one recommendations” that can be sent individually to target specific and unique users.

“The basic hypothesis with which we started Vizury as a company was that data and technology together in some meaningful way can make marketing more effective and efficient,” said Vizury Cofounder and CEO Chetan Kulkarni, adding that, when the company was founded in 2008, the process of using data to better understand consumers’ habits, trends and preferences was really in its infancy.

“The whole digital data, the ability to capture it, process it and to do some interesting things around digital identity was just beginning to evolve,” Kulkarni noted.

Now, Vizury works with over 600 clients in 50 countries, including brands like Sony, eBay, Citibank and Flipkart, and employs about 200 people in offices in Bangalore, San Francisco, Indonesia, Dubai and Singapore.

“We strive to create meaningful conversation and long-lasting relationships between our clients and their customers,” Kulkarni said in a statement announcing the rollout of Engage Commerce on July 27. “The Engage Commerce platform will take us a step closer to this vision. With the help of machine learning for individual users and our atomic technology stack that tightly integrates user data and omnichannel marketing, our clients are able to reach users at the right time and at the right place with the right message.”

With Engage Commerce, Kulkarni says that marketers can use the platform to target industry-specific users from whole segments of consumers all the way down to the individual level. For example, he noted, if a customer expressed interest in a pair of jeans online but didn’t purchase them at $60, marketers could use Engage Commerce to target and alert that specific customer that the price of the jeans had just been reduced to $50.

“I would, as a marketer or CMO, need an effective way of communicating this change in price on a one-to-one basis on those, let’s say, 5,000 people who are actually showing interest in the product,” Kulkarni said, noting that his company offers the “first marketing platform that targets users at an individual level.”

Vizury says that marketers will also be able to use data on the Engage Commerce platform to predict when a user might want to uninstall the app, with an accuracy rate of a startling 83 percent. The company can then target a retention campaign for these users by “preempting uninstall behavior through the platform,” which Vizury claims results in an improved overall in-app sales rate of 20 percent.

Even customers that opt to leave the app can still be targeted outside it through desktop and mobile websites and third-party apps, thanks to data collected when users engaged with the Engage Commerce app.

“On push notification and browser notification, when you look at those two specific channels, they are evolving from being ‘Hi’ and ‘Hello’ sort of channels to actually rich media channels, where you can engage in a one-to-one basis through specific messages for each user,” Kulkarni said.

He said that users have about a 35 percent conversion rate on push notifications sent from the Engage Commerce platform.

Kulkarni said he sees “massive opportunity” for growth in U.S. mobile sales, thanks to platforms like Engage Commerce and other apps and platforms that make the mobile shopping experience more user-friendly and intuitive.

Currently, Kulkarni noted, mobile sales in the U.S. only amount to about 10–20 percent of all online transactions, compared to Eastern countries, like China, India and Singapore, that have adopted the trend more quickly and see mobile online sales rates at 50–60 percent.

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What to expect when you’re expecting? Omnichannel personalization to deliver performance in BFSI

In banking, financial services and insurance there aren’t too many products on the shelf. Every product however can be potentially signed-up by prospect customers for plethora of personal reasons. Personal loans are signed up for many needs in life, Life/ Health cover is obtained for needs that may not be connected to self at all, and so on.

When a promotion is crafted by carefully mixing an anticipated need of a prospect buyer, mapped with specific features of the product and pushed at right time over the client preferred channel – the favorable results would be ascertained; Otherwise used jargon for this is, Omni-channel Personalization or Contextualized Conversation

But how many times do we see these amazing contextual conversations in execution at real-time in BFSI?

BFSI digital marketers still struggle with an ability to build super-customized at the same time consistent conversations for existing customers and new prospects distinctly across channels.

So how does one ensure that their Omni-channel personalization will indeed be firing accurately every single time and getting them that incremental digital business?

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At the heart of Omni-channel personalization should be an innate ability to capture the intent of prospect buyers across different digital touch points. This would form the basis to predict buyer’s inherent needs, map specific product features and thereby create 1 to 1 custom offerings. Next is a platform that can fire these custom communications across channels without lag and consumes the performance over a feedback loop.

 

At the time when digital marketers are pressed to drive performance everyday on every dollar spent, a good marketer driven technology should not take more than 4-5 weeks to execute on at least 60% of such use cases. Plus its our digital right to have an ability to quantify, compare and control the cost of acquisition from day 1 with such a technology for each channel and for each conversation.

A pure digital perspective (1 Bit Engineering + 1 Bit Analytics + 3 Bit Marketing) would certainly help while acquiring and setting up a Data and Marketing Platform with Omni-Channel Personalization in BFSI.

Write back to vishal.c@vizury.com to let me know your thoughts on personalization in BFSI.

 

Are you a modern BFSI marketer? Here are 4 things digital you just can’t miss

In the last one year alone in India,

  • 22% increase in users browsing for financial products
  • 10% increase in visits to BFSI brand websites
  • 30% increase in lead submissions on BFSI websites

The banking, insurance and financial services industries are undeniably undergoing a digital transformation as we speak. Marketers in BFSI are high pressed to drive revenue from digital channels as opposed to a few years back when their sole focus was the brand.

Consumers these days access BFSI brands through several touchpoints – online and offline. It is imperative for marketers to create a consistent, relevant and personalized experience for their users across all channels.

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If you are a digital marketer of a bank, insurance or financial services company with an ultimatum to drive digital revenue, you should definitely get your hands on these resources. They will serve as the perfect starting point for you to comprehend the task at your hand and the enormous revenue potential of your digital channels such as your Website, Facebook, Display, Email, Push and SMS. It is, in fact the ultimate BFSI marketing kit.

 

1. The 16 step guide to scaling up digital revenue in BFSI:

This guide takes you through 16 steps, one at a time, on how you should gather online and offline data to get a unified view of your user and personalize messaging across various digital channels to drive revenue.

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2. Growth recipes for New-To-Bank users

The two key sources of revenue for a Banking marketer are from New-To-Bank users and Existing customers. Here are a list of 4 unique use cases on how you can create a relevant experience for your NTB users and push them quicker down the sales funnel.

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3. Growth recipes for Existing customers

Identifying existing customers from your pool of website visitors and being able to upsell/cross-sell relevant products and services is indispensable to boost retention and drive incremental revenue.

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4. Website personalization

An intelligent marketer would make the best use of his ‘owned’ channels to engage with his users before venturing ‘paid’ avenues. Your website is your primary digital asset and it doesn’t cost you marketing dollars to contextualise conversations with users. Discover 6 unique ways in which you can personalize messaging for your website visitors – existing customers and new users – and grow your digital revenue at optimized costs.

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Write to us at marketing@vizury.com about your story as a BFSI marketer.

 

Crossing the Chasm of App Retention

diffusion of ecommerce innovations

 

Perhaps, “Crossing the Chasm”, written by Geoffrey A. Moore, is one of the milestone references for all marketers. Almost every CEO, VP, VC and Marketer keep quoting its beauty. It happens because if you dig deep you find it universal in nature. Its applications are amazing to the fact that you can attach it to numbers. Since the original graph is focused towards the adoption of high-tech products by a ‘psychographic  segment’ (i.e. segment with defined psychology and demography). It can easily be replicated towards the app adoption or app retention cycle.

You might be open to argue that the law applies to discontinuous innovation  not continuous innovation.

Understanding each segment is the vital need to understand the app retention cycle.

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Innovators: (The enthusiastic)

This is the most enthusiastic segment of the user base. These are the people who download your mobile application before anyone else does. They actually spend time searching your app, all you have to do ‘make it searchable’. It happens because technology and ‘new experience’ is the part of their life, regardless of realizing what problem it solves. This segment of users normally has higher acquisition cost because of the nature of exploring new apps and less demand and buying habit.

They are always curious with any new product and service and often make a small purchase with it. They explore the new app features, UI, UX and way you deliver it.

What happens if you retain them:

There are not very many innovators in any given market segment, but retaining them over a period of time is actually the key to assuring other prospects that the product does work.

Key to retain them:

  • Be prepared for higer acquisition rate
  • Cheap and low cost orientation
  • Guru (expert) endorsement
  • Feedback matters- take it seriously
  • They need customer support
  • They act as your product manager
  • They write feedback and reviews for your product.
  • You need an abstract UI/UX
  • They require assistance in making first time purchase in your app
  • Do not hide anything, this is the phase where truth makes to the market.
  • No tricks

Early Adopters: (The visionaries)

They do the most important job of matching your product with a strategic business opportunity.

They also like to test new applications and buy into them but they care least about the anatomy and technology behind it. These users find it easy to understand the value proposition of your mobile application. It is easy for these users to understand any feature in your app  and relate it to their other problems.

What happens if you retain them:

Whenever they find a strong match with their expectation they are ready to spend their money. They don’t need a reference or review to make their first purchase. Retaining them is the key to opening up the early majority.

Tips to retain them:

  • They are serious about their expectation (try to get 100% of that)
  • Use technology to retain them (e.g. In-app messaging, push notification, retargeting, machine learning)
  • They read product reviews to make purchase (Innovators write them)
  • Good design and UI is key win them
  • Fast delivery and operation make them happy
  • Tell them ‘how you did it?’. They love a good story.
  • Learn and implement habitual usages

The Problem:

Innovators like new and cool products that can hardly be translated into value and benefits. Early adopters want competitive advantage. Mobile app must be designed to enable a valuable overlap.

Early Majority: [The Pragmatists]

They do have some common characters of early adopters. They also like new but they relate everything to the practicality. They know that these new application and product will not be able to survive the first fad and big fat marketing campaign. So they sit and look up to other customers and their experience.

What happens if you retain them:

There are so many people in this segment—roughly one-third of the whole adoption life cycle — winning their business is key to any substantial profits and growth.

Tips to retain them:

  • They need solid references or good rating
  • They follow the product/service leader (branding works with them)
  • They search for reviews and ratings
  • They know the problem statement before they try your app
  • They are interested in real world problem
  • They compare your application and lookup for alternative
  • Cost and customer support is key to win them from competitors
  • Continuous innovation in UI to provide better user experience
  • Look up for Quality + cost
  • Need proof of aftermarket support

Problem:

The ‘pragmatists’ will use the app that are already used by other pragmatists. They generally look up to each other as reference. Get them use your app is the real key here.

Late Majority: The Conservatives

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They are like your average customers. They start buying your product if enough number of people are using it. They wait until something has become an established standard, and even then they want to see lots of support and tend to buy.

What happens if you retain them:

This group comprises about one-third of the total buying population in any given segment. They certainly stay with you with lower acquisition cost and highest retention

Tips to retain:

  • They look into cost and benefits
  • They need lots of advertisement and word of mouth to get convensed 
  • They are risk averse
  • Need Marketing buzz to convince them
  • They need people around them using your product
  • They are better with people than technology (personalization is key)

The laggards:

These are the people who hardly use app after years of marketing campaign. They only use your mobile app when there is no other option in market is available.  Laggards are generally regarded as not worth pursuing on any other basis. 

You know these guys who downloaded an app because they will look to buy a product that was not on the market.

 

difference between visionary and pragmatic app users

 

Your apps are still in early adopter market:

It is right to say that mobile commerce is still a part of early adopter market. It (mobile + web) hardly contribute to 8% of total retail market. It leads to the conclusion that marketer should focus more on customer retention and control acquisition rate. 

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What Causes this big scary Chasm :

  • There is no positioning in the market (Not becoming a benchmark in your category). It is important to position your mobile app on competitive positioning compass. 

competitive positioning compass

  • Focusing on all the customer segment at once and never able to deliver for a single segment
  • Pricing, Distribution and Channels (need to think deep about it)
  • Committing to most common problem
  • Solving 80% of all app user’s problem but 100% of none

Lot of mobile app are not able to cross the chasm because of these generic problems:

  • Your app doesn’t excel at any one task.
  • Your app has too many features
  • Your app doesn’t have a strong onboarding process.
  • Your app isn’t providing strong, relevant content
  • You don’t provide aftermarket support
  • App retention rate is not your core metrics
  • Your customer success team is not good enough
  • Users are irritated with brainless updates
  • Your app keeps crashing
  • Your app is slow
  • Your app asks for ratings at a bad time
  • Users are forced to login without first receiving value.
  • Your app derails users with intrusive advertisements
  • Your app asks for unnecessary (or poorly explained) permissions.
  • Asking for too personal of information upfront
  • It takes too many steps to complete a task
  • Your UI is too ahead of its time
  • You don’t update and improve your app often enough
  • Not addressing user issues

Conclusion: (Prepare for the ‘D-day’ solution)

In Short: Entire focus must turn towards a single segment with a compelling reason to buy, develope a whole product, become market leader.

How hard can it be?

 

 

CMOs are becoming growth marketers

CMOs have made progress in asserting themselves as business leaders, not just leading the marketing department. These days, CMOs have responsibilities spanning both classical marketing excellence and development of business growth strategies. They lead how the organization could win with operational, distribution, and portfolio management excellence. Some of the organizations even term their CMOs as CIOs – “Chief Innovation Officer”. CMOs have increased their scope and a survey reveals that CMOs must –

  • Prove their value against business growth and revenue objectives

With accountability expectations on the rise, 54% of CMOs identified meeting revenue targets as their most important business driver. Meeting profit targets (16%), increasing shareholder value (13%), and growing market share (13%) round out the list of objectives to which they map performance. While business-to-consumer (B2C) and business-to-business (B2B) respondents both work toward top-line results, B2B CMOs are much more profit aware (22%) than their B2C peers (10%).

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  • Tie marketing goals to growth drivers by developing new customers and products

The tight alignment of marketing objectives is to increase revenue growth by finding new customers or expanding product offerings. To drive new business growth, the CMOs have started to assume responsibility for a Research and Development (R&D) function that serves as a business innovation incubator developing and commercializing new products and business models.

  • Invest more time in directing overall planning and operational strategies

Evolved CMOs are positioning themselves for a broader leadership role, they aim to expand their leadership and influence general business strategy.  Today’s CMOs work in a data-driven customer-empowered world. To thrive, they must be proficient in digital, immersed in data analytics, able to deliver an exceptional cross-channel customer experience, and dedicated to delivering measurable business results. CMOs know that the evolution of their role requires growth in knowledge, skill, and competency,particularly in the areas of analytics and the use of technology. CMOs face challenges in turning large amounts of data into actionable customer insights because:

  • A single view of the customer is not yet commonplace
  • Siloed access to data and systems limits progress.
  • Insufficient data volume
  • Lack of quality of data

CMOs are recognizing that effective customer engagement requires technology. The power and speed of technology will be a key differentiator for businesses, and CMOs are taking notice. Evolved CMOs must collaborate with their CIOs to build a digital technology vision, outline the priorities, and jointly lead marketing technology implementation. To ensure marketing technology purchase decisions integrate with the wider enterprise technology infrastructure, many of CMOs partner with the CIO when procuring marketing technology.

With marketing now requiring technology to run, CMOs who are not engaged in marketing technology are abdicating their success to others. These CMOs must prioritize involvement in technology evaluation and decisions or get left behind by nimbler technology-minded peers. Take the first steps by adding a marketing technologist to your team to clearly set business requirements and translate them to the technology and marketing organizations.

Write to us at marketing@vizury.com with your thoughts on the new age CMO.

Do Banks really need Web Push Notification?

Over the past one year or so I’ve met several progressive marketers of Banks, helping them grow their digital share of business.
During these interactions, I’ve noticed that Banks have started using their website as a 1:1 engagement channel for existing customers and nw users. However this kind of personalized engagement outside the website is still evolving. Retargeting on Display and Social is still executed at a segment level.

Two questions that I’ve consistently been asked by Banks are these:

1. How can we engage New-To-Bank website visitors and Existing Customers outside the website at an individual level? 

Programmatic campaigns on display and social are used sporadically, involve media costs and often get questioned on ROI. Email, SMS and ATM are used only for existing customers and primarily use offline data, thus missing key insights from intent shown online.

2. What is an alternative to eCommerce mobile app notifications for Banking?

Currently, a bank’s app is used for utility purposes rather than as a marketing channel. Assuming the banking app was used as a marketing channel, very few users use a banking app anyways.

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Web Push Notification (WPN) addresses the above 2 concerns,

  • WPN provides outside-the-website user engagement that brings the ‘push notification’ capability of mobile phones to web browsers
  • It can be used to engage Existing customers, Leads and New-To-Bank prospects
  • It is available for desktop web and mobile web audience
  • Higher engagement (less intrusive) as the user opts in for the web push
  • Open rates are 5X of that of email

How can Banks can make effective use of Web Push to boost engagement?

While pondering on the above question, I came up with two thoughts given below

1. Using Web push holistically to address online and offline behaviour of all 3 types of website visitors  (existing customers, new to bank and leads). The following table provides a framework for Banks to use Web Push holistically.

Framework to use Web Push for Banks - Vizury

2. Use Web Push in conjunction with other channels: Higher CTR of Web push provides an opportunity to capture lots of buying signal. This will lead to the following questions

  • Which cookies clicked on the Web Push Notification  and didn’t submit the lead
  • Which cookies submitted the lead but did finally convert

For both the above scenarios, following is recommended

  • Can we show a personalised ad when the cookie visits website or Facebook
  • Can we send an email/SMS if it is an existing customer

Above will be made possible when Web Push is integrated with your centralised ‘Data and marketing platform’ and if the advanced capability of ‘channel synchronisation is enabled.

Web Push is a new channel that provides an exciting opportunity for banking marketers to engage their audience across desktop and mobile web. Use cases will evolve as adoption increases. It can be a powerful channel when used in sync with Display, Social, Email and SMS to ensure a consistent and personalized experience for the user leading to growth in digital conversions.

I would love to answer any questions that you might have around using Web Push Notifications for your brand. You can reach me at amit.agarwal@vizury.com

 

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