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Push notifications : When intelligent design meets evolution

There was probably a time when people would have found the idea of apps on their phone addressing them by their first name and giving them assorted information slightly bizarre . Not anymore

These days, every man and his mobile phone is getting used to the fact that any information he inadvertently provides, while going online in any form or capacity, will be used to continuously hone the push notifications he receives, in what is very much a win-win scenario for marketer and user. The feeling of paranoia that such an activity was once shrouded in has since given way to grudging, even willing, acceptance.

The rise in quality of push notifications themselves has reflected this change in mentality, going from a bland template sent out to scores of customers to a sophisticated, painstakingly crafted individual experience. It’s almost like they were carefully chiseled over the ages by some digital age Darwin, continuously shaking off and replacing components on the path to evolutionary perfection

The Static Push

Just like the infant stages of evolution, the static push is seen as primitive and is pretty much obsolete these days. However, it was undoubtedly a pioneering development of its time, setting up an ideal platform for brands to engage with their customers.

 

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It may have not been much, simply sending out a time-specific, atypical text to all your users. But, in a time where there was no real medium to unite every customer apart from their mobile phones, this was definitely novel. Even the relatively meagre CTR of 1% was deemed satisfactory enough to keep plugging away at, finally leading to the nifty modern version we see today.

Segmentation

Whatever man invents, he has to categorize at one point. The push notification was no exception, and was introduced to its first level of filtering based on in-app activity of the user. Information collected about the users was used to map them to certain prototypes or personas, each assigned certain distinctive traits that define the notifications to be sent out to them. These were, in turn, triggered by certain specific points within the app, such as when the user drops off after carting a product, or repeatedly views a certain page albeit without actually purchasing the product.

This increased bit of personalization was enough to guarantee CTR levels of upto 3%, but of course there was room for further elegance.

Personalization

If the tipping point of human evolution was to ditch our solitary hunting ways and cluster together in civilizations, the key for push evolution was the opposite end of the spectrum: separation and individualization.

The obvious step after segmentation was refining the atypical personas, and soon enough, this gave way to unique user-level customization, which was now much easier thanks to the huge volumes of data easily available to companies, especially on the internet. Push messages could now contain extremely intricate information heavily tailored to the receiver’s preferences, leaving little to guesswork. This would directly reflect on the user’s readiness to interact with said messages, leading to a drastic jump in CTR levels which went up to an impressive 8%.

 

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Rich Media

Ok, so that’s users segmented into neat well-defined groups, getting their personalized, well-timed messages onto their mobile phones. Surely that’s the summit of sophistication? Turns out, its not. The next layer of improvement was reserved for the actual format of the messages, going from boring text to vibrant images, ensuring the user’s attention was acquired right from the word Go. After all, our evolution was not just functional, but happened on an aesthetic level too, and who does not prefer images over text, at least when it comes to being sold something?

These images would also be deep linked to the relevant products they displayed, ensuring customers weren’t left frustrated at having to navigate all over from the starting point every time they dropped off or closed the app before being persuaded to come back and complete the purchase.

Multi product Carousel

We’re still not done. The latest dab of flourish added to push notifications is the ability to combine multiple product information and recommendations into one, which was rolled out in the form of a multi-product carousel. Tapping into the power of machine learning to anticipate and list out accurate suggestions based on user data and history, this evolutionary jump has seen CTR levels rise up to a phenomenal 35%, attesting to the fact that customers prefer receiving a host of choices before they decide to get shopping.

 

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So there you have it. What do you think will be the next bit of innovation we will see in the never-ending endeavor to enhance the user push experience? Write to us at marketing@vizury.com with your thoughts or leave a comment right below

Infographic Case Study on Mobile Retargeting

Vizury MobiConvert – Vizury’s mobile retargeting solution is revolutionizing the way marketers target mobile device users who have already visited the marketer’s mobile asset (website or app). Vizury technology solves all technology fragmentation challenges and complexities in making retargeting happen on mobile devices. It also ensures that running a personalised mobile retargeting campaign is as smooth as running any other digital marketing campaign. Please see below the customer case study infographic from a leading eCommerce player in Japan who used Vizury MobiConvert to increase their total conversions by 10%.

 

jap shoes mobic info-01

 

If you want to reuse this infographic, please write to marketing@vizury.com for the terms of use.

The ideal digital journey of an airlines customer

Airlines is probably at the top of the most volatile industries in terms of profitability. With everything that’s happening around digital innovation with technology, around 70% of an airline company’s revenue still comes through agent bookings. This trend holds true across the globe, it isn’t so just in the ‘developing countries’.

Fuel cost, airport cost, marketing cost, overheads, add to that agent cost and an airline would be lucky to retain $5 out of every $100 it makes.

Most airlines today tread a thin line between trying to increase online bookings through their website while not antagonizing their agents which would mean huge revenue losses.

Personal is great. Now back off

While the big global brands are embracing technology to innovate in aspects such as travel retail, ancillary merchandising, loyalty programs, mobile payment, etc. – ‘personalizing user experience’ is still at a nascent stage. It is a tricky business since you need to make sure you get it absolutely right. If not, you end up being creepy or intrusive and that means a lost customer for life. Airlines just cant afford that.

Predictive analytics and Machine learning play a massive role in creating a relevant and personalized experience for users. The logical starting point for this is the airlines’ website. The website is a powerful owned channel through which a brand can contextualize conversations with their users, delight them with a cuztomized experience and push them closer to that elusive purchase.

Banks and Insurance companies have made a head start where they are making effective use of the tons of data at their disposal (at an anonymous cookie level) to try and build relevant offerings to their users and target them through various digital touch points – website, display, social, push, email and sms.

With the push towards increasing online bookings, it is indispensable for airlines to be able to hook their users with a 1:1 customized experience across digital channels to ensure consistent brand recall and loyalty.

Let us look at how an ideal digital journey of a user could look like for an airline.

Steve’s digital journey with Fly Airlines

Steve is a frequent flyer with Fly Airlines. FYI, Both Steve and Fly Airlines are figments of my imagination.

1. Steve visits the fly.com website looking for a New York to Singapore flight for a return trip from November 23 – 27. He checks out a few flights, timings and fares and drops off from the website without making the booking, for whatever reason.
Fly.com now has 1st party data on what Steve (by which I mean Steve’s anonymous cookie) looked for on the website.

2. The next time Steve visits the fly.com website, the Home page banner is customized with messaging on NY-Singapore flights along with a beautiful image of the Singapore skyline in the background. Steve clicks on the banner and lands on the results page. He scrolls up and down a bit but still isn’t convinced. He drops off again without making a booking.

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3. Later that day, Steve visits cnbc.com to check out the news. He sees a fly.com display ad with a $60 discount on NY-SG flights. He had seen the same ad on his Facebook newsfeed sometime earlier. The discount encourages Steve to click on the ad and he lands directly on the search results page of the fly.com website. Steve uses the discount and books his economy flight.
Booking done! But it doesn’t end there. Not even close.

4. The moment Steve completes his booking, on the confirmation page, a site notification pops up saying ‘Hey Steve, why don’t you upgrade to Business Class with the miles you have in your account’. How cool would that be. Ancillaries contribute to a significant portion of airlines’ revenue. Steve doesn’t do it though. Well that’s alright, you at least tried.

5. It is November 21. Steve’s flight is in 2 days and he is at his office checking his emails. A ‘browser push notification‘ pops up on the top right corner of his screen reminding Steve to do a web checkin and avoid the queue at the airport. (Please note: Steve needs to have previously opted in on the fly.com website to receive notifications). He clicks on the browser push notification, lands on the fly.com website and makes a web checkin. A push notification can be sent to his mobile phone too, if Steve had installed the Fly.com app.

6. Just when he completes his web check in, a site notification pops up with an offer for him to upgrade to a seat with extra leg room since its a long haul flight. Steve thinks about it – ‘it is indeed going to be a long flight, it would be nice to have some extra leg room’ – he goes ahead and upgrades himself to a much more comfortable seat.

Increasing online bookings with personalized engagements

Fly.com has managed to take Steve through a personal journey through its digital assets from the moment he came to their website to the moment he checks in to board his flight. Fly also managed to get him to do a web checkin (which at a larger scale contributes to bringing down airport costs) and earn anciillary revenue through the ‘extra leg room’ upgrade.

Steve is a happy customer! He is definitely going to come back to fly.com next time he needs to fly somewhere.

This ofcourse would be the ideal user journey which airlines should be aspiring to. It is not impossible. You just need the right marketing platform which allows you to ingest online and offline data, segment users with predictive algorithms, design relevant offers customized for each user and reach out to them through innovative digital channels.

Okay it is not that simple. Think about this – just being able to overlap your discount data with the data on users who searched for a specific route and targeting only those users with personalized offers through your marketing channels would be a great starting point.

Curious?

Q&A: The E-Commerce Marketer’s Guide to Push Notifications

Itproportal recently spoke to Shiju Mathew, VP Mobile at Vizury about the role of push notifications and how e-commerce businesses can use them to their benefit. This article is based on that conversation and was originally posted on Itproportal.

Why push notifications?

An e-commerce marketer has so many different channels to pick and choose from. But push notification is probably the only channel that opens up a direct communication line with the user. And since it’s on the mobile, it’s most accessible as well. The best part is that the costs per engagement with push notifications is negligible since push does not have any costs attached.

Rich Media Push Notifications Stats Vizury

How to engage users with push notifications?

Users can be engaged through personalised push notifications. Individualised messages and relevant product recommendations are designed to make the e-commerce shopping experience more meaningful for the shopper, ultimately leading to a higher engagement via end purchases.

How will iOS 10 support rich media push notifications?

With the iOS10 release, push messages can be a lot more meaningful and relevant to the user. Rich media push notifications can provide 20-30 per cent engagement with app.

Please give us some use cases for e-commerce brands to use rich media push notifications

  • Intent based recommendations and offers
  • Product images, videos within the push for top of mind recall
  • Notifications sent based on event, time, location triggers
  • Replace pending notifications with updated information

How do you differentiate rich media push notifications at different stages of the e-commerce purchase cycle?

The e-commerce vertical has an interesting engagement and retention cycle. When you look at e-commerce app users, they could be:

  • New users (someone who’s just installed your app) – You can run collaborative filtering based on products that the new users have visited in order to aid product discovery within your app;
  • Drop-offs (users that have spent significant time on your app and have looked at a few products, maybe added a few to the cart as well but haven’t bought) – remind such users of products they’ve been browsing but haven’t yet purchased;
  • Buyers (these users have used your app to make a few purchases) – you can send personalised alerts when new products have been added to a category of interest to the user, or when the price of a product of interest has dropped;
  • Dormant (these are guys that are not using your app, but haven’t uninstalled it either) – utilise insights from past behaviour and send highly personalised messages to offer custom discounts on relevant products.

How do you address a new user vs an active user?

For new users, you can use push notifications to send custom recommendations and first-buy discounts specific to their interests. You can run collaborative filtering based on products that the new users have visited in order to aid product discovery within your app. Active users have shopped on your app but rarely purchased. In order to seek out that ever-elusive sale, push notifications rife with product images can help you grab active users’ attention and grow the chances of a sale.

Are you specifically addressing buyers?

Yes. For consumers that have previously purchased products, the challenge becomes how to maintain their business. App marketers can use rich media push notifications to send frequently bought or look-alike product recommendations to spur more purchases. This customer group can also be targeted with alerts when new products have been added to a category of interest, when prices have dropped, and they can be offered loyalty discounts for continued use.

E-commerce companies often have to deal with a huge pool of dormant users?

Right, just because a user engages with an e-commerce app once, that does not guarantee their prolonged investment. For dormant users, re-engagement offers are key. By inspecting the trail of previous behavioural signals, apps can create hyper-personalised push notifications to coerce inactive users back into the purchase cycle.

Please share some quick tips and steps for get started with the process

I think the first obvious step is to gather data. One needs to understand what your users are looking for or find out when they are sliding into inactivity and just connect with them at the right time and with the right message via a simple push. It’s also important to experiment with different formats and messages within push notifications and find out what works for your brand. Push notifications is just one way to interact with users, but what do you do with users who do opt-in, but don’t respond to a push message? You must continue the conversation by retargeting those non-responders via personalised display and Facebook advertising.

How does Vizury’s Engage Commerce Platform help with this process?

Engage Commerce has the following three benefits when I compare it with any other marketing automation platform out there:

To date, this is the only platform custom-built for the e-commerce vertical. What this means is that Engage Commerce is loaded with features and use cases that address the inherent challenges for e-commerce user engagement and retention that helps grow conversions and ROI.

The platform cuts away from the typical rule-based platforms that do not allow the marketer to execute highly personalised and niche marketing engagements. Engage Commerce brings in the power of machine learning taking e-commerce marketing automation to another level. This possible with data-backed insights and self-learning algorithms that constantly optimise performance and marketing effectiveness.

Engage Commerce allows deeper levels of personalisation that are vital if you must stay connected with your users. Our 1:1 personalisation engine can deliver custom messages, offers and recommendations for every single user on your app.

These could be event-based triggers that foster greater engagement and helps marketers in staying relevant to their users.

 

 

[Video Blog] Engage Commerce ‘How To’ Series: Personalized Push Notifications – II

This is the third video in the ‘How To’ video series on using Engage Commerce, the Mobile Marketing Platform that helps you personalize app marketing across channels.
Push Notification has proven to be the most powerful tool to re-engage with your app users. With Engage Commerce, sending user level personalized push notifications is the click of a few buttons.

Push Notification can be customized based on 2 paramaters – content and trigger.

In this video, we will look at how you can send personalized push notifications to each users based on in-app events.

Here’s the video:

 

 

Here is Part I of this video which explains how push notifications can be personalized based on content – product feed (single product and multiproduct push)

 

 

Launching Vizury Reach- Acquiring New Customers is Now Easy!

Launching Vizury Reach- Acquiring New Customers is Now Easy!

Spends on internet marketing surpassed newspaper for the first time ever in 2013, accounting for 21% of the total ad spends globally. It was second only to television, which was a distant 40%. This number is set go northwards and reach 27% in 2016 as global ad spends climb up to $600bn.

Internet Spend projection- Vizury Reach

 

Internet spend will increase to 27% of the global ad spend in 2016.

Ad Age:

Search is the most popular form of internet advertising constituting up to 40% of total internet marketing spends followed by display ads at 26% and social media at 18%.

eMarketer

Startling numbers aren’t they? Brands have been spending billions of dollars on their internet ads and no doubt these ads are helping them generate revenues. Otherwise, it doesn’t make much sense for them to keep spending, does it?

However, only 1 in 4 marketers out there are able to quantify their impact on the business.

Marketing Charts

The average click-through rate for an online display ad is 0.1%. For every 1000 people who look at your ad, only one person clicks on it. The other 999 people either don’t find the ad relevant or interesting enough.

56% of the ads served by Google’s DoubleClick are never seen.

Digital Marketing Stats

It is a similar story, a little better with social media. CTR for Facebook is 0.1% while Twitter fares better with 1 – 3%. Twitter ads are far more expensive than FB ads though.

Smart Insights

So, how do you make your ads more effective and realize your ROI?

The answer is simple – It’s all about smart commerce – show your ads only to those with a purchase intent rather than casting a wide net on the world wide web and hope that relevant personas will look at your ad.

Imagine the surge in your website traffic and an eventual but sure translation to conversions if you could focus your spends only on your target audience.

The latest addition to our product suite, Vizury Reach does just that for you.

Reach cuts through the clutter and tells you whom to show your ad to. The complex and very efficient algorithm profiles users based on what they have been searching for on the web, frequency of their visits to certain websites, amount of time they have been spending on websites, what devices are they using to do all this and many such behavioral attributes.

Once the users are identified and profiled our massive media network ensures that you can reach this specific set of audience anywhere, anytime.

Reach does all the number crunching to figure out that for example, person with cookie/device id VIZxxx12345 has displayed a strong purchase intent for watches and must be targeted with your watch collection on desktop/mobile web/mobile app. It cannot get more specific than that.

How is this different from our retargeting product Vizury Convert? While Convert goes after your existing website users, Reach focuses on driving relevant new users to your website.

Some results from our initial beta campaigns across different verticals – the new user ratio on ecommerce websites spiked up from 22% to 63%. Banking brands managed to acquire new customers at 58% lesser cost than CRM retargeting.

New user ratio with Vizury Reach

If you are looking to grab a larger market share with an impetus on the ROI, Reach is just what you need. Reach will help you spend your marketing budget intelligently, improve your CTR and generate significantly greater returns. Your quarterly review meetings are about to get happier!

Interested? Send us an email to marketing@vizury.com

How Mobile Marketers Can Combat App Churn

Android apps, lose more than 95% of users within the first 90 days and it’s no different with iOS apps. How can marketers improve engagement on mobile apps and go about growing revenue streams? Here’s a blog by our Shiju Mathew, originally published on MarTech Advisor.

Start by finding out why users uninstall your app within the first 30 days. Real estate on the phone screen is precious, you can’t blame users if they want to keep apps that are truly useful and engaging. The second reason is user experience — if the user has trouble finding and using relevant features within the app, the effort to engage becomes too high, and the user will ultimately discard the app. Most times, the user would have downloaded an app through an incentivized app install ad, and was never interested in using it in the first place – this could be the third cause for uninstalls. Finally, users tend to get ruffled by incessant, irrelevant push notifications, which also points to a lack of personalized messaging and a solid on-boarding experience.

How can mobile app marketers work to reduce churn and combat uninstalls? For starters, identify the key inflection points in your user on-boarding process. If you’re an e-commerce app, how do you prompt the user to make a first purchase? If you’re a mobile travel app, how do you lure users to book their first trip? It may sound overly simple, but defining the critical first objective will help you create an experience that results in a successful engagement thereby increasing the likelihood of continued use.

But that’s not all. You should also evaluate your sources for the quality installs and work to eliminate poor-performing sources like incentivized app installations. Once you’ve tackled the install and onboard process, the key becomes retention. Make user retention your key growth marketing priority, and focus on improving retention rates. A proven approach is to define one-on-one personalized messaging opportunities, but at scale. This will enable you to efficiently engage large numbers of users more deeply, and improve the overall user experience.

The final stage for intervention is in the user’s app uninstall behavior. By leveraging predictive analytics and machine learning, you can formulate trends and patterns in user uninstallation behavior, and spot opportunities to stop this from happening again. If you’re able to proactively address the issues that cause users to delete your app, you’ll be able to dramatically improve your retention rates.

The most important thing is to ensure that you have all of the necessary data, at a granular level, to inform your approach. And then utilize this data to enhance and personalize the experience for your users. This will empower you to develop an app that is not only engaging, but essential to your user, allowing you to secure a coveted position on the exclusive home screen.

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Is your App a leaky bucket? Plug the leaks – Predict Uninstalls

If a user does not return to your App within the first 7 days of an install, chances are she never will!

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These are formidable yet true stats. App uninstalls is the biggest problem that App marketers are battling today. Driving installs is not good enough if you have a leaky bucket in terms of user retention. You put in 100 new users into the bucket, but keep losing 40 of them everyday. The impact amplifies when you ramp down your install campaigns & still keep losing some users incurring a net negative on the users added to your App.

Predict & Prevent App Uninstalls.
1. Track users who have uninstalled your App. Gather behavioral attributes and determine specific trends that many of the uninstalled users have shown. It could be drop in activity, number of inactive days before uninstall, device-based and so on. This analysis will help you find other existing users with similar behavioral patterns.
2. Run retention campaigns to re-engage such users and prevent uninstalls. Make custom offers, remind them about pending purchases or tell them how much they are missed with 1-1 personalized Push notifications.
3. If they are unreachable on Push, use other channels like email, display or social to connect with them.
Get the power of  Machine Learning and bring down uninstalls by 60%.

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Try Vizury Engage Commerce – a mobile marketing platform that Predicts App Uninstalls with a 83% accuracy rate and also allows you to target users who are likely to uninstall your app across Push notifications, Email, Facebook & Display channels – all of this in real-time.

Predicting Your App Uninstalls: data and a little bit of science

Mobile App marketers spend a significant amount of their resources to driving installs. However they find it increasingly difficult to improve or even maintain their user retention rates. Marketers need to look beyond just installs to grow their App usage.

App uninstall prediction

At Vizury, we have developed a prediction engine that will utilize historical data to determine exactly which user is going to uninstall your app. This is our latest addition into the Engage Commerce platform and has delivered some terrific results.

Initial results for a re-engagement use case

We have tested our model accuracy across advertisers and have seen more than 75% accuracy in uninstall prediction. Which means that, 75% of users whom we predicted have actually ended up uninstalling within the next 7 days.

What next?

Vizury’s Engage Commerce platform allows you to reach these users through Push and Display channels with relevant messaging, offers, additional benefits, interested products etc. to ensure they start engaging with the App and thereby increasing retention rate. So, how does all of this work? Let’s deep-dive and find out.

User Data collection:

We integrate our proprietary SDK in the app which collects and sends data at each interaction/event of the user with the app. We then aggregate this event level data at a user level and extract various user properties.

User Properties:

  • Device: screen size , memory , processor
  • OS and OS version
  • ISPs used WiFi/3G
  • Time of interactions
  • Volume of interactions: Number of interactions per day, per week and per month
  • Quality of interactions: This is an app vertical dependent property. For example, in an ecommerce app, a user-visit to the Product page holds much more value than a visit to the Home page.
  • Days of activity
  • Number of events and many more

Our algorithms look at the history of users who have uninstalled your App in the past and then map these attributes with your existing App users. This helps us predict the probability of uninstall for existing users.

Use Cases for Marketers:

These parameters are continuously monitored at a user level. As more data gets ingested into the platform, the prediction model gets trained to predict with higher accuracy.

  • Identify users who are likely to uninstall and target such users through Push and Display channels
  • Get reasons and patterns of users who have uninstalled or are likely to uninstall. At Device , Location, OS, frequency and engagement quality levels. Take action based on detailed information to bring down uninstalls
  • Reach out to users who have uninstalled the app to obtain feedback

You might have a million installs for your app and it would mean nothing to your brand if your retention rate is low. Predicting uninstalls is the crucial first step towards effectively re-engaging with users and eventually prompt the elusive in-app purchase.

Increasing online bookings for Airlines through direct channels – a comprehensive checklist

Increasing online bookings for Airlines through direct channels – a comprehensive checklist

Airlines use Agents, OTAs (Online Travel Aggregators) and their Direct Channels (Website & App) as primary channels for bookings tickets. Among these, Direct Channels have lowest cost of sale. Increasing conversions through these direct channels relies on 3 key aspects – ‘Audience profile’, ‘Offline & Online data’ and ‘Omnichannel personalisation’. Here are my thoughts in the form a checklist to help airlines assess their conversion strategy on their Website.

Audience profile

  1. Are you able to identify Prospects, Bookings and Loyalty members among your website visitors?
  2. Are you able to identify one time visitors and recurring visitors among the above mentioned categories?
  3. Are you able to identify ‘offline bookings’ among your web check in users?

Online and Offline data

  1. Are you able to move weekend demand over to weekdays by personalizing discounts based on online search data
  2. Are you able to execute advanced segmentation on your data? For example:
    • Complex Rule based Segmentation
      In the last 7 days, create a segment of users who have visited your website at least 3 times looking for a specific flight but not made a booking
    • Real time Segmentation
      Identify a recurring visitor who has visited your website twice and show him banners on route specific discount on his third visit

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  1. Are you able to apply route specific discount data to personalize messaging to users on a 1:1 basis across these channels?
  • Programmatic – Display, Facebook
  • Brower Push Notification
  • Home Page Banner
  • Site Notification
  • Push Notification on app
  1. Are you able to use loyalty data to show personalized messaging on channels other than email?

Use case: A loyalty customer visits your website 3 times in the last 7 days and doesn’t book. He has 24000 miles balance in his account.

  • A personalised home page banner or site notification displaying his miles is shown to prompt him to book his ticket
  • While browsing the internet, he receives a browser notification with his miles balance to prompt him to book
  • While he is on cnbc.com, a personalised banner with his miles balance is shown

Omnichannel personalization

  1. Are you able to engage your audience on a 1:1 basis across various engagement mediums?

amit_blog_table.pngA use case for personalised home page banner on your website:A visitor has booked a New York-Dubai flight on your website and revisits website in a few days. He sees a personalised home page banner with offers on Dubai hotels on your website’s home page.

  1. Are you using your website to cross-sell ancillaries?

Use cases

  • A family of four (2 adults and 2 children) has booked a long haul international flight and comes to your website for a web check-in. A site notification with an extra baggage offer can be shown
  • A loyalty member is traveling economy class from Bangalore to London and visits your website for web check-in. A site notification with ‘Business class upgrade using his miles’ can be shown 
  1. Is cross channel synchronization a part of you personalisation strategy?

Use cases

  • A loyalty member has your airlines app installed. He searches on your website for a Singapore-Melbourne flight and drops off on the booking page. Using his website behaviour, you can send him a push notification on his app reminding him to complete his booking
  • A ‘drop off visitor’ is shown an ad on display and Facebook for 2 days. When he doesn’t respond, you can send a Browser Push Notification (assuming that he has opted for it)
  • A ‘drop off’ visitor (loyalty customer) has your app installed. He is first sent a personalised push notification since it is a free channel. When doesn’t respond, then show him an ad on programmatic display and Facebook.

Knowing your audience, Using offline-online data and Driving Omni-Channel Engagement are the three pillars of growth marketing for airlines. While choosing specific use cases to drive early wins is good for internal buy-in, long term success will depend on holistic implementation of these three aspects.

Look forward to hearing your view on this. Reach out to me at amit.agarwal@vizury.com with your thoughts and questions.