We all know that it is hard to get new users to try out an app. Most people have around 25 apps on their phones (depending on the information source, it is a little higher or lower, but that is a safe number to work with). It cost money, time, and more to convince someone to add your specific app to their group of apps on their device, and having done that, you need to do everything in your power to keep these people engaged and valuing your app content.
So everything you do from a communication strategy to needs to build on a positive app experience. And that means speaking to your app user’s particular needs and situation. The numbers bear this out - 52% of users enable push messaging on their mobile devices, but 54% of users convert (act upon) from a segmented push message (one that is tailored to their interests) compared to only 15% for broadcast messages.
Each of your users is different - meaning they’re not a homogenous group who will all respond positively to the same marketing message. Segmenting your audience is the single most important way you can improve the chances of a message’s relevance to a specific user. Segmentation can be as simple as separating between male and female. Age is more segmented and the advertising industry has long segmented audiences by age -12 12– 17, 18 – 24, 25 – 34, 35 – 44, 45 – 54, 55 – 64.
The point is there are some simple standards that you can start from, however that is really only a start. Today’s devices provide so many more opportunities for segmentation with the only limits being the amount of information you can collect within the app and your imagination (and know-how) leveraging this segmentation for app marketing purposes.
To help get the “know how” on approaching segmentation, you have to walk before you crawl. Localytics has provide the perfect primer on the theory of mobile app segmentation, how and where to gain user information, how to group similar audiences, and where to put this data into marketing action. Localytics presents this information in an eBook titled “How to Use Personalization to Create a Great App Experience.”
The publication provides practical advice on how to collect accurate and valuable data about your users, prospects, and customers. You’ll learn how to integrate user information (profile data) with user action (behavioral data). By integrating profile and behavioral data, you’ll have one unified, cross-channel database of user insights.
With armed with this knowledge you can:
- Identify buyer personas and target audiences
- Run transactional push messages
- Create cross-channel marketing campaigns
The best thing is that this is not rocket science and it does not have to be complicated. Localytics provides information that has been proven to work for mobile apps so the learning curve is not steep, if you take the time to learn the proper approach. The publication is available on the Localytics website and can be downloaded here.
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