Brands need to go beyond simple name and location customization to create messaging that is dynamic, localized, and finely tailored to individual user behaviors and affinities.
The conversation at MAU 2023 around hyper-personalization underscored that traditional tactics no longer cut it. Brands need to go beyond simple name and location customization to create messaging that is dynamic, localized, and finely tailored to individual user behaviors and affinities. This is crucial not only for boosting brand awareness but also for enhancing brand equity.
A standout insight emphasized the necessity of hyper-personalization in helping brands distinguish themselves from the competition, consequently building brand loyalty. This involves an omnichannel strategy that delivers cohesive, perfectly timed messages, tailored to a user's digital interactions. For example, if a user abandons their shopping cart, brands could send them a personalized push notification nudging them towards completion, or use time-sensitive alerts or recommend complementary products based on a user's preferences.
Several brands represented at MAU spotlighted hyper-personalization as an essential part of the customer experience. For instance, customer engagement platform Braze emphasized their capability to provide customers with access to live streaming data, enabling them to offer timely, highly relevant personalization for any message in any channel at any time.
In the realm of mobile marketing, personalization has evolved from being a “nice-to-have” to a necessity for user retention and engagement. Looking ahead, the challenge for brands is to elevate this personalization, crafting deeper and more individualized interactions with users to further enhance brand loyalty and recognition.
As digital privacy rules continue to evolve rapidly — think Apple's App Tracking Transparency (ATT), Google's forthcoming Privacy Sandbox, and evolving interpretations of GDPR by the EU — it’s more crucial than ever for companies to be ahead of the game when it comes to safeguarding data and finding best in class solutions.
One highlight from MAU was a webinar hosted by Remerge CEO Pan Katsukis and Lyft Growth Marketing Director Kevin Hsu, that discussed how evolving privacy rules and regulations are impacting mobile marketing in 2023, and more importantly, how app developers and marketers can adapt and continue to drive app growth. It’s no secret that everything changed after the launch of iOS 14.5 and ATT, but what’s a marketer to do in the wake of all that signal loss?
The answer is essentially that there is no silver bullet: Marketers must continue to adapt and change, and seek out forward-thinking tech partners who can help. Of course, adapting to these changes isn't just about compliance; it's about earning and maintaining user trust. By understanding the changing realities of user privacy and staying ahead of the curve, companies can ensure they meet user expectations while safeguarding their business interests.
To no one’s surprise, artificial intelligence and machine learning took center stage at MAU 2023. While it may seem exaggerated to say that AI will take over the world, its value in enhancing mobile marketing efforts can’t be overstated. According to Salesforce’s most recent State of Marketing report, today’s high-performing marketing teams are on average using AI and machine learning in seven different ways, while 52% are planning to increase their adoption this year.
Numerous brands at MAU showcased innovative applications of AI in mobile marketing for everything from personalized experiences, improved customer segmentation, and lookalike modeling to better data insights and automated customer interactions. One example is AppsFlyer, which utilizes machine learning algorithms to understand user behavior trends and predict a user’s lifetime value. This enables customers to refine and optimize their campaigns without the delay of data collection. In the wake of attribution constraints ushered in by iOS 14.5 — and with the impending release of iOS 17 in September 2023 set to have massive implications on app development and marketing due to even more new privacy guidelines — it’s likely that these kind of predictive analytics will continue to become increasingly vital for app marketers to get results.
As AI adoption continues to increase at breakneck speed, mobile marketers are now faced not with the decision of whether to use AI, but how to use it effectively and integrate it seamlessly. Moving forward, the key to success for mobile marketing will lie not just in utilizing AI tools and practices, but in finding the right tech partners who are continuously optimizing and improving its use for strategic gains.
It's clear that the game is changing, and it's changing fast. We're now in a world where simply knowing a user's name and location isn't enough. Customers want messages that resonate with them, that feel tailored just for them — a level of personalization that goes way beyond the basics.
When it comes to privacy, the world is ever-changing: more rules, more updates, more head-scratching. But instead of seeing it as a headache, it's an opportunity for brands to really earn user trust and prove they're ahead of the game. Finally, AI and machine learning: They’re not just buzzwords, they’re becoming an essential part of the mobile marketer's toolbox.
Looking ahead, we believe the key to mobile marketing success isn't just about forecasting upcoming changes, but about taking a proactive stance in weaving the changes that come along into your marketing strategy. And in a world that's constantly shifting, having a tech partner you can trust is more important than ever.
That's where Heady comes in. As a full-service digital product consultancy, we don’t just build apps: We’re all about staying ahead of the curve and helping our clients navigate the twists and turns of mobile marketing. Need to level up your personalization? We've got you. Wrestling with privacy changes? We're in your corner. Want to get your head around AI and machine learning and how you can best utilize it? We're here to guide you.
Are you a vendor looking for strategic partnerships? At Heady we’re always seeking out the right partners to help guide our clients’ digital futures, and we can work with you to provide seamless integration. Let's chat about how we can work together and make your solutions shine even brighter.