Vibes：实时个性化参与正在重塑移动营销格局：你的数据准备好了吗（英文版）（17页）.pdf

1、Is Your Data Ready?Real-Time Personalized Engagement Is Changing the Mobile Marketing Landscape.1Looking for a way to master mobile marketing customer acquisition and retention and make your messaging stand out?Personalize it.Personalization is a one-to-one strategy that you can use to understand an

2、d connect with customers to gain an edge in an increasingly ruthless environment.As businesses constantly vie for customers attention over a variety of marketing channels,loyalty wanes:If consumers dont have the best experience,they can easily go elsewhere.In 2022,more American shoppers were less lo

3、yal to brands and retailers than at any point since the onset of the pandemic.And 90%of consumers who switched reported they would continue to do so in the future.of consumers expect companies to deliver personalized interactions and get frustrated when this doesnt happen.71%76%Looking for a way to

4、master mobile marketing customer acquisition and retention and make your messaging stand out?Personalize it.2Personalization Then vs.Now:How Has It Changed?THEN:Using first names in messagingContent is solely based on persona type(age,gender,location,marital status)Swapping out pictures or certain p

5、ieces of content based on personaSimple list segmentation based on zip code or industryPersonalization across a single channelMessages based on self-reported data(requesting product information,etc.)NOW:Content is based on the individualCreating entirely new,personal,relevant and individualized mess

6、agesComplex list segmentation based on a range of data(new vs.returning customer,previous purchases,preferences,etc.)Personalization across all mobile platformsCombining personalization and automation to deliver timely,relevant interactions at critical moments3The good news is,mobile is a channel th

7、at you can always rely on when it comes to reaching customers.Why?Daily usage.As people spend at least 4 hours and 30 minutes on their phones every day not counting talking on the phone mobile devices are proving to be the default way they navigate their everyday lives from listening to music to fin

8、ding directions on a map to texting with family and friends.Rest assured this mobile-first mindset is just as applicable to consumer interactions with brands:According to HubSpot,59%of shoppers worldwide said that being able to shop on mobile was an important factor when deciding which brand to buy

9、from.Strong engagement channel.According to recent research,consumers are highly receptive to SMS;81%of them said they read and responded to text messages within five minutes.This strong engagement is likely driven by how extremely personal a text message is we use it every day to talk to our family

10、 and friends which drives consumers to look at their texts constantly.Meets the demand for personal and personalized customer experiences.56%of consumers said they would become repeat buyers after a personalized purchasing experience,a 7 percentage point increase from the previous year.Mobile is an

11、effective channel for tracking consumer buying behaviors(more on“the how”later),and with 73%of consumers expecting brands to understand their needs and more than 40%willing to share more data in exchange for better personalization using this channel enables you to gain expert insights into their cus

12、tomers.These are just a few reasons why integrating data-driven information into your mobile marketing gives customers more of what they expect from brands.As you deepen your mobile marketing and build on the foundation of effective methods youve used in the past,personalization can help you produce

13、 better marketing and sales results.of consumers said they would become repeat buyers after a personalized purchasing experience.56%The good news is,mobile is a channel that you can always rely on when it comes to reaching customers.Why?4Personalization is about more than calling someone by their fi

14、rst name in a text message or push notification.It involves the creation and curation of highly targeted content based on consumer preferences and tastes,behaviors,engagement and purchase history so you can:Its All About Being RightDelivering tailored messages to each person helps you stand out from

15、 competitors while you build stronger,more impactful connections.Your customers can see right away that you understand what they want and need,which means theyre more likely to pay attention and respond.This makes personalization+mobile a winning combination.Because consumers carry their devices wit

16、h them everywhere,theyre always paying attention.Your targeted messages will reach them soonerand attract their attention.use the right channel to send the right message to the right person at the right timeBecause consumers carry their devices with them everywhere,theyre always paying attention.5Pe

17、rsonalizing your SMS and MMS messages could encompass:SMS/MMS Other examples:Targeted product/service recommendations Time-sensitive action items an individual needs to takeRe-targeting based on previous activityClicked on X Runner 3s last weekCustomers birthday is in current month Clicked on Azure

18、blue color,which was out of stockCustomer wears size 9 based on previous purchaseLast three purchases included a bakery item6Other examples:You can tailor mobile wallet passes in a variety of ways,including:MOBILE WALLET MEA CUPPA COFFEEThank you for your mobile order,it should be ready at 9:05am.no

19、wMEA CUPPA COFFEEHi Zion!Todays lunch menu is now availableand all our sandwiches are half-off!Tap for Details.nowGeolocation NotificationUpdated Wallet NotificationCustomer usually purchases on a weekdayUpdated Wallet NotificationTop ordered item is latte with double espressoOffer for free extra es

20、presso shot on Wednesdays Digital offer/couponDigital loyalty card reflecting most current membership detailsReal-time pass updates with associated wallet notification 7Hyper-targeted push notifications could look something like this:PUSH NOTIFICATIONGuardians InsuranceSave on home insurance when yo

21、u add an auto policy today!nowCustomer previously purchased clothes for daughter aged 6-10Has been a home policy holder since 2012Cancelled their auto policy last summerTargeted rich-push notification based on relevant products/servicesStandard push notification targeted by customer data profile 8If

22、 you want to personalize text messages to better connect with your customers,then relevant and actionable data is the first thing you need.Without it,its impossible to understand what consumers want,need and expect.To deliver relevant and engaging mobile experiences along the customer journey,youll

23、need to understand the interests and behaviors of each person you reach.The more data you have,the more you can individualize your content,conversations and offers.What data should you capture?These are examples of some of the more common data points that Vibes customers collect or track:DEMOGRAPHIC

24、S Birthdate Gender Income Zip code Name Occupation Phone number Email addressThe Secret to Making Hyper-Targeting WorkAccurate Data:PREFERENCES Brands purchased frequently Deals/offers that are taken advantage of most often How much is typically spent Types of communication(e.g.offers,general promot

25、ions,special events,etc.)Preferred communication channel(s)BEHAVIORS What is purchased and when How,when and what types of content are interacted with most often When SMS/MMS messages are interacted with(what day of the week,what time of day,etc.)9While demographic data typically remains the same ov

26、er long periods of time,data about preferences and behaviors can frequently change.Keeping track of these changes in data is key to segmentation,personalization and showing customers that you know what they want and need.To individualize every interaction as you execute mobile campaigns,all customer

27、 information you capture must be pooled,unified and analyzed in a mobile audience management platform.Then you can use it to identify and act on behavioral patterns,preferences and demographics.The platform you choose should make it easy to filter and track data as you test,measure and repeat your m

28、arketing and data strategies so you can continue to make adjustments that increase conversion and revenue.Did you know?of chief marketing officers say implementing systems to create greater customer personalization was a top 3 priority for them.36%Beyond meeting consumer demand,data-driven marketing

29、 comes with big business benefits.According to global management consulting firm McKinsey,it can reduce customer acquisition costs by 50%,boost revenue by 5%to 15%and increase marketing ROI by 10%to 30%.1010 Steps to Launching Effective Personalized Campaigns(Plus a Piece of Advice)Invest in the rig

30、ht technology to send mobile messages,mobile wallet offers and push notificationsDeploy a platform to segment and individualize mobile campaignsConnect external data sources,such as CRM,to your mobile marketing platformGather as much customer data as possibleEstablish a way to track changes in custo

31、mer data and automate data management to keep up with how consumer demands evolveAnalyze data to determine what you know about customer demographics,preferences and behaviorsEstablish a plan to reach the right groups of people at the right times with the right messagesConduct A/B testing to improve

32、decision-makingMonitor campaign performance and refine future campaigns based on lessons learnedDevelop an intentional customer journey across digital channels(e.g.email,social,SMS,etc.)12345678910OUR ADVICEWhile this 10-step list may seem overwhelming,you dont have to develop segmented and hyper-ta

33、rgeted mobile marketing campaigns on your own.At Vibes,our customers count on us to be their mobile marketing partner and help them create personal,revenue-driving mobile engagement thats unique to their SMS subscribers and their business goals.11Case in point:One of North Americas largest apparel r

34、etailers applied personalization across its mobile channels to not only expand its reach but also increase revenue.A growing mobile subscriber base wasnt enough the retailer wanted to continue to evolve to keep up with customer expectations and drive higher returns.Through a single platform,the appa

35、rel company segmented and individualized messages and offers to its mobile subscriber base using an intentional combination of SMS text messages,MMS messages,Mobile Wallet and mobile app push notifications.With the platforms built-in monitoring and analytics,the retailer could evaluate campaign perf

36、ormance data,understand the tactics that led to subscriber growth and adjust accordingly.Through peak season,the retailer launched a mobile wallet loyalty card and sent exclusive targeted mobile wallet offers and interactive content to consumers who wanted more holiday content.The result:year-over-y

37、ear revenue growth of 34%,attributed all to mobile.Hyper-targeting supports effective,automated segmentation and targeting to improve the customer experience.In other words,consumers will feel as though youre talking specifically to them.The data you gather along the customer journey can be used to

38、target and retarget leads with messaging and offers that speak to their individual interests,preferences,lifestyles and important moments or events.The Marketing Possibilities Enabled by Hyper-TargetingNo Customer Left Behind:CROSS-CHANNEL MOBILE PERSONALIZATION IN ACTION20%Vibes customers who perso

39、nalize their messages see an average 20%increase in SMS/MMS engagement compared to general marketing messages.After applying personalization strategies across its mobile channels,one of North Americas largest apparel retailers saw a 34%year-over-year revenue growth.34%12MAKING LOYAL CUSTOMERS FEEL S

40、PECIALAnother well-known U.S.retailer was on a quest to improve the shopping experience for its loyal customers online and in-store.Instead of sending the same broad mobile messages to everyone in its database,the retailer wanted to adapt messaging to individual shoppers.Once the retailer had the co

41、nsumer data it needed,it could bring this engaging experience to life,sending targeted SMS and MMS messages,along with mobile wallet offers,to consumers based on the stores they shop,whether theyre outlet or retail customers,and if theyre loyalty program members.This concentrated focus led to:Custom

42、er list growth of 30%(16 percentage points higher than that of competitors during the same time)Average wallet save rate of 20%Average click-through rate increase to 14%of shoppers said that the experience a brand provides was just as important as its product.88%13Mobile Personalization Trends on th

43、e Horizon:What To Expect in 2024 Artificial intelligence(AI)empowers targeting.AI will be used to analyze consumer data and identify meaningful patterns and previous activity that may predict customer behavior and its effect on sales:bestsellers,trends,next purchase date,future orders,etc.The power

44、of hyper-personalization for mobile commerce.As mobile commerce prepares to eclipse 40%of e-commerce sales in 2024,personalization will become an increasingly critical component of mobile purchasing and marketing.By reaching consumers where they already are on their phones personalized mobile market

45、ing can create tailored,targeted messaging based on purchase history,searches and other data points.This connection is set to help businesses boost sales and streamline the purchasing process.Direct from the consumer:Zero-party datas role in refining personalization.Asking customers especially loyal

46、 ones to report on what they like through forms,surveys and other mechanisms will become critical to accelerate personalization.This data(called“zero-party data”)is not only accurate and trustworthy because it comes straight from the customer but also privacy-friendly because the customer elected to

47、 provide it.12314Managing everything that goes along with mobile marketing,including tracking consumer data,can consume valuable time and resources.Finding the right partner can help you collect and store data in a secure,compliant way without taking time away from other business,revenue and marketi

48、ng initiatives that matter.Your partner can make your mobile marketing count by helping you:Analyze and respond to customer journeys.Youll know exactly what should be done at every step and with every interaction.For example,how should you respond when someone clicks on a product but doesnt buy it o

49、r opens a message but doesnt take action?Get more impactful work done faster.Get much-needed support as you create automated messaging based on what you know about customers,how they behave and how you want them to respond.Execute effective tailored experiences.Build profiles,and identify customers

50、across mobile channels so you can continue to drive hyper-targeting and segmentation for every interaction.Working with a partner like Vibes helps you filter and track personalization data in an easy-to-use platform and create custom segments based on demographics,behavior and preferences to deliver

51、 relevant,personal messages to the right audiences.Finding the Right Mobile Personalization Partnerof e-commerce sales will be on mobile in 2024.40%15Using AI-powered tools,Vibes provides their customers with:Recommendations on the right messages to send based on customized user segments that can be

52、 based on demographic,behavioral and geographic information The best days and times to send messages and offers Sophisticated machine-learning models that predict SMS subscriber behavior based on patterns and previous activity The right message frequency to optimize engagement without fatiguing your

53、 SMS subscribers Automated program performance dashboards and real-time insights that determine the“next best”marketing actionsGet in touch with Vibes to learn more about how to take mobile engagement with your customers to the next level.16The Intelligent Mobile Engagement PlatformVibes creates per

54、sonal,revenue-driving and long-term mobile engagement between consumers and the brands they love.Industry leaders like Chipotle,The Container Store and Polo Ralph Lauren use Vibes to activate and grow customer relationships with timely,relevant,high-volume mobile messaging at a global scale.The companys intelligent mobile engagement platform enables marketers to seamlessly connect with their customers using a data-rich and API-packed platform that beautifully optimizes and unifies their SMS,MMS and Mobile Wallet |email us at