Mobile brand strategy

Personalization rules that can save mobile brand strategy

In the market where brands move today, consumers not only have a name and an identity and not just the brands are able to know more and more about them, but also consumers increasingly expect to be able to treat them in a highly personal way. Email marketing that comes addressed to  already considered an error of bulk and generic messages or those who fail as consumer interests (for example, sending again and again advertise something the consumer has already purchased in the online shop in question) are seen with worsening eyes. The consumer no longer tolerate those things and no longer expected to discuss those mistakes brands. Visit for more tech news.

Mobile brand strategy
Image Source: Google Image

Customization, messages that address consumers personalized and unique way, those who offer what really interests are not only increasingly important but increasingly critical, especially in certain environments where the relationship between consumers and brands is more personal than ever and where consumer tolerance to errors is much lower. In certain scenarios, also brands need to be much more careful, because the impact of mistakes and bad decisions can be much more harmful than in many other scenarios and many other issues. This is what happens in the mobile universe. Mobile devices are used by consumers in a personal, unique way, they are extensions of themselves and fail to create a consistent experience with what can only wait forever ballasting what is being done.

As explained in a study of Microsoft Azure Mobile Engagement, which includes SocialTimes, brands must use notifications to better connect with consumers and, above all, to keep connected properly with their messages.Notifications and messages, if done well and if you know listen to what exactly the consumer wants, can serve as a significant way to position the brand and to strengthen relations between consumers, products and companies. Send general notifications and messages push not go beyond the generic can be used to achieve a zero conversion and ballasting the relationship with the consumer. Do personalized and adjusted to what the consumer expects and needs can enlarge in a remarkable manner.

So, what do you need to do to successfully connect with the consumer?

Customization, personalization and customization

The first point collected in the study is just the most important. should not neglect the direct relationship between what is being served and who is receiving. Sending a tide of generic notifications will not get even remotely, the objective. It will be upset, it will tarnish the image of the brand and achieve zero conversion. From who the consumer is and apply demographic data (and better still much more specific information) helps better and better connect impressively ratios results. The conversion ratio can be improved by 300% using personalization.

Personalization is not just a word for the consumer

Moreover, when talking to customize not only should take into account who receives the message but also the recipient. One of the mistakes brands in facing new scenarios is to see what others are doing and rush to copy it. It’s a mistake. The mobile world works not only with general rules but also specific rules. No industry is the same as another. In the case of travel and transport sector, the conversion is better than in the case of health and fitness.

You may also like to read another article on FreshLookApp: Why media and brands are increasingly active in messaging apps?

This is not about you but about them

Or what is the same: nor can be spammer nor can think about what interests the brand. The company has to consider what are the best practices in the sector and respect and not apply what interests (such as a flood of notifications) to get the most out of what you are doing. First, it will not draw a good game at all. Second, only ballasted the brand-consumer relationship on stage.

Moreover, you can not think of the time when you want to send the message but at the time when the consumer will want to receive it. You may think best mark send a message when a release or the time when their marketers are in the office, but it is quite likely that this is not the best time for the receiver. You have to study your schedule and interests to send notifications at the exact time when consumers want them.

And especially customize does not mean being a heavy

And here it is again as always: you should never be a spammer. Bombarding the consumer with notifications only get the hate (and 46% say they simply deactivate not to receive more) and damage the image of the brand. It matters little that is very interesting, very personal, if sent 20 times a day or a week. We must spread the information so that does not lose its relevance.