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Individualization: Mobile marketing’s next step
Using martech's capabilities to deliver personalized content is great, but contributor Josh Todd challenges marketers to reap the rewards of true one-to-one messaging.
Throughout my column this year, a few topics have come up again and again. Most notably, I’ve discussed the Mobile Engagement Crisis — the idea that marketers are failing to connect with users, despite spending a huge amount of resources on winning them over in the first place. Yes, they’re getting the initial download. But getting those users to stick around? That’s another story entirely.
The good news is that some marketers are starting to catch on. Brands have begun to embrace personalization. Most notably, we’ve seen companies begin to embrace segmented push messages while increasingly avoiding the dreaded “broadcast” messages (aka spam).
Segmented push notifications on the rise
By the numbers, Localytics’ research (disclosure: my employer) has shown a 10 percent increase in the number of segmented push notifications — great progress, in my opinion.
The thing is, for marketers, it’s really a no-brainer. Segmented, targeted messages see improved click-through rates, conversion rates and overall engagement. Your average segmented message sees a 7.4 percent click-through, while broadcast messages yield only a 4 percent click-through rate – they’re barely half as effective. Yes, click-through rates are a bit of a vanity metric, but it’s a helpful way to see how interested in a message a user is.
To me, the more important metric is engagement.
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