Mobile has forever changed the way we live, and it’s forever changed what we expect of brands. Once a consumer downloads an app they have an affinity for, they expect to have an interactive and personalized app experience. And every single time a consumer opens up the app, it is a critical opportunity for the brand to shape their consumer’s decisions and preferences. Thus, marketers need to focus on targeted engagement and build a high-value relationship with their app users from the moment they download the app.
Oracle Marketing Cloud is proud to introduce In-app messaging for its app marketing channel. For marketers with mobile apps, In-App Messaging is a complementary type of messaging to Push Notifications - which we announced in 2014. Whereas a Push Notification is meant to bring the customer back to the app, an In-App Message is used within the app to drive an already engaged audience to conversion with more targeted and meaningful content.
In-App Messages are notifications that are displayed while the user is active within the app and essentially allows marketers to “talk” to their users as they browse their apps. Because of its tailored style, In-App Messages are primed for delivering content based on user context and expectation, creating a more rich and personalized customer user app experience. In-App Messages can be orchestrated alongside other marketing campaigns and leverage the customer’s profile to automatically trigger In-App Messages based on the customer’s behaviors -- usage or lack of usage, lifecycle events -- like birthday or anniversary, or activities -- such as Free Shipping Alert once their Mobile Shopping Cart reaches a certain dollar value. By segmenting and fine-tuning promotional content to target audiences, marketers can funnel actions to conversions.
Like most modern marketing practices, Push and In-App messaging are most fruitful when used together as part of an orchestrated cross-channel strategy. Utilizing both app features in tandem enable marketers to reach app users in the right context through the most appropriate means. In fact, 44% of customers are more likely to purchase when mobile messages are part of an orchestrated marketing experience that unfolds over time and across channels. A holistic and thoughtful strategy to app messaging leads to higher app engagement, resulting in higher conversion and increased loyalty.