PREDICTIVE APP MARKETING: THE NEXT-GEN MOBILE MARKETING TECHNOLOGY FOR CMOS

Credit by Vijay Mandeep

1. What exactly is Predictive App Marketing?


Predictive app marketing is the modern practice of using all of the app user data you have, and all possible ways they engage with your app, to predict user behavior. This enables you to proactively engage them with personalised, relevant, and timely communication through targeted channels.


Think of predictive app marketing as existing at the intersection of user action/non-actions, captured data, advanced analytics, and effective engagement.


Predictive app marketing makes your push notifications and in-app messages more meaningful and deepens the relationship with your users. The data that you collect plays an important role in helping you unearth previously hidden user behavioural patterns and eventually predicting the user action based on your multi-channel campaign objectives.

2. Why do Mobile Marketers Need Predictive App Marketing?


As a marketing professional, you may have had a taste of leveraging predictive analytics to analyse which prospect is most likely to become a customer. Predictive analytics lets you take huge sets of data and analyse them for actionable insights using specific types of machine learning algorithms.

As your mobile app users become more tech-savvy and brand-aware, they become more difficult to retain given the competition in the app market. As a mobile marketer, you need to ensure your mobile app doesn’t get lost in the swarm of other apps on your user’s smart device.


The challenges that mobile marketers - like you - face today are consistent across the industry. You might find yourself asking the following questions:


  • Which channel should I spend my next dollar to drive higher user acquisition?

  • How can I draw insights from the way users are engaging with my app?

  • How can I use all the data at my disposal to create a unified view of my users?

  • How can I leverage this data to deliver personalised messages to the right user at the right time?

  • How do I know which users are at the risk of churning?

3. How Can Predictive App Marketing Help your App?


Let’s assume that you’re a growth marketer with an e-commerce app and it has over 50 million downloads and having sold products worth $100 million, till date, across geographies. How does predictive app marketing fit into the scheme of your overall marketing strategy?


Case #1: Acquire


Let’s say you want to understand who your most valuable users are, i.e. the power users of your app, making frequent purchases of significant order sizes. Predictive app marketing gives you insights into specific user behaviour and characteristics.


This helps you understand where your users are coming from and which channel is effectively giving you these paying customers. Use these insights to double down on your paid

acquisition efforts.


Case #2: Timing


You’ve figured out which channel works for user acquisition, but what about engaging these users?


Predictive app marketing helps you with insights like the most active time of users on any given day, the kind of messages users are receptive to, when is he likely to open a message. Use these insights to send a push notification or a reminder email after the cart abandonment at the right time, based on their past behaviour.


Optimising your campaigns based on send times can exponentially increase your CTRs and conversions.


Case #3: Channel


As a marketer you’ve predicted which users will be receptive to your marketing campaign and are likely to open your message. But, it is also important to understand which engagement channel works best for your app.


With predictive analytics, you can deliver messages through the best engaged channel when users are most likely to convert. This adds another dimension of personalisation to your multi-channel campaigns.


Case #4: Cross-sell and Upsell


You want to know which users are likely to purchase next. With predictive app marketing you can create smart segments that help you in determine which users are likely to purchase next.  These insights will help you target only those users with an in-app offer that are most likely to make a subsequent purchase.


Use these insights to send a timely in-app notification with a discount coupon code or a bundled offer to upsell a particular product category.


What are Some Other Benefits of Predictive App Marketing?

  • Grow your app user base.

  • Identify your best user acquisition source

  • Drive higher user engagement and retention

  • Convert your free users into paying customers

4. Is Predictive App Marketing the Future of Mobile Marketing?


No!

Predictive app marketing is the present and the future of mobile marketing!


Predictive app marketing gives you a unified view of your app users, harnesses all of your data to predict what is next in an individual user’s journey, and addresses it with personalised marketing campaigns in real-time through a multi-channel approach.


It provides you a great opportunity to bridge the gap between unspoken user expectations and actual reality of their mobile app experiences. The leaders in the future of marketing are going to be those who act immediately on what their app users actually want.

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