At Localytics, we’re big believers in sharing real mobile stories for you to learn from. Some of the best lessons any mobile app marketer or product owner can learn comes directly from their peers, so we pulled together 3 quick lessons from real customers of ours to showcase for today’s blog:
Lesson #1
Enterprise Customer A Profile:
- Top 5 Forbes Largest Private Companies 2018
- Revenue: $60B
- Industry: Food
- Brick-and-Mortar Locations: 3,000+
- Mobile Monthly Active Users (USA): 3.5M+
Lesson: Mobile is more than just another channel.
Customer A has traditionally treated mobile as just another channel to funnel existing marketing strategies through, but they have decades worth of deep data insights they can leverage to understand how to personalize offers, what products to place at the ends of aisles, and in general, how to anticipate what their customers need on a weekly basis.
As part of their 2019 strategy, Customer A is embracing mobile and using their data to create better customer experiences that boost revenue and retention. With the help of the Localytics Customer Success team, Customer A is scoping out several strategies including how to capture more in-app behavioral data, leverage their Localytics-Salesforce connector, and bolster an already robust engagement strategy with rich data straight from users’ pockets.
Lesson #2
Enterprise Customer B Profile:
- Top 30 Forbes World’s Most Valuable Brands 2018
- Top 50 Forbes Top Regarded Companies 2018
- Top 100 Forbes World’s Most Innovative Companies 2018
- Market Cap: $130B
- Industry: Household/Personal Care
- Brick-and-Mortar Locations: 3,000+
- Mobile Monthly Active Users (USA): 170K+
Lesson: Strategic consultative support for mobile can be well worth the investment to a busy team.
Although Customer B made its fortune in the more traditional beauty industry, its vision of the future is spans beyond traditional industry lines and is heavily investing in securing its place at the forefront of where personal care and digital technologies overlap.
Customer B has launched a variety of apps in recent years, spanning from high-performing eCommerce apps to cutting-edge IoT apps. In their partnership with Localytics, an obvious gap started to grow — Customer B was pushing the frontier, but there was no extra internal bandwidth dedicated to the maintenance and nurturing of existing assets and mobile app users.
This gap served as an opportunity for Localytics and Customer B to work even closer together through a Managed Services partnership, where dedicated Localytics resources work side-by-side with Customer B teams across multiple brands to assist with planning, executing, and measuring strategies to drive success.
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Lesson #3
Enterprise Customer C Profile:
- Top 50 Forbes World’s Most Valuable Brands
- Brand Value: $14B+
- Industry: Media
- Mobile Monthly Active Users (USA): 20M
Lesson: Planning out campaign segmentation takes time, but it’s worth it.
Customer C has worked with Localytics for years, but only recently changed its mobile business model by rolling out a subscription service. As part of launching this service, Customer C was careful to not disregard years worth of data they have about their user base.
With the assistance of their Localytics Managed Services team, Customer C identified and created several audiences segmented based on viewing behavior and preferences. The execution of these campaigns and reporting on results requires dedicated time, but since they’re tailored to the end user they yield very high conversion rates and result in revenue lifts well worth the extra effort. This close partnership continues, as the teams collaborate on building out workflows that engage users differently based on subscription status, viewing habits, preferences, and more.
Final Thoughts
Mobile is not a “one size fits all” channel. Every customer of ours has unique needs and goals based off of their industry and customer base. And because of some unique qualities of mobile such as deep user segmentation and location based messaging, digital strategies you’ve used on other platforms don’t transfer. That’s why it’s important for you to have a dedicated mobile team who are really focused on driving results with your app. Keep this in mind as you work on your 2019 marketing strategy, and you’ll be in good shape.
