2016 Mobile Application Innovation Conference was successfully concluded in Shanghai on December 23. The theme centered on the development trend of mobile application, mobile development service ecology and other sectors. Through e-commerce, education, medical and other application fields, it discussed the hot topics of mobile Internet application in the past year and promoted the further development of mobile application ecosystem.
During the conference, nearly 1,000 industry participants attended and nearly 100 industry leaders and renowned experts gave speeches. As a leading member marketing service expert in China, Focussend will share with you the topics of multi-channel marketing such as email marketing, SMS marketing and APP at this conference, and interpret the future of intelligent marketing under the rapid development of mobile terminal from a professional perspective.
In the era of mobile Internet, various applications emerge in an endless stream. While business models are changing, increasing homogeneity is still preventing optimal transformation of users. How to attract the most customers in the fragmented dissemination of information, obviously segmented marketing can not meet.
Focussend marketing experts further analyze how to open up multi-channel marketing in the mobile era based on the concept of member life cycle.
① New user guidance of intelligent marketing triggers purchase behavior
A welcome letter is automatically triggered for new registered customers. Add similar words such as "Download App to get a gift package for beginners" and guide customers to download. After customers successfully download the App, they can inform their registration information in the form of SMS, and attach a limited time offer. If you have not downloaded it, you can also send a short message for secondary activation. The syncing App can also push real-time messages with words such as "new users only" to facilitate purchases. It is more effective to communicate with customers in a variety of ways so that they will not get bored when they receive corporate information repeatedly than to constantly send a single SMS, email or APP notification.
② Intelligent marketing to active core customers, improve the re-purchase rate
Long-term purchases are built on continuous interaction with the brand. For example, for the goods that customers discard in the shopping car, they can first remind them by email to arouse their shopping desire, and then inform them by SMS that a part of the amount can be reduced by membership points. Meanwhile, they can push products with similar preferences, such as "here are your favorite dark blue jeans", through multi-channel and multi-dimensional marketing.
③ The edge of intelligent marketing customer retention, reduce customer turnover rate
For high-risk marginal or sleeping customers, it may lead to App uninstallation, email unsubscription, etc. So before this, set up a risk "node", timely warning and rescue measures, can effectively reduce customer churn. Through email, SMS, APP, multiple times and multiple angles to resue the rights and interests of members, analyze user preferences and conduct personalized trigger email, etc., to achieve the best recovery effect.
In response to increasingly prominent personalized needs, how to use email, SMS, app and other multi-channel, all-round intelligent marketing is the mainstream in the era of mobile Internet.
