Reading Time: 6 minutes

Did you know that consumers check their phones an average of 58 times daily (source)?! In today’s digital age, smartphones have become an essential part of the modern consumer’s daily life.

From shopping online to booking tickets for travel/events to making digital transactions, mobile devices have become the default go-to device for most consumers across the globe.

Global Smartphone Usage Statistics, 2023

According to the Global Consumer Trends 2023 report,

• 80.2% of Indians use their smartphones to buy new products online.
• 65.2% of consumers in the UK prefer shopping on their smartphones.
• 1 in 2 consumers in Singapore prefers streaming music, videos, and movies on their smartphones.
• 62.4% of Germans use their smartphones to get information for travel plans and make reservations.
• 68% of Latin Americans prefer using their smartphones to shop online.
• 56.8% of North Americans prefer using smartphones to make travel plans and bookings.
• 89% of shoppers in Indonesia prefer smartphones for shopping online.
• 60.4% of consumers in MEA prefer mobile applications and websites to stream music and videos.

The adoption statistics of smartphones have led marketers across the globe to realize that Mobile In-App messages are a powerful tool to engage with their customers, provide personalized experiences, and drive revenue.

What Are Mobile In-App Messages?

Mobile In-App messages are messages that show up to a customer inside a mobile application.

These messages can be personalized, made relevant, and timed strategically to communicate the right message to the right customer at the right time.

Introducing In-App Nudges By MoEngage

In today’s competitive business landscape, providing a seamless customer experience has become increasingly crucial for your brand.

Modern consumers have more options and higher expectations regarding their interactions with brands. If you fail to meet these expectations, your customers will not hesitate to switch.

A seamless customer experience can differentiate your brand, build loyalty, and ultimately drive revenue. MoEngage In-App Nudges are non-intrusive In-App Messages that ensure a seamless mobile experience for your customers.

To help marketers deliver seamless customer experiences on mobile devices, MoEngage has launched non-intrusive In-App Nudges.

Why Are Mobile In-App Nudges Important?

Here is what you’re missing out on by not investing in Mobile In-App Messages:

⬆️ Personalization

Personalized Mobile In-App messages enable you to provide relevant experiences to your customers. By leveraging data such as customer behavior, attributes, geolocation, preferences, history, and more, you can tailor promotional or transactional messages that your consumer wants to see. This level of personalization can improve customer engagement and satisfaction.

⬆️ Engagement

Mobile In-App messages can help you increase customer engagement by providing timely and relevant information. For example, an In-App message can remind customers about an abandoned cart, offer a discount code, or inform them of a new product launch that they are interested in. These messages encourage your customers to take action and interact with your mobile app.

⬆️ LTV and Revenue

A seamless customer experience can drive revenue by encouraging customers to spend more. When your customers have a memorable experience on your mobile app, they’re more likely to make repeat purchases and spend more on each purchase. A Harvard Business Review study found that customers with the best experiences spent 140% more than customers with poor experiences.

Mobile In-App messages can also help you drive revenue by encouraging customers to purchase repeatedly. By recommending products your customers are most likely to buy or by promoting limited-time offers and discounts, you can increase a customer’s lifetime value (LTV) and revenue.

⬆️ Retention and Loyalty

A seamless customer experience can build brand loyalty by creating a positive emotional connection between the customer and the brand. Customers are likelier to stick to your brand if you provide a consistent and positive experience across all touchpoints. In fact, according to a survey by PwC, 73% of consumers said that a good experience is a crucial factor in their brand loyalty.

You can use Mobile In-App messages to improve customer retention and loyalty. By building seamless experiences, you can increase the likelihood of your customers continuing to use your app over your competitors. Additionally, by providing personalized experiences, you can create a stronger emotional connection between your brand and your customer, increasing loyalty and decreasing churn.

⬇️ Acquisition costs

You can use Mobile In-App messages to run referral programs for your most loyal customers in return for rewards like cashbacks or perks like progression in achievement ladders. Your most satisfied customers are more likely to recommend their friends, family, or colleagues to download your mobile app. The new customers acquired via referrals tend to have a higher LTV at zero acquisition cost.

What Makes MoEngage In-App Nudges The Perfect Solution?

1. Ready-to-use Templates

MoEngage provides multiple pre-built templates for different use cases that you can use to build In-App campaigns.

2. Rich media

Consumers love rich media! You can add videos and GIFs to MoEngage’s In-App Nudges and improve conversion rates inside your mobile app.

3. Customization Options

Marketers can customize the display position, background colors, animations, and CTAs to align with your brand. You can also customize the placement of your In-App Nudges to deliver a more seamless experience.

4. Live Previews

You can check how your In-App Nudges look on portrait and landscape modes of a mobile device. You can also preview the content of a personalized message in an In-App Message for a particular customer by entering their unique identifier.

Marketers can also test how In-App Nudges appear on the mobile app by triggering a test experience from a customer’s perspective.

5. A/B Testing and Locales

Test and optimize multiple variations of your In-App Nudge campaigns.

How Can Marketers Use In-App Nudges?

1. Announce New Products and Features

Engage customers with contextual nudges introducing new features and products.

2. Activate New Customers

Drive new customers to perform specific actions on your mobile app as a part of their onboarding journey.

3. Communicate Product Changes

Announce critical product updates and changes on relevant mobile app pages to drive maximum engagement.

4. Drive Feature Discovery and Adoption

Boost feature adoption by delivering timely and targeted information to customers.

5. Promote Offers

Communicate relevant offers on select category pages or to select audiences.

6. Convert and Retain

Use timely communication and offers to nudge customers to purchase.

7. Get Instant Feedback

Collect Net Promoter Scores and Customer Satisfaction Scores after your customers have spent some time on your mobile app or after they’ve performed a specific number of transactions.

Conclusion and Next Steps

Mobile In-App Nudges are an essential channel for businesses to engage with their customers, provide personalized experiences, and drive revenue without disrupting their mobile app experience.

Businesses can improve customer engagement, retention, loyalty, and support by leveraging data and providing relevant and timely messages.

To effectively leverage Mobile In-App Nudges, businesses should ensure that they are personalized, relevant, and non-intrusive and provide value to customers.

Contact your favorite account manager if you’re an existing MoEngage customer and want to start using In-App Nudges for your Customer Engagement campaigns. If you’re new to MoEngage, you can schedule a demo of In-App Nudges here.

Reading Time: 10 minutes

“Save, you must. Special savings account with higher interest, we offer. Hmmm.”

“Stylish downtown apartments now available. Dance into your dream home!”

“Purr-fect deals on sleek and stylish wear. Steal the show!”

Imagine the love you would get from your audience if you had Yoda, Mia Wallace, or Catwoman (DC) write your Push Notification copies for you!

What if you had them working endlessly to create awesome content for your campaigns guaranteed to drive you a high ROI? We’ve done exactly this!

Well… sort of. 😉

About Merlin AI

Generative AI has taken the Martech world by storm.

With the release of multiple NLP and Large Language Models (LLMs) such as GPT, Claude, PaLM 2, Falcon, LLaMa, and various others, the adoption of Generative AI has spiked in the past few months.

We are excited to announce that we have successfully merged the advantages of Generative AI with the world of Customer Engagement with the launch of our latest product, Merlin AI.

Unlike other Generative AI platforms, Merlin AI learns from the performance of your past campaigns, understands context based on your audience and use case, considers the positive and negative impact of certain keywords, and helps you build high ROI-driving campaigns.

Re-Imagine the way you create with Merlin AI for Images Picture this: You’re a marketer with an upcoming campaign, but your creative well has run dry. The clock is ticking, your design team is swamped, and you’re stuck in an endless loop of “Can we try something different?” In today’s fast-paced digital landscape, capturing customer attention requires more than just compelling copy—it demands fresh, eye-catching, and inspiring visuals that help marketers stand out. However, creating effective campaign creatives often presents significant hurdles. Marketers frequently struggle with conceptualizing innovative ideas, face high dependency on design teams, and experience time delays due to multiple rounds of revisions.   But what if marketers weren’t constrained by creative blocks or limited resources? What if they had an endless wellspring of creative concepts at their fingertips and a creative sidekick who could turn ideas into designs in minutes? Meet Merlin AI for Images – your AI-powered creative wizard that generates a diverse array of visuals tailored to your campaign needs. This groundbreaking tool helps you explore new visual territories and push the boundaries of your creativity, reimagining the way you create. With Merlin AI, you can: Transform ideas into images in minutes. Create and Test images at lightning speed, and do it all without the need to switch platforms. By providing marketers with the ability to quickly produce and iterate on high-quality visuals, Merlin AI for Images not only streamlines the creative process but also empowers marketers to launch more engaging, visually stunning campaigns that captivate their audience and drive results.

Oh, and Merlin AI directly integrates with MoEngage’s campaign builder, meaning you don’t have to navigate to a different page to use our Generative AI engine and then switch back to your campaign creation screen. Other platforms require you to switch between the Generative engine and campaign creation pages, which is great if you’re looking for a quick workout for your fingers and don’t mind breaking your flow.

Read on to learn how Merlin AI can help you up your Customer Engagement game!👇

Why did we call our Generative AI engine ‘Merlin AI’? Merlin is a mythical figure prominently featured in the legend of King Arthur. He is known to be one of the greatest wizards of all time. Merlin AI is inspired by his unparalleled proficiency in magic and performing feats other wizards could not.

What Makes Merlin AI the Best in the Business?

Merlin AI can automate content creation, saving you time and effort.

Generative AI models can be used to create campaign copies, campaign assets, product descriptions, and a lot more!

You can build a steady stream of creative and consistent content thanks to Merlin AI.

With Halloween approaching, let’s consider you want to create a Push Notification campaign targeting your Gen Z audience, announcing a sale.

Here’s what other Generative AI tools would be able to generate:

This Push Notification copy does the bare minimum of announcing a Halloween sale for the Gen Z audience. However, it lacks certain keywords and has a generic tone and style.

Now, let’s try to recreate the same Push Notification using Merlin AI and see what makes it unique.

Next, let’s give Merlin AI some more context about our audience and the tone and style we want to pick for this campaign.

By selecting ‘Gen Z Enthusiasts’ as the segment, Merlin AI understands the audience you want to build this campaign for. By selecting ‘FOMO’ and ‘Emoji Language,’ Merlin AI further understands the emotion you want to convey and in which writing style.

After we hit Generate, here’s the copy Merlin AI suggests:

The difference between the Push Notification copy generated by the generic AI tool and Merlin AI is night and day!

Don’t you feel eager to get started already? Hold on, there’s more!

Let’s say you have another great idea for the campaign, and you want to run an A/B test to experiment and see which copy works best.

Do you have to go back and revisit the campaign parameters? No! You can immediately create a new variation and (if needed) give new prompts for the other variant.

Check it out:

Here’s the new copy we successfully generated with the click on a button:

A/B testing and experimentation is important when you’re running large-scale campaigns. Let’s see how Merlin AI helps you create multiple variants for testing.

To create multiple variations for A/B testing, we’ve selected the existing Push Notification copy. Immediately, Merlin AI automatically pulls in the relevant context.

You can tweak the prompts here or directly generate new variations.

Once done, these are the new variations Merlin AI shows:

And with this, we’re ready to go live with our Halloween campaign!

The next time you create a sales announcement, Merlin AI will add the performance of this campaign to its learnings and tweak itself further to improve its suggestions based on your context.

Merlin AI Now Supercharges Campaigns Across Multiple Channels

We’re excited to share that MoEngage’s Generative AI engine, Merlin AI for Copywriting, has gotten new upgrades! Marketers can now tap into its advanced AI capabilities to generate highly engaging copy across –

• Push Notifications
• Emails
• In-App Messages
• Cards
• On-site Messaging channels.

Since its initial launch for Push campaigns last year, Merlin AI for Copywriting has received tremendous customer love, with top consumer brands leveraging it to drive remarkable results.

Deutsche Telekom used it for their prepaid activation campaigns and saw a staggering 65% jump in click-through rates. They found that the AI-generated copies from Merlin AI outperformed their manually crafted ones, enabling them to connect with customers more effectively through contextually relevant messaging.

By understanding past campaign performance data, historical keywords, campaign goals, and channel dynamics, Merlin AI tailors the content to resonate with your audiences. This allows marketers to boost key metrics like email open rates, in-app click-through rates, and overall engagement.

What’s Next for Merlin AI?

Marketers wear multiple hats, often managing multiple responsibilities to engage their customers meaningfully, drive more conversions, and deliver seamless customer experiences.

You need to deliver innovative campaigns, create compelling and personalized content,  build eye-catching illustrations, and constantly run experiments to test what’s working to achieve the brand’s goals.

This can be tedious, repetitive, and time-consuming. But it isn’t supposed to be.

Merlin AI is built to help marketers like you go live with innovative campaigns faster, experiment quickly, and improve the ROI from your Customer Engagement efforts.

With Merlin AI, we aim to empower you to create engaging and impactful campaigns while spending less time on creative generation, segment identification, campaign ideation, and gathering insights.

1. Merlin AI for Segmentation

Marketers spend much time and effort optimizing campaign creatives, leaving them with little time to create intricate customer segments.

Additionally, the customer segments you plan to ideally send communication to rarely translate into a segment on your Customer Engagement platform due to complexities on user attributes, events, and event attributes or adding multiple filters.

Merlin AI for Segment Creation makes it seamless and quick for marketers. You can input a sentence defining your segment in detail, and Merlin AI will automatically check the metadata of existing attributes to create the exact segment you need!

2. Merlin AI for Campaign Creation

Constantly coming up with innovative campaign ideas that resonate with their audience is another challenge marketers face regularly.

Merlin AI for Campaign Ideation assists marketers in brainstorming and developing innovative campaign concepts and ideas.

By entering campaign parameters, campaign objectives, and audiences, Merlin AI can help you rapidly generate entire campaigns and customer journeys along with relevant copy, creative assets, and visuals that are guaranteed to engage customers in new and exciting ways!

3. Merlin AI for Conversational Insights

Insights into campaign performance and their long-term impact on key North Star metrics such as revenue, LTV, engagement, churn, and retention are important to marketers.

However, getting these insights can often take time and might need marketing teams to rely on other functions such as Product or Data teams.

Merlin AI for Conversational Insights simplifies insights gathering by offering campaign insights and performance data at speed and scale.

You can ask queries about campaign performance or ask Merlin AI to generate reports and trends about how your customers react to your campaigns.

Conclusion

Merlin AI is the next step in the Customer Engagement and Marketing Automation ladder. It enables marketers to:

1. Automate content and creative creation. MoEngage’s latest Generative AI engine creates copies for push notification, email, and SMS campaigns based on the campaign type, use case, and audience segment, saving you time and reducing manual effort.
2. Drive higher ROI from engagement strategies. Merlin AI taps into your historical campaign performance, identifies impactful keywords, and combines it with your campaign objective and context to generate copies and creatives, ensuring you have data-backed and relevant assets guaranteed to drive better results.
3. Experiment and test multiple versions at scale. With Merlin AI, you can generate multiple variations for copies and creative for your campaigns, helping you quickly set up A/B or Multivariate tests for experimentation.
4. Keep your data safe and protected. Marketers like yourself do not have to rely on an external Generative AI tool to create copies. You don’t have to risk sharing proprietary or sensitive data with third-party Generative AI platforms, such as historical campaign information or audience segments.

If you’re an existing MoEngage customer and want to get started with Merlin AI, reach out to your favorite account manager. If you’re new to MoEngage, you can schedule a demo of Merlin AI here.

Reading Time: 7 minutes

Introduction

After Apple announced its new Vision Pro headset at WWDC 2023 (to be launched in 2024), businesses are seeking innovative ways to enhance customer engagement. Virtual Reality (VR) has emerged as a game-changer, opening up a new realm of immersive experiences for consumers. From gaming to education, VR is going to transform various industries, including customer engagement.

In this blog post, we will explore how VR can be harnessed to captivate audiences, increase brand loyalty, and create memorable interactions. With a nod to the highly anticipated Apple Vision Pro, we will delve into the potential impact of this groundbreaking device and share relatable examples of where VR can significantly impact a brand or industry.

The Power of Virtual Reality

Virtual Reality has taken the world by storm, transporting consumers into entirely new dimensions of reality. By wearing a VR headset, individuals can immerse themselves in lifelike environments where they can see, hear, and even interact with virtual objects. This technology offers a level of engagement that traditional mediums simply cannot match, making it a potent tool for businesses to captivate their customers.

According to Business Wire, the market size for AR and VR is expected to grow at a CAGR of 35%. This essentially means that the AR and VR market will grow by $125.19 billion from 2020 to 2024.

Enhancing Customer Engagement with VR

Immersive Product Demonstrations

Imagine being able to try out a product without leaving your home. VR allows businesses to offer virtual product demonstrations that let customers experience their personalized offerings first-hand. Whether it’s test driving a car, trying on virtual fashion items, or exploring the features of a new gadget, VR enables customers to interact with products before making a purchase. This interactive and immersive experience builds excitement and confidence in the product, leading to increased engagement and conversion rates.

Virtual Showrooms: A Shopper’s Paradise

Brick-and-mortar stores have their limitations, but VR removes those barriers. With VR showrooms, customers can explore a vast array of products in a virtual environment that replicates a physical store. They can browse, touch, and examine items as if they were physically present. The Apple Vision Pro, with its advanced graphics and intuitive controls, promises to take virtual shopping to new heights. Customers can virtually walk through beautifully designed virtual stores, interact with products, and even get personalized recommendations based on their preferences. 

In a nutshell, this is where the ‘Try before you buy’ concept can be optimized to perfection, with shopping apps being able to show how a clothing item would look on you, based on your body’s measurements.

Virtual Events: Breaking Barriers

In a world where physical events have become limited, VR offers a compelling alternative. Brands can host virtual events that transcend geographical boundaries, allowing attendees from all over the world to come together in a shared virtual space. From product launches to conferences, virtual events provide an immersive platform for networking, knowledge sharing, and entertainment. Attendees can explore virtual exhibition halls, engage in interactive sessions, and even interact with virtual avatars of their favorite speakers or influencers.

VR Storytelling: Emotion in Action

Storytelling has always been a powerful tool for brands to connect with their audience, and VR takes storytelling to a whole new level. Through VR experiences, companies can transport customers into the heart of their narratives, making them active participants rather than passive observers. Whether it’s a virtual tour of a destination, a historical reenactment, or an emotional brand story, VR enables brands to evoke deep emotions and forge lasting personalized connections with their customers.

Interactive Training and Support

VR is not just about selling products; it can also be leveraged for customer support and training purposes, essentially creating a better overall customer experience. Companies can create virtual training modules to educate customers on product usage or troubleshooting techniques. From assembling furniture to operating complex machinery, VR simulations can offer step-by-step guidance in a realistic and engaging manner. This not only enhances customer satisfaction but also reduces support costs and improves overall brand perception.

The Apple Vision Pro: Raising the Bar

Unleashing Creative Possibilities

The upcoming Apple Vision Pro is generating tremendous excitement in the tech world. Known for their commitment to innovation, Apple’s foray into VR is set to push the boundaries of what’s possible. With advanced features such as high-resolution displays, precise motion tracking, and haptic feedback, the Apple Vision Pro promises an unparalleled level of immersion and realism. This opens up endless creative possibilities for businesses to develop cutting-edge VR experiences that truly captivate their customers.

Gaming: A New Frontier

Gaming has always been at the forefront of VR adoption, and the Apple Vision Pro aims to take gaming experiences to the next level. Imagine stepping into a virtual world where you can engage in thrilling adventures, solve puzzles, and compete with friends in multiplayer games. The Apple Vision Pro’s powerful hardware and seamless integration with Apple’s ecosystem are expected to revolutionize the gaming industry, enticing both casual gamers and hardcore enthusiasts alike.

An already existing example of this is the Sony Playstation VR2 headset with games like Horizon: Call of the Mountain, Gran Turismo 7, Resident Evil: Village, Transformers: Beyond Reality, etc. Sony has been able to make its customers feel like they are actually in the game itself, making it a super-realistic experience. From motion sensors that you can pull back a bow string to shoot an arrow to the beautifully developed world where you can look 360° in any direction, VR gaming is only set to grow in time. 

While mobile VR gaming hasn’t hit the heights of its console counterparts, Apple’s inevitable foray into this market guarantees an influx of new mobile VR gamers in the years to come.

VR Use Cases for Different Industries

While we’ve covered how brands in the gaming and retail/E-commerce can leverage VR, here are a few more industry-wise use cases:

Overcoming Challenges and Building Trust

While the potential of VR in customer engagement is vast, businesses must also be aware of the challenges that come with it. One major hurdle is the cost associated with developing VR experiences. However, as technology advances and VR becomes more mainstream, costs are expected to decrease, making it accessible to a wider audience.

Another challenge lies in building trust. Some customers may be hesitant to embrace VR due to concerns about privacy, motion sickness, or the overall learning curve. To overcome these challenges, businesses must prioritize customer education, offer seamless and intuitive experiences, and address privacy concerns transparently. By doing so, they can build trust and encourage wider adoption of VR in customer engagement strategies.

The Future of Customer Engagement with VR

The potential of VR in customer engagement still needs to be explored. As technology continues to advance, we can expect more sophisticated VR devices with enhanced capabilities. The integration of VR with other emerging technologies like augmented reality (AR) and artificial intelligence (AI) will unlock new possibilities and further enrich customer experiences.

In the future, we might see virtual reality becoming a standard tool in industries such as real estate, healthcare, and education. From virtual property tours to immersive medical simulations and interactive learning environments, VR will redefine how businesses engage with their customers, providing unique and unforgettable experiences.

The Prerequisites to Transforming Customer Engagement with VR

With its ability to create immersive and interactive experiences, VR is poised to revolutionize the way businesses engage with their customers and employees, offering a seamless blend of realism and digital interaction.

However, it is also worth noting that VR is only the icing on top of the customer engagement cake. To give your customers the best possible VR experience, you must have a solid foundation for your strategy. The best way to do so is with a customer engagement platform that can offer:

• Deep and detailed segmentation
• Hyper-personalization
• In-depth customer insights and analytics
• AI-powered campaign optimization
• Omnichannel communication

These key functionalities in your customer engagement kitty will help you deliver a more immersive VR experience, boosting acquisition, engagement, and retention.

In Conclusion

Virtual Reality has the potential to revolutionize customer engagement by providing immersive and interactive experiences. The highly anticipated Apple Vision Pro, along with other VR devices, will empower businesses to create memorable brand interactions, increase customer loyalty, and stand out in a crowded marketplace.

To stand out and fully realize the value of VR engagement, brands need to follow an insights-led approach to engagement with customer-centricity in mind. An insights-led approach to engagement can help brands-

• Understand customer affinities and preferences
• Reach the right customers at the right time
• Optimize for the right channels
• Make positive business decisions
• Boost customer satisfaction and loyalty

From immersive product demonstrations to virtual showrooms and interactive training, VR offers a range of possibilities that can captivate audiences and drive meaningful engagement. Virtual events and VR storytelling further elevate customer experiences, enabling brands to break barriers and forge emotional connections.

While challenges exist, such as cost and building trust, the future of customer engagement with VR looks promising. As technology continues to evolve, VR will become more accessible, enabling businesses to leverage its potential fully.

Reading Time: 15 minutes

The world is going crazy over Apple’s newest product, the Apple Vision Pro, announced at Apple WWDC 2023. It isn’t just an AR/VR headset, it’s a “spatial computer,” as Apple puts it! This magical technology puts a computer over any consumer’s physical space in real-time. It’s set a new precedent for this category, and there’s so much potential for marketers and developers here. Let’s unpack what this and other updates from Apple’s Annual World Wide Developer Conference mean for marketers in this article.

An Incredible New Device for New Experiences

The all-new Apple Vision Pro lets you view and interact with digital content as if it’s right there in your physical space. Apps respond to your eyes, hands, or voice, and you can expand apps to any size you want. You can also turn the digital crown to increase or decrease levels of immersiveness, choosing to stay focused on your surroundings or blur them out at your will.

Apps respond intuitively to your gestures, and you can move them around in your physical space to place them anywhere you want. Use your eyes or hand gestures to switch between apps and browse systems just by looking at them!

For marketers, this opens up a whole new world of possibilities. The Apple Vision Pro will be used across industries — be it Ecommerce, education, gaming, media and entertainment, or even banking.

Increase Engagement With Thoughtful Widgets

Widgets let you bring the most important information from your app to the home screen. Earlier, widgets were primarily available on the iPhone, but this update brings widgets to all Apple devices.

The new iPadOS 17 adds widgets to the home screen and makes them interactive, and the new macOS Sonoma brings widgets to the desktop. On the new watchOS 10, you can turn the dialer to see new widgets, and the Smart Stack automatically brings the most relevant widgets up front.

These new widgets offer greater support for interactivity — for example, you can check off a reminder right from the widget without having to enter the app. There’s also widget continuity between the iPhone and the Mac, which means you can check off one item on the iPhone and the next item on the Mac, and get all your changes synced together.

Improve Discoverability with TipKit

As a marketer, you’ll know that product and feature discoverability is a core issue that the industry has been trying to solve. Customers might love certain features, but they just don’t discover them on time!

To help with this, Apple has introduced a new framework called TipKit, which intelligently educates customers about the right features at the right time. Think of it like an intelligent, personalized app walkthrough.

TipKit provides customizable templates to educate customers on product functionalities and give them a sensible walkthrough.

Personalize Your Web Apps

The new update to Safari enables you to convert any website into a Web App. This means that your website gets an app-like desktop experience when a customer chooses to launch it.

The best part about this update is that there’s zero development effort required to convert a website into a Web App. Customers can choose to convert any website into a Web App.

Analyze Ad Performances With SKAdNetwork

An important aspect of creating a good customer experience is understanding what’s working and what isn’t. Marketers must be constantly aware of the performance of their campaigns, and SKAdNetwork helps iOS app marketers stay on top of their analytics.

This year’s update to SKAdNetwork helps you understand which ads drive more customers to your apps. You can measure how a particular ad campaign drove app downloads, how your ads influenced re-engagement and reactivation. You can also measure conversions after a customer taps on your ad.

Audit Your Apps for Accessibility

Apple estimates that 1.3 Billion+ consumers struggle with disabilities that affect the way they interact with devices. As an app marketer, it’s important to keep all audiences in mind and ensure that your brand’s customer experiences are accessible to everyone.

To help with this, Apple now provides a tool called the Accessibility Inspector, which allows you to find, diagnose, and fix accessibility issues inside your app. The inspector can audit every view of your app and test it for accessibility.

Any issues found are displayed in a table with detailed descriptions for each issue. The accessibility audits are now automatable, and give you a way to ensure that every aspect of your app is accessible to all audiences.

Optimize Websites for Spatial Computing

With the launch of the new Vision Pro, customers now have an entirely unique way to experience your websites. They can reach out and touch your pages as if they’re doing so physically, look at links, tap their fingers together to click on them, and so much more.

The responsive design ensures that websites automatically adapt from iPad/Mac sizes to fill an entire room. Customers can also leverage “Quick Look” to place objects on their surrounding physical spaces. Imagine looking at a teacup for sale and placing it on your table to see if it suits your architecture!

This technology will revolutionize the way consumers shop for things online. More consumers will rely on Quick Look in the future to see how a product fits into their space before they buy it. That makes it more critical than ever to ensure that customers are guided to relevant products that suit their needs.

Deliver Concise Information with Live Activity

Live Activity gives consumers a quick, glanceable way to monitor and follow ongoing background activities. Imagine if you’ve booked a cab and are waiting for it to reach your destination. You can check your home screen’s Live Activity to see how far away the cab is at any point in time and when it is estimated to reach you.

Consumers can click on Live Activities to open up expanded views, and clicking on expanded views lead to different areas within your app.

Live activities are displayed on the lock screen, dynamic island, and iPhone standby. These are concise, relevant bits of information that give all useful information at one glance.

Spotlight Your Apps with App Shortcuts

“App Shortcuts” lets consumers set up quick automations to simplify routine tasks. Shortcuts can be as simple as a voice command for adding items to your grocery list.

Consumers can trigger App Shortcuts via Siri voice search, the Spotlight feature, or the Shortcuts app. These shortcuts help increase the visibility of your app throughout the system. They’re also a great way to encourage customers to use your app repeatedly, nudging them to create a habit and become loyal customers.

Shortcuts also lower the friction of opening and closing apps for repeated tasks, and they launch more functionality for apps that run in the background.

App development teams can set up Shortcut suggestions that give customers a quick idea of possible shortcuts they can leverage.

Stay On Top Of Your App Store Pricing

Apple has now introduced a global pricing feature that lets you manage your pricing across 44 currencies and 175 regions. You can leverage the tool to simplify the pricing for your apps, in-app purchases, and subscriptions at a regional level.

You now have 900 possible price points available across all 44 currencies. The new tool lets you define a base pricing region from any one of the 175 regions. Once you’ve selected your base region, you can define your base price. The App Store then automatically generates pricing for other regions based on your base price.

Pricing generated for other regions gets automatically updated according to foreign exchange rates and tax fluctuations for each locality.

You can add temporary price changes for a particular region alone. You can also schedule a global price change for the future. The App Store automatically updates pricing across other regions accordingly.

Give Customers More Privacy Controls

The new updates to Apple’s privacy settings give customers more granular control over the content they share with their apps. This includes updates to five types of content-sharing control, listed below.

Photos Picker

Customers can now choose to share only select photos with their apps, instead of giving apps permission to access their entire gallery. Options available include “Limit access” and “Allow full access,” and these access Pickers are sent to customers periodically.

Screen Capture Picker

The latest update lets customers control which windows and screens your app can access during a Screen Share. Earlier, consumers had only one option, which was to share the entire screen or window. With macOS Sonoma and higher, they can select a single screen and share that alone during the session.

Calendar Access

Your calendar app has access to a lot of sensitive information, such as doctor’s appointments and travel plans or tickets. With this new update, customers can restrict access to their Calendars. Apps can create new events on Calendars by default, or request to get “Add-only” access to Calendars without reading other Calendar items.

Sensitive Content Warnings

When a customer receives or shares photos that likely contain nudity, your app can now display a Sensitive Content Warning. The warning includes any photos shared via Airdrop, contact posters on iPhone, the Photos app, or Facetime. If your app’s audience consists of minors, or if customers are at risk of receiving sensitive content, you should deploy these warnings.

Oblivious HTTP

Earlier, network operators had complete access to a consumer’s internet usage and their IP address. IP addresses can easily be exploited to identify customers and link them to their internet usage. With this new update, Apple ensures that no party has access to client IP and content at the same time. This protects consumer anonymity and keeps their sensitive data safe.

Communicate Your Privacy Settings Clearly

That brings us to the next update: Privacy Manifests. Privacy Manifests are a new tool to help you audit and identify the privacy practices deployed by your app and any dependent apps. You can access a privacy report in PDF format to understand all declared data uses.

The report is organized in a manner similar to Privacy Nutrition Labels (PNLs) so that you can compare notes and ensure that your PNLs are always up-to-date.

ICYMI, Privacy Nutrition Labels give consumers a way to learn how your app collects and uses data, data tracking, and data linkage.

Improve Your App Clips

App Clips are a lightweight version of your apps that allow customers to try out the features of your app without having to download it. These are discoverable over messages, Safari, Spotlight search, and more.

App Clips can be used in a variety of ways, such as encouraging customers to order food via an App Clip without leaving their messaging app. Brands can also leverage App Clips to give consumers a quick game demo, or a sneak peek into an exciting new feature.

Earlier, App Clips were restricted to sizes of 15 MB or below. Now, brands can upload App Clips of up to 50 MB. This gives you more space for richer app experiences!

Leverage New Media Formats

Did you know that it’s been 36 years since GIFs were introduced? 30 years since JPEG, and 26 since PNG was introduced. These are all image formats the internet grew up with, but each poses limitations and challenges.

JPEGs provide progressive loading, where a part of the image loads first, and the rest continues to load as the internet bandwidth increases. This format is most convenient when network speeds aren’t fast. But the JPEG compression technique is lossy, which means image quality is reduced during transmission and compression.

GIFs have 8-bit color restrictions, which means they can only contain 256 colors, because of which they’re unsuitable for high-resolution imagery. Meanwhile, PNGs don’t support non-RGB color schemas such as CMYK, which is primarily used for color printing, and PNG files require too much storage space.

As the internet evolved, new media formats emerged to make the most of changing requirements and wrap around the limitations of existing formats. Safari 17 now supports 4 new formats:

WebP

1. This is a modern image format that uses advanced compression algorithms to achieve smaller file sizes without compromising on image quality.
2. Since WebP file sizes are smaller, WebP websites can load faster and perform better.

JPEG-XL

1. This new format was created to offer high compression rates and image quality while also providing progressive loading.
2. This is best suited for images served over slow connections so that customers can see something even before the image is fully loaded.
3. JPEG-XL can convert losslessly from JPEG.
4. This format isn’t supported by many devices or browsers.

AVIF

1. The AVIF format uses AV1 video codec to achieve high compression rates without compromising image quality.
2. This format is widely accepted and supported across all major browsers.
3. It enables up to 12 bits of color depth and can be almost 10 times faster than JPEGs.

HEIC

1. Also known as HEIF, this format uses the HEVC video codec compression algorithm to achieve smaller file sizes.
2. This format isn’t widely supported across other platforms, but it is the default format used for image captures across iPhone and iPad.

The best advantages of the new formats are that they support both wide color gamuts and HDR imagery. Wide color gamut lets you capture and display pictures with billions of colors on file and screen.

Meanwhile, HDR allows you to define how dark the darks can be, how light the lights can be, and how much light can be taken in. This makes outdoor landscapes or bright images more vibrant.

Enable Regional Pre-Orders on App Store

Pre-orders are a great way to create excitement for a new app launch or upcoming release. When you mark an app for pre-orders, the App Store automatically displays a product page for customers to place a pre-order.

On the day of your app’s release, the app will automatically be downloaded to your customers’ devices, and they will be notified as well.

The new update allows marketers to create pre-orders specific to geographical locations. You can launch the complete version of the app in the United States, for example, but put it up for pre-order in Europe.

You can also use this to soft-launch a beta version of your app in certain countries and create pre-order hype in other important market regions.

Increase Accessibility With Speech Synthesizers

There is always a chance that some of your customers will be unable to speak, have visual or speech impairments, or lose their voice in the future. Apple’s Speech Synthesizers give you a way to make your app more accessible to these audiences. Customers can use these synthesizers to voice out the text of their choice.

There is now a new addition to Speech Synthesizers: Personal Voice. Consumers can use this feature to record their own voice and generate a synthesized voice from those recordings.

This will be possible on both iOS and macOS with the latest updates. Remember, usage of a customer’s personal voice is very sensitive and must not be misused. The personal voice feature should primarily be used for augmentative or alternative communication apps. This is a great way to make your app inclusive for consumers who may be at risk of losing their voice.

Create Accurate Order Tracking

Last year, iOS 16 introduced a native order tracking capability to iPhones. This helped consumers track any orders placed with participating merchants via inline messages or a widget. This year, this feature’s got a few cool upgrades!

Consumers can now track orders over maps if the order has specified a pickup time and location. Maps will also suggest it via Siri Suggestions.

You can also indicate the type of delivery being used and mark whether a product is being shipped or delivered. These updates will support courier and food delivery apps with more accuracy.

You can also attach receipts for a transaction and mention if these receipts are for a purchase or refund. Receipts will show up along with the order tracking details.

And finally, you can now add order tracking to the Apple Wallet. Consumers will be able to click an order tracking link and add it to their Wallet so they can stay on top of updates at all times.

Debug Typography With Safari Web Inspector

The Safari Web Inspector allows you to inspect any HTML and CSS elements of your webpage. You can inspect any and all resources and activities of a website, web app, web extension, or home screen web app using the Web Inspector.

You can also inspect typography elements on your webpages. It’s not easy to get typography right on websites. There are a lot of factors at play, such as whether the right font file is loaded, whether it is in a format supported by the browsers, and whether the features you’ve enabled are available.

While typography might seem like a good-to-have feature, it plays an important role in customer experience. If your customers can’t clearly read what’s written on your pages, they might leave. And if your typography isn’t legible or attractive, they might not stay long, impacting your bounce rates, which in turn impacts your website’s SEO rankings.

You can inspect elements of typography and see what typographical variations are used, such as bold styles, italic, oblique, or elongated styles. The Web Inspector now also displays a warning for any typography that uses synthetic styles, such as when strokes are made artificially thicker or cursive is used to denote italic font.

Facilitate Private Web Extention Experiences

Over 2,000 web extensions for Safari are available on the App Store today. Extensions let you customize and improve your browsing experience. With this new update, web extensions will be available on xrOS as well, and they will work the same way as they do on iPad OS and iOS.

When an extension is first turned on, it doesn’t have access to any websites the customer visits. The first time the extension tries to access a new website, Safari will alert the customer via a quick pop-up.

These alerts give a detailed description of the access requirements an extension wants, and allows customers to select access levels. Customers can select if they want to allow access to a website for “One Day” or “Always Allow” access.

When they upgrade their browser to Safari 17, all extension permissions will be migrated. Additionally, Safari will display a banner with an option for customers to increase their privacy level for an extension. The banner will inform them that an extension currently has access to the website and ask if they want to maintain current access levels or increase their privacy.

Customers maintain full control over the access levels of any extension, and these can be granted or revoked at any time of their choosing via the Settings menu.

Wrapping Up

These are the biggest updates from Apple WWDC 23, folks! We’ve consumed over 175 video sessions and extracted the most relevant information for marketers so you don’t have to. We hope you enjoyed reading this. Remember to share this with your marketing team and let us know what you think with a quick shout-out over social.

See you next WWDC!

Reading Time: 9 minutes

Hay un montón de datos interesante ahí fuera: datos sobre tu programa de televisión favorito, tus últimas actualizaciones de Instagram, la ropa que quieres comprar, el tipo de noticias que te gusta seguir, la música que no te gusta, etcétera. Las marcas recopilan datos de sus clientes de todas las fuentes posibles, y tú, como vendedor, lo sabes.

Pero ¿sabías que todos estos datos recopilados por distintas plataformas no deberían tener que almacenarse por separado?, todos ellos se pueden colocar en un único lugar y cada dato se puede agregar a los demás para crear un perfil completo de cada cliente. Este post te explicará cómo hacerlo posible, qué es una plataforma de datos de clientes (CDP) y cómo funciona en comparación con un CEP.

¿Cuál es la importancia de los datos de clientes?

Cada una de las interacciones con los clientes puede significar algo para la marca. Cada interacción puede hacerlos avanzar en el ciclo de vida del cliente o, si las interacciones son negativas, sacarlos del embudo.

La información lo es todo: te ayuda a comprender lo que al cliente le gusta o no le gusta, a descifrar un patrón detrás de sus compras y a predecir su fidelidad.

Con el tipo adecuado de información, puedes personalizar todo el recorrido del cliente para cada cual, de modo que cada interacción sea significativa. Existen diferentes tipos de datos de clientes que puedes recopilar, por ejemplo

Datos transaccionales

1. ¿A qué hora realizó una compra un cliente?
2. ¿Cuánto suele gastar?

Datos demográficos

1. ¿Qué edad tiene el cliente y dónde vive?
2. ¿Con qué género se identifica?

Datos de comportamiento

1. ¿Por dónde le gusta navegar al cliente?
2. ¿Qué acción hace que convierta?

Datos psicográficos

1. ¿Al cliente le gustan los descuentos?
2. ¿Le gustan las recomendaciones de productos?

Todos estos datos de los clientes se recopilan a través de diversas herramientas y plataformas que las marcas utilizan con distintos fines.

Una plataforma de redes sociales, por ejemplo, recopilaría información sobre lo que le gusta y no le gusta a un cliente en las redes sociales, y una plataforma de marketing de eventos recopilaría datos sobre los tipos de eventos a los que le gusta asistir al cliente, el número de sesiones a las que ha asistido, sus niveles de participación, etc.

Al mismo tiempo, una plataforma de cumplimiento y privacidad de datos almacenaría información sobre qué puntos de datos está dispuesto a compartir un cliente con la marca y cuáles le gustaría eliminar del sistema.

Aparte de esto, también se recopilan datos de software de gestión de relaciones con los clientes, herramientas de analytics web/móvil, plataformas de inteligencia de ventas, etcétera.

Cada una de estas herramientas recopila y almacena datos de forma individual, lo que puede suponer un desperdicio de recursos en términos de recopilación repetida de datos y costes de almacenamiento. Aquí es donde entra en juego una plataforma de datos de clientes (CDP).

¿Qué es una plataforma de datos de clientes?

Las plataformas de datos de clientes te permiten recopilar datos de clientes de múltiples fuentes y reunir toda la información sobre un cliente para crear un perfil unificado del cliente.

Esto significa que los datos de un cliente proveniente de redes sociales y sus preferencias de privacidad de la herramienta de gestión del cumplimiento se reunirían en un solo lugar, junto con sus datos de CRM, datos de marketing de eventos y datos de publicidad paga.

El CDP combina estos datos para crear un perfil unificado del cliente. Cualquiera de las plataformas conectadas puede acceder a este perfil.

¿Y qué pasa si los datos de los clientes están “conectados”?

La ventaja de este sistema es que cada plataforma de la red de CDP dispone ahora de datos enriquecidos sobre cada cliente. Al conocer las preferencias de privacidad de un cliente, puedes decidir cuántos anuncios dirigidos puedes enviarle.

Al conocer su comportamiento en las redes sociales, puedes, a su vez, cambiar su estatus de cliente potencial en el CRM.

De acuerdo, tener los datos de los clientes es genial, pero ¿qué se puede hacer con ellos?

Todos los datos son importantes, ya sean transaccionales, de comportamiento, de origen, de atención al cliente o de terceros. Aun así, los datos de primera mano de clientes son como una joya en tu caja fuerte.

Este tipo de datos de clientes te permite comprender lo que los clientes quieren realmente, analizar las interacciones con los clientes para averiguar lo que funciona y lo que no, predecir el comportamiento de los clientes y crear campañas de marketing personalizadas que eviten la pérdida de clientes o promuevan la conversión.

Esto es posible con la ayuda de las plataformas de engagement de clientes (CEPs). Las CEPs se basan en principios similares a los de las plataformas de datos de clientes, pero desempeñan una función diferente. Mientras que las plataformas de datos de clientes recopilan datos y crean una visión unificada completa del cliente, las CEPs te permiten comprender estos datos para crear campañas significativas de engagement para cada cliente.

¿Qué hace un CEP?

Las plataformas de CEP te permiten enviar mensajes dirigidos a través de varios canales, como correo electrónico, SMS, chat, notificaciones push, etc. Los CEPs están equipados con funciones inteligentes de segmentación y personalización que te ayudan a comprender las necesidades específicas de cada cliente y a adaptar la comunicación.

Los CEPs tienen un aspecto nativo de machine-learning que te ayuda a analizar, obtener información, predecir y relacionarte con los clientes de la forma en que quieran que se les hable, a través de un canal con el que disfrutan interactuando.

¿En qué se diferencia un CEP de un CDP?

Los CEPs te permiten interactuar con los clientes. Los CDPs se especializan en unificar los datos de los clientes en un único lugar para aumentar su eficiencia operativa.

¿Con qué tipo de análisis ayudan los CEPs?

Un CEP es una solución integrada de engagement de clientes que te permite analizar las interacciones con clientes y los puntos de datos de los clientes en todos los canales online y offline. He aquí un par de ejemplos de análisis que puedes realizar con un CEP como MoEngage:

Análisis de la ruta del usuario

A través de este análisis puedes entender cada paso que dan tus clientes después de un evento, como la instalación de una aplicación, o el churn. Tendrás la posibilidad de saber cuántos clientes recorren cada camino hacia el objetivo previsto y por qué algunos de ellos abandonan el embudo.

Segmentación inteligente RFM

Puedes segmentar automáticamente a tus clientes para identificar a los que son sensibles al precio, identificar a los campeones, los leales, los que hibernan o los que necesitan atención específica.

Tienes la posibilidad de crear campañas dirigidas de mensajería que aborden las necesidades específicas de cada cliente. Al segmento que necesita atención específica, puedes enviarle una campaña de descuento que le incentive a volver a tu producto.

Al segmento de clientes potencialmente fieles se le puede anunciar una feature exclusiva de acceso premium.

Optimización del recorrido del cliente

No todos los clientes son iguales. Algunos prefieren leer emails, mientras que otros responden mejor a las notificaciones push. Por eso no se les puede aplicar la misma estrategia de mensajería a todos los clientes.

Es necesario entender qué canales funcionan mejor para cada individuo y adaptar la comunicación a ellos, por lo que cada mensaje debe ser relevante para la etapa del ciclo de vida del cliente.

Para un cliente que ha comprado un par de zapatos, puedes enviarle un email transaccional confirmando la compra. Para los clientes que no han realizado la compra, puedes enviarles un mensaje de abandono del carrito a través de un SMS.

Los CEPs son una solución integral para tus necesidades de captación de clientes

Los CEPs te permiten crear campañas de varios pasos que llegan a los clientes a través de una combinación de canales basados en acciones específicas realizadas.

Así es como los CEPs ayudan a los profesionales del marketing: los datos recopilados abarcan múltiples puntos de contacto con el cliente. Estas plataformas de datos de clientes te ayudan a analizar los datos de interacción y a crear un perfil de cliente preciso para que pueda generar engagement con ellos a través de varios canales y aumentar el valor del ciclo de vida del cliente.

¿Deberían las marcas utilizar plataformas de datos de clientes o CEPs?

Idealmente, la pregunta que debería plantearse no es “CDP vs. CEP” o “cómo elegir entre una plataforma de datos de clientes y un CEP”. La pregunta debería ser, en cambio, “¿cómo funciona una plataforma de datos de clientes en combinación con un CEP?”

Para responder a esta pregunta, veamos qué ventajas puede aportarle una plataforma de datos de clientes a un CEP y viceversa.

Ventajas de la integración CDP + CEP

Los CDPs recopilan datos directamente de la fuente. Puede tratarse de datos de transacciones, datos de sistemas externos, datos de resolución de identidades de clientes u otros registros de datos de clientes. Mientras que la plataforma de datos de clientes realiza automáticamente el análisis de los datos. Por consiguiente, se crea un perfil unificado para cada cliente con el fin de eliminar los silos de datos y crear una única fuente veraz.

Los CEPs pueden acceder a esta base unificada de datos de clientes para comprender lo que les gusta o disgusta y lo que funciona para ellos a través de múltiples sistemas, con el fin de crear campañas de marketing más personalizadas y una experiencia de cliente coherente.

Estas campañas pueden enviarse a cada cliente a través de canales como el email, los SMS, las notificaciones push o la mensajería dentro de la aplicación.

Los CEPs como MoEngage te permiten identificar de forma inteligente las preferencias de los clientes, al crear segmentos de audiencia optimizados basados en las perspectivas de los clientes. Puedes crear una experiencia personalizada de cliente basada en las preferencias de cada cliente a través de puntos de contacto online u offline.

Cada interacción del cliente con estos mensajes se envía al CEP, que puede analizar los datos y enviarlos a la plataforma de datos del cliente.

La plataforma de datos del cliente puede ahora absorber los datos sobre las métricas de engagement de un cliente. Por ejemplo, en qué canal responden y cuándo es probable que abran los emails o las notificaciones push.

Los CEPs también pueden ayudar a los profesionales del marketing a realizar una orquestación avanzada del recorrido del cliente de la siguiente manera: los CDPs envían a la plataforma de datos de clientes los perfiles de los clientes que reaccionan bien a cada recorrido.

La plataforma de datos de clientes ahora puede incorporar datos sobre las métricas de engagement de un cliente. Por ejemplo, en qué canal responden y cuándo es probable que abran emails o notificaciones push.

Ahora, las demás plataformas pueden acceder a información sobre cómo es el engagement de un cliente con los distintos canales y tipos de mensajería. Se trata de una integración de datos bidireccional.

Nuevas normativas sobre la privacidad de datos

Si te preguntas por las normativas sobre privacidad de datos, puedes estar seguro de que los CEPs como MoEngage y otras plataformas de gestión de datos cumplirán todas las normativas sobre protección de datos del país en el que operen.

Seguridad en MoEngage

En MoEngage, nos tomamos muy en serio la privacidad de los datos, la seguridad y el cumplimiento de la normativa. Todos los datos recopilados a través de MoEngage se procesan de forma segura y se adhieren a las normas globales y regionales de privacidad y seguridad de datos.

MoEngage ofrece un SSO (Single Sign-On) basado en el SAML (Security Assertion Markup Language), que garantiza estrictos niveles de cumplimiento del GDPR (General Data Protection Regulation), CCPA (California Consumers Protection Act), certificado ISO (International Organization for Standardization) 27001 y SOC 2 (Service Organization Controls) Tipo 1.

Seguridad a escala

MoEngage ha sido construida para manejar una escala masiva. MoEngage procesa 1 billón de puntos de datos, 80.000 millones de mensajes y más de 1.000 millones de emails al mes. A esta escala, la marca interactúa con más de 900 millones de MAUs (usuarios activos mensuales) cada mes.

Si deseas conocer más detalles, puedes consultar la adhesión a la seguridad de MoEngage aquí.

CDP + CEP es el camino a seguir

Los profesionales del marketing de todo el mundo se están dando cuenta de los beneficios de una solución combinada de CDP + CEP. Esto ayuda a un equipo de marketing a sacar el máximo partido de múltiples fuentes de datos, ya sean datos de origen o datos de otros sistemas.

Esta combinación ayuda a gestionar los datos de clientes procedentes de diferentes fuentes, utiliza machine learning para realizar análisis de clientes y se asegura de que las fuentes de datos conectadas aprovechen los beneficios de la integración.

Conclusión

Los CDPs te ayudan a reunir datos existentes en un único lugar para crear perfiles de cliente unificados. Los CEPs ayudan a activar los datos de los clientes para crear campañas de marketing más relevantes.

Al crear campañas de marketing personalizadas, puedes asegurarte de que la experiencia de cada cliente será excelente.

Sobre la infografía CDP vs. CEP

Hemos creado una infografía para ayudarte a entender qué es una plataforma de datos de clientes, qué hace que los datos de clientes sean importantes, cómo ayuda un CEP y por qué deberías sacar el máximo partido de una combinación CDP+CEP, en lugar de elegir solo uno de los dos. Puedes consultar la infografía aquí.

Habla con nosotros

Si tienes más preguntas sobre los CDPs o CEPs y cómo integrarlos para crear un sistema uniforme de gestión de datos de clientes y engagement, puedes entrar en contacto con nosotros o programar una demostración para el momento que más te convenga.

Reading Time: 9 minutes

Há muitos dados por aí: dados sobre seu programa de TV favorito, suas últimas atualizações no Instagram, as roupas que você quer comprar, o tipo de notícias que você gosta de seguir, os músicos que você não curte e tudo mais. As marcas coletam dados de clientes de todas as fontes possíveis, e você, como profissional de marketing, sabe disso.
Mas você sabia que todos esses pontos de dados coletados em diferentes plataformas não precisam ser hospedados separadamente? Tudo isso pode ser agrupado em um lugar, cada ponto de dados complementando outro para construir um perfil completo para cada cliente. Este blog apresenta o que é uma plataforma de dados do cliente (CDP) e como ela se compara e funciona com um CEP.

Qual é o grande desafio em relação aos dados dos clientes?

Cada uma dessas interações com o cliente pode significar algo para a marca. Cada interação pode levá-los adiante no ciclo de vida do cliente ou, se as interações forem negativas, expulsá-los do funil.

A informação é tudo – ela ajuda a entender o que os clientes gostam ou não, decodificar um padrão por trás das suas compras e prever a lealdade do cliente.

Com o tipo certo de informação, você pode personalizar toda a jornada do cliente para cada um deles, de modo que cada interação seja significativa. Há diferentes tipos de dados de clientes que você pode coletar, como por exemplo:

Dados transacionais

1. A que horas um cliente faz uma compra?
2. Quanto seus clientes costumam gastar?

Dados demográficos

1. Qual é a idade de seus clientes e onde eles moram?
2. Com que gênero seus clientes se identificam?

Dados comportamentais

1. O que seus clientes gostam de pesquisar?
2. O que faz um cliente converter?

Dados psicográficos

1. Seus clientes gostam de descontos?
2. Eles gostam de recomendações de produtos?

Todos estes dados de clientes são coletados através de várias ferramentas e plataformas utilizadas pelas marcas para diferentes propósitos.

Uma plataforma de mídia social, por exemplo, coletaria informações sobre os likes e dislikes nas mídias sociais, e uma plataforma de marketing de eventos coletaria dados sobre os tipos de eventos que o cliente gosta de participar, o número de apresentações a que assistiu, seus níveis de participação ou mais.

Ao mesmo tempo, uma plataforma de compliance e privacidade de dados armazenaria informações sobre quais dados um cliente está disposto a compartilhar com a marca e quais eles gostariam de remover do sistema.

Além disso, os dados também são coletados de software de gerenciamento de relacionamento com o cliente, ferramentas de analytics web/móvel, plataformas de inteligência de vendas e outras.

Cada uma dessas ferramentas coleta e armazena dados individualmente, o que pode levar ao desperdício de recursos em termos de coleta de dados repetitiva e custos de armazenamento. É aqui que entra uma plataforma de dados do cliente (CDP).

O que é uma Plataforma de Dados do Cliente (CDP)?

Uma plataforma de dados de clientes permite que você colete dados de clientes a partir de várias fontes e reúna todos os dados sobre um cliente para criar um perfil de cliente unificado.

Isto significa que os dados de um cliente da plataforma de mídia social e suas preferências de privacidade da ferramenta de gerenciamento de compliance seriam reunidos em um único lugar, juntamente com seus dados de CRM, dados de marketing de eventos e dados de mídia paga.

O CDP, portanto, combina estes pontos de dados para construir um perfil unificado do cliente de modo que este perfil possa ser acessado por qualquer uma das plataformas conectadas.

O que acontece se os dados do cliente estiverem “conectados”?

O benefício deste procedimento é que cada plataforma na rede do CDP agora tem dados ricos sobre cada cliente. Ao conhecer as preferências de privacidade de um cliente, você pode decidir quantos anúncios direcionados pode enviar para ele.

Ao compreender seu comportamento na mídia social, por sua vez, você pode mudar seu status de liderança no software de gerenciamento de relacionamento com o cliente (CRM).

Ok. Os dados do cliente são ótimos, mas o que você pode fazer com eles?

Cada tipo de dado é importante, sejam dados transacionais, dados comportamentais, first-party data, dados de suporte ao cliente ou third-party data. Mesmo assim, os first-party data do cliente são como uma joia em seu banco de dados.

Este tipo de dados do cliente possibilita entender o que os clientes realmente querem, analisar as interações com o cliente para descobrir o que está funcionando e o que não está, prever o comportamento do cliente e criar campanhas de marketing personalizadas que evitam o churn ou promovem a conversão.

Isto é possível com a ajuda de CEPs, isto é, plataformas de engajamento de clientes. Os CEPs trabalham com princípios similares aos das plataformas de dados do cliente, mas desempenham uma função diferente. Enquanto as plataformas de dados do cliente coletam dados e criam uma visão unificada do cliente, os CEPs permitem entender os dados para criar campanhas de engajamento significativas para um deles.

O que faz um CEP?

Plataformas do tipo CEP permitem que você envie mensagens direcionadas por vários canais, como e-mail, SMS, chat, notificações push e muito mais. Os CEPs vêm equipados com recursos de segmentação inteligente e personalização que ajudam a entender as exigências únicas de cada cliente e a adaptar a comunicação para tal.

Plataformas CEP têm um aspecto nativo de aprendizado por máquina que o ajuda a analisar, obter insights, prever e se engajar com os clientes da maneira como eles querem ser abordados, por meio de um canal com o qual eles gostam de interagir.

Qual a diferença entre um CEP e um CDP?

Uma plataforma de gerenciamento de dados de um CEP é diferente de uma plataforma de gerenciamento de dados de clientes. Os CEPs permitem que você se engaje com os clientes. Já os CDPs são especializados em unificar os dados dos clientes em um só lugar para aumentar sua eficiência operacional.

Em que tipo de análises os CEPs ajudam?

Um CEP é uma solução integrada de engajamento do cliente que permite analisar as interações com os clientes e os pontos de dados nos canais on-line e off-line. Confira alguns exemplos de análises que você pode realizar com CEPs como MoEngage:

Análise de caminho do usuário

Entenda cada passo que seus clientes dão após um evento, como “instalar o aplicativo”, ou antes, tendo como base uma decisão de sua escolha, como o churn. Descubra quantos clientes tomam rumo em direção ao objetivo pretendido e por que alguns deles saem do funil.

Segmentação inteligente de RFM

Segmente automaticamente seus clientes para identificar aqueles que são sensíveis ao preço. Você também pode identificar clientes campeões, fiéis, hibernantes ou que precisam de atenção.

Crie campanhas de mensagens direcionadas que atendam às necessidades específicas de cada cliente. Para a segmentação que precisa de atenção, por exemplo, pode ser enviada uma campanha de desconto incentivando os usuários a retornarem ao seu produto.

A segmentação que contém potenciais clientes fiéis pode ser provocada por um recurso exclusivo de acesso premium.

Otimização da jornada do cliente

Nem todos os clientes são iguais. Alguns deles podem preferir ler e-mails, enquanto outros podem responder melhor às notificações push. É por isso que não se pode implementar a mesma estratégia de envio de mensagens para todos eles.

Você precisa entender quais canais funcionam melhor para cada indivíduo e adaptar a comunicação a eles de acordo com cada caso – e cada mensagem deve ser relevante para o estágio da vida de cada um.

Para um cliente que comprou um sapato, você pode enviar um e-mail transacional confirmando a compra. Já para os clientes que não fizeram a compra, você pode enviar uma mensagem de abandono do carrinho por SMS.

CEPs são uma solução completa para as suas necessidades de engajamento

Os CEPs permitem criar campanhas em várias etapas que atingem os clientes por meio de uma combinação de canais com base em ações específicas realizadas.

É assim que os CEPs ajudam os profissionais de marketing – os dados coletados abrangem múltiplos pontos de contato com o cliente. Os CEPs ajudam a analisar os dados de interação com o cliente e a construir um perfil de cliente acurado para que você possa se engajar com eles em múltiplos canais e, assim, aumentar o valor da vida útil do cliente.

As marcas devem usar Plataformas de Dados de Clientes ou CEPs?

Preferencialmente, a pergunta que você deve fazer não é ‘CDP vs. CEP’, ou ‘como escolher entre uma plataforma de dados de clientes e um CEP’. Em vez disso, a pergunta deveria ser: ‘como funciona uma plataforma de dados do cliente em conjunto com um CEP?’

Para responder a esta pergunta, vamos dar uma olhada nos benefícios que uma plataforma de dados do cliente pode trazer a um CEP e vice-versa.

Benefícios da integração CDP + CEP

Os CDPs coletam os dados diretamente da fonte. Podem ser dados transacionais, dados de sistemas externos, dados de resolução de identidade de clientes ou outros registros. Em seguida, a plataforma de dados do cliente realiza automaticamente a análise dos dados. Em seguida, é criado um perfil unificado para cada cliente para eliminar os silos de dados e cria-se uma única e confiável fonte.

Os CEPs podem acessar este banco de dados unificado de clientes para entender o que cada cliente gosta ou o que não gosta e o que funciona para eles em múltiplos sistemas para criar campanhas de marketing personalizadas e uma consistente experiência do cliente.

Estas campanhas podem ser enviadas a cada cliente por canais como e-mail, SMS, notificações push, ou mensagens no sistema de mensagens in-app.

CEPs como MoEngage permitem identificar de forma inteligente as preferências dos clientes, criando assim segmentos de audiência otimizados com base nas percepções do cliente. Você pode criar uma experiência personalizada conforme as preferências de cada cliente com base nos pontos de contato on-line e off-line.

Cada interação do cliente com estas mensagens é enviada ao CEP para que os dados sejam analisados e enviados de volta para a plataforma de dados do cliente.

A plataforma de dados do cliente pode agora obter dados sobre a métrica de engajamento do cliente. Por exemplo, em qual canal eles respondem e quando é provável que abram e-mails ou as notificações push.

Os CEPs também podem ajudar os profissionais de marketing a realizar uma orquestração avançada da jornada do cliente. Os CDPs, então, enviam os perfis daqueles clientes que reagem bem a cada jornada de volta para a plataforma de dados do cliente.

A plataforma de dados do cliente pode integrar estas informações com o perfil de cliente unificado já existente, enriquecendo-as ainda mais para que outros sistemas se beneficiem.

As outras plataformas podem agora acessar informações sobre como um cliente se engaja com diferentes canais e diferentes tipos de mensagens. Esta é uma integração de dados bidirecionais.

Regulamentação da Privacidade de Dados Emergentes

Se você estiver se perguntando sobre a regulamentação da privacidade de dados emergentes, pode ter certeza de que CEPs como MoEngage e outras plataformas de gerenciamento de dados irão aderir a qualquer regulamentação de proteção de dados para o país em que operam.

Segurança em MoEngage

Na MoEngage, levamos muito a sério a privacidade de dados, segurança e compliance. Todos os dados coletados pela MoEngage são processados com segurança e obedecem aos padrões globais e regionais de privacidade e segurança de dados.

A MoEngage oferece um SAML (Security Assertion Markup Language) baseado em SSO (single sign-on), garante níveis rígidos de adequação à GDPR (General Data Protection Regulation), à CCPA (California Consumers Protection Act) compliance, à certificação ISO (International Organization for Standardization) 27001, e à adequação ao SOC 2 (Service Organization Controls) Tipo 1.

Segurança em escala

A MoEngage foi desenvolvida para lidar com escala massiva. A plataforma processa 1 trilhão de pontos de dados, 80 bilhões de mensagens e mais de 1 bilhão de e-mails por mês. Nesta escala, a marca se envolve com mais de 900 milhões de MAU (usuários ativos mensais) a cada mês.

Se você estiver procurando por informações mais específicas, pode verificar a aderência de segurança da MoEngage aqui.

CDP + CEP é o caminho a seguir

Os profissionais de marketing de todo o mundo estão percebendo os benefícios de uma solução combinada CDP + CEP. Isto ajuda uma equipe de marketing a aproveitar ao máximo as múltiplas fontes de dados, sejam eles first-party data ou de outros sistemas.

Esta combinação ajuda a gerenciar os dados do cliente a partir de diferentes fontes, utiliza o aprendizado de máquina para realizar a análise de dados do cliente e garante que as fontes conectadas colham os benefícios da integração.

O resultado final

Os CDPs ajudam a reunir os dados existentes em um único lugar para criar perfis unificados de clientes. Os CEPs ajudam a ativar os dados dos clientes para criar campanhas de marketing mais relevantes até então.

Ao criar campanhas de marketing personalizadas, você pode garantir que cada experiência do cliente seja uma experiência encantadora.

Infográfico sobre CDP vs. CEP

Criamos um infográfico para ajudá-lo a entender o que é uma plataforma de dados do cliente, o que torna os dados do cliente importantes, como um CEP ajuda e porque você deve aproveitar o melhor de uma combinação CDP+CEP em vez de escolher uma das duas plataformas. Confira este infográfico aqui.

Fale conosco

Se você tiver mais perguntas sobre CDPs ou CEPs ou como integrá-los para criar um sistema uniforme de gerenciamento e engajamento de dados de clientes, entre em contato conosco ou agende uma demonstração em um horário de sua preferência.

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Hoje em dia, a maioria dos compradores on-line espera vivenciar experiências de compras personalizadas. Qualquer nível de personalização, grande ou pequeno, agrega valor significativo à experiência geral do cliente. Na verdade, os consumidores tendem a gastar 40% a mais do que o planejado quando identificam a experiência de compra como hyper-personalizada.

No entanto, usar uma plataforma de e-commerce sozinha não basta para engajar os clientes de forma eficaz. Para fornecer experiências personalizadas, é necessário usar uma plataforma de engajamento do cliente, como a MoEngage, junto com a sua plataforma de e-commerce. E é por isso que estamos anunciando nossa integração no-code e em um clique com o Shopify, uma das maiores plataformas de comércio eletrônico all-in-one.

Apresentando nossa integração no-code e em um clique com a Shopify

Nossa integração em um clique permite que você integre facilmente sua loja da Shopify à plataforma MoEngage. Uma vez integradas, você consegue obter um fluxo contínuo de eventos e dados de clientes da sua loja on-line. Isso permite que você –

• Habilite a sincronização de dados em tempo real – Tracking automatizado dos usuários principais e dos pontos de dados de eventos. Aqui está a lista completa de eventos.
• Ofereça engajamento contextual – poderosas campanhas personalizadas por e-mail, SMS, Web, Whatsapp, e Facebook ads.
• Elimine dependências – A integração elimina a necessidade de suporte ao desenvolvedor e oferece uma experiência de integração completa.

Aproveitando a MoEngage para a personalização de compras em toda a jornada do cliente

Veja como você pode fornecer experiência de compra personalizada usando MoEngage e Shopify em diferentes etapas da jornada do cliente.

1. Aumente a conscientização sobre novos produtos em todos os canais

Não há melhor maneira de gerar visibilidade para seus novos produtos do que compartilhá-los com seus clientes existentes e, assim, gerando engajamento em vários canais.

Com a MoEngage, você pode criar campanhas multicanais personalizadas para diferentes segmentos de clientes e otimizar ainda mais a sua campanha criando múltiplas variações e usando teste A/B.

Além disso, para alcançar o máximo de engajamento, você pode contar com o Sherpa, nosso Motor de IA para enviar a campanha para o canal preferido de cada cliente e no momento certo. Para saber mais, clique aqui.

2. Acione recomendações personalizadas para compradores interessados

Compartilhar por e-mail recomendações relevantes personalizadas aos clientes é uma maneira eficaz de trazer de volta clientes potenciais para o site e aumentar as suas vendas.

Usando MoEngage, donos de lojas podem ativar recomendações personalizadas de produtos aos clientes com base no seu comportamento de engajamento anterior e dados demográficos.

Por exemplo, usando AMP emails, uma loja de e-commerce de moda e vestuário pode oferecer um novo e-mail de coleção aos clientes que já demonstraram interesse em uma determinada categoria de produto, permitindo que os clientes explorem mais produtos do catálogo que está incorporado no e-mail.

3. Melhore as conversões com a redução do abandono do carrinho

Recuperar o abandono do carrinho é a maneira mais fácil para que as empresas de e-commerce aumentem suas vendas, mas é preciso mais do que apenas alguns e-mails para reduzir o abandono do carrinho de compras.

Para impulsionar a conclusão das compras, as empresas precisam de uma estratégia robusta de reengajamento multicanal. Por exemplo, as empresas podem oferecer um desconto instantâneo aos clientes que removeram um item do carrinho de compras com notificações push recebidas via web em tempo real.

Da mesma forma, as campanhas de engajamento por e-mail podem ser planejadas para incentivar os clientes a concluir a compra e compreender o motivo por trás do abandono do carrinho para agilizar ainda mais o processo de check-out.

Além disso, os anúncios de retargeting do Facebook também podem ser acionados para trazer os clientes de volta ao site.

4. Melhore a retenção, acionando campanhas de marketing para um segmento de clientes

Usando os recursos de segmentação da MoEngage, você pode ativar campanhas para um segmento específico com base na demografia ou no comportamento do cliente. MoEngage também suporta a segmentação RFM, que agrupa com precisão clientes como fiéis, novos, campeões, ociosos e muito mais.

Por exemplo, para evitar que compradores ociosos on-line fiquem inativos, você pode enviar para eles uma campanha de desconto relevante. Para isso, pode criar um fluxo de trabalho personalizado e escolher os diferentes canais por onde deseja que a campanha seja enviada. Da mesma forma, também pode executar campanhas para clientes fiéis/recorrentes.

5. Colete feedback instantâneo dos clientes com o AMP emails para transformá-los em defensores da marca

Ao longo dos anos, coletar feedback dos clientes tornou-se extremamente difícil e as taxas de conversão em todos os canais, incluindo os e-mails, têm diminuído. A única maneira de resolver isto é tornando o processo o mais simples e intuitivo possível. Uma maneira de fazer isso é usando o AMP emails.

Com AMP emails, você pode adicionar elementos interativos, como botões, pesquisas, índice de satisfação do cliente (CSAT) e carrosséis dentro de seu e-mail. Isto elimina a necessidade de os clientes terem a obrigação de clicar em algum CTA para visitar uma página e realizar alguma ação. Incrivelmente, isso melhora as taxas de conversão e proporciona uma experiência completa para o cliente.

Com AMP emails, em vez de levar os clientes a uma página externa para coletar feedback, você pode incorporar o formulário dentro do próprio e-mail. Os marketplaces de e-commerce podem usar esse recurso para agendar automaticamente um e-mail de review/feedback de um produto em um determinado período de tempo depois de uma compra.

Conclusão – A personalização é fundamental para a experiência de compra on-line

Os compradores on-line querem uma experiência de compra sem complicações, completa e personalizada. Para fazer isso, as empresas precisam selecionar a experiência para que os compradores recebam uma oferta relevante sobre o produto certo no momento certo. Isso ajudará a promover a fidelidade do cliente e impulsionar o crescimento.

Nossa integração com a Shopify permite que os clientes alcancem/engajem segmentos de clientes, acionando campanhas cross-channel, incluindo notificações push na web e campanhas de mensagens onsite para a loja on-line (site), juntamente com SMS e e-mail com poucos cliques.

O que vem a seguir?

Resumindo, o sucesso de seus esforços de personalização depende diretamente de como você usa os insights do cliente para criar a jornada do consumidor.

1. Quer criar campanhas de marketing de sucesso para feriados? Junte-se a nós em um webinar ao vivo, com 5 profissionais de marketing B2C sobre insights de campanhas de feriados.
2. Baixe o nosso mais recente “All-in-One Guide to Boost Consumer Shopping Experience“ e-book para aprender sobre estruturas de engajamento do cliente e muito mais.
3. Obtenha relatórios de engajamento de clientes das principais regiões em nosso mais recente Insights-led Customer Engagement Report 2022.

Confira aqui como as marcas de varejo em todo o mundo estão impulsionando a hiper-personalização.

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Today’s consumers expect great personalization from the brands they interact with. MoEngage’s Personalization Pulse Check report found that over 12% of consumers switch brands when they receive irrelevant communication.

To keep communication relevant and create better experiences, marketers and product managers need to stay in touch with customer journeys. MoEngage Flows, our customer journey orchestration platform, enables you to build journeys that cover every aspect of the lifecycle and deliver personalized experiences to each customer. Flows simplifies campaign creation and management via automated customer journeys and gives you clear insights about what works and what doesn’t.

We’re excited to share two new additions to MoEnage Flows: Visualization and Versioning. These features will help you analyze and optimize your customer journeys more granularly than ever before. Let’s take a deeper look!

What’s New

The new Flows Visualization and Versioning will help you optimize your Flows to create better experiences for your customers.

You can step into any customer’s metaphorical shoes to understand the journey from their point of view. You can also experiment with different Flow setups and analyze the performance of each one. This will increase your efficiency and help you make the most out of your MoEngage setup.

Flows Visualization

What is Flows Visualization?

With Flows Visualization, you can pick any customer and visualize the path they have taken in your planned customer journey. This will help you understand any gaps they’re facing, or figure out why they’re receiving campaigns in a particular order.

By viewing real-time information about how each customer engages with your campaign, you can validate your campaign ideas and perform root-cause analysis for any problematic or underperforming Flows.

This feature helps you answer questions such as:

• Why did some customers not qualify for a Flow?
• Why did a customer receive a Flow campaign when they shouldn’t have?

You can shadow customer journeys, i.e., follow the path taken by any individual to see first-hand the reasons for churn rather than making assumptions about what they could be. You can check whether Flow settings such as entry criteria, triggers, and scheduling work as expected.

Flows visualization gives you a real-time view of individual customer behavior. You don’t have to rely on any assumptions about the performance of a Flow, and you can quickly understand what changes need to be made. You can also confidently create multi-channel customer journeys, a strategy often avoided because of the associated complexity.

How Does it Help?

When you’re analyzing your published campaigns, the macro-data of the customer journey can help you understand the campaign’s performance and trends to one extent. But for more thorough analyses, you’ll need to look at individual customers’ data to figure out how they reacted to campaigns and the next steps they’ve taken.

By stepping into the customer’s metaphorical shoes, you can gain a whole new perspective on the campaign from the customer’s point of view. This helps you identify patterns that cause churn and find its root cause.

Suppose you know that there is a particular customer who isn’t receiving campaigns or a group of customers who are receiving irrelevant campaigns. In that case, you can analyze the reason using Flows Visualization. Based on these analyses, you can figure out whether a campaign is performing as it is meant to, and whether your intended audience is receiving your campaigns.

Benefits for Your Brand

With the new Flows Visualization, you can:

1. Unlock crystal-clear clarity
   Get a view of any Flow under the hood, and better understand how customers engage with your campaigns and Flows.
2. Debug on the go
   Identify the gaps in a published Flow through an in-depth and real-time view of customer behavior.
3. Say goodbye to assumptions
   When a Flow doesn’t perform as expected, you can leverage Flows Visualization to understand the reason rather than relying on assumptions about customer behavior.
4. Improve operational efficiency
   Troubleshoot your customer journeys as and when any issues crop up without relying on customer support teams. This decreased resolution time directly translates into improved operational efficiency.
   

Once you’ve identified issues and areas of improvement for a particular Flow, you can leverage our next new capability — Versioning — to deploy it and improve your campaigns.

Flows Versioning

What is Flows Versioning?

You no longer need to create a new Flow or duplicate an existing one to make changes to a published Flow. With Flows Versioning, you can edit published Flows by adding/removing/changing elements, parameters, and configurations and publish these as a new “version” of the Flow.

This increases your efficiency when experimenting with multiple customer journeys and declutters the whole process.

It also gives you clear insights into the performance of each version, allowing you to choose the best version.

How Does it Help?

Edit and experiment with your Flows
Flows Versioning lets you edit and experiment with customer journeys by quickly modifying customer paths and studying the reactions to each change.

Consolidated Flow Analytics
You can view the performance of multiple versions of your Flows from one place for a consolidated view.

Audit logs for more clarity on changes made
It’s very difficult to keep track of duplicated Flows owned by different teammates. With this new capability, you can see audit logs to see who has edited a particular Flow in the past, and also find out the exact changes each one has made.

Benefits for Your Brand

With Flows Versioning, you can react much faster to your customer’s behavior. Your analysis of customer paths can lead to instant edits and improve the overall experience. It creates a positive impact on the number of customers who go through the Flow. Chances of drop-off are reduced with each improvement you make. You can also:

1. Rapidly experiment, iterate, and improve
   You can run more experiments for each Flow and optimize every customer journey to deliver the best possible experience.
2. Edit and optimize Flows with ease
   With Flows Versioning, you can make changes to any published Flows without duplicating or creating new Flows from scratch. These new versions can be published immediately or saved for later use.
3. View clutter-free analytics
   This update gives you improved analytics and data on each Flow’s performance. This will help you make better decisions to improve and optimize your customer journeys.

How to Leverage Visualization and Versioning

Use Cases for Retail

Let’s say that a marketer at a retail brand is running an abandoned cart campaign, but conversions are very low. To understand why the campaign isn’t performing as expected, the marketer can use Flows Visualization to get a view under the hood and see how customers are engaging with and navigating the published Flow.

Based on the insights gained from this analysis, the marketer can decide what changes to make to the Flow to improve conversion rates. Assuming this is a campaign that relies only on one channel, the marketer decides to introduce multiple other channels to increase variety.

Using Flows Versioning, the marketer can create a new, optimized version of the Flow with a multi-channel approach. They can also add an A/B test to experiment and understand which channel performs better.

Once the new version is published, the marketer can understand customer behavior using Flows Visualization, and if any changes are required, make them via a third version. In this manner, marketers can continuously iterate, experiment, and optimize customer journeys.

Use Cases for Banking

Imagine a Fintech brand running an onboarding campaign, where the marketer realizes that many customers are dropping off without completing the Flow. This is directly hampering all related metrics, such as the acquisition rate. The marketer can then leverage Flows Visualization to put themselves in the customer’s shoes to understand how customers are engaging with the onboarding Flow. This will help them figure out why the onboarding Flow is leading to drop-offs.

Using Flow Visualization, the marketer is able to identify that drop-offs are occurring due to a personalization issue and low campaign delivery rates. They can now make changes to the onboarding Flow using Versioning. This updated version of the onboarding Flow will have better acquisition rates.

Towards Better Engagement

Flow Visualization and Versioning help you deliver a comfortable experience to maximize engagement and conversions. With the insights you get from individual customer paths using Flow Visualization, you can immediately implement changes to the customer journey using Flows Versioning.

This helps you deliver a personalized, hassle-free customer experience that goes a long way toward building loyalty.

Reach out to your CSM to get this enabled for you, or click here for a quick demo !

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“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou (Civil rights activist)

This quote perfectly captures the essence of customer engagement and the power of creating meaningful connections with your customers. At MoEngage, we understand the significance of customer engagement and are constantly working to help you build those connections. We’re excited to announce that our team has been tirelessly developing new features to help you ace your customer engagement efforts.

Here’s a quick highlight:

1. New SDK to support opt-ins for Android 13
2. Say hello to the much-awaited Resubscribe API
3. Creating segments is more seamless than ever
4. New entry and scheduling setting in Flows
5. Keeping up with Android 12 template changes
6. Introducing Analyze for Segmentation

New SDK to Support Opt-ins for Android 13

With Android 13, apps must request their customers to opt-in to receive push notifications from the brand.

To help you with the Android 13 changes and drive opt-ins for push notifications, we have released a new Android 13 SDK that equips you to:

• Get higher opt-ins with two-step opt-ins and self-handled opt-in methods.
• Analyze push permission opt-in status as a customer attribute.
• Analyze the reachability of push notifications.
• Improve delivery funnel accuracy by excluding opt-outs.

Learn more

Say Hello to the Much-awaited Resubscribe API

MoEngage resubscribe API lets you simultaneously resubscribe customers who had previously unsubscribed on both MoEngage and an external email vendor platform.

With this feature, you can reset the customer preferences on MoEngage and simultaneously, with a single API call, send a call to your Email Service Provider (ESP) such as SendGrid (and others), to remove the email address from their suppression list. This helps you save time and reduce manual efforts by resubscribing customers on multiple environments with a single API call.

Learn more

Creating Segments is More Seamless than Ever

We have introduced new features to make your customer segmentation experience richer and simpler. Here’s everything you need to know:

• New All Segments Page: Get a unified view of all the custom segments created or imported into MoEngage on one page. Perform the desired action or navigate to the details page for each segment with just a click.
• File Segment: Upload a file and create a File segment from the All Segments page. You can also view the status of the file being uploaded. You can also add, remove and replace customers from an existing File segment.
• New Segment Details page: View, edit history, reachability count, sample customers, and do much more for each segment.

Learn more

New Entry and Scheduling Setting in Flows

New entry settings for Flows give you greater control over your omnichannel customer journeys, enabling you to specify the entry criteria, date, and time when customers can start engaging with your flow:

1. On Event Trigger: You can automatically set up a flow to be triggered when a customer performs a particular action or exhibits a specific behavior.
2. On Flow Exit: Connect multiple flows and set entry criteria based on when a customer exits another flow.
3. Improved Flow Scheduling: Trigger your flows immediately, or set a start and end date for it to run. Additionally, you can limit the times a customer engages with your flow by specifying the number of times they enter it.

Learn more

Keeping Up with Android 12 Template Changes

Android 12 brings multiple UI and design upgrades, which change the appearance and behavior of custom notifications. MoEngage Android 12 SDK now supports Android 12 UI changes for all our push templates.

Here is what has changed for Android 12 push templates:

• Design improvements in line with new Android 12 UI changes: Rounded edges, improved padding and white spaces, font and image scaling improvements.
• Change of dismissal behaviors: Now you can configure a dismiss button from the dashboard instead of the cross icon for sticky notifications, creating a more user-friendly experience
• Enhanced previews: Previews for Android 12 devices with two different types of device sizes and OEM combinations to better understand device behavior.

All templates are configurable from the dashboard with out-of-the-box configurations and previews for speedy and reliable campaign creation.

Learn more

Introducing Analyze on Segmentation

You can now instantly analyze a customer segment from the “Create segment” page. This will save you the effort of moving to the Analyze pages and creating a query from scratch. You can run different analyses: Behavior, Funnels, Retention, Session and Source, User Paths, and RFM, with just a click.

Learn more

If you’d like to know more about these features or want to get started using them, drop us a note at [email protected]. And if you’re new to MoEngage, schedule a personalized walkthrough of our platform.

Reading Time: 6 minutes

Imagina lo incómodo que sería enviarle accidentalmente a tus clientes un mensaje de texto de “buenos días” a las 9 de la noche de un viernes. O un e-mail de “¡Buen provecho!” a las 4 de la mañana. Terrible, ¿verdad? Tus clientes probablemente se molestarían por los mensajes irrelevantes. Esto es lo que ocurre cuando las campañas de marketing no se envían en el momento adecuado a los clientes.

Pero, ¿cómo saber cuál es el mejor momento para enviar un e-mail, una notificación push o un SMS? ¿Es la misma hora para todos los clientes? ¿Es una franja horaria distinta para un determinado tipo de cliente? ¿O una distinta para cada cliente, en cuyo caso la logística parece imposible de conseguir?

¿Y si un algoritmo tomara esta decisión por ti?

La revolucionaria tecnología Best Time to Send de MoEngage ahora puede decidir automáticamente el momento óptimo para enviar e-mails, notificaciones push, campañas de marketing por SMS, ¡y mucho más!

En este post, vamos a explorar cómo esta tecnología ha ayudado a las marcas a aumentar las tasas de conversión en hasta un 64%!

¿Cualquier momento es el peor momento para enviar mensajes?

Puede que no estés de acuerdo con nosotros en este punto, pero te haremos cambiar de opinión: Los mensajes que no se envían en el momento adecuado se han enviado en el peor momento. ¿Por qué?

En primer lugar, los consumidores se irritan con los mensajes irrelevantes, sobre todo cuando se envían a destiempo. Si las marcas envían mensajes inoportunos con demasiada frecuencia, los consumidores pueden silenciar las notificaciones o darse de baja.

Tampoco se les puede culpar por ello: ¿estarías contento si tu teléfono recibiera e-mails sobre un descuento en jugos de mango cuando estás a punto de dormir?

En segundo lugar, toda campaña de marketing gasta recursos, ya sea tiempo, esfuerzo o dinero. Estos recursos se malgastarían si el rendimiento de la campaña no fuera lo suficientemente bueno.

Las campañas que se envían en un mal momento registran tasas de engagement por e-mail significativamente más bajas, tasas de cancelación de suscripción más altas y tasas de clics poco impresionantes.

Averiguar el momento adecuado para enviar cualquier cosa

¿Tu marca sigue confiando en el envío masivo de e-mails genéricos a los consumidores a una hora fija, por ejemplo, un miércoles a las 10 de la mañana? O ¿Tu marca decide la hora de envío de cada campaña en función de la naturaleza del contenido? Ambos métodos son erróneos.

La comunicación genérica no funciona

La primera técnica es errónea, porque es ineficaz enviar e-mails de marketing genéricos o campañas que no están segmentadas para el público adecuado y personalizadas según las preferencias.

Los estudios demuestran que las campañas de e-mail marketing segmentadas y personalizadas aumentan hasta 44 veces la tasa de engagement y conversión.

Lo mismo ocurre con otros esfuerzos de marketing, como las notificaciones push, la mensajería dentro de la aplicación, la mensajería de WhatsApp o incluso un mensaje de texto para una campaña de SMS.

Los prejuicios del vendedor pueden desvirtuar el experimento

La segunda técnica es errónea debido a algo llamado sesgo del vendedor. Los profesionales del marketing tendemos a inclinarnos por decisiones que confirman nuestras ideas preconcebidas. Por mucho que intentemos dar un paso atrás y ser objetivos en nuestras decisiones, al fin y al cabo somos humanos.

La única manera eficaz de ser realmente objetivo sobre las decisiones de marketing es dejar que la máquina aprenda y tome la decisión por ti.

La solución

Sabiendo esto, el equipo de ciencia de datos de MoEngage ha ideado una forma totalmente nueva de determinar el momento adecuado para enviar cualquier campaña de forma automática, ya sean e-mails promocionales, notificaciones de engagement, notificaciones push u otros.

La forma tradicional de resolver esto

Tradicionalmente, los profesionales del marketing realizan un análisis estadístico de todas las veces que un consumidor ha interactuado con la marca. Basándose en estos datos, se pueden señalar heurísticamente las franjas horarias en las que el consumidor tiene las tasas de interacción más altas en comparación con otras franjas horarias del periodo de datos.

El problema con esto, de nuevo, es el sesgo del vendedor. Las franjas horarias definidas anteriormente pueden no ser las ideales para el consumidor.

Otro inconveniente es que posiblemente nunca se exploren todos los intervalos de tiempo posibles de un día al configurar las campañas de prueba.

Aunque esto se puede contrarrestar enviando campañas a todas las horas posibles y marcando los resultados, se trata de un asunto caro.

La forma inteligente de resolverlo

El algoritmo patentado de MoEngage “Best Time to Send” determina automáticamente la afinidad del consumidor hacia un producto.

Esta afinidad se asigna al comportamiento del consumidor, y el mejor momento para enviar se calcula utilizando la siguiente técnica:

1. Calcular la frecuencia de los eventos realizados por un consumidor,
2. Evaluar la probabilidad de que los consumidores participen durante todo el periodo de tiempo,
3. Cuantificar la consistencia de la actividad durante la duración histórica,
4. Determinar diferentes pesos que se asignarán a cada periodo de tiempo durante la semana,
5. Crear una matriz de activación durante la semana que determine valores a cada periodo horario en función de los parámetros anteriores,
6. Calcular la puntuación de cada hora en función de la matriz de activación de los días de la semana y de la coherencia de la participación observada.

¿Funciona?

Ahora que la técnica está perfeccionada, ¡es hora de empezar a hacer pruebas! (TL;DR, el algoritmo MoEngage Best Time to Send aumenta la tasa de conversión hasta en un 64%).

El equipo de ciencia de datos adoptó el enfoque clásico de prueba + control. El equipo identificó dos segmentos de clientes.

El segmento de prueba

El primer segmento recibió una campaña de e-mail que se envió durante las mejores horas y los mejores días.

El segmento de control

El segundo segmento recibió esta campaña de e-mail en periodos de tiempo fuera de los identificados por el algoritmo.

Los resultados fueron claros. Las mayores tasas de apertura y engagement se observaron en el segmento que recibió la campaña en el momento adecuado.

Unas tasas de apertura más altas conducen directamente a un mayor engagement, más conversiones y una mayor retención.

Cómo programar campañas basadas en el mejor momento

La mejor hora de envío de MoEngage se calcula por separado para las campañas de e-mail, las notificaciones push y las campañas de marketing por SMS.

El valor de la mejor hora es un cubo horario calculado a nivel de consumidor individual.

Puedes configurar esta opción mientras creas tus campañas de SMS, push o e-mail.

También puedes crear segmentos separados basados en el valor de mejor hora de envío para una campaña en particular.

Se trata de una nueva y revolucionaria función que puede aplicarse a cualquier campaña, ya sea de retención, captación, upselling o reventa. Haz clic en el botón de abajo para obtener una demostración rápida de esta función.