Neolane Delivers Marketing Industry's First Personalized Mobile App Capability | Neolane

Neolane Delivers Marketing Industry’s First Personalized Mobile App Capability

Technology Advancement Evolves Mobile Marketing Beyond Generic Push Messaging; Personalized App Content Drives Revenue Opportunities and Higher Levels of Cross-Channel Engagement

Focused on evolving mobile marketing beyond siloed, generic SMS messaging, conversational marketing technology provider Neolane today announced a breakthrough solution to drive higher levels of cross-channel engagement. Using the first-of-its-kind Neolane Mobile App Channel, organizations can now facilitate one-to-one personalized messages and offers in mobile push notifications and in-app content. Neolane will demonstrate its new mobile channel capabilities at Forrester’s Customer Experience Forum 2012 East (New York City) and Marketing Week Live (London) this week.

As an additional channel within Neolane's marketing technology platform, Neolane Mobile App Channel eases adoption of sophisticated mobile strategies that take advantage of customer knowledge and cross-channel capabilities. By integrating brands’ mobile app with their marketing database and automating the execution of campaigns using push notifications and in-app content that are personalized, contextualized and geo-personalized, Neolane further extends customer engagement across inbound and outbound communications channels. In addition to maximizing revenue potential, Neolane Mobile App Channel moves organizations beyond expensive, one-sided SMS messaging to free, fully personalized and actionable push communications.

According to Forrester, "push notifications are a new way to offer more contextualized services and create loyalty and stickiness to an app. Companies in numerous industries are starting to deliver more personalized customer service. Moving forward, we expect more location, context-based, and real-time push notifications."¹

Mobile Apps: Evolving Customer Engagement

The Neolane Mobile App Channel supports a range of customer engagement strategies such as event triggered and cross-channel marketing. It can also integrate with transactional messaging initiatives as well as promotional and geolocation activities. Main features allow marketers to:

Automate the execution of push notification campaigns via mobile apps that have been developed on iOS and Android platforms
Dynamically create, target and personalize one-to-one push notifications and in-app marketing messages
Integrate with geolocation capabilities built into an app to send contextual and geo-personalized offers
Leverage profile data from the marketing database to deliver consistent messages via an app and other channels
Analyze customers’ journey from the push notification through the app to enrich the marketing database
Measure response rates of app users and improve app performance

For example, consider this use case where a customer browses through a consumer electronics retailer’s website and spots a video game he likes. The customer has also downloaded the retailer’s app, accepted push notifications, and opted-in for geolocation. When in the vicinity of one of the retailer’s stores, the customer will receive a one-to-one push notification offering a personalized discount on the video game he has researched online. Once the customer opens up the app, he can consult a map to locate the nearby store, view the best route, and access a unique bar code to be used for the in-store discount.

"To date, marketers utilizing mobile have been stuck in a limited monologue with customers and prospects. The Neolane Mobile App Channel signals a dramatic shift that enables marketers to sustain real-time, interactive, personalized dialogues in a tightly coordinated, cross-channel fashion,” said Stephane Dehoche, president and CEO, Neolane. “With our digital marketing roots, Neolane was an early mobile innovator. Our very first client leveraged Neolane’s conversational marketing platform to engage customers through SMS messages, and nearly half of our customers do so today. This new solution is the next step in improving the effectiveness of the channel and demonstrating what’s possible when organizations start closing the gap between the mobile audience and marketing investments."

To learn more, visit the Neolane Mobile App Channel web page and download the related Neolane Mobile App Channel data sheet.

^{1 - Forrester Research, Inc., “The Mobile Application Life Cycle,” May 18, 2012}