• Doug Pittman

3 Varieties of Hyper-Personalization in Mobile Marketing: Brands + Consumers = 👯‍♀️ BFF 👯‍♀️

Updated: Apr 20

So, how does personalization work with marketing and apps?


Apps are breaking the borders that websites face within digital marketing. Previously, consumers need a product or service, they search for the website amid the mass marketing chaos, and then they buy. Pretty simple process that is becoming more and more difficult for brands to come out on top of. Apps give brands a chance to reach consumers before they come searching and deliver the information that consumers want before they know they want it. Enter best friend status here.


Standards for a product matter, but more than that is the experience that consumers receive in the process from the initial impression to point of sale (POS). Competing for user attention in a world of digital ad overload is like a person trying to find a specific person amid a crowd of thousands. Not easy. Well, what if that person was your best friend wearing a shirt with your name on it. Probably a bit easier than before. Now, imagine that you are told that when you get closer to them you will be told like a game of hot and cold? That would hardly be a challenge at that point. Marketing is very similar. If brands stop mass marketing and begin personalizing all campaigns with hyper-focused information – the results would have no bounds.


A company strategizes how to deliver individualized content to app user-based demographics, data collection, and analytics of habits. When a consumer receives information that pertains to their specific interests, location, buying habits, and demographics there is a higher probability of engagement and conversions. This level of personalization builds the brand to consumer relationship and increases overall consumer loyalty.


So, how can an app increase their personalization options? Easy, BoardActive. More specifically, message content, audience filtering, and location triggers.



1. Message Content


Implement a campaign message that covers your app user’s interests and demands. If a brand has a product or service that gains more response with its users, then this is the content the users want to see more of. Take a cue from the interest and target users with it. Some examples of this include:


  • Design Aesthetic

  • Interactive Media

  • Image Content

  • Product Information

  • Event and/or Promotional Content


BoardActive says: Nothing is more important in a brand to consumer relationship than the initial impressions made with mobile messages. Grab attention quickly and deliver information that leaves a lasting mark with what your app users want. Our platform offers place-based message delivery featuring rich media, full interactive button options, and more.



2. Audience Filtering


Develop a strong foundation by relating to your app users as individuals. Each person has different opinions, needs, and desires based off of who they are, where they are, and their current consumer characteristics. Defining these traits leads to more defined targeting abilities within a mobile marketing campaign. Some examples of these attributes include:


  • Demographics (Gender, Age, Occupation, Education Level, etc.)

  • Behavior Patterns

  • Psychological Patterns

  • Location


BoardActive says: Would a five-year-old buy stocks? Does a middle-aged man want the newest LOL doll? Knowing who your users are leads you to what they want, how they want it, and when they want it. Find the highest conversion rates with campaigns featuring segmentation within marketing delivery. The Visualmatic™ platform offers complete audience filtering in message deliver. The more engagement your app receives with a user, the more information adds to their consumer profile. We make it simple to view a user’s characteristics and activity, and even simpler to utilize it within our program.



3. Location Triggering


Location-based technology is the handiest tool a brand can have. When consumers were polled, over 80% stated that when/where they received a push notification affected their decision to open and engage with it. These are statistics you can’t ignore.


BoardActive says: Imagine a situation where you geofence the block around every one of your store locations. Each time one of your app users walks into the geofence, it triggers a message with content personalized to their individual profile. Ideal? Reality. Our platform offers this in addition to store conversion rates from impression to point of sale (POS), foot traffic measurement, and campaign success. Not only does it give the hyper-personalization that consumers want, it delivers the data and ROI that brands need.


Create a lasting conversation between brand and consumer with personalized and focused mobile marketing campaigns. Drive home the intent of messages with specific location-based triggers and defined audience targeting. App users are on the go, and BoardActive is everywhere.


Schedule a demo today!