{"id":10483,"date":"2021-05-12T18:20:00","date_gmt":"2021-05-12T12:50:00","guid":{"rendered":"https:\/\/rocketium.com\/academy\/?p=10483"},"modified":"2022-04-01T12:11:32","modified_gmt":"2022-04-01T06:41:32","slug":"improve-customer-engagement-through-in-app-content","status":"publish","type":"post","link":"https:\/\/rocketium.com\/academy\/improve-customer-engagement-through-in-app-content\/","title":{"rendered":"How to Improve Customer Engagement through In-App Content"},"content":{"rendered":"\n

Ordering food, booking a flight ticket, purchasing designer apparel – these are just some of the ways people interact with businesses through apps. Apps make it a whole lot easier for internet companies to connect with their customers. You might argue that websites do the same, but not really. Apps are simply faster and make it easier to deliver personalized experiences to users. Here\u2019s a simple question, would you rather visit  Amazon\u2019s website to purchase a product or buy it on the Amazon app?<\/p>\n\n\n\n

49% of people open an app<\/a> more than 11 times a day. When you open a consumer app, you are invariably drawn to visuals. Visuals play an integral part in engaging the consumer with your app. Where you place them, what colors you use, what CTA you add significantly impact customer engagement.<\/p>\n\n\n\n

To learn more about the Future of Apps and how in-app content plays a vital role in delivering a captivating experience, we teamed up with ET Brand Equity<\/a> to host creative and marketing leaders<\/a> of leading consumer internet companies in India. We\u2019ve handpicked a few important takeaways from the session that dives into improving customer engagement through In-App content.<\/strong><\/p>\n\n\n\n

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  1. Role of In-App Content- Somil Agrawal, Director – Marketing, MakeMyTrip<\/strong><\/a><\/li>\n
  2. Optimize & Refresh Your In-App Content – Shreeya Malpani, Creative Director, Cure.fit<\/strong><\/a><\/li>\n
  3. Leverage User Behavior to Power In-App Content – Kumaar Brijesh, Marketing Team, Lenskart<\/strong><\/a><\/li>\n
  4. Define and Prioritize Audience Cohort – Prathamesh Dembla, Head of Growth, Licious<\/span><\/strong><\/a><\/li>\n<\/ol>\n\n\n\n

    1. Role of In-App Content<\/h2>\n\n\n\n

    Compare in-app content to the storefront of a retail shop, where the most attention-grabbing items attract more customers into the store. <\/p>\n\n\n\n

    \u201cFundamentally, the way the team here and I at MakeMyTrip look at in-app content is almost the equivalent of how you would run a retail store. If you run a physical retail model, you have your storefront, where you put the jazziest items or the more high attention-grabbing items to get foot fast into the store and then make consumers try out your products.\u201d\u00a0<\/em><\/span><\/p>\r\n

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    Somil Agrawal<\/em><\/span>
    Director – Marketing, MakeMyTrip<\/em><\/span><\/p>\n\n\n\n

    Somil further added that for an eCommerce platform like Make My Trip, the in-app content on the home page exactly does the same. Once the consumer opens the app, the quality of visuals decides whether you can retain the consumer’s attention<\/strong> and get them to play with the different features. From an overall marketing perspective, a very high deal of emphasis must go into the look of the homepage and storefront.<\/p>\n\n\n\n

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    Image Source<\/a><\/figcaption><\/figure>\n\n\n\n

    2. Optimize & Refresh Your In-App Content<\/h2>\n\n\n\n

    Visual content boosts conversion rates, especially for consumer-based products. A great app experience is often influenced by visual content. At an elementary level, the best way to make a person buy a product is to make them see it. A more challenging example would be how cure.fit uses in-app content to engage with their customers:<\/p>\n\n\n\n

    \u201cOur vision is very challenging, but it\u2019s very clear. We are here to make fitness super-fun for people. But how do we do that? It\u2019s important for us to make the entire fitness lifestyle feel a lot more desirable for users, and that\u2019s where we use in-app content.”<\/em><\/span>

    Shreeya Malpani<\/em><\/span>
    Creative Director, Cure.fit<\/em><\/span><\/p>\n\n\n\n

    Shreeya emphasized three critical points that can help you optimize the effectiveness of your visual: <\/p>\n\n\n\n

    1.  Every visual has five important elements: imagery, typography, copy, negative space, and color. You need to be critical about these elements because users\u2019 attention span is very low, and your real-estate is very small. You have to optimize each of these elements to ensure that you make the most compelling creative to get that user\u2019s attention in less than 0.5 seconds. <\/p>\n\n\n\n

    2. You can\u2019t look at each individual creative or visual in isolation. A great visual will deliver a long-term recall if these elements are used consistently but in innovative ways time and time again. <\/p>\n\n\n\n

    3. The shelf life of cure.fit\u2019s visuals are very low. They constantly refresh their creatives to not lose users\u2019 attention.<\/p>\n\n\n\n

    \u201cYou will see that there\u2019s a brilliant visual, and it will drive brilliant CTRs; keep it for three days, the CTRs will plummet.\u201d<\/span><\/em><\/p>\n\n\n\n

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    In order to experiment with all the in-app elements mentioned above, designers typically spend endless hours on Adobe software, a tool that is great for creating the first set of visuals for your products.<\/p>\n\n\n\n

    But to create varieties of visuals for different products and personalize them based on location or language requires a creative automation platform<\/a>.<\/p>\n\n\n\n

    It is not practical to keep asking your design team to churn out the different variations needed for personalization. Sure, your design team might be able to do the first two or three within a day, but then multiple categories and experiments go to them, which will end up choking them.<\/p>\n\n\n\n

    Also read: Display Advertising Trends of 2020 and Tips to Create More Visible, Effective Ads<\/a><\/strong><\/h4>\n\n\n\n

    3. Leverage User Behavior to Power In-App Content<\/h2>\n\n\n\n

    Providing the right type of visuals to the right consumer plays a key role in ensuring in-app content boosts customer engagement and drives your marketing ROI. It is vital to use your consumer insights to provide the best in-app content to your customers. Track the customer\u2019s journey to decide when and where the visual would make the most sense and what type of message the visual should convey at each stage.<\/p>\n\n\n\n

    \u201cFrom an in-app content perspective, for our latest launch of New Balance (A brand that Lenskart exclusively markets in India), we did a study of the TG(Target Group) we wanted to target, what was the user flow, and where all the banners would work. As a result, we figured out how to use in-app content on the checkout page: <\/em><\/span>

    If you use your checkout page (for in-app content), it drives more awareness towards the new launch or the new product. Because, after a person has ordered, they can\u2019t miss (to check their) order, and they sort of scroll to discover what is there just below the order.\u201d<\/em><\/span>

    Kumaar Brijesh<\/em><\/span>
    Marketing Team, Lenskart<\/em><\/span><\/p>\n\n\n\n

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    Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n

    Use AI and powerful recommendation engines to drastically improve the effectiveness of your in-app content. A powerful recommendation engine collects, stores, analyzes, and filters consumer data and decides what product should be recommended to each consumer. You can apply the same to in-app content to increase their effectiveness.<\/p>\n\n\n\n

    \u201cIn travel as a category, the point of interaction with the user is very limited, unlike food or clothing apps, where the user ends up going at least once a month. With travel, typically, the frequency is much lower. Hence, we use whatever information about the user to identify their behavior, which is then used to power recommendations. <\/em><\/span><\/p>\r\n

    In fact, a lot of our in-app creatives are also powered by those insights. If we know a user has depicted a particular behavior in the past, the kind of visuals that show on the storefront or homepage of the app is what we end up using. There\u2019s definitely a lot of power in using consumer data and consumer behavior, and it\u2019s an evolving model, and we are constantly working to improve it further.\u201d<\/em><\/span>

    Somil Agrawal<\/em><\/span>
    Director – Marketing, MakeMyTrip<\/em><\/span><\/p>\r\n

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    Explore the <\/strong>Power of Creative Automation Technology<\/a> with Rocketium<\/strong><\/h4>\r\n

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    4. Define and Prioritize your Audience Cohorts<\/h2>\r\n

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    Why is it important for in-app content?\u00a0<\/p>\r\n

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