BOSTON – BlueConic, the real-time system of online customer engagement, today added mobile app listening to the company’s platform, enabling organizations to sync mobile customer data with customer data on the web to improve and facilitate unified experiences across channels.
Brands are constantly challenged in keeping up app retention and successfully engaging with customers as they move from in-store to the web to mobile. With this new feature, marketers can solve the app retention issue while gaining a clearer understanding of how individuals are using their mobile applications both in the app itself and as it relates to their cross-channel customer journey.
As a result, marketers optimize content to meet each individual customer’s needs, no matter which channel they choose to interact through.
A recent worldwide survey that BlueConic conducted with Utrecht University found that nearly a quarter (23.5 percent) of individuals use mobile apps to simplify purchases and more than half (58.5 percent) use them to help with services. The survey also found that app users in different stages of their buying cycle have different needs for the app.
Some customers may want recommendations based on previous in-app purchases while others are looking for in-store discounts and local store hours. Understanding where an individual is when they open the app and serving up content that is relevant to how they have acted through other channels is key to successfully engaging them.
Through BlueConic’s new mobile app listening feature, marketers can track individual customer behavior within the mobile app, including what tabs they were on and for how long, where and when they swiped as well as what they purchased and when they closed out.
Using BlueConic’s platform, that customer’s mobile activity then syncs with his or her profile that has been built through interactions with the brand via email, the web or in-store. This is an important feature given most buying journeys go across channels.
An individual might go to the web to get familiar with a brand, at which point a marketer can begin to build their profile. When that same individual goes to the mobile app, the marketer can get valuable location information, better understand their stage in the buying cycle and serve content accordingly to drive conversion.
“It’s no surprise that more and more consumers are using mobile apps to interact with brands, and we’ve seen a number of companies crop up that offer mobile listening to help increase engagement with an app,” said Bart Heilbron, CEO, BlueConic. “The key, however, is that these in-app technologies must sync with the customer profiles being generated through other channels and as a result create a full, 360-degree view of the customer.
“With mobile app listening, BlueConic gives brands the intelligence needed to successfully engage with individuals across channels, and as a result, dramatically increase conversion while improving the customer experience.”
The mobile app listening feature is easy to integrate with installation being as simple as one line of code. The feature has been successful for customers already using it, proving to increase conversion by 250 percent, and it is now generally available in the BlueConic platform for marketers to track customer information and reactions, merge profiles across channels and select the best interactions for each user. The platform also offers extensive evaluation tools to gauge which interactions are working and which are producing a neutral or negative effect.
BlueConic is constantly adding new features to help brands identify, understand and guide customers toward mutually beneficial outcomes. The company recently launched a self-learning optimization feature that removes the need for marketers to conduct time-intensive and expensive A/B testing by enabling messages to automatically optimize for themselves.
BlueConic is the leader in user-driven marketing, empowering digital marketers to optimize customer journeys from discovery to conversion. Delivered from the cloud, the BlueConic platform enables marketers to guide users, whether anonymous or known, across all digital touch points to improve engagement. More than 70 brands currently leverage the platform to drive cross sell and up sell initiatives, increase conversions and decrease waste to grow incremental sales and revenue, including Volvo, ING and Ahold. Founded in 2010, the company is headquartered in Boston, with offices in Europe. Learn more at blueconic.com. Follow us on Twitter (@BlueConic) and like us on Facebook.