Micro-Segment & Micro-Moment: Using Them Efficiently for Notifications
Perhaps you’ve heard the concept of “micro-segmentation” in digital marketing. Essentially, it’s the idea that – armed with next-gen martech – we are now capable of targeting consumers more precisely and effectively than ever before. Mobile engagement platforms are just starting to apply micro-segment to their ethos. However, OpenBack’s innovative hybrid platform is the only one that allows for true real-time notification delivery. Becuase of this, mobile marketers can now go one step farther. By combining micro-segment and micro-moment tactics, mobile marketers have the potential to build a push notification campaign that connects with users in a meaningful way. And this will reflect in your click-through rates, goal conversions, and revenues.
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What Is Micro-Segmentation?
To understand micro-segmentation, first it’s crucial to understand segmentation and how it enhances your push notifications – and really any type of marketing. Segmentation is the act of dividing users into cohorts according to various demographics, interests, and behaviors. For example, user segments for your mobile game Worm Blasterz might be:
- Gaming style
- Frequent, quick sessions throughout the day
- Longer sessions in the evening
- Very infrequent, short sessions
- Social/family life
- Married/in a relationship
- Has children
When you personalize your push notifications by segment, you might send Notification A to someone in the 13-17 cohort, Notification B to someone in the 18-24 cohort, and so on.
Micro-segmentation is when you divide users into cohorts based on not one quality, such as age or gaming style, but many qualities. For example, one cohort might consist solely of people in the 25-40 age bracket, who have children, who play multiple quick sessions throughout the day, and who tend to make frequent low-cost in-app purchases. While this might seem like a very niche user cohort to target, the more specific their characteristics the more accurate marketers’ predictive analysis will be. So even though your number of users targeted will be smaller, your overall goal conversions will increase.
What Is Micro-Moment?
Google’s marketing team, Think With Google, was the first to come up wtih the concept of micro-moment targeting. They are the near-constant, almost unconscious actions a user completes on their mobile device. For example, Googling a nearby cafe for lunch, or comparing the price of a jacket they want to buy at different outlets. It is the mobile marketer’s job to pinpoint these moments when users act on a desire or a need, and leverage it to direct them towards your app.
When influencing app users to complete an action – whether making a purchase, completing a level in your game, or watching a video – catching them at this perfect moment is key. Micro-moment targeting with push notifications isn’t something the mobile engagement industry is talking about much… but this is because, until OpenBack came along, it wasn’t a realistic possibility. Traditional push notification SDKs send user data to cloud servers for processing. This can result in delays or even delivery failure for push notifications, so they cannot guarantee any notification will reach a user’s device at any given moment.
However, with OpenBack, developers have the option to remove the cloud server from the process. All data processing happens device-side, which mean mobile marketers have a whole new dimensions of personalization-by-moment they can work with. With OpenBack, you can seize on these crucial moments of users seeking something – whether it’s more information, something to purchase, somewhere to go, or somewhere to do – and use them to direct the user into your app.
Using Micro-segment and Micro-moment in Your Push Notifications
Campaign Monitor notes that personalized marketing content can result in a 20% increase in sales. With OpenBack, you can combine micro-segment and micro-moment strategies for a laser-focused push notification campaign. For example, say your travel app has 100,000 users. You want to target a micro-segmented cohort of users who share the following qualities:
- 24-30 years old
- Single, with no children
- Budget traveler
- More likely to make a purchase if a sale is on, or if given a discount code
- Lives in a city, likely among other people of a similar age
This is a very narrow cohort of users. However, even if it only represents 1% of your user base, that’s still 1,000 potential customers. You have the opportunity to craft an opportunity that will intrigue and excite them, and aligns perfectly with their preference. So, instead of a generic push notification sent to all 100,000 users at the same time – “Check out our sale on package vacations this weekend!” – you can get more creative.
“Want to escape the city for some fun in the sun? 🌞 Book your shoestring getaway with this 15% discount code! ✈️”
With OpenBack’s micro-moment capability, you can kick this up a notch by flagging actions your user completes on-device that demonstrate they have a need for your product or service. For example, the above notification could be automated to send out when a user from the above micro-segment searches for terms like “cheap countries to visit” or “budget hotels in Mexico” etc.
Micro-segment and Micro-moment for Mobile Games
Another example for a mobile app with a slightly different utility. Assume you are mobile game Worm Blasterz, and the goal you want your user to complete is to upgrade their suit of armor. There are two ways to achieve this: they can either purchase it in the in-app shop for $2.99, or they can blast 50 worms. (An amount of gameplay which would result in the player viewing 15 monetized ads, so either way you’re making revenues.)
A micro-segment you may wish to target could be players age 31-37, who have 9-to-5 jobs, who frequently make small purchases on apps, and whose gaming style is to collect items and advance in levels quickly. This user probably doesn’t have the time to spend blasting 50 worms, and instead would prefer to spend a few bucks to level up their armor and move on. The micro-moment in this case might be Googling the term “Worm Blasterz walk-through” or “cheat codes.” Take advantage of this moment of impatience and frustration to hit them with:
“The worms are closing in! 🐛🐛🐛 Upgrade to Annihilator-grade armor to catch a wormhole out of there!”
Your 30-something user, who has a steady paycheck and finite time in the day to experience those sweet, sweet dopamine hits your game offers, will be more likely click on your deep link to the in-app store than, say, an unemployed college student who has all day to sit around blasting worms.
To learn more about using micro-segment and micro-moment strategies to turbo-charge your push notification campaign, get in touch with one of our experts. We’d love to hear from you!