OpenMarket, the enterprise mobile solutions division of customer experience systems company Amdocs, has released a Smart Segments tool that allows enterprise marketers to create customized mobile rewards and messaging for mobile apps users.
According to a recent study conducted by Linkable Networks measuring consumer shopping behavior and purchasing decisions, 69 percent of U.S. consumer respondents between the ages of 18 and 44 actively search coupon and deal Web sites or seek coupons on mobile devices. About 67 percent of respondents admit to using their smartphone to carry out a price comparison.
OpenMarket, which developed a Mobile Engagement Platform for enterprises, allows a retailer or airline, for instance, to serve up personalized offers, greetings, and sales reminders to customers via text or multimedia messaging, email, push notification, or voice channels.
By leveraging Smart Segments, a feature available through OpenMarket's Push Notification Service, businesses can tackle the most common problem associated with mobile push notifications—being intrusive and failing to get valued customers to opt-in.
Instead of hitting customers with mass messaging, the aim is to add value by studying user preferences and tailoring notifications accordingly. Generally, push messages can be used to offer up important product news or updates, or to schedule reminders, all with the goal of encouraging users to keep using a mobile application and to continue interacting with a brand.
Using Smart Segments, a company has more insight into customers that have downloaded a particular application. Companies can now track demographics, frequency and duration of app usage, entitlements, preferences, and other attributes to build out user properties with Smart Segments.
Those properties can then be linked back to direct marketing campaigns and application updates. Companies can also trigger rewards to mobile devices that coincide with the application a customer is using. OpenMarket's Push Notification Service is compatible with Apple, BlackBerry, and Android devices.