Mobile CRM and Personalization
It’s key to connect your content personalization strategy with your outward CRM strategy. We see significant upside for gaming operators connecting data derived from personalization, such as game favourites, bet types, content group preferences (e.g. most popular bets), etc., to an outbound communication strategy. These strategies can link player actions or preferences to personalize a subsequent outbound contact (e.g. a direct offer to a game previously or recently ‘favourited’ by the player, including the player’s name or reference to their prior activity).
As always, an important consideration when personalizing content delivered on mobile is that whatever content you do personalize, make sure you get it right, make it timely and make it relevant. Delivering poorly personalized content verges on counter-productive. However, when planned with insight and empathy and executed with precision, personalization will deliver greater response to the campaign, enhance loyalty, incidence of use and peer-advocacy.
One of the most valuable and cost-effective means of delivering CRM to drive activity is via Push Notifications. Push on mobile means you can send a Push message to a device (with an app or a Chrome browser installed). The Push Notification will be seen by the player whether or not the app is open at the time and used as a prompt to go to the brand. The Push, if selected will open the app and can also open it to a relevant context within the app, for example a specific match in a sportsbook. Push is a tremendously effective tool especially in scenarios where the marketing push has a level of time-sensitivity (i.e. in-running betting).
Push Notification Delivery
CRM and personalization across mobile messaging should be delivered across SMS and Push Notification mobile channels. To meet this requirement mkodo has developed its client-management suite of tools, mCloud, to enable our clients to send the same marketing campaign, from the same platform, to its user base and send that message via SMS or App Push (using mkodo’s Push SDK in their app) dependent on whether the customer has an app or not.
Push delivers stand-out opt-in rates compared to other marketing channels — overall, the average notification opt-in rate stands at 43 per cent of app users (across a variety of verticals).
Apps will continue to use Push Notifications as a primary marketing channel given that is can deliver four times greater engagement and two times greater retention rates. However, it’s important to recognize that the difference between average and high-performing apps can be substantial and targeted personalization in your Push messaging is key to maximizing potential (maximising response to a CTA).