Apple recently introduced iOS push notifications payloads that can be used from iOS 15 onwards. Interruption levels are used to determine the priority order for a notification to reach the user.
Omnichannel vs Multichannel: Differences, Examples, Tips, and More
Although they may seem similar at first, omnichannel and multichannel marketing have their differences. Multichannel marketing works for businesses looking to expand their reach. Omnichannel marketing allows companies to fine-tune it.
Omnichannel marketing requires more work and focus from your employees to implement. However, its benefits make it worth the extra work and time. Many experts claim that the benefits are well worth the extra work and time. By applying an omnichannel strategy to your online marketplace, you can retain customers and continue to grow your business.
Let’s take a closer look at these two different marketing methods.
What Is Multichannel Marketing?
It means that you can use many channels to reach your customers, or that your customers have many ways (channels) to reach and interact with you.
In other words, it is the channel the customer uses to reach you. For example, when a user shopping from your e-commerce site encounters a problem, they can call customer service or get help from live support. The important point here is that the customer prefers which channel is suitable for him among the channels.
The most important thing to consider in Multichannel is the customer experience. For example, a brand that sells products in two categories should make market analyzes of its categories and sell it in market places where it will meet the target audience directly.
Let’s say you don’t know which marketplace is best for the target audience of your products. At this point, Multichannel marketing gives you the message that wherever you sell the product, you can get the customer to buy it from a single channel.
What Is Omnichannel Marketing?
The omnichannel marketing system aims to reach the target audience simultaneously from multiple channels. Omnichannel is a strategy used by many advanced companies today with a new generation marketing strategy.
Think about channels like Facebook, Instagram, Twitter or your website that belong to your business. All these resources are not expected to be used separately in Omnichannel management. That’s why the relationship between your channels and your customers should be binding.
In other words, if your potential customer has seen your company’s advertisement on the posters, they will head to your website or social media channels to review your product or company. At this point, other channels to be directed should also support your advertisement on the banner.
The main purpose of Omnichannel is to make the customer buy a product that is viewed but not purchased on your website or in your store in the marketplaces, using your other channels.
That is, if your potential customer reviews a product on your website but gives up on buying it, you can send that person a discount or reminder email in the product category they are interested in, or you can engrave your brand in the memory of the buyer by bringing that product in front of the buyer on Instagram.
What Are The Key Differences Between Omnichannel And Multichannel?
The main difference between Omnichannel and Multichannel is the integration methods they use.
Your customers can reach you through different channels, but Multichannel does not make the channels work together in management. This is because each channel provides different services and operates separately from the others. Multichannel marketing is all about building the widest network to keep customer engagement high.
At the heart of omnichannel marketing is the customer. It focuses on the customer’s needs and offers customers a personalized experience. Since the channels here are interconnected, it allows the customer to access information from any channel.
Companies using the omnichannel strategy must ensure that all departments are in harmony. For example, the social media team, customer service and sales team should deliver a consistent message to the customer.
Advantages and Disadvantages of Multichannel Marketing
Multichannel is very effective in increasing the visibility and awareness of your brand as it is in contact with the customer through many different channels. It allows you to tailor and focus your strategy on the channel that might be more effective in terms of performance.
Against this advantage, multichannel also has some disadvantages. Each channel is treated as its own strategy, performance metrics and different customer experience. Moving between channels, the consumer experiences a disconnected experience. This experience creates a negative situation for your brand awareness.
Having data in separate channels also makes it difficult for brands to get a holistic view of their customers.
Advantages and Disadvantages of Omnichannel Marketing
The omnichannel strategy allows you to provide a more relevant experience that drives greater customer engagement through higher levels of personalization.
For example, a potential customer first viewed your furniture company on Instagram. You can then get information about the price of your products through Google Shopping. It can come to your store to buy. In omnichannel marketing, all these interactions are interconnected. Whichever way the customer first interacts with your brand, they will have a more relevant, organized and understandable experience with your brand.
The biggest disadvantage of the omnichannel strategy is its complexity and high cost. A successful Omnichannel application is rather difficult compared to the Multichannel marketing method, due to the intertwined structure that emerges as a result of these processes.
For the omnichannel strategy to be successful, it is necessary to create unified customer profiles, apply analytics to understand what customers want, and analyze real-time information.
Successful Examples of Omnichannel and Multichannel Marketing
Apple is one of the best examples of achieving success in using multichannel.
Rather than being designed for sale, Apple Stores are primarily designed to complement Apple’s ecommerce business, which accounts for the majority of total sales.
In this way, Apple’s physical stores act as customer touchpoints that support the overall Apple experience. Because physical stores don’t have to be retail-oriented, customers can visit Apple Stores without the need to shop. With customers traveling to physical stores more often, Apple manages to absorb the brand even more.
Amazon is one of the companies that has successfully implemented omnichanel.
Not only does it have an app and website that automatically syncs users’ carts when users log in, it also offers a support experience that gives customers the option to choose the method they’re most comfortable with.
Multichannel vs Omnichannel Marketing: Which One Should You Choose?
For your brand to be successful, you need to choose the right strategy and execute it effectively and consistently.
The omnichannel strategy is based on a strong multichannel strategy. If a business does not have a fluid and consistent approach to multichannel operations, customers will have a negative experience when they are at the center of an omnichannel approach.
For example, consider a customer who buys an item online, comes to the store to pick it up, and the inventory viewed online is incorrect and his order is canceled without notifying the customer. If the channels do not work independently of each other, they do not work together.
Developing an omnichannel approach requires significant investment and ongoing maintenance. Businesses that do not have sufficient in-house resources need to invest in the right technology solution. As omnichannel aims to create personalized customer experiences, the cost is higher, but the payoff increases customer retention and brand loyalty due to increased customer engagement.
The first thing that companies need to do when determining their marketing strategies is to correctly determine the existing resources that will be required throughout this process and to draw a plan according to these data. Within this plan, the adequacy of own resources should be a priority in determining the marketing strategy.
To create an omnichannel experience, technology investment, the right infrastructure and the necessary knowledge and skills are required. However, you may need to hire e-commerce technologists. Make sure you have the technical infrastructure to implement the components required by omnichannel marketing.
Multichannel is a good option for businesses that don’t want to invest in an omnichannel approach, but the right technology stack is still required to streamline multichannel operations. Businesses that cannot automate a significant portion of the business in a multichannel setup will struggle as they grow.
Guide to Exporting Netmera Data to Your Server
Netmera makes it as easy as possible to send the data you collect in Netmera, to your destination of choice.
Now it is possible and very easy to export various data types from Netmera to your own server. The types of data you can export from Netmera include installation & permission, event and app tracking.
Exporting your Netmera data can serve a number of purposes whether you simply wish to use the data for analysis purposes, store a local copy in your own internal datastore, or export the data to another service.
Exporting Netmera Data
As you can see in the image below, there are three export data type fields. You can start exporting data after selecting one of these 3 options.
You can also specify export frequency for selecting users which updated specific time.
Installation & Permission: When you select this option, we send you a file on the FTP with the users’ externals and the Install and Push permission information. With this file, you can check which users are still in the install state and whether their notification permissions are true/false.
Event: After selecting this option, you must also select an event. After these events are selected, you will get the information of which users performed this event, all the detailed information about the event and the event realization time. For each selected event, the file containing this information is left to ftp.
App Tracking: After selecting this option, you will get the information whether the applications that were added to the tracked app field on the setting App Tracker page before are available to the users. You will know which applications are available for that user for each user in the file.
How To Reduce Customer Churn With AI Powered Prediction
The importance of the churn concept on a company or business development is directly proportional to the growth of that business. The addressee of the offered services, products and many other systems is the customer.
How popular and demanded the product is is also related to how many customers it reaches. Thanks to the customer churn, it is observed to what extent the services delivered to the customers are used by real customers. Product or business success is determined not by the number of people reached, but by the customers who consistently use these businesses.
For example, a purchased application gains meaning with users who are constantly active within the application rather than users who download it. A customer who constantly uses the application will indicate to the owner of the application that he is a permanent customer and that he will show continuity in return for the services provided.
The situation of inactive customers in the application is dominated by the message that they are ready to delete that application at any time, so they will lose customers. The fact that the owners of the company make this examination and reveal the ratios ensures that the product or service is maintained efficiently and effectively.
How AI Can Prevent Churn Effectively
Netmera’s analysis capability powered by artificial intelligence helps many customers to proactively predict and prevent churn rates. Our approach is the way AI is leveraged in a predictive manner. The more you can forecast churn, the better you can prevent it. With machine learning models, you can understand what is specifically causing churn. Product managers, developers, designers, and executives are spared the guessing games.
Continuous focus on customers
Companies need to focus on the customers they already have. The needs of the customer, who show continuity among all customers and who use the application and products continuously, are important. Good analysis is also required for permanent customers. Just as the reasons for the lost customers are investigated and what is not going right, why the customer who has gained and become permanent, and what the right dynamics are, should be analyzed. Properly progressing processes should be developed and teams should be motivated. In this way, the possible danger of churn will be reduced.
Making accurate analysis of lost customers
In cases where the Churn effect is visible, it should be determined which needs of the lost customers are not met, and which element and process went wrong according to the customers. In this case, companies should criticize themselves and review their teams with an objective and rational attitude. The percentage of lost customers should be taken into account and necessary measures should be taken to reduce this percentage to 0.
Intervention, acquisition, and experience
One of the best ways to prevent churn is to intervene in the customer lifecycle of profiles that are likely to churn. By triggering an alert to both the user and your internal team, you can focus on taking steps to retain key accounts or even specific individuals.
Churn isn’t always predicted just based on profile elements. It’s also predicated on acquisition channels. Based on your predictive analysis, you can target only the most lucrative users with the best retention.
Color, font, user flow, and other parts of the experience are all things that ultimately impact churn. With AI and behavioral analytics, you now have the tools to know where to focus your efforts on tweaking the user experience.
Here at Netmera, while creating predictive segments, we can change application-based metrics during the machine learning phase. We make the most accurate estimations by making differences in the algorithms in line with the goals and usage characteristics of the application. We work in cooperation with the application teams and manage the process according to their needs.
How to Set Relevance Score For Your Push Notifications?
In iOS 15, Apple introduced the relevance score field for iOS push notification payloads. It is designed to be used alongside the new Notification Summary that can be used to group notifications received into regularly scheduled summaries.
The relevance score helps the device to determine the relative significance of your notifications and display them accordingly in the notification summary. Note that other factors, including adding an image, will also affect the importance of push notifications.
The score the system uses to determine if the notification is the summary’s featured notification. The system uses the relevanceScore, a value between 0 and 1, to sort the notifications from your app. The highest score gets featured in the notification summary. To see more about relevanceScore, you can read Apple’s document.
How to Set a Relevance Score?
Apps can specify which push notifications are most relevant by setting a Relevance Score. Apple will use this score to determine which notifications should be displayed in the scheduled Notification Summary while others are made available when users click into the summary.
To set an iOS Notification’s Relevance Score, enter a value between 0.0 and 1.0 within the Settings tab.
For example, the most important message should be sent with 1.0, whereas a medium-importance message can be sent with 0.5.
Note that this feature does not have minimum SDK version requirements, but is only applied for devices running iOS 15+.
Relevance Scores can be added when building a push notification by selecting ‘Relevance Score’ from the iOS Only options.
You can then drag the slider to select the desired relevance score in a range from 0 to 1 with an accuracy of two decimal places.
How to Master Website Personalization
Website personalization is the process of creating a unique experience for each visitor, tailored to their specific needs, interests and preferences.
It is one of the most powerful tools to increase engagement with customers and allows you to increase both your traffic and revenues in the long run. The way to this is to offer a carefully designed, planned, personalized web experience that your visitors will really enjoy spending time with.
With successfully implemented personal web experience, you get;
- Improved customer experience,
- More qualified leads,
- Increased revenue potential and
- Improved marketing ROI
How to personalize a website?
In today’s highly dynamic and customer-focused world of marketing, catching the attention of your potential customers is crucial. And you can do this by collecting the right kind of data. So first consider what kind of visitor data you can collect. Then use artificial intelligence and predictive analytics tools to deliver the experience you want.
One of the most effective ways to collect visitor data is to ask them directly. You can do this by asking them to fill out a form.
- Subscribe to our service
- Register on our platform
- Make your first purchase
Triggers such as these are the most suitable methods for collecting data.
Thus, you have the opportunity to collect the following information from your customers:
- Phone number
- Business and more
By collecting such data, you can better understand your visitors and create a more personalized experience for them.
You can also collect visitor data using cookies and web beacons. These tools collect statistics such as how many people view and which links they click on daily.
Also, don’t forget the value of sales records and social media. In particular, start by reviewing your customer records, transaction histories, and interactions with sales and support. Then collect data via social media and use this direct and unfiltered data to better understand your customers.
Email tracking is another way to learn about your customers. You can track how many emails are opened, links are clicked, when they are clicked, how many times an email is viewed, when it is usually opened during the day.
All this information helps you understand your visitors’ interests and preferences so you can better target them with personalized content.
Website Personalization Strategies
Companies have to constantly innovate and test their strategies. Only in this way can they continue to improve their experience and stay ahead of their competitors. Let’s take a look at the most important strategies for customizing your website and how to apply these strategies at scale.
Real-time decision making
Amazon uses a real-time recommendation engine for its homepage. When visitors start typing, they are guided by their previous searches, popular items, or recommendations from customers who have viewed similar pages. Amazon stands out from the competition by providing convenience to its customers and delivering better results to shoppers faster.
The most important step in personalization is showing your customers what is most relevant to them. However, you can annoy them by showing the same product or service recommendations over and over. Do not depend only on your own guidance and suggestions. Let your visitors explore your site beyond your recommendations.
Not all channels or pages of your website will work the same in all cases. That’s why it’s so important to understand your target audience and where to convey the right message or advice. Send visitors to a page that closely matches what they’re looking for. This could be your homepage, category pages, or product details. Increase the probability of converting someone who is just browsing. If a visitor has a specific product in mind, point them to the right product for more revenue opportunities.
Every website personalization campaign is based on a hypothesis. Therefore, take a systematic approach. Use A/B testing to measure your website’s personalization efforts. Tests let you know if you’re on the right track to meet your customization goals. Otherwise, you may need to make changes to your personalization strategy.
You can monitor your website’s personalization performance using predictive and artificial intelligence-powered analytics tools. No matter how well website personalization is going, it’s important to adjust your efforts to meet the changing needs of your customers. Review your personalization strategies regularly and make any necessary adjustments. The more innovative ideas you try, the better you can serve your customers.
Explore Netmera Tools for a More Personalized Web Experience
If you think it’s time to make your web services more dynamic, start exploring Netmera’s advanced web interaction tools now. You can increase user engagement and build better relationships with your visitors by turning a static and boring website into a dynamic experience tailored to the needs of each customer, with on-site push notifications, automated messages, content-rich banners, personalized pop-ups, and more.
There’s no point in sending out so many notifications unless you’re directly addressing your users and reaching them with content they genuinely care about. Netmera helps you turn every click on your website into personalized engagement through targeted push messages customized based on user behavior and segments.
Automatic Push Notifications
Netmera’s automatic push notifications help you and your customers have a more meaningful web experience. Whether it’s a daily reminder or a special offer on your products and services, you can deliver your messages at the right times, when your customers are online.
With Netmera‘s simple interface and easy-to-use pop-up design tool, you can create interesting and effective pop-ups in a few minutes. By taking advantage of Netmera’s targeting, segmentation and machine learning algorithms, you can offer personalized content to every unique visitor on your site.
Click the link below to schedule time with our Head of Product to discuss how we can help bring your ideal use case to life.
How to Reactivate and Re-engage Inactive Mobile App Users
It is obvious that any business in almost any industry needs a mobile app. However, even the highest rated apps do not guarantee high user engagement. You must constantly include customers and re-enable users when they are asleep.
But with so many apps hitting the app stores, how can you make sure your users don’t feel their experience is compromised? Or can they find another app that will offer them something better? What can marketers and brands do to encourage consumers to re-engage with their apps? Let’s overview some basic strategies that make a big difference.
Find Out Why Users Are Leaving The App
There are many reasons why people leave your app, but to improve the user experience, it is crucial to determine the exact one. You need to find answers to many basic questions. Is your app lacking important features? Are you targeting an appropriate audience? Is your app not engaging users? To be able to answer these questions and address related issues, it is better to regularly monitor the most important mobile app KPIs. A mobile app engagement company can help you understand your app’s weaknesses and create a plan to get rid of them.
Personalize In-App Communication
Personalization is the most important factor in apps. No matter how loyal the user is and what they think of your brand, it is much more important for them to know how your brand treats them personally.
Personalization has three different aspects: interaction, content, and experience. Each of the aspects is important and difficult to implement in its own way. Companies that can use all three aspects will have the greatest success in developing a more healthy and loyal relationship with each consumer.
Send Push Notifications
One of the great ways to use push notification is for mobile user reactivation. However, they must be used correctly. First of all, you shouldn’t reach out to users too often, as it may cause the app to be uninstalled. Make sure push notifications provide valuable information and are personalized; in this case, they can bring back many inactive users. If you’re using mobile gamification techniques, notifying users of goal-directed progress or changes to the leaderboard can be a good reason to reach out.
Netmera allows brands and marketers to combine analytics with push notifications to better know and understand what users really want from your app. You can keep the segments as narrow or wide as you want so you can craft truly intelligent push notifications to re-engage with your users.
Offer New Incentives And Rewards
You can use incentives and rewards such as discounts, bonuses, and gifts to encourage users to return to your app. Offering rewards to loyal customers will make them feel like they got a good deal. Rewards can come in many forms, such as special offers for loyal members, in-app credits, purchase discounts etc. The benefit of successful user retention significantly outweighs the cost of the rewards. When consumers see that they buy more from your product compared to your competitors, they don’t give up.
Measure, Test, And Analyze
Apps offer an incredible opportunity to collect data points, but to seize this opportunity, customer activity and tracker tags must be in place. The next most important thing to do is to find the right KPIs for the brand and its audience.
Netmera helps you to test your messages with different content on a small part of your audience and send them to the rest of your audience by choosing the most successful one. With AI-based segments, you can also easily predict who is likely to churn or opt out based on past user behavior. You can create segments with the most relevant audiences for a product or content.