Silverpop Delivers Marketing Automation for Mobile with Launch of Mobile Connector

Published on : Monday, November 18, 2013

silverpop-300x140Silverpop, a leading provider of digital marketing software that enables personalized customer experiences, announced the launch of Mobile Connector, extending the power of the Silverpop platform to a company’s mobile application. With Mobile Connector, for the first time, marketers will be able to tap into the quickly growing mobile app ecosystem, increasing loyalty and revenue through more consistent customer experiences and personalized in-app interactions.

“Consumers are feverishly embracing mobile apps and companies spend a significant amount of time developing them, but until now, customer activities on apps have lived in a silo and marketers have been largely unable to drive personalized marketing campaigns through them, at least not without long-cycle IT development,” said Bryan Brown, vice president of product strategy at Silverpop. “Silverpop Mobile Connector removes this barrier, allowing the app to be seamlessly integrated with every other marketing channel. Marketers can now increase loyal usage of the apps via targeted promotions, and also tie mobile app activity back into the Silverpop platform, so those behaviors can inform all other marketing communications. This creates yet another opportunity for marketers to interact with their customers as individuals, when and where they want to be reached in a way that ensures an incredibly cohesive and positive brand experience.”

The Mobile Connector instantly passes user behaviors between a company’s mobile app and Silverpop, allowing marketers to deliver consistent messages and individualized offers to each app user as they reveal more about their interests and preferences over time and to ensure these important data points are carefully synced with other digital communication channels. Developers can setup the integration in less than 10 minutes, even without previous knowledge of Silverpop.

Specific highlights of Mobile Connector include:

Personalize the app experience in real time based on cross-channel data
Seamlessly integrate app behaviors such as installing or opening an app, completing or abandoning a goal, adding profile data or reaching a certain level in a game with other marketing channels
Track customer loyalty, reveal personalized in-app rewards and encourage app-engagement through multiple channels
Track anonymous and known visitors, easily allowing app behaviors to be available for segmentation and targeting, automated email or SMS follow-ups, program entries and contact scoring
Dynamically generated links in emails and SMS notifications that automatically open in the app, allowing a specific URL to quickly re-direct users back to a precise step in an app experience or to an abandoned cart

“Imagine the power in using Silverpop to score a group of app users based on either frequency of usage or points earned in a gamification scenario and then delivering personalized in-app content that reflects their individual scores or levels,” Brown added. “This creates an experience that lets your customers know that you understand them as individuals, and they will be more loyal in return.”

Mobile Connector adds to the growing number of offerings available as part of Silverpop’s Universal Behaviors. Universal Behaviors gives marketers access to a live stream of real-time behaviors that they can easily understand and instantly integrate into highly relevant individualized campaigns. It is made possible through a unique framework that stores and processes large volumes of data as individual interactions versus the batch integrations of the past. Dynamic buyer behaviors can then immediately be transformed into highly personalized actions. By storing this data in a single customer view, rather than siloed by channel or segment, marketers can deliver a highly consistent digital experience to each individual across multiple channels.
Source: silverpop

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