Here at Movable Ink, we invest in a world-class partnership program to help our clients make the most of their martech stacks and upgrade their cross-channel experiences.
This week, we’re celebrating our mobile launch by featuring our mobile partners, starting with Dorothy Murach, Senior Product Marketing Manager from Upland Localytics. You can learn more about our integration with Upland Localytics and browse our extensive partner ecosystem of out-of-the-box integrations in the Movable Ink Exchange.
Tell us about Upland Localytics.
Upland Localytics, part of Upland Customer Experience Management (CXM) Cloud, provides a digital intelligence and mobile engagement solution that helps our customers build meaningful, personalized mobile experiences.
Our platform starts with a strong base of data and analytics, which helps marketers better understand their customers, their motivations, behaviors, and preferences. Then, we layer in intelligence and rich personalization capabilities that enable the creation of truly individualized experiences based on insights.
We make the data, insights, and intelligence actionable through a variety of mobile channels, including push, in-app, app inbox, location-based messaging, as well as automated, behaviorally-triggered campaigns. Bringing data, intelligence, and mobile channels together in one, unified solution means that brands can drive relevant and rewarding customer engagement.
Across Upland CXM Cloud, we enable organizations to deliver outstanding customer experiences and to capture actionable insights through outcome-driven conversations that are dynamic, personalized, and engaging. Our multichannel, real-time solutions span the entire customer journey and include email, SMS, MMS, RCS, web, social, push, and in-app.
How does Upland Localytics help marketers stay innovative?
Upland Localytics has a strong focus on data and intelligence. We know it’s not just about “right time, right place” anymore, but also the right offer, the right creative, and the right frequency of interactions. So we’re building tools and features to help address all of those aspects of personalization while we continue to innovate for our clients.
We’ve also created the 6 W’s of Personalization, a framework we incorporate into everything we do; it guides our product strategy, how our customer success and services teams serve our clients, and how we empower and educate marketers through content and thought leadership.
What are the benefits of the partnership between Upland Localytics and Movable Ink?
The Upland Localytics and Movable Ink partnership allows our clients to make their mobile and email campaigns more relevant and impactful by combining intelligent data and customer engagement capabilities from us, with personalized creatives from Movable Ink. Being able to deliver hyper-personalized messages helps our clients boost engagement and connect with their customers on a deeper, more meaningful level.
The dynamically customized creatives generated within Movable Ink are key in achieving more intelligently personalized campaigns for our clients. The Movable Ink partnership helps our customers strengthen the “What” of their campaigns (One of the W’’s in our 6 W’s Personalization Framework) by incorporating unique visuals and creatives that illustrate a contextual message for each customer.
How do Upland Localytics and Movable Ink technically work together?
Movable Ink is integrated within each of our message builders, including our Campaign Builder for Push, In-App, App Inbox and PlacesTM campaigns, advanced In-app Builder (IAB), and the Workflows Canvas for automated, behaviorally-triggered campaigns.
Getting started for our customers couldn’t be easier. We’ve focused on making the integration between our two solutions seamless, a customer simply has to set up their creative and rules within the Movable Ink platform, and copy and paste the creative tag into our dashboard to incorporate it into the mobile message.
So for example, let’s say you want to create a campaign to drive more views within your streaming app. Instead of creating multiple campaigns to address different consumer preferences, you can create one campaign and incorporate Movable Ink’s intelligent creative instead. The creative can simply adjust to the consumers’ previous behaviors. For example, creative can adjust to my previously watched shows or genre preferences, so if I just watched a few episodes of Chopped, I might be served a creative to check out Iron Chef. We’ll create a single push campaign for many different customer segments, and just like that, they each see their personalized show recommendation, bringing them into the app to start watching.
What are the biggest trends happening in the mobile space right now?
It’s all about the data. Data holds the key to knowing your customer. Engagement in mobile apps provides a wealth of knowledge to the marketer. However, many marketers struggle with how to put that data to work. Artificial intelligence and machine learning capabilities are helping brands harness this data and make sense of it. Combining human intelligence with digital intelligence delivered through machine learning capabilities will help brands get the right insights on their audiences.
When it comes to personalization, the holy grail is engaging your audiences with the right content, on the right channel, at the right time. Remarketing isn’t new, but it can be used to increase engagement and the chance of the conversion in your personalization strategy. All too often marketers silo their remarketing efforts to one channel over another and don’t take the time to personalize the content based on their audiences’ previous behaviors.
Marketers need to pay attention to the data and insights around what customers are consuming. Then, they can harness those insights to guide their content and targeting strategy across channels—from web to mobile app to email and more—to increase the chance of conversion.
In your opinion, what are the biggest personalization challenges that marketers are facing?
Customer expectations about how they engage with brands are changing rapidly and marketers aren’t always able to catch up as quickly. We often see companies may be slow to react to customer demands, especially around unified experiences across channels. Marketers need to embrace tech and data, finding ways to use that data to create unified, modern experiences regardless of channel—mobile, email, social, in-store or otherwise.
We’re also still seeing a lot of marketers remain shallow in their levels of personalization. This stems back to the disconnected data problem, either retailers don’t have the data, or it lives somewhere else and isn’t syncing to their systems in real-time. Brands need to accelerate their use of data and focus on analytics and engagement tools that help make the data actionable, rather than having it live in complex, disparate systems.
What are your marketing predictions for the future?
Marketers continue to experience data overload, which makes implementing personalization difficult across channels. Creating a positive experience for customers will only be as good as the data marketers are able to ingest, analyze, and leverage it. Marketers will begin to focus on unifying data across systems and leveraging intelligent insights to inform their marketing strategies. Moreover, marketers will continue to invest in personalization strategies in the future.
One thing to note: Personalization isn’t binary, it’s ever-evolving. At Upland Localytics we believe that personalization requires thinking about strategy across what we call the “6 W’s—Who, What, When, Where, Why, and How Often.” Each of these “W’s” informs brands on how to best engage audiences. Brands should think of personalization as a maturation curve—start with the basics of segmentation and then progress to advanced levels of personalization when you’re ready.
Is there anything else you’d like readers to know?
We’re excited about our partnership with Movable Ink and what this means for Upland Localytics and Movable Ink customers. If you’d like to learn more about our personalized mobile app solutions and joint solutions with Movable Ink, please visit www.localytics.com and the Movable Ink Exchange.
Meet Dorothy Murach
Senior Product Marketing Manager, Upland Localytics
I’m a Marketer that helps marketers be better marketers (yes, I love marketing). I also love to cook, run and garden. Plus I make an amazing buffalo chicken dip, if you’re brave to ask me for the recipe!