Using mobile application strategies to enhance engagement and personalization

By Jonathan Crowl

Even as mobile app development processes evolve, one guiding principle remains the same: The user experience (UX) must come first. The goal of incorporating strong UX into enterprise apps is being pushed upward due to new, innovative development solutions that make personalization and engagement easier than ever.

Today’s mobile application strategies focus on cognitive computing, advanced data acquisition, IoT technology and other innovations. These tools are being used to power next-generation app development that delivers a mobile experience once thought to be impossible. Many of these emerging strategies will be featured at this year’s MMA Mobile Marketing Leadership Forum, hosted by the Mobile Marketing Association.

For companies looking to develop a better mobile UX for their apps, a few overarching strategies are crucial to understand and deploy. The following are a few of the strategy recommendations that will enjoy the spotlight at the MMA Forum:

Engaging mobile onboarding

First impressions are important — for mobile app users, an unsatisfying first experience can quickly lead to app deletion. Brands have a short window of opportunity to onboard new app users and introduce them to everything the app has to offer. However, at this stage of UX, brand and consumer desires are different. Consumers are ready to start using the app, but brands often want to establish basic information and functions through tutorials.

It’s possible to strike a balance between these goals, but developers should walk a fine line. Only the most essential information should be solicited early on, and onboarding should also serve to emphasize the value of the app to its users.

As The Next Web points out, a common mobile app strategy involves progressive onboarding, which provides an interactive instruction process that reveals itself as consumers move through the app. In other words, information is only provided when the user reaches that part of the UX. This helps minimize the up-front onboarding experience, allowing users to start using the app quickly and enjoy the experience before they’re hit with the finer details.

Data-driven personalization

App personalization works best when it is driven by the mountains of behavioral data recorded by an app. Behavioral data can range from the activities enjoyed while using the app to location data gathered while the app is running. When processed efficiently, this data can drive relevant recommendations, suggestions and content displays based on what the user is most likely to take an interest in.

Unleashing the power of cognitive solutions

Cognitive computing presents a new opportunity to build engaging mobile apps. These solutions can interpret data coming from text, vision and speech sources and then transmit information through those same channels.

As CIO points out, cognitive application program interfaces (APIs) can power new forms of app engagement and communication and improve a company’s ability to leverage mobile channels. Real-time data can be analyzed and interpreted to make recommendations through the API, which gives apps the ability to be more intuitive on their own, providing a humanlike cognitive resource in situations when personnel support isn’t available. The applications are particularly notable for health care and public safety apps, as they can drive smarter, more personal assistance and guidance. However, every industry can apply cognitive computing to create intelligent experiences powered by mobile technology.

For more insights into effective mobile application strategies that will engage modern consumers, attend the 2016 MMA Mobile Marketing Leadership Forum and check out the breakout session, “One Perfect Experience, a Billion Times a Day. Unleash the Power of Mobile in the Cognitive Era,” led by IBM Commerce’s Josh Rochlin.

Written By

Jonathan Crowl


Jonathan Crowl has served as a tech writer and reporter for a number of tech publications and corporations. Specializing in mobile technology and digital startups, he is based out of Minneapolis, Minnesota.

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