Artisan mobile is kicking off the summer with a major software update to the company's Mobile Experience Management (MEM) platform, and new capabilities for mobile app push notifications are among the update's most notable features.
The software update expands the marketing potential of mobile app push notifications by adding embedded support for message testing, optimization and personalization. Artisan's push notification capabilities leverage the analytics captured in the MEM platform so marketers can deliver different messages to different mobile app user segments based on both demographic and behavioral data. Moreover, marketers can run A/B tests on different variations of a push notification to determine which test leads to better conversion rates. Plus, the push notifications provide marketers with unique insights, as Artisan offers end-to-end referral tracking so marketers can monitor the actions customers take after they click on a push notification.
"The use of push notifications is only one tactic in any app marketer's strategy," said Artisan CEO Bob Moul. "However, it can be a powerful tool when tied to a complete MEM platform that not only offers broader insight into user behavior, but also the ability to dynamically target and optimize both the push messages themselves, and the complete experience that users have within the app."
In addition to new push notification capabilities, Artisan's software update also includes in-app messaging. With this feature, marketers can communicate with users while they're engaged with an app. The platform offers multiple messaging formats, including slide-in messages, pop-ups and screen takeover. Plus, the text, images and backgrounds in these messages are customizable without the need for coding.
It is also important to note that the software update includes a feature called "Marketing Billboards," which enables marketers to easily update an app's content. For example, after initial development, app developers can designate the billboards as customizable content areas. Within these billboards, non-technical members of a team can update and target messages for different marketing campaigns.
"Point solutions are dead," said Moul. "The industry is already complaining loudly of SDK fatigue and any solution that doesn't deliver substantial value will simply not get broad adoption. We saw this dynamic with web solutions and the same will soon be true for mobile apps. Instead of buying individual products to support just push messaging or basic analytics, companies will rely on platforms like Artisan's to enable robust and dynamic mobile app marketing strategies."
