At MobileBridge we’re thrilled to announce our latest edition to our Mobile Marketing Automation platform- persona-based workflows- a fundamental tool for marketers (like you) to use as you create exceptional mobile journeys for your app users. Before we dive into the details on what our workflow tool entails and how you can build epic journeys, let’s reinforce what the term “workflow” actually means by definition.
Workflows: A term used by many like Hubspot, SalesForce, Sharepoint (Microsoft) and other enterprise companies, workflows are simply the “execution and automation of business processes where tasks, information or documents are passed from one participant to another for action, according to a set of procedural rules.”
Keeping that definition in mind, let’s apply it in our platform’s set of terminology: “A MobileBridge workflow is the backend construction of a mobile journey and on the front end, your mobile journey is what your users/leads will experience in your branded app. The creation of a workflow starts when a marketer sets ups personas then accompanies each persona with a workflow that entails the automation of mobile engagements though rich mobile assets*, contextual profiling and personalization, scheduling, trigger options, rules, etc.”
“John” Persona-based Mobile Journey
Triple Scenario, Mobile Journey with Beacons
So how can marketers build an epic persona-based mobile journey like these?
It starts with the persona.
Based on the contextual data of your user (which can also be retrieved from your CRM, e-commerce, loyalty system or other sources besides in-app behavior inside the app), you can segment this contextual data into a persona. Let’s look at an example, John. John’s persona = men, ages 44, married, and have two kids. Keeping the personas high level and somewhat generic, the marketer can later drill down on the details of individuals that make up the persona.
How? Keep reading…
After creating John’s persona, the marketer then sets up the automation of the workflow. You can trigger the engagement the moment your persona opens your app, explores within the different sections of your app, submits a personal profile after installing your app or does another activities. For example, if you’re a grocery store brand, you can automate a triggered asset engagement, like a rich message of a personalized shopping list after John submits his personal profile.
* Assets are, but not limited to high quality, creatively rich, interactive engagement tools like coupons, vouchers, surveys, polls, messages, 3D product models, videos, loyalty points, games, etc. – all native designed to be displayed in a pixel perfect way on the screen of the mobile device – thus, delivering a very rich app experience to the customer.
Then, if John views the shopping list, engagement B. will happen such that he will receive a kid’s friendly pasta recipe. Or if John doesn’t view the shopping list, then that John will experience a different outcome, like receiving a friendly push message reminding him about the shopping list. Either way, marketers have a plethora of ways to engage one-on-one with users and create on-going dialogues with their ‘personas’ through contextualized mobile assets*, in the right place (like using location awareness beacon technology), time (through smart scheduling and flexible options) in the right context of the situation.
If you’d like to learn more about building epic mobile journeys through persona-based workflows, I encourage you to download our datasheet on analytics.GET DATASHEET