(This is a guest post from Justina Perro, Head of Content at Neumob partner Localytics. We thought it would be of value to our readers and all mobile app owners)
You have probably heard the term ‘data-driven marketer’ a lot over the past few years. I feel like the term is redundant. Nowadays, there’s no such thing as a marketer who isn’t data driven; at least not one who intends to keep their job.
But there’s a big difference between being data-driven and being blindly led by data. Anyone with some marketing experience will tell you that you can slice and dice data to tell different stories – some more truthful than others. And you also can have conflicting data.
Don’t get me wrong, by no means am I telling marketers not to be data driven. I just believe that the data can only take you so far, and then comes real-life experiences.
This holds especially true in the mobile marketing world, where users expect a highly personalized experience. In other words? You need to know them. Data is a key driver in knowing your users, allowing you to create profiles and audience segmentation. But connecting with them on a deeper level? That’s where human experience comes into play.
What’s in a Word?
Take push notification copy, for example. The data can tell you a lot about what to write including a user’s name and ensuring the topic is one the user cares about (user profiles, anyone?), but it can’t write compelling copy. That’s on you. You know what’s relevant to your audience, and any buzzwords or even inside jokes that matter to them.
Let’s not forget about emojis since we know how effective those can be. The data may tell you which emojis lead to higher CTRs, but there’s a lot of subjectivity there. Only humans know which are the hot emojis right now, which serve as double entendres, and which make sense contextually with the message.
User Interface & Design
Another factor where human experience is crucial is with mobile UI. You can have one of the best apps out there in terms of content, but if the design falls flat your app’s success rate will too. Sure designers rely on data in the form of relentless user testing to steer the course, but there is a lot of personal experience that comes into play. From choosing the most appealing color scheme to ensuring that the app’s workflow is seamless, you rely more on the expertise of your designer than data.
Finding The Right Balance
The two above examples are just the tip of the iceberg when it comes to walking the fine line between data and human experience. Our VP of Marketing Lisa Skinner recently chatted with BusinessOnline about finding the right balance:
“There is an art and science to data. But you need a balance between experience and the data. If I made every decision throughout my career just based on data, I would have made way more mistakes than I think I have so far. You can lead with the data, but you also have to do a gut check. “Ask yourself ‘Does this make sense to me?’ before you make a decision because that’s what the data tells you to do.”
This is great advice for all of us marketers, and a reminder that we should look to the data to guide us, but should not doubt our inner ear during the process.
Mobile app marketers have the unique advantage of being part of their target audience. We all use apps daily. We know what makes a solid app. We know what annoys us or what we find disruptive. Most importantly, we know the key components that keep us coming back to an app.
With that in mind, here’s what the process should be for mobile marketers:
- Collect reliable user data
- Analyze the data to draw reasonable conclusions
- Combine your insights with your intuition to create a product feature roadmap
At the end of the day, that’s how you create the world-class mobile experiences your users demand.