Leanplum has just made some top trend predictions for the new year, which the mobile marketing company believes will drive mobile marketing in 2017. In addition, the company announced some of its 2016 milestones and key data findings.
The groups says that its mobile marketing platform is now installed across one in two smartphones worldwide and tracks 10bn daily user actions. Leanplum managed to triple revenue each year for the post two years and expects the same for 2016.
Among its top predictions, Leanplum foresees that 2017 will be the year of predictive analytics. Smart apps are going to more actively anticipate consumer needs and desires and offer greater understanding of the user to retain him/her.
Jeffrey Morris, Director of Product Management and Revenue at Tinder, explains:
“At Tinder, capturing rich data and predicting future behavior is essential to a good user experience. Leanplum empowers us to innately understand user preferences and serve up successful matches. In the near future, predictive analytics will further improve our understanding of trends and patterns, to help us bring more value to every person on Tinder.”
In addition, the new year is likely to see chatbots advance towards integration into smart apps. More brands are going to develop capabilities to deliver customer service, including bank balance predictions, personalized mobile shopping and AI-driven conversations.
According to Forrester research, chatbots will integrate natural language processing technologies and machine learning for a more natural conversation with consumers.
Leanplum also foresees a mass adoption of intelligent marketing automation to scale smart apps in 2017. Indeed, mobile teams are likely to invest in automation campaigns that contain personalized parameters for better communication with customers. This could help drive ROI.
Honey Mittal, Senior Vice President of Product at Wego.com, explains that mobile ads will drive user retention over acquisition.
“Rich data will empower mobile teams to automate personalized travel experiences that draw from travel history, price trends, seasonality, and more. Imagine a smarter travel app sending you an offer to book your holiday trip, and featuring options for your favorite airline, flight times you often choose, a hotel where you have a loyalty account, a car rental for your preferred model, and reservations for a hot new restaurant. Mobile teams will be required to innovate and significantly improve the app experience, using automated campaigns that intelligently engage their users throughout their lifecycle.”
Momchil Kyurkchiev, Leanplum CEO and Co-founder adds that rich data is bringing on a revolution in smart apps which can foresee user needs and deliver upon them.
“These smart apps fuel hyper-personalized experiences, already felt via innovations in predictive analytics, chatbots, and marketing automation. We look forward to seeing the era of smart apps become the norm, as brands automate one-on-one personalization at scale for every user.”
INFOGRAPHIC – 2017 predictions from Leanplum