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Movable Ink, the personalized content platform, has announced the launch of a new mobile suite, adding to the range of channels where it can use data to create personalized engagement with users. Capabilities to render personal experiences in real time will now extend across media-rich push notifications, in-app messages, mobile app inboxes and SMS.
The aim is to deliver visual content that renders for each individual customer at the moment of impression. This builds on Movable Ink’s experience with providing dynamic content for emails that renders at moment of opening, and a similar offering for web pages and landing pages.
Why we care. Two reasons. First, it’s yet another example of a vendor originally known for innovation in one niche channel — in this case email — gradually expanding their offerings to encompass the much wider range of channels marketers need to address today.
Second, there’s a recognition that the way to stand out from the endless noise of mindless and predictable re-targeting is to send rich messages designed to engage users in the moment.
Dig deeper: Email creation platform Stensul expands its offering to landing pages
Based on SMS in beta. This development is supported by data from an SMS beta trial in the U.S. and the U.K. that showed lifts in click-throughs, conversions and average order value.
The mobile suite enables the following capabilities:
- Capture behavioral data within apps and use it to generate 1:1 personalized content across mobile and other channels.
- Deep linking to allow seamless connections between, for example, email and mobile messages and specific locations in the mobile app.
- Improved attribution in mobile channels.
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About the author
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.
He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.
Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
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