Movable Ink, the visual experience platform provider for digital marketing leaders, today announced general availability of Movable Ink for mobile. With the official expansion of the Movable Ink platform into branded mobile app messages, marketers can now generate personalized creative that seamlessly integrates into push notification, in-app, and app inbox marketing programs from the major mobile platforms martech news.
In 2010, Movable Ink pioneered the technology for generating personalized visual experiences for every consumer at the moment of engagement. With Movable Ink, marketers have been able to automate the production of personalized creative based on any type of data, including CRM (name, loyalty, account history), contextual (location, device, weather) and behavioral (browsing, purchases) across email, and websites. Now, the same functionality is available for apps, which is a critical part of the overall consumer experience.
Rich push notifications have been shown to outperform text-only notifications, but mobile marketers are challenged with a lack of resources to generate compelling personalized creative with every push notification sent. The same challenge exists for in-app messages. Movable Ink removes the content bottleneck that prevents marketers from creating visual, data-activated experiences, ensures that content adheres to brand guidelines, and optimizes content to maximize performance per channel.
Key Capabilities of Movable Ink for Mobile
- Automated Content Generation: Create personalized visual experiences for rich push and in-app messages with an intuitive UI and streamline production to decrease time to market
- Data-Activated Creative: Build creative for rich push and in-app messages with real-time data like pricing and inventory, personalized offers, and loyalty reward balances from API, web, CSV, CRM and other sources
- Real-Time Contextual Content: Provide customers with unique visual experiences through an in-app message or the app inbox by targeting content with context such as location, weather, time and device
- Reporting: Analyze the performance of mobile messages and compare the effectiveness of different creative variations with granular metrics
“Mobile is a fantastic complement to email’s broad reach,” said Vivek Sharma, CEO of Movable Ink. “A consumer that chooses to download a brand’s mobile app and continues to use it regularly signals a deep relationship based on value, utility and trust. We’ve seen great use cases during the preview phase of our mobile solution and this general availability opens the floodgate for mobile marketing innovation and its potential to drive engagement, loyalty and sales.”
At Think Summit 2019, Movable Ink announced new partnerships with leading mobile platform providers Airship, Braze, and Upland Localytics, and these companies have been essential in enabling Movable Ink’s successful expansion into the mobile channel. Movable Ink’s integrated mobile solution has since been in preview phase with a number of early adopter brands including The Very Group, a multi-brand online retailer and financial services provider in the U.K.
“We wanted an easy way to boost mobile app engagement. Working with Movable Ink and Airship, we developed a behavior-based rich push notification that showcased the most purchased products from our website by category,” said Helen Wakefield, CRM Lead of The Very Group. “We were also able to show customers how many people had viewed the product in the past 24 hours, using an integration with Taggstar. We can now easily send this notification across our CRM campaigns and are seeing great results. This combination of technologies offers a great opportunity to drive performance with other innovative mobile app campaigns.”
Movable Ink for Mobile is now open with general availability. Current clients interested in learning more and up leveling their mobile messaging strategy should contact their client experience team.