NEXT-LEVEL MARKETING PERSONAS WITH FAVORITE PLACES TO USE THE APP

31 October 2019

Herow introduces the next level of marketing personas by allowing mobile apps to understand what are their user’s favorite places to open the app. Monitoring user activity at an unlimited number of locations, the platform allows marketers and product managers alike to capture the type of places at which their app is opened. 

These insights allow mobile apps to refine and focus their user personas, ultimately leading to more efficient Go-to-market strategies. Here are a few applied examples that got the Herow team excited:


Testing Hypotheses

While apps might have hypotheses on the different usage moments, the Herow platform allows marketers, PMs and user experience managers to apply a real research methodology to find out the key places at which users need their service. A gaming app might want to figure out whether it is more used when users are at transit hubs (airports, train stations, subways), when they are at work or when they are at home.

Ex:  In this example, the favorite place to open the app for 40% of my users is at Transit Hubs

Enriching User Personas

The information on where the app is most used is a critical indication of where the user has most often a need for the app’s service. Integrated within the user personas of a marketing department it ensures that these personas fit not only different demographic cohorts but also their concrete need for the service offered.

For example, a mobile app might find out that while it was segmenting users based on their age and the cities in which they live, segmenting users based on where their users open the app fits better the usage and purchasing patterns observed, giving them a more organized framework to increase usage and app revenue.

Ex: A dating app might group users based who opens the apps at bars versus those who open the app at concert venues

Focusing the Go-to-Market strategies

When planning to release new features or promotions, marketers, PMs and user experience managers can use this framework to make sure that they: 

  1. Build features that are in line with the needs of their userbase.
  2. Deploy these features/promotions at moments when users will have the strongest need for them.

For example, a food delivery app might understand that most of its users open the app when they are commuting back home from work and with this insight:

  1. Develop a promotion for late workers
  2. Advertise this promotion through ads in the subway as well as timed notification when those users start commuting back home.

Learn how the Herow contextual engagement platform can help you better understand and segment your mobile users and create communication campaigns that have value for your users: schedule a demo.

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