App Growing: Seven Automated Marketing Journeys, Marketing is Going AI

### Project Background

App Growing is a mobile marketing data analysis platform introduced by Youmi Technology (有米科技) for mobile marketing advertisers, agencies, and ad media. It currently tracks advertising intelligence across more than 50 mainstream mobile advertising media in China. App Growing can instantly provide information on landing pages, ad creatives, and ad copy from across the internet. It also enables real-time tracking of promotional ranking data for apps, public accounts, app developers, and traffic platforms. ``

You can see, Data is the core of App Growing, and unified cross-platform and cross-channel management is the key to App Growing's operation.. And as the mobile marketing advertising market grows, App Growing's business continues to expand, and the demand for marketing and promotion naturally grows.

【Project Objectives and Strategy】

1- Project Objectives

Increase the awareness of App Growing, cultivate market and user loyalty, and expand brand influence;

Fully explore segmented user groups, increase user retention rates, reduce churn rates, and extend user lifecycles;

Through multi-channel marketing, improve the user registration conversion rate on the official website, increase user activity and repurchase rates, thereby driving conversions.

2- Strategic Insights

For the market, the App Growing mobile marketing data analysis platform requires a nurturing period and cycle, and the timing of converting sales leads is also crucial. As mentioned earlier, unified management across platforms and channels is key to App Growing's operations. This necessitates a smart marketing tool capable of covering multiple channels. On one hand, cross-channel integration can maximize the target user's experience; on the other hand, some processes can be automated, saving significant human resources and greatly improving efficiency.

Ultimately, App Growing chose to integrate with "full-channel intelligent membership marketing service provider Webpower's intelligent marketing platform Dmartech", leveraging its advantages in multi-channel promotion (email, SMS, WeChat, etc.), user tag definition, and automated triggers to achieve efficient channel linkage.

**Project Execution**

The key to improving conversion rates is that companies should not invest the same marketing costs across all users. Instead, they should produce different content for users of varying value and optimize their marketing strategies accordingly.

In order to create automated marketing journeys that closely align with business scenarios and achieve the aforementioned project objectives, App Growing personnel identified a series of potential business scenarios during the project promotion process. They then collaborated with Webpower's marketing consulting and product teams to discuss feasibility and various trigger conditions, refining the marketing logic step by step.

After multiple rounds of testing, verification, and optimization, the two parties collaboratively established seven automated marketing journeys.

• Automated marketing journey for new user registration;

• Automated marketing journey for users pending verification;

• Automated marketing journey for re-engaging dormant users;

• Automated marketing journey for one-time purchase users;

• Automated marketing journey for VIP expiration reminders;

• Automated marketing journey for repeat purchase users;

• Automated marketing journey for expired non-renewal users.

1- Automated marketing journey for new user registration & users pending verification

New user registration is a crucial process that spans from attracting users to converting them into members. It also plays an important role in supporting subsequent journeys, so companies must prioritize it.

When a new user enters the journey, multiple channels such as SMS, email, and WeChat automatically go into "ready" mode. Through a series of meticulous logical judgments, the system drives users to quickly transition from potential customers to members, seizing every opportunity to acquire customers and not missing a single "encounter."

During this process, the automated marketing journey can also analyze user behavior data (such as clicks, browsing, etc.) to determine user attributes, segment them into groups, and tag them in a timely manner. Don't underestimate this series of actions. Research indicates that the time it takes for a new user to become interested in a brand, make a transaction, and convert into a loyal member is usually within 22 days after registration. Identifying and tagging new users helps in initiating targeted re-marketing journeys during the golden period, increasing activity, facilitating quick conversions, and establishing brand loyalty among members.

It's like casting a wide net, not missing any opportunity for converting potential customers.

Of course, there are many approaches to the new user registration journey. Depending on the industry and business circumstances, companies can customize the templates to create automated marketing journeys that better suit their needs.

2Automated marketing journey for re-engaging dormant users;

Dormant users are typically somewhat familiar with the brand's products or services and have completed initial brand nurturing. However, for various reasons, they have stopped engaging and are on the verge of churning.

A common challenge for many B2B companies is that users often register for the first time but never return. To address this pain point, Webpower and App Growing personnel conducted an in-depth analysis of dormant user attributes. Based on user click behavior, they assessed user preferences to decide whether to continue pushing content and what content to push. The previously mentioned user tags play a crucial role here. Through the optimization and adjustment of tags, more precise targeting and sending can be achieved. The goal is to "deliver the right information to the right users at the right time through the right channels," personalizing the experience for each user. This approach aims to re-engage dormant users and reduce user churn.

Nowadays, users often obtain information through multiple channels, so re-engaging dormant users also requires multi-channel outreach.

WeChat operates within a closed information ecosystem. App Growing has accumulated a large number of followers through continuous and effective operations. However, follower information is often isolated from the company's CRM, and if followers unsubscribe, companies typically have no way to respond. The Dmartech intelligent marketing platform seamlessly integrates with WeChat's public platform, connecting WeChat follower data with CRM data, allowing the company to have full control over its user base.

The aggregation of vast amounts of data provides the foundation for data mining, and effective data mining offers a scientific basis for decision-making. The Dmartech automated marketing platform maximizes conversion effects with minimal human input, allowing App Growing to establish a healthy data-marketing cycle.

3Automated marketing journey for expired non-renewal users.

User churn is one of the most serious issues, especially for B2B companies, which often invest a significant amount of resources in acquiring each user. No company wants to see its users leave. Therefore, a comprehensive user recovery journey can help maximize efforts to retain and win back these users.

You might receive an SMS reminder, an email notification, or even a WeChat template message reminding you to renew your subscription.

To enhance efficiency, the Dmartech intelligent marketing platform allows for the unified editing and management of email, SMS, and WeChat content materials on a single platform. Without the need to switch between different systems, you can quickly edit across channels, set time intervals, and automatically initiate intelligent marketing journeys.

The drag-and-drop editor, along with a rich block library, allows for flexible combinations. It automatically adapts the display for different devices, optimizing presentation styles without the need for coding knowledge. This reduces communication costs between departments.

### Highlights and Innovations

1- Truly Business-Aligned Marketing Transformation

Unlike generic marketing advice, this project is built on effective communication and close collaboration between App Growing and Webpower. Based on mutual trust, everything revolves around real business scenarios, effectively addressing the actual issues encountered in business operations. Therefore, the seven automated marketing journeys are truly practical. By achieving intelligent and automated marketing journeys, considerable marketing costs have been saved.

2- Building a Truly Comprehensive Lifecycle

The establishment of the seven automated marketing journeys signifies the creation of a truly comprehensive lifecycle. From converting prospects into members, to reactivating repeat purchases, and sending renewal reminders, a self-sustaining user lifecycle is established. This automates the retention of prospects, with meticulously designed marketing strategies at each time point. The system supports user rating, segmentation, groupings, and tagging, analyzes user behavior, and constructs multidimensional user profiles. This targeted approach makes marketing more scientific and precise.

3- Automated Processes, Reducing Labor Costs

Significant input from both parties is required only during the journey setup phase. Once the logical relationships and time nodes of the marketing journey are configured, the journey can execute automatically. Tagging data helps reduce human error and boost efficiency.

Even the journey data reports can be generated by the Dmartech platform.

The performance of each channel is clear at a glance, with easy export capabilities, eliminating the need to manually create spreadsheets or extract data. It supports custom dimensional comparisons for different marketing activities, making it easy to see which are more effective. This greatly reduces labor costs.

【Project Outcomes】

Webpower provides App Growing with the Dmartech intelligent marketing platform and professional support. This not only reduces App Growing's marketing investments but also significantly enhances business conversion rates, driving corporate revenues. By saving significant labor input through automated mechanisms, it effectively boosts user retention, conversion, and repurchase rates, thereby truly achieving increased revenue and cost savings.

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