About Mobile Creatives and Messages

A creative is the content that you want to be displayed to your customer. In SAS Customer Intelligence 360, you can define these types of creatives for mobile content:

• mobile in-app message. This type of message is displayed while a user is active within your mobile application (app). The message interrupts the user's experience in the app to direct their attention to something of interest such as a promotional offer or, for new users, information about how to use popular features in the mobile app. The message content is based on the user’s in-app behavior and is triggered by mobile app-based events. For more information, see Creating Mobile In-App Message Creatives.
• mobile push notification. This type of message is sent to a mobile device and is displayed outside the mobile app. The message is displayed only if the user is not currently active in the app. In addition, for iOS, a mobile push notification is received only if the user opted in to receive this type of notification. The message content is based on out-of-app behavior (or an event) with a typical goal of inviting the user back into the app. For more information, see Creating Mobile Push Notification Creatives.
• HTML. This type of creative delivers content to a specific location, known as a mobile spot, in your mobile app. For more information, see Creating Mobile Spots.

Creatives can be personalized based on the user’s in-app behavior, the type of device, or other data known about the user.

You can create a creative from the ContentCreatives component and from an open message or task. A creative can be included in one or more messages and tasks. For more information, see Creating Creatives and Creating Messages.

Here are some examples of how to use mobile in-app messages, push notifications, and spots:

• A coffee shop. To boost its customer loyalty program, a marketer encourages customers to use their rewards by using this mobile messaging strategy:
  • New mobile app users: When the user first signs in, display an in-app message that says "Welcome! Join our rewards program to earn free refills and frequent buyer reward points." When the user joins the rewards program, the rewards page opens and displays an in-app message that offers a free coffee at their next visit to thank them for joining.
  • Existing mobile app users: Deliver a push notification with a message that says "We have a reward waiting for you!" When the user taps the message, the mobile app opens to the rewards page that displays the offer in a mobile spot that is personalized for the user.
• An online bookstore. To boost spring sales, a marketer uses this mobile marketing strategy:
  • Deliver a push notification with a message that says "Save 10–50% during our Friends and Family spring event." When the user taps the message, the mobile app opens to show items of interest (based on past purchases) in a mobile spot that is personalized for the user. For example, if the user's recent purchases were books on home improvement, gardening, and cooking, the mobile spot content shows books that match those categories.
  • When the user taps Check Out on the shopping cart page, display an in-app message that says "Would you like to join our frequent buyer program and save 10% on every regular-priced item in your cart?"