ADMA Member Feature: hipages

12 Dec 2018

  • Leadership
  • Digital Marketing
  • Data-driven Marketing
  • Marketing Technology

Lifecycle marketing automation in a two-sided marketplace

 

hipages provides a better, smarter way to connect tradies and consumers to get a job done well.

We are a part of today’s ‘on-demand’ economy where technology is fast transforming the customer experience. With this shift, there’s an expectation for personalised information at our fingertips and a seamless consumer journey.

We’ve worked to bring this to life by using technology to understand what information to present, where to present it and to which audience. At the crux of this is the ability to connect data and communication for both the tradies and homeowners who engage with our platform.

Adopting a mobile-marketing automation approach to our journeys 

Engaging two audiences means our platform journeys are complex. We need to simultaneously make a simple and efficient process for consumers finding a tradie, whilst setting up our tradies for success, educating them on how technology can transform their business.

We have multiple apps and an audience across a wide demographic and have to be able to reach our users on their preferred channel. Leveraging email, push, in-app messaging, SMS, as well a central content hub within the app, Mobile Marketing Automation enables us to utilise a multi-channel and cross-platform approach in our journeys.

Integration to our CRM therefore remains critical to our Sales and Service teams, ensuring they are aligned to all communications we send.

Measuring Success

A successful campaign is often thought of as how many deliveries, opens and clicks are generated. However, these metrics give minimal insight into user behaviour and journey effectiveness.

We’ve overcome this by integrating our BI tools with Mobile Marketing Automation. We can now attribute events in real-time such as an app download or voucher activation directly to a campaign or journey.

This allows us to adopt a test and learn approach.

For instance, when onboarding users to our platform, rather than have a ‘set and forget’ approach we are agile to change as we release new product features. If users aren’t completing critical events in our journey then we adapt the narrative until we get it right.

At the same time, we can easily implement a variety of smaller tests using targeted segments and a control group. This allows us to measure the impact of campaigns before we go to market, providing a platform for success from the outset.

 

Segmentation for future delivery

As we continue to attribute events to our journeys, we need to be able to correlate patterns of behaviour that inform both our inbound and engagement strategies.

We can create a cohort of our top performing users, identify what events enable success and then use this to inform our acquisition strategy. We also work closely with our Data Science Team to understand seasonality. We’re able to understand trade category trends where jobs are posted in higher volumes and supplement this with various engagement data from our tradies.

This facilitates smarter journeys, with refined segments, enabling opportunities for our Sales Teams that are likely to convert higher or provide data back to our product teams that stimulate product growth.

Tim Cox
Lifecycle Marketing Manager - Trade
hipages

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