In-product communication

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In-product communications (IPC) are messages , content, and related media delivered directly to a user’s internet-connected device or software application , with the purpose of informing, gathering feedback from, engaging with, or marketing to that specific user or segment of users at often-higher engagement rates than other digital marketing and online marketing channels.

Uses

Marketing

In-product marketing is an additional channel in the digital marketing toolkit, which includes email marketing , search engine marketing (SEM), social media marketing , and many forms of display advertising , and mobile advertising .

Support

It can also refer to the strategy of supplying materials and supplying materials, and initiating orders of replacement parts and consumables.

Feedback

In-product communication can also be used as a business tool for business users and customers. [1]

Data Capture

Because in-product communications are Delivered directly to the device of a user, Many in-product communication platforms can auto-capture device information like serial number , model number, operating system , version number , location, and Potentially Any additional metadata available from , and agreed-upon by the user.

Variations

In-product communication is an umbrella term to describe several types of direct communication. It can also refer to in-device communication, in-app communication, in-device messaging, or in-app messaging.

In-Device Communication

In-device communication or in-device messaging is generally accepted as messaging communications directly to a user’s device screen, without running through a software application. For example, communications directly to the screen on an internet-connected printer, the screen on the handheld controller of a UAV or drone, or the screen of an internet-connected television, would be considered in-device. In-device communication links to a communication platform integrated directly into the operating system of the Internet-connected device, allowing the manufacturer to feed messages, gather feedback, and engage with users from directly on the device display.

In-App Communication

In-app communication or in-app messaging is the act of messaging, gathering feedback, or otherwise communicating with users through a software application, or a mobile phone or tablet device, or through software on a PC. In this mode of communication, the result is a software module in the application, resulting from much faster deployments of the technology, as compared to the integrated timeline of in-device communication platforms.

Direct-to-Desktop Communication

Direct-to-desktop communication, or on-desktop messaging is the act of messaging, gathering feedback, or otherwise communicating with users through a software application or embedded peripheral driver on a desktop personal computer. Users interact with messages on the screen of the desktop computer, and the device manufacturer serves messaging dynamically from the back end.

Effectiveness

In-product marketing is often very similar to that of email marketing campaigns, but the segmentation and delivery is more targeted. Because email is Historically one of the MOST effective channels in the digital marketing toolkit, [2] the email channel is Becoming More overcrowded and overused, [3] leading to much lower open rates, lower rates commitment, lower click-through rates (CTR ), and lower conversion rates. [3] The rise of internet-connected (IOT) devices is enabling a growing number of manufacturers of digital communications.

Because messages and communications are more targeted, and delivered directly to the user’s device, engagement rates are often much higher than email marketing. [4] [5]

References

  1. Jump up^ McKinsey & Company (19 November 2013). “Email Marketing: Think Inside The New Inbox” . Forbes .
  2. Jump up^ “Marketers Continue to Rate the Most Effective Digital Marketing Tactic” . MarketingCharts . September 23, 2014.
  3. ^ Jump up to:b “Email Up, Opening Down” . mediapost.com .
  4. Jump up^ “Study Case: Product Registration for Consumer Electronics” . aviatainc.com .
  5. Jump up^ “The Future of Digital Marketing – In Product Communication” . theDMA.org .