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Shawn Stein
04-21-2020
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Mobile Engagement
In-Home micro moments: The Key to Understanding Consumer Behavior During COVID-19

Life as we know it has changed.


And in these unprecedented times, in which everyone’s normal work, life, social, and school routines have been radically interrupted, people across the world are now adjusting to the ‘new normal’ of spending most, if not all, of their time at home. The only way for mobile marketers to be ahead of the competition and engage with users is to gain visibility into the subtle nuances of their daily in-home behavior.


Consumer lifestyles have changed and when moving out of shelter-in-place will continue to change, relying on previously used segmentation data is no longer enough. If you continue sending notifications at the same times or using the same behavioral data that worked before the pandemic, you’re missing out on huge opportunities given the significant shift in where and how people now spend their time.


Plus, you probably don’t have the time or unlimited resources to guess and “see what works.” You need to be confident in your engagement strategy and must shift your focus to targeting real micro-moments of in-home availability (i.e., strategically sending messages when a user wakes up, when a user starts working from home, when a user leaves to get groceries, when a user has finished working from home for the day, when a user is about to go to sleep, etc.). This is what Neura’s powerful technology can uncover for you.


Neura helps mobile apps leverage real-world behavioral data in their engagement campaigns to better understand users’ contexts and preferences. For example, instead of estimating when users wake up and sending mass messages to all users at 9am every day, mobile apps use our data to send messages only when each individual user wakes up, thus improving engagement and conversion metrics.


But now that daily life as we know it has flipped upside down, we, too, were forced to narrow our focus from real-world behavioral data to micro-segmentation. 


And this is the key to being successful during and after the COVID-19 pandemic.


Consumers Lifestyle in the Time of Corona


No matter which category your mobile app falls under, you are all facing the same challenge. The marketing and engagement playbooks you previously followed are less relevant, and now you must depend on unique behavioral insights to gain visibility into new consumer routines and uncover user in-home availability.


Although the mobile industry has never experienced such a life-changing situation like this before, it’s not all bad news. There are still ways to reach users and drive engagement during this seemingly impossible time.
Check out the specific use-cases of our micro-segmentation data for the Health & Wellness, Food Delivery, and Media & Entertainment industries below, or get in touch with us now if you’re ready to incorporate this essential data into your campaigns:


Health & Wellness – An opportunity to help


Daily routines are in flux, but as a health and wellness app, this is an opportunity to help your users develop healthy new habits within the world of shelter-in-place and social distancing.


While some users are still able to get outside for brief exercise, others are spending more time on the couch. These distinct behaviors create new opportunities for segmentation: users that have been idle all day can receive personalized campaigns encouraging them to get up and stretch, get outside for a 20-min walk, or take a break to meditate.


As I mentioned at the beginning of the post, you also have the opportunity to target users based on micro-moments within the home. Understanding when the user woke up, returned from the grocery store, finished working, or is about to go to sleep can unlock crucial windows of availability, which enables you to reach the right user with a workout, a new recipe, or a meditation session when they’re actually available.



Food Delivery – Anticipate users next meal


As a food and drink app, it’s important to adjust your engagement tactics to align with new behavioral changes in your users. Stay ahead of your competition and anticipate your user’s next meal using micro-moments in the home (e.g., user woke up, finished working, or arrived home from the grocery store).


Reach valuable audience segments with high monetization potential based on household ordering habits. Auto-engage each household when they are most likely to order, based on past orders and your understanding of the family’s new in-home food routine.  


Understand which users are Essential Workers that are still commuting for work and may be more inclined to order food delivery after a long day of work, and which ones are grocery shoppers that might be more amenable to trying grocery delivery or scheduling orders for pickup to avoid long lines and crowds.


Increasing engagement efficiency while reducing frequency is especially critical now that competition in this space is increasing and more people are turning to food and grocery delivery while stuck in quarantine.



Media & Entertainment – Cut through the noise


In the new era of economic volatility and skyrocketing unemployment driven by COVID-19, users are on their phones more than ever and are turning to different media outlets for news, new skill development, and to just escape. With so many options available to consumers, it can be hard to cut through the noise.


With users rarely leaving their homes due to shelter-in-place orders, it’s more crucial than ever to learn their new routines and differentiate between time spent working, time spent learning, and time spent relaxing. By leveraging micro-moments to understand when a user is finished working for the day, you can target them with specific content recommendations that they are now available to consume.


You can understand which users are night owls who prefer to engage with content at night and which users have content-viewing habits that span throughout the day. Trigger daily news updates after the user wakes up, or update them about new episodes of their favorite show while they are idle at home and before they go to sleep.



Next Steps to Reach Your Users


Just because user behavior has drastically changed doesn’t mean the countless amount of hours, effort, and money spent on your previous engagement strategies will go to waste. 


You just need to adjust your focus to micro-segments of in-home availability, and Neura can help bridge that gap quickly. Plus, our API is easy to implement and can integrate with any mobile engagement platform (MEP) or CRM


Are you ready to leverage micro-segmentation to reach your users at their new times of availability? Get in touch with us today.