AppsFlyer, the mobile analytics firm has partnered with Pan-African bank, Nedbank to improve and measure the effectiveness of the bank’s mobile marketing campaigns and enhance user engagement on its apps.
Nedbank, with a network of branches across SA, Eswatini, Lesotho, Malawi, Mozambique, Namibia and Zimbabwe, as well as branches in Angola and Kenya will use the new tech to consolidate data from its website and mobile app to provide a holistic view of marketing campaign performance across a range of digital platforms.
Daniel Junowicz, Managing Director of LATAM and Africa for AppsFlyer, in a statement, said, “With the pace at which the financial app market is growing in Africa, it is essential for banks to be present for their customers and pay attention to what they want and how they’d like to be engaged. The app experience is an important part of how banks are engaging with customers and Nedbank is well-positioned to take advantage of this increased demand for an effective app experience. Our aim is to support them on that journey.”
The African financial app market has been rapidly growing month on month in download, especially during the pandemic. According to App Annie Intelligence, financial app downloads grew by 6 percent in South Africa, 7 percent in Kenya and 17 percent in Nigeria. Another survey of internet users also revealed that just under one in four (24 percent) have switched or considered switching banks to get a better mobile experience.
Using deeplinking, AppsFlyer will enhance user engagement in the Nedbank Money app, Money App Lite and Avo by Nedbank app by enabling effective and smooth remarketing journeys. Nedbank will also take advantage of AppsFlyer’s audience segmentation tool which enables users to precisely focus their remarketing efforts in order to improve retention and increase engagement.
According to Stelios Vakis, Executive: Nedbank Retail and Business Banking – Digital “One of Nedbank’s strategic focus areas is delivering innovative market-leading client experiences. In order to deliver on this, we need to understand our customers better, improve customer engagement and stay relevant. Appsflyer provides a platform to enhance our mobile marketing and allows us to take a human-centric approach to our marketing by understanding behaviour.”
Vakis expects the platform to help the bank to measure cross channel performance against marketing investment as its increasingly difficult to measure return on marketing investment and to implement the right mobile marketing strategies without this type of integrated tracking and targeting capability.