Can you remember the last App that impressed you for its great push copy? An invitation for a game? News and information of a certain title party? Or a date reminder?
The answer for many, I’m afraid, is no. Because there are countless cases to prove that the current mainstream push solutions have many problems, and can no longer bear the functional attributes of pushing valuable information to users. Messaging has become the metaphysics of the Internet. As a user, it may not necessarily be your lover who asks you good morning every day, but the news feed in your phone. A news App might care more about what you want to hear today than you do. An e-commerce App might know more about what you want to buy tomorrow. You might even doubt that on the day the earth was destroyed, the App in your phone would still send you greetings three times in the morning, in the afternoon and at night. As a developer, you expect users to open every link you push, follow, read, scroll down, and stop at…… With your annual bonus hidden behind every move, can your App be a unicorn? And that’s where the data and the answers come in.
In the fierce competition for traffic, push is expected to wake up users to click. The push copy must be like a magnet, like the top favorite bean in the user’s heart, which can firmly attract attention.
From search engines to recommendation streams, algorithms process large amounts of data to decide what personalized content to push to users. At the same time, because the intelligence of message push is becoming more and more important, its engineering is also realized in the near future. This leading intelligent push algorithm technology comes from Alibaba Damo Institute. The technology is independently developed by Damo Institute – Machine Intelligence Technology – Decision Intelligence Lab. It is an online learning and optimization (OLAD) solution using online optimization algorithm in Mindopt optimization solver, combined with flow computing and other technologies. Starting from the optimization modeling and solving of the basic problems behind the requirements in traffic business scenarios, as well as the extensive practice of online optimization technology, the program has stably served a number of Alibaba internal business scenarios.
The Decision Intelligence Lab of Damo Academy uses algorithm technology to cooperate with Youmeng + Qiangqiang to launch the first intelligent push function in China, helping product operators to realize the fine operation of one-click touch. Through the carefully polished online learning and optimization algorithm, the push group and push text are accurately matched to maximize user clicks. Through the perception of different user scenarios and the optimal allocation under various constraints and quotas, the useless push information can be displayed with reduced weight, so as to reduce the interference to users and optimize the push experience of user dimensions.
How does Smart Push create only concerns and needs
Intelligent push = high-quality content x appropriate timing x appropriate frequency x reasonable channels x accurate users, so that information junk away from users, only to provide care and needs.
Crowd intelligent matching, promote push click volume and conversion
Operating personnel create push plans, you can also create multiple push copy, push message started issued, ali dharma hospital algorithm will be based on user click, real-time global data, and combined with their Allies + precision matching, copy of each document pushed to the most appropriate user groups, so it can improve the whole user clicks and nudges hits.
Take the e-commerce industry as an example, multiple push documents can be different descriptions of the same product, such as “99 yuan snack package must be seen”, “snack package is only 99 yuan”, “everyone is rushing for this snack package” and so on. It can also be the description of different goods, such as “egg yolk crisp promotion must grab”, “the most delicious snail noodle is TA” and so on. Differentiated copywriting strategies are more conducive to matching user groups with different preferences.
Copywriting content optimization
Copywriting is at the heart of the push, and the beginning of an article, some say, is a “three-ticker book” for the reader. Push copy to a large extent determines the motivation of users to click, can make users interested in the precise copy and click, through several attempts and run-in to get the user’s preferences. Uush supports the simultaneous creation of multiple differentiated push documents. Operators can directly reuse historical excellent documents from the push documents library.
In the next stage, Umeng + will also reuse Ali Mama’s ability of intelligent copy generation to completely solve the copywriting anxiety of operating students. Only by inputting the name of the product and keywords, through artificial intelligence algorithm, it will automatically generate the most popular and popular push copy that is suitable for each scene.
One button to send a variety of push documents to avoid repeated interruptions to users
How can you make users feel that your contact with them is not an interruption? Although the traditional push can be sent to the user several times different text, to calculate which text has the highest click rate, which text users like the most. However, many times of sending means frequent interruptions to users, which may be counterproductive. The intelligent push UPush can send multiple push documents with one key, and the same user can only be reached by one document, so as to avoid repeated interruptions to the user. A more intelligent push mechanism provides users with more valuable and helpful reminders.
