HowTelevision

HowTelevisions’s partnership with Appier began with a mission to personalize its engagement with users. The recruitment platform used the typical marketing channels, such as website, app, and social media, to reach out to users, but it lacked the ability to link the channels to create one seamless user experience with personalized content. 

In the words of HowTelevision’s Marketing Director, Takafumi Nagasaki, “...we used push notifications from our own app and EDMs as our main marketing channels. This limited the number of contact points with users, resulting in a disjointed user experience.” 

What Appier provided was its AI personalization cloud AIQUA, which allowed HowTelevision to proactively engage its users in the most effective way across all channels. 

Below is a quick overview of how AIQUA works: 

Using HowTelevision’s 1st party data, AIQUA sorts each user with personalized segments tags. This segmentation facilitates the process of automating personalized engagement by sending each user only messages and notifications that are relevant to them. 

Driving Sign-ups with Useful, Timely Information

One of the advantages of using AIQUA is that marketers can manage all engagements across channels on a single platform. HowTelevision leveraged this feature to meet their potential users where they are and reach them most effectively. 

Upon arriving at HowTelevision’s website, visitors are greeted with a pop-up offering an exclusive employment white paper. The content is free, and all visitors have to do is register as a user to access it. If the white paper is not incentive enough, the webchat will also provide visitors with information about members-only events that lay out the benefits of the free membership. 

Once a visitor has signed up, HowTelevision can better customize content to his or her needs with the help of AIQUA. Of course, if they are inactive for over a month, AIQUA can also send an automatic email reminder about new job opportunities and career information on the recruitment platform. 

Better Targeting, Better CTR; More Personalized Messages, More Conversions 

Before adopting AIQUA, HowTelevision was broadcasting the same message to all its users. Since adopting the AI-powered solution, the company now targets specific groups of users with personalized messages — and to better results. 

By customizing marketing content and showing information only to those for whom it is useful, HowTelevision increased the click-through rate by 4.1 times. These customized information not only used personalized slogans but also included relevant openings from partner companies to the specific user. 

As for the messages in question, HowTelevision used AIQUA to run A/B testing and continue to optimize the language it used in its messages. 

“Leveraging AIQUA's personalized segmentation and automated user engagement capabilities at relevant times increased our CTR by 4.1x and CVR by 2.3x. This also allowed us to create a unified user experience across all channels,” Nagasaki said. 

Speaking generally about AIQUA, the marketing director concluded, ”Appier's solutions have enhanced our marketing strategy and enabled us to deliver more effective and personalized marketing.”