Movable Ink

Name of the product or service

Movable Ink

Votes: 118

Product or service description

Marketers have invested heavily in data to drive personalisation. They are able to imagine thousands of customer journeys but only have content for a handful of unique experiences.Their data can be dynamic but their content is static, causing them to fall short of meeting their customers' evolving expectations. Furthermore, today’s lengthy production processes cannot deliver personalised content, at scale, to support each one-to-one interaction. Content is therefore the bottleneck to personalisation most of the time, not data.

Movable Ink activates any data into personalised content in any customer engagement. It is a powerful extension to the technologies that marketers use today. Content easily connects to all relevant data no matter where it lives, updates based upon a recipient's recent interactions, and is auto-generated by the platform. The world’s most innovative brands rely on Movable Ink to drive customer engagement and accelerate marketing performance.

Distinction from the competition

Movable Ink activates any data into personalised and dynamic images in any customer engagement. It is a powerful extension to the technologies that marketers use today, offering one of a kind sophistication with visual personalisation of omnichannel campaigns - something that has become critical for brands. Content easily connects to all relevant data no matter where it lives, updates based upon a recipient's most recent interactions, and is auto-generated by the platform at the moment of engagement.

Movable Ink is paving the way for cloud technology innovation in email, mobile and SMS marketing by providing brands with revolutionary marketing solutions that build value, increase loyalty, retention, and acquisition, to achieve marketing success.

Product or service innovations

In June last year we unveiled Da Vinci, an innovative AI marketing technology. Da Vinci is an AI-driven content personalization engine that creates a more meaningful approach to individualized content and helps brands achieve higher customer lifetime value.

Most AI tools rely on predictive models and/or propensity models to forecast customer behaviour. Da Vinci, however, doesn't just reinforce based on historical trends – it uses hyperbolic geometry to map customer behaviour, product catalogue, and content performance in a three dimensional model that guides customers.

What’s unique about Da Vinci’s model is that in addition to personalised content recommendations, our solution also offers a way to execute a strategy for how to distribute that content and insights. This creates a more holistic view of the creative, the marketing opportunity it results in, and the underlying system that powers it.

Simply put, Da Vinci—while tech-powered—acts like a personal shopper. It helps connect customers to products they love, or leverages content from a brand’s universe of available marketing assets to an individual’s taste, without compromising on the customer experience. Da Vinci has already been instrumental in improving our customers’ marketing campaigns. By removing the complex processes inherent in the marketing campaign cycle, they have been able to convert far more customers through increased email personalisation.

All AI marketing outcomes for our customers using Da Vinci in the first half of 2022 on average have resulted in a 17% click-through-rate (CTR), a 21% lift in conversions, and a 26% lift in revenue.

Customer case study

Our client Amazon Music had 5M newsletter subscribers along with preferences on listening habits from their Music customers but no way to activate their robust customer data.

Amidst this high volume of subscribers and available songs and podcasts, producing highly-tailored newsletters that would update frequently was a significant undertaking.

It was, however, critical that newsletter recommendations were personalised with the most up-to-date data and reflected the latest new releases based on their listening behaviour. They also wanted to ensure the team would be able to scale it across other customer touchpoints and languages. Ultimately, they knew that connecting customers with artists and music they loved, led to happier listeners and a higher subscriber lifetime value.

With Movable Ink’s help, the Amazon Music team built a new, hyper-personalised experience for millions of subscribers across the globe. Amazon Music and Movable Ink built a new Artist Affinity API that the Amazon Music team could leverage to supercharge personalisation into their newsletters. The API enabled the team to display personalised song and album recommendations as part of a round-up of new music releases based on zero and first-party data, and localise languages based on recipient. The modules also got populated with new releases extremely frequently to ensure the experience was never stale.

In collaboration with Movable Ink, they were able to create automated, evergreen campaigns that were easily scalable and could be used across multiple acquisition and engagement touches. With the enhanced newsletter experience, Amazon Music saw a 682% increase in CTR and a 69% lift in playback active rate.

The personalised content could also easily be repurposed across the world, allowing marketers to expand its use-case beyond the newsletters—freeing up time for Amazon Music marketers to create even more rewarding, personalised experiences for their customers.

Positive feedback & testimonials

See our full list of client case studies here:

You will find examples of our clients talking through how they used Movable Ink to reach their goals here:


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