<!DOCTYPE html><html lang="en-us"><head><meta charSet="utf-8"/><meta name="viewport" content="width=device-width, initial-scale=1"/><link rel="stylesheet" href="/_next/static/css/d85d6a0cbc49ff63.css" data-precedence="next"/><link rel="stylesheet" href="/_next/static/css/a53ed4fffe70f1d9.css" data-precedence="next"/><link rel="stylesheet" href="/_next/static/css/ac677f3becdb0fb9.css" data-precedence="next"/><link rel="stylesheet" href="/_next/static/css/6ec5e54ae379e487.css" data-precedence="next"/><link rel="preload" as="script" fetchPriority="low" href="/_next/static/chunks/webpack-2afa656f675362c8.js"/><script src="/_next/static/chunks/1ef81171-aae859132489928d.js" async=""></script><script src="/_next/static/chunks/4678-c4cf65c8a49d50fc.js" async=""></script><script src="/_next/static/chunks/main-app-6197fa6a88b2be67.js" async=""></script><script src="/_next/static/chunks/2574-983010db2095872b.js" async=""></script><script src="/_next/static/chunks/7039-2043547fbf600338.js" async=""></script><script src="/_next/static/chunks/app/%5Blocale%5D/(main)/partners/technology-partners/%5Bslug%5D/error-a1cfe1c0cd16ae13.js" async=""></script><script src="/_next/static/chunks/6631-fd5b6182a473af1c.js" async=""></script><script src="/_next/static/chunks/6856-d52b74953b91bb74.js" async=""></script><script src="/_next/static/chunks/5652-d640ca44a84f73bf.js" async=""></script><script src="/_next/static/chunks/1641-f9d0eb4225e5e7bc.js" async=""></script><script src="/_next/static/chunks/3198-7ca9872dc04a0faf.js" async=""></script><script src="/_next/static/chunks/9844-27851a4be1d74e02.js" async=""></script><script src="/_next/static/chunks/app/%5Blocale%5D/layout-5bd778a0401e0622.js" async=""></script><script src="/_next/static/chunks/app/global-error-0a70c5e451e9c961.js" async=""></script><script src="/_next/static/chunks/8576-b68d5fef27b8d29c.js" async=""></script><script src="/_next/static/chunks/5205-77a65f628022e274.js" async=""></script><script src="/_next/static/chunks/7470-509da7ba7859724d.js" async=""></script><script src="/_next/static/chunks/3223-34d5fa9fb7380953.js" async=""></script><script src="/_next/static/chunks/636-5e4c8de26b163781.js" async=""></script><script src="/_next/static/chunks/9482-28845d0d4b186828.js" async=""></script><script src="/_next/static/chunks/1676-f96bfff22fcccc06.js" async=""></script><script src="/_next/static/chunks/app/%5Blocale%5D/(main)/partners/technology-partners/%5Bslug%5D/page-7013d126582821cb.js" async=""></script><script src="/_next/static/chunks/app/%5Blocale%5D/error-26f382ec1b5fec7e.js" async=""></script><script src="/_next/static/chunks/ffb75e2a-c3d618ad22d03e8e.js" async=""></script><script src="/_next/static/chunks/8718-6ba6eed4aa6c2ce7.js" async=""></script><script src="/_next/static/chunks/4127-8253b833f7ff17fa.js" async=""></script><script src="/_next/static/chunks/5474-34ef9587537a720b.js" async=""></script><script src="/_next/static/chunks/8164-1badc727a0888923.js" async=""></script><script src="/_next/static/chunks/app/%5Blocale%5D/%5B%5B...slug%5D%5D/layout-5495951a5e4c767d.js" async=""></script><link rel="preload" href="https://cdn.cookielaw.org/scripttemplates/otSDKStub.js" as="script"/><link rel="preload" href="https://www.googletagmanager.com/gtm.js?id=GTM-W3ZW3HBZ" as="script"/><link rel="icon" href="/favicon.ico" sizes="any"/><link rel="preconnect" href="https://dev.visualwebsiteoptimizer.com"/><title>Mention Me</title><meta name="description" content="Mention Me is the world's leading AI powered referral platform. We help marketers drive profitable growth by acquiring high-quality customers and maximizing their lifetime value through referral marketing.
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always-on AI agents</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/reporting-analytics"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="presentation-chart-01"><use href="/icons/sprites.svg#presentation-chart-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Reporting & Analytics</span><span class="text-sm font-normal text-gray-600">Analyze performance & uncover insights</span></div></a></li></ul></div></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-3/5 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">FEATURED CHANNELS</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/product/email"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="mail-01"><use href="/icons/sprites.svg#mail-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Email</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Mobile App Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/web-messaging"><div 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aria-label="star-02"><use href="/icons/sprites.svg#star-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">How It Works</span><p class="font-normal text-gray-600 text-sm">Get a breakdown of our vertically- integrated technology</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3] w-full" href="/product">Learn More</a></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" 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class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Increase Engagement</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Braze For</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/braze-for-engineering"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Engineering</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/braze-for-startups"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-03"><use 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">2026 Global Customer Engagement Review</span><span class="text-md font-normal text-gray-600">For our sixth Global CER, we surveyed over 2,200 marketing leaders and analyzed upwards of 6 billion data points spanning more than 750 brands</span></div></div></a></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs 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font-semibold text-md">Braze Alloys</span><span class="text-sm font-normal text-gray-600">Explore and connect with our trusted Technology or Solutions partners</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/solutions-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Delivery Partners</span><span class="text-sm font-normal text-gray-600">Discover our partnerships with the world's leading agencies, consultancies, and system integrators</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/technology-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-02"><use 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aria-label="marker-pin-04"><use href="/icons/sprites.svg#marker-pin-04"></use></svg><p class="max-w-screen-md">UK</p></div><div class="flex flex-col gap-3 md:flex-row"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[28px]" href="/partners/search?partner=technology&type=Message+Personalization">Message Personalization</a><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 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border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[37px] w-full text-sm sm:w-fit">View Partner Website</a></div></div></div></div><div class="container py-24"><div class="flex flex-col gap-8 md:flex-row"><aside class="w-full shrink-0 grow-0 basis-full md:w-[280px] md:basis-[280px]"><div class="flex w-full flex-col gap-8 md:sticky md:top-24"><div class="flex flex-col gap-6 rounded-[12px] bg-gray-50 p-6"><div class="flex flex-col gap-2"><h6 class="text-sm uppercase text-gray-600">Verified Partner</h6><span class="w-fit rounded-xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold text-gray-600">Technology</span></div><div class="flex flex-col gap-2"><h6 class="text-sm uppercase text-gray-600">Regions</h6><span class="w-fit rounded-xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold text-gray-600">EMEA</span><span class="w-fit rounded-xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold text-gray-600">Americas</span></div></div></div></aside><main class="flex shrink-0 grow basis-0 flex-col gap-12"><section class="flex flex-col gap-9"><h3 class="text-display-md font-semibold text-gray-900">What is Mention Me?</h3><div class="flex flex-col gap-6"><p>Mention Me is the world's leading AI powered referral platform. We help marketers drive profitable growth by acquiring high-quality customers and maximizing their lifetime value through referral marketing.</p><p>As well as acquiring high-quality new customers, we help brands uncover their best customers, increase their lifetime value, and enrich their MarTech stack with unique first-party data.</p><p>With over 10 years of unrivaled expertise and product development, we've helped brands like PUMA, Huel. ASOS and Gymshark deliver over $2bn in revenue.</p></div></section><section class="flex flex-col gap-9"><h3 class="text-display-md font-semibold text-gray-900">How we work together</h3><div class="flex flex-col gap-6"><p>Together, Mention Me and Braze is your gateway to attracting premium customers and fostering unwavering brand loyalty.</p><p><br/>By seamlessly integrating first-party referral data into your core customer engagement platform, you can deliver highly personalized omni-channel experiences targeted at your brand fans.</p></div></section></main></div></div><div class="container bg-gray-50 py-[50px] md:py-24"><div class="cards-slider overflow-hidden bg-gray-25 undefined"><div class="container flex flex-col gap-8 px-0 md:px-20"><div class="flex flex-col justify-between gap-6 md:flex-row md:items-center"><h1 class="z-10 text-display-md text-black md:text-display-lg">Related Content</h1><a class="inline-flex items-center justify-center text-center rounded-full 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/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F99c659fdbd4910e5447d74ad9d55612142e39cf4-1400x700.jpg&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F99c659fdbd4910e5447d74ad9d55612142e39cf4-1400x700.jpg&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">12<!-- --> min read</span></div><h4 class="text-display-xs font-bold">Summer 2020 GAFA Updates: What To Expect from Android 11 and iOS 14</h4><span class="text-sm font-bold text-gray-500">July 16, 2020</span></div></div></a></div></div><div data-index="6" tabindex="-1" class="slick-slide slick-cloned" aria-hidden="true" style="width:9.090909090909092%"><div><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full" aria-label="How Braze Helps You Fit Into (Or Stand Out In) a Customized World" href="/resources/articles/how-braze-helps-you-fit-into-or-stand-out-in-a-customized-world"><div class="relative flex size-full flex-col overflow-hidden rounded-xl bg-white shadow-xl"><div class="h-[216px] w-full overflow-hidden rounded-xl bg-gradient-card"><img alt="How Braze Helps You Fit Into (Or Stand Out In) a Customized World" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F335c995bfb8776f7cf855941e3a425a576ca76ce-1500x1500.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F335c995bfb8776f7cf855941e3a425a576ca76ce-1500x1500.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F335c995bfb8776f7cf855941e3a425a576ca76ce-1500x1500.png&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">10<!-- --> min read</span></div><h4 class="text-display-xs font-bold">How Braze Helps You Fit Into (Or Stand Out In) a Customized World</h4><span class="text-sm font-bold text-gray-500">March 02, 2022</span></div></div></a></div></div><div data-index="7" tabindex="-1" class="slick-slide slick-cloned" aria-hidden="true" style="width:9.090909090909092%"><div><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full" aria-label="What’s Location Marketing?" href="/resources/articles/location-marketing-overview"><div class="relative flex size-full flex-col overflow-hidden rounded-xl bg-white shadow-xl"><div class="h-[216px] w-full overflow-hidden rounded-xl bg-gradient-card"><img alt="What’s Location Marketing?" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Ffc2ea79fb5e9b2266ae8f2754e38be9777aa633d-1120x660.jpg&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Ffc2ea79fb5e9b2266ae8f2754e38be9777aa633d-1120x660.jpg&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Ffc2ea79fb5e9b2266ae8f2754e38be9777aa633d-1120x660.jpg&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">10<!-- --> min read</span></div><h4 class="text-display-xs font-bold">What’s Location Marketing?</h4><span class="text-sm font-bold text-gray-500">November 09, 2018</span></div></div></a></div></div></div></div><ul style="display:block" class="slick-dots"><li class="slick-active"><button>1</button></li><li class=""><button>2</button></li><li class=""><button>3</button></li><li class=""><button>4</button></li></ul></div></div></div></div><section class="supergraphic-4 relative overflow-hidden contain-layout"><div class=""><div class="w-full px-4 py-16 md:px-14 md:py-20"><div class="container flex flex-col justify-between gap-8 md:flex-row"><div class="flex flex-col gap-6"><img alt="logo" loading="lazy" width="144" height="45" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=256&q=75 1x, /_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75 2x" src="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75"/><h1 class="text-black text-display-xs md:text-display-lg">Shape the future of customer engagement with us</h1></div><div class="flex flex-col gap-[10px]"><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Differentiate your product and service offerings</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Join a global community of innovators</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Tap into training, certification, marketing, and sales program support</span></div></div></div></div><div class="container flex grid-cols-2 flex-col px-4 gap-8 pb-24 md:flex-row"><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our open technology ecosystem</h4><p>Our platform is designed for flexible, easy integration so you can build solutions that solve customer challenges and accelerate business growth.</p><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[44px]" href="/partners/become-a-braze-technology-partner">Become a Technology Partner</a></div><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our global services network</h4><p>Agencies, consultants, and systems integrators build robust service offerings with Braze.</p><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[44px]" href="/partners/become-a-braze-solutions-partner">Become a Delivery Partner</a></div></div></div></section><section class="bg-blurPurple blur-purple-animation relative overflow-hidden contain-layout pt-10 sm:pt-16 pb-10 sm:pb-16 custom-background"><div class=""><div class="flex w-full flex-col items-center py-16 lg:py-24"><div class="container flex flex-col gap-12 items-center"><div class="flex max-w-[768px] flex-col items-center gap-5 text-center"><h2 id="its-time-to-be-a-better-marketer" class="mb-0 text-white text-display-sm sm:text-display-md md:text-display-lg lg:text-display-xl xl:text-display-2xl font-extrabold"><span class="block"><span class="">It's time to be a better marketer</span></span></h2></div><div class="flex w-full flex-col justify-center gap-8 md:flex-row lg:flex-row items-center"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-5 py-3 text-md bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3]" href="/get-started">Get Started</a><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-5 py-3 text-md bg-transparent text-white border border-transparent hover:bg-[#ffffff1a] active:bg-[#ffffff1a] active:border-[#FFF] disabled:bg-transparent disabled:text-[#98A2B3]" href="/product">See How Braze Works</a></div></div></div></div></section><!--/$--></main><footer class="bg-gradient-to-b from-transparent to-rgba"><div class="container flex flex-col items-start gap-10 px-8 py-24 md:px-24"><div class="flex flex-col items-start gap-6"><div class="text-[24px] font-extrabold leading-[110%] tracking-[-0.96px] text-gray-900 sm:text-[48px]"><p>Braze.<br/>Be Absolutely<br/>Engaging.™</p></div><div class="flex flex-row items-end gap-6"><a href="https://www.instagram.com/braze/"><img alt="Discord" loading="lazy" width="24" height="24" decoding="async" data-nimg="1" class="object-contain" style="color:transparent" srcSet="/_next/image?url=%2F_next%2Fstatic%2Fmedia%2Fdiscord.4e4f26ff.svg&w=32&q=75 1x, 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aria-label="Braze Data Platform" href="/product/data-activation">Braze Data Platform</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="BrazeAI™" href="/product/brazeai">BrazeAI™</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="BrazeAI Decisioning Studio™" href="/product/brazeai-decisioning-studio">BrazeAI Decisioning Studio™</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="BrazeAI™ Agents" href="/product/ai-agents">BrazeAI™ Agents</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Cross-Channel Messaging" href="/product/cross-channel-messaging">Cross-Channel Messaging</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Journey Orchestration" href="/product/journey-orchestration">Journey Orchestration</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Reporting" href="/product/reporting-analytics">Reporting</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Email" href="/product/email">Email</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Mobile App Messaging" href="/product/mobile-app-messaging">Mobile App Messaging</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Web Messaging" href="/product/web-messaging">Web Messaging</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="SMS/RCS" href="/product/sms">SMS/RCS</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="WhatsApp" href="/product/whatsapp">WhatsApp</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Media Audience Sync" href="/product/audience-sync">Media Audience Sync</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="LINE" href="/product/line">LINE</a></div><div class="flex flex-col"><div class="mt-6 w-full border-t border-gray-300"></div></div><div class="flex flex-col"><div class="flex flex-row items-start gap-6 pt-10"><img alt="AIPCA | SOC" loading="lazy" width="56" height="56" decoding="async" data-nimg="1" class="object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6b9c0ae7f2c8420ce151b1f56bb7db2967e1445a-224x221.png&w=64&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6b9c0ae7f2c8420ce151b1f56bb7db2967e1445a-224x221.png&w=128&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6b9c0ae7f2c8420ce151b1f56bb7db2967e1445a-224x221.png&w=128&q=75"/><img alt="ISO 27001" loading="lazy" width="56" height="56" decoding="async" data-nimg="1" class="object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa3a554852950907fc9e19a4364fb05b54d03e4c4-216x220.png&w=64&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa3a554852950907fc9e19a4364fb05b54d03e4c4-216x220.png&w=128&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa3a554852950907fc9e19a4364fb05b54d03e4c4-216x220.png&w=128&q=75"/></div></div></div><div class="flex flex-col gap-4 sm:w-1/3"><div class="flex flex-col"><div class="text-sm font-bold text-gray-900 ">Solutions</div></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Retail & eCommerce" href="/solutions/retail-and-ecommerce">Retail & eCommerce</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Financial Services" href="/solutions/financial-services">Financial Services</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Travel & Hospitality" href="/solutions/travel-hospitality">Travel & Hospitality</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Media & Entertainment" href="/solutions/media-entertainment">Media & Entertainment</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Gaming" href="/solutions/gaming">Gaming</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="On Demand" href="/solutions/on-demand">On Demand</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Learn more about QSR" href="/solutions/qsr">QSR</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Optimize Onboarding" href="/solutions/optimize-onboarding">Optimize Onboarding</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Boost Productivity" href="/product/boost-productivity">Boost Productivity</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Improve Acquisition" href="/solutions/improve-acquisition">Improve Acquisition</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Reduce Churn" href="/solutions/reduce-churn">Reduce Churn</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Increase Engagement" href="/solutions/increase-engagement">Increase Engagement</a></div><div 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Me\",\"whatIsIt\":[{\"_key\":\"04496e229f2e\",\"_type\":\"block\",\"children\":[{\"_key\":\"a154d8ed5627\",\"_type\":\"span\",\"marks\":[],\"text\":\"Mention Me is the world's leading AI powered referral platform. We help marketers drive profitable growth by acquiring high-quality customers and maximizing their lifetime value through referral marketing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f66f190eca27\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a78cd6177e7\",\"_type\":\"span\",\"marks\":[],\"text\":\"As well as acquiring high-quality new customers, we help brands uncover their best customers, increase their lifetime value, and enrich their MarTech stack with unique first-party data.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"48ea00147c88\",\"_type\":\"block\",\"children\":[{\"_key\":\"75a3afd79b74\",\"_type\":\"span\",\"marks\":[],\"text\":\"With over 10 years of unrivaled expertise and product development, we've helped brands like PUMA, Huel. ASOS and Gymshark deliver over $2bn in revenue.\"}],\"markDefs\":[],\"style\":\"normal\"}]},\"partnerType\":\"technology\"}],[\"$\",\"div\",null,{\"className\":\"container bg-gray-50 py-[50px] md:py-24\",\"children\":[\"$\",\"$L35\",null,{\"title\":\"Related Content\",\"callToAction\":{\"label\":\"View More\",\"variant\":\"secondaryGray\",\"href\":\"/partners/search?partner=Technology\u0026type=Data%20%26%20Analytics\"},\"cards\":[{\"_id\":\"imported-craft-11744\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"50c5417ff99c\",\"_type\":\"block\",\"children\":[{\"_key\":\"50c5417ff99c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Do you know how many different softwares make up your \"},{\"_key\":\"50c5417ff99c1\",\"_type\":\"span\",\"marks\":[\"1a53fd347c3e\"],\"text\":\"marketing tech stack\"},{\"_key\":\"50c5417ff99c2\",\"_type\":\"span\",\"marks\":[],\"text\":\"? You’ve probably got one for analytics, one for attribution, one for customer engagement, and maybe some for data governance or visualization, too. Or maybe you’re using one of those legacy one-stop-shop marketing solutions. Now, imagine that every time you implemented a new software—and that means anytime \"},{\"_key\":\"50c5417ff99c3\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"anyone\"},{\"_key\":\"50c5417ff99c4\",\"_type\":\"span\",\"marks\":[],\"text\":\" from your larger team implemented a new software, and \"},{\"_key\":\"50c5417ff99c5\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"every\"},{\"_key\":\"50c5417ff99c6\",\"_type\":\"span\",\"marks\":[],\"text\":\" time any of those softwares had a new update or a new product feature—you had to install it into your system with a physical CD (you remember those, right?) or, better yet, have a representative from that software company come in to aid the install.\"}],\"markDefs\":[{\"_key\":\"1a53fd347c3e\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-25086\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"8745b8091ab4\",\"_type\":\"block\",\"children\":[{\"_key\":\"8745b8091ab40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Not long ago, this was our reality. Software was rooted in hardware. Everything was on-premise, tied to a physical location (forget about being able to access your software when you’re on a business trip), clouds were just a part of the precipitation cycle, and no one in a blazer and jeans ever came into your office for multiple meetings touting a new shiny keynote presentation. How did we move away from this reality? Well, some advancements in technology helped; namely, the SaaS integration.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bb6a47125ab5\",\"_type\":\"block\",\"children\":[{\"_key\":\"bb6a47125ab50\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Can you tell me more about SaaS? Like, maybe what “SaaS” actually means?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"42333ffd0767\",\"_type\":\"block\",\"children\":[{\"_key\":\"42333ffd07670\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5de37fbe9ef1\",\"_type\":\"block\",\"children\":[{\"_key\":\"5de37fbe9ef10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let’s start with the basics. SaaS (pronounced like the word “sass”) stands for “software as a service.” In a nutshell, it means that some other business, separate from your own, builds and maintains a software solution that you utilize to help scale and grow your business.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"26e0d3f109a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"26e0d3f109a00\",\"_type\":\"span\",\"marks\":[],\"text\":\"SaaS platforms can literally be anything from Google Docs to Zoom to a complex CRM system, and—most likely—you’ve had some level of experience with at least one. If you’re on a Finance or Revenue Operations team, this could be a tool with dashboards and visualizations connected to a main database that understands quarterly business goals. If you’re on a Marketing team, your SaaS platform could be the tool you leverage to send out and test your lifecycle engagement. It is a broad terminology describing a subscription-based business model that has proliferated across the tech industry.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6a48a9226928\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a48a92269280\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Ok, I’m catching on...what’s the integration software piece, then?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5f941d01b0f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"5f941d01b0f60\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"17154cb3e7db\",\"_type\":\"block\",\"children\":[{\"_key\":\"17154cb3e7db0\",\"_type\":\"span\",\"marks\":[],\"text\":\"It may be helpful to take a step back and think about where SaaS platforms fit in the larger picture of things. Before there were vendor solutions and third-party platforms with billboards lining the 280 into San Francisco, businesses predominantly used tools that required hardware, were mostly on-premise (yes, some black box in your office), and that were often developed in-house. These qualities were effective during the early ages of corporate computing, but over the last few decades, the limitations of these legacy approaches to scaling businesses are why SaaS platforms and solutions have become appealing and integral to a successful business. What do these legacy type solutions look like? Think about that in-house platform your engineers made years ago for creating segments of users—you know, the one with the clunky UI (sorry!)—or that desktop machine with work files that you can only access from 9am to 5pm. These are examples of \"},{\"_key\":\"17154cb3e7db1\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"legacy\"},{\"_key\":\"17154cb3e7db2\",\"_type\":\"span\",\"marks\":[],\"text\":\" type solutions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1eed96969b1f\",\"_type\":\"block\",\"children\":[{\"_key\":\"1eed96969b1f0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What does a SaaS integration actually entail?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"39d6e3321d03\",\"_type\":\"block\",\"children\":[{\"_key\":\"39d6e3321d030\",\"_type\":\"span\",\"marks\":[],\"text\":\"That will vary based on the complexity of the product. For example, the Google suite (docs, sheets, slides) is technically SaaS, and all you have to do is log in to your account to use it; it exists online. When you think about software for project management (Asana, Basecamp), conference calls (Skype, Zoom), or collaboration (Slack) those can also be pretty low-lift, but will sometimes require or at least recommend that you download an app onto your device for full functionality.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"003c99a91113\",\"_type\":\"block\",\"children\":[{\"_key\":\"003c99a911130\",\"_type\":\"span\",\"marks\":[],\"text\":\"But as the software systems get more complex, their initial integration can get a little more complex, too. For example, Braze is a SaaS platform specializing in customer engagement. To integrate our software, you need to install our SDK \"},{\"_key\":\"003c99a911131\",\"_type\":\"span\",\"marks\":[\"8bfd6599f059\"],\"text\":\"(software development kit)\"},{\"_key\":\"003c99a911132\",\"_type\":\"span\",\"marks\":[],\"text\":\" into your systems and applications. What that essentially means is that Braze needs to write some lines of code into your overall code base to power functionalities that are essential essential to power things like push notifications. If you’re reading this and thinking that writing code into your system sounds like way too big an ordeal...remember that SaaS companies’ entire business models are built on their ability to effectively integrate into their clients’ systems. It should be a one-time integration, and any SaaS platform worth its salt should have a simple, quick, and painless integration process down to a science.\"}],\"markDefs\":[{\"_key\":\"8bfd6599f059\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-82555\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"45abdf8a71c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"45abdf8a71c70\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"217493b34716\",\"_type\":\"block\",\"children\":[{\"_key\":\"217493b347160\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Can’t companies just build their own solutions?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a29a581d9e33\",\"_type\":\"block\",\"children\":[{\"_key\":\"a29a581d9e330\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0b2f46d7a7fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"0b2f46d7a7fd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In short, the answer is yes. And many choose to do so. It’s the classic build vs. buy conundrum. But, there are a number of reasons why businesses, especially those driven by technology, have shifted their set of solutions and approaches to problems to third-party tools. Here are a few of those reasons:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3a4b7995a473\",\"_type\":\"block\",\"children\":[{\"_key\":\"3a4b7995a4730\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Engineering and Information Technology Infrastructure\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a93fa765148d\",\"_type\":\"block\",\"children\":[{\"_key\":\"a93fa765148d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"As opposed to the on-premise, hardware-driven tools of the past, SaaS platforms are largely cloud-based and can be accessed anywhere with an Internet connection. Your team never has to worry about maintaining servers to support these tools, nor does it have to even consider what iteration and improvement looks like (we’ll touch on this more soon). SaaS platforms are now the ones incentivized to take care of these considerations so that you don’t have to.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"57b94e2dfb7a\",\"_type\":\"block\",\"children\":[{\"_key\":\"57b94e2dfb7a0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Time to Value \u0026 Resources\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7a9a67f235a4\",\"_type\":\"block\",\"children\":[{\"_key\":\"7a9a67f235a40\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"908759ae65a2\",\"_type\":\"block\",\"children\":[{\"_key\":\"908759ae65a20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Building an in-house solution is costly: in time, resources, and people. When you choose to purchase a solution rather than building one, you can ultimately save on all three. Your business can focus on leveraging its personnel to continue building towards positive business outcomes without having to sink costs into developing the tools that get you there. For example, if you are a video streaming brand and are looking to solve for a customer engagement issue, creating an in-house solution would mean taking your engineering resources away from your streaming product and having them spend months (even years 😭—yes, we’ve seen it) on some email platform they never signed up to create.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6b975bd91050\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b975bd910500\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Iteration \u0026 Innovation\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ca299624371e\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca299624371e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you thought that building a tech solution took up a lot of time and resources, think about this: that cost doesn’t end once you’ve built the product. Instead, building your own solution creates a stream of work in order to maintain, iterate, and improve upon that in-house product as the market evolves. And, these days, the tech giants of the world aren’t exactly making it easy for companies to keep up. Think about how the most recent mobile OS versions from Apple and Google \"},{\"_key\":\"ca299624371e1\",\"_type\":\"span\",\"marks\":[\"53aa4e49d430\"],\"text\":\"changed the way that marketers are allowed to talk to consumers\"},{\"_key\":\"ca299624371e2\",\"_type\":\"span\",\"marks\":[],\"text\":\". Not to mention the increasing focus on data privacy and security with legislation like the EU’s \"},{\"_key\":\"ca299624371e3\",\"_type\":\"span\",\"marks\":[\"8669e7a58457\"],\"text\":\"General Data Protection Regulation\"},{\"_key\":\"ca299624371e4\",\"_type\":\"span\",\"marks\":[],\"text\":\" (GDPR), which often involve major changes to your technology. When you’re using a third-party solution, adapting your technology to these types of changes and requirements can be as simple as clicking a button rather than pulling your engineers away from your core product (again and again) to address those changes.\"}],\"markDefs\":[{\"_key\":\"53aa4e49d430\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-26156\",\"_type\":\"reference\"}},{\"_key\":\"8669e7a58457\",\"_type\":\"link\",\"href\":\"/resources/library/faq/gdpr-need-to-know\"}],\"style\":\"normal\"},{\"_key\":\"55356274bc1d\",\"_type\":\"block\",\"children\":[{\"_key\":\"55356274bc1d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Another benefit of moving to a SaaS platform is the fact that you can expect the performance and value of these products to be significantly greater, as an entire company’s time and resources are invested in its success. Not only are these companies are working on making their products better, but they are also focused on developing easier ways for their products and platforms to play and integrate with others. In these instances, SaaS platforms are appealing because they help remove significant blockers that would make scaling difficult, and they do so at a cost that doesn’t hinder progress.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f5bfb7742282\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5bfb77422820\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. Playing Nice with Others\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"42acc1762bbe\",\"_type\":\"block\",\"children\":[{\"_key\":\"42acc1762bbe0\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bc76aa418db7\",\"_type\":\"block\",\"children\":[{\"_key\":\"bc76aa418db70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Cost, in terms of both infrastructure and people, is definitely a common reason why businesses consider moving away from their previous solutions and towards SaaS platforms. However, what determines \"},{\"_key\":\"bc76aa418db71\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"which\"},{\"_key\":\"bc76aa418db72\",\"_type\":\"span\",\"marks\":[],\"text\":\" they choose is largely based around performance and flexibility. With so many SaaS vendors out there, a network of connected partners has developed, allowing your business to not only receive value from an individual solution, but to also create return on investment from the way different solutions in your ecosystem interact with one another in concert. For example, at Braze, we have built a whole network of technically compatible partners (\"},{\"_key\":\"bc76aa418db73\",\"_type\":\"span\",\"marks\":[\"8a90d4aed211\"],\"text\":\"check out Braze Alloys here\"},{\"_key\":\"bc76aa418db74\",\"_type\":\"span\",\"marks\":[],\"text\":\")—all of them SaaS vendors—in the Attribution, Analytics, CDP, and Data Warehousing spaces and beyond, because we understand that our value as an engagement platform is determined by not only our ability to send personalized messages at scale, but to integrate and send engagement data throughout the business where it can further utilized. This kind of data portability can be hard to come by if you’re working with traditional, device-based software.\"}],\"markDefs\":[{\"_key\":\"8a90d4aed211\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-25033\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"b1f0efba4603\",\"_type\":\"block\",\"children\":[{\"_key\":\"b1f0efba46030\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Anything else?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2bad851f2d9a\",\"_type\":\"block\",\"children\":[{\"_key\":\"2bad851f2d9a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"At the end of the day, when you explore the possibility of using a SaaS integration, it’s important to consider your options. Choosing to integrate a SaaS product into your system certainly has its advantages. It frees up your engineering teams to work on your actual product and user experience. It means having the latest iteration of a product, ready for all the changes \"},{\"_key\":\"2bad851f2d9a1\",\"_type\":\"span\",\"marks\":[\"d0fbac1fe5d9\"],\"text\":\"GAFA\"},{\"_key\":\"2bad851f2d9a2\",\"_type\":\"span\",\"marks\":[],\"text\":\" and legislation can throw your way at all times. Truth is, a lot of companies choose to do some combination of building and buying—that is, they will purchase a SaaS integration for one purpose, but choose to build in-house for another. The range of SaaS vendors out there give companies the freedom to make these decisions with full confidence that they’re using the best tools possible to meet their goals and needs.\"}],\"markDefs\":[{\"_key\":\"d0fbac1fe5d9\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-26365\",\"_type\":\"reference\"}}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/ff397071e4c01cf16fb461b6e4f24d4833d45fd6-1120x660.gif\",\"publishedDate\":\"2019-05-10T17:21:00-04:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-ff397071e4c01cf16fb461b6e4f24d4833d45fd6-1120x660-gif\",\"_type\":\"reference\"}},\"pageDescription\":\"Learn the essentials of SaaS integration with Braze—streamline systems, boost efficiency, and enhance user experience through seamless integration.\",\"pageTitle\":\"What is a SaaS Integration? | Braze\",\"slug\":{\"current\":\"saas-integration-101\"}},\"title\":\"What's a SaaS Integration?\"},{\"_id\":\"imported-craft-20928\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"5941fac9bc0e\",\"_type\":\"block\",\"children\":[{\"_key\":\"5941fac9bc0e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In a year of constant upheaval, conflict, and change, even giants have to pivot. \"},{\"_key\":\"5941fac9bc0e1\",\"_type\":\"span\",\"marks\":[\"ef54b30767ec\"],\"text\":\"Google\"},{\"_key\":\"5941fac9bc0e2\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"5941fac9bc0e3\",\"_type\":\"span\",\"marks\":[\"a4fcf6dc77ce\"],\"text\":\"Apple\"},{\"_key\":\"5941fac9bc0e4\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"5941fac9bc0e5\",\"_type\":\"span\",\"marks\":[\"e3f6237ce7f7\"],\"text\":\"Facebook\"},{\"_key\":\"5941fac9bc0e6\",\"_type\":\"span\",\"marks\":[],\"text\":\", and Amazon all took their flagship conference series virtual this year in response to the coronavirus pandemic and, for some, in respect for the \"},{\"_key\":\"5941fac9bc0e7\",\"_type\":\"span\",\"marks\":[\"1bb844881038\"],\"text\":\"ongoing Black Lives Matters protests\"},{\"_key\":\"5941fac9bc0e8\",\"_type\":\"span\",\"marks\":[],\"text\":\" that intensified in 2020. And while in-person conferences are often a great networking opportunity and chance to get some hands-on education with new tools, the virtual experience allowed these massive brands to bring their content to even more viewers.\"}],\"markDefs\":[{\"_key\":\"ef54b30767ec\",\"_type\":\"link\",\"href\":\"https://developer.android.com/preview/features\"},{\"_key\":\"a4fcf6dc77ce\",\"_type\":\"link\",\"href\":\"https://www.apple.com/apple-events/june-2020/?\u0026cid=wwa-us-kwgo-features-slid--Brand-applelive-applelive-\u0026mtid=20925e1t39169\u0026aosid=p238\u0026mnid=skbVnF9o1-dc_mtid_20925e1t39169_pcrid_443908609156_pgrid_103256044055_\u0026anonymizeip=set\"},{\"_key\":\"e3f6237ce7f7\",\"_type\":\"link\",\"href\":\"https://www.facebook.com/facebook/videos/1127684924266163/\"},{\"_key\":\"1bb844881038\",\"_type\":\"link\",\"href\":\"https://www.reuters.com/article/us-minneapolis-police-google-android/google-postpones-android-11-unveiling-amid-u-s-protests-idUSKBN2360AS\"}],\"style\":\"normal\"},{\"_key\":\"bdacfe5d62ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"bdacfe5d62ea0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Google gave developers a look at their Android 11 Beta so they can begin taking advantage of all the new tools and capabilities their new OS will offer, from support for foldable screens to new privacy controls that put the user first. Apple showed off a bevvy of updates, from redesigned Widgets to new App Clips, Picture in Picture support to Safari Tracker prevention. Let’s take a look at some of the highlights in more detail, and how these changes might impact your marketing strategy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b64065fc539c\",\"_type\":\"block\",\"children\":[{\"_key\":\"b64065fc539c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Device Updates and Customization\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"cad04c782f79\",\"_type\":\"block\",\"children\":[{\"_key\":\"cad04c782f790\",\"_type\":\"span\",\"marks\":[],\"text\":\"How about we start with the fun stuff? Apple in particular this year introduced a ton of nifty new enhancements that will dramatically affect the look and feel of Apple device Home Screens.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"86baa204ec5b\",\"_type\":\"block\",\"children\":[{\"_key\":\"86baa204ec5b0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Hello, Intuitive Folders: Introducing The iOS App Library\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"437ee9cdb0fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"437ee9cdb0fb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"One key new shift? Apple’s launch of a new App Library. Apple designed this to combat the increasing number of apps we all have, leading to more and more App Pages and more and more chaos. A quick count puts me at 75 apps, 21 folders, 4 pages, and a lot of organizational efforts to keep that in control. (Help, I’m a Virgo!) With iOS 14, the new Home Screen will help you organize your apps without lifting a finger. The App Library is basically an automated organization system that will place all your apps in one simple view at the end of your App Pages. It will highlight recently used apps, new apps, and then sort the rest of your apps into intuitive folders. You’ll also be able to hide App Pages. So my last App Page that is a random assortment of pandemic-fueled app decisions? I can hide that painful lack of organization, but still find all my apps easily through either Search, Siri, or the new App Library.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1cc75838d98f\",\"_type\":\"block\",\"children\":[{\"_key\":\"1cc75838d98f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"But while I love this idea as an iPhone \"},{\"_key\":\"1cc75838d98f1\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"owner\"},{\"_key\":\"1cc75838d98f2\",\"_type\":\"span\",\"marks\":[],\"text\":\", I see some glaring difficulties as a marketer. With the ability for users to hide App Pages and their likelihood to rely on those predefined App Library folders, it’s now more important than ever to stay top mind and have a truly memorable \"},{\"_key\":\"1cc75838d98f3\",\"_type\":\"span\",\"marks\":[\"9819b61a6be8\"],\"text\":\"first-week customer experience\"},{\"_key\":\"1cc75838d98f4\",\"_type\":\"span\",\"marks\":[],\"text\":\". You may want to play around with Apple’s \"},{\"_key\":\"1cc75838d98f5\",\"_type\":\"span\",\"marks\":[\"4ab0656cd818\"],\"text\":\"provisional push\"},{\"_key\":\"1cc75838d98f6\",\"_type\":\"span\",\"marks\":[],\"text\":\" option to make sure you get your messages and the value they provide in front of customers' eyes as soon as possible within the customer lifecycle.\"}],\"markDefs\":[{\"_key\":\"9819b61a6be8\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-26408\",\"_type\":\"reference\"}},{\"_key\":\"4ab0656cd818\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-23584\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"8c602cd6a236\",\"_type\":\"block\",\"children\":[{\"_key\":\"8c602cd6a2360\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Widgets Are Getting More Flexible, More Versatile\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b2dec28f5de9\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2dec28f5de90\",\"_type\":\"span\",\"marks\":[],\"text\":\"iOS 14 also features redesigned Widgets. These new Widgets are larger, more visually appealing, and more helpful. Not to mention the fact that they are no longer locked to your Today feed, but can be dragged onto your App Pages. You might, for example, have a news page, and a widget or two from your favorite news apps. Perhaps one is a stock ticker and the other a quick list of trending stories. Who knows! This will empower some serious brand creativity and give Apple users more control over what their screens look like.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"MKlnD52h\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-df598bf67607b4c0bf0bd730095d4faa430b2d23-1120x605-jpg\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"f775e6454d05\",\"_type\":\"block\",\"children\":[{\"_key\":\"f775e6454d050\",\"_type\":\"span\",\"marks\":[],\"text\":\"But beyond just being a cool, creative tool, this could potentially impact your marketing, too. As the app experience expands outside the app, how does this impact your messaging strategies? Are there some things you could surface in a Widget as opposed to a push notification? How do you promote your Widgets? Should you promote Widgets? All of this and more may be questions you’ll be asking yourself, and your colleagues, as the official launch for iOS 14 approaches.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ffce44e92032\",\"_type\":\"block\",\"children\":[{\"_key\":\"ffce44e920320\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Embrace Bite-Size App Experiences with iOS App Clips\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"77b8a4073885\",\"_type\":\"block\",\"children\":[{\"_key\":\"77b8a40738850\",\"_type\":\"span\",\"marks\":[],\"text\":\"This Apple update takes the beyond-the-app-experience even further: App Clips. Apple’s pitched these as the right app you need at just the right moment. They’re a small part of an app––perhaps just the checkout process, just a loyalty card, one free playlist, or a live feed of an important event––that are lightweight (no more than 10MB) and designed for speed. In the same vein as \"},{\"_key\":\"77b8a40738851\",\"_type\":\"span\",\"marks\":[\"90399ea6fbfa\"],\"text\":\"Google’s App Actions and Slices\"},{\"_key\":\"77b8a40738852\",\"_type\":\"span\",\"marks\":[],\"text\":\", App Clips prioritize the experience and shrink the gap between app and website in meaningful ways.\"}],\"markDefs\":[{\"_key\":\"90399ea6fbfa\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-26365\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"840010b171a8\",\"_type\":\"block\",\"children\":[{\"_key\":\"840010b171a80\",\"_type\":\"span\",\"marks\":[],\"text\":\"A user might encounter an App Clip when checking out at their favorite Fast Food restaurant, walking by a retail store, or even be shared the link to an App Clip by a friend. If in person, they’d scan what looks like an App Clip QR code. That would launch a special URL that would download and display the App Clip on their device quickly. They’d use the App Clip just for what they need, and then in a few days the App Clip would delete itself if not used. But before that happens, marketers still have the opportunity to message these downloaders via provisional push notifications, to try and convince them to download the full app experience and convert them into a more loyal user.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"gJB21JXt\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-93b81a4371bf26a6eaef26a118826df4996d0972-1120x605-jpg\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"e31868320e46\",\"_type\":\"block\",\"children\":[{\"_key\":\"e31868320e460\",\"_type\":\"span\",\"marks\":[],\"text\":\"For marketing, creating \"},{\"_key\":\"e31868320e461\",\"_type\":\"span\",\"marks\":[\"114a05a6d757\"],\"text\":\"habits\"},{\"_key\":\"e31868320e462\",\"_type\":\"span\",\"marks\":[],\"text\":\" is so important. How can you start that habit creation before a user even downloads your full app? You may want to build out new onboarding flows for customers originally acquired through an App Clip, for example. The marketing implications here are potentially huge.\"}],\"markDefs\":[{\"_key\":\"114a05a6d757\",\"_type\":\"link\",\"href\":\"/resources/articles/cutback-coach-sms-marketing\"}],\"style\":\"normal\"},{\"_key\":\"e8d67d7eed02\",\"_type\":\"block\",\"children\":[{\"_key\":\"e8d67d7eed020\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Putting More Control in Your Users’ Hands\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"1c03c4a19b52\",\"_type\":\"block\",\"children\":[{\"_key\":\"1c03c4a19b520\",\"_type\":\"span\",\"marks\":[],\"text\":\"Both Google and Apple double-downed (tripled-down?) on privacy this summer, extending and expanding upon efforts \"},{\"_key\":\"1c03c4a19b521\",\"_type\":\"span\",\"marks\":[\"83797ee751c3\"],\"text\":\"both made last year\"},{\"_key\":\"1c03c4a19b522\",\"_type\":\"span\",\"marks\":[],\"text\":\" with Android Q/10 and iOS 13.\"}],\"markDefs\":[{\"_key\":\"83797ee751c3\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-24860\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"a8ea2f5d8240\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8ea2f5d82400\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. The Rise of Location Privacy: Apple Introduces “Approximate Location”\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b7f2f67a05ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"b7f2f67a05ba0\",\"_type\":\"span\",\"marks\":[],\"text\":\"For Apple, focusing on privacy meant introducing a new permissions option that allows users to share not their exact location, but an approximate location instead. For example, imagine that (fictional) consumer Layla downloads a video or music streaming app that makes suggestions for trending movies or music near her. Instead of sharing her exact location with this app, she’d be given the option to share just an approximate one (so maybe South Brooklyn instead of 515 53rd Street). She’d still get great recommendations, but without having to reveal her address. The upshot? Geofences aren't compatible with approximate location, so you may need to rethink your \"},{\"_key\":\"b7f2f67a05ba1\",\"_type\":\"span\",\"marks\":[\"b7a6bc3a3687\"],\"text\":\"location-based marketing\"},{\"_key\":\"b7f2f67a05ba2\",\"_type\":\"span\",\"marks\":[],\"text\":\" strategy and leverage other tools or approaches to provide relevant experiences.\"}],\"markDefs\":[{\"_key\":\"b7a6bc3a3687\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-83340\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"32c162013da9\",\"_type\":\"block\",\"children\":[{\"_key\":\"32c162013da90\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Upping the Privacy Ante with Expanded Sign In with Apple\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3e47d11ecf46\",\"_type\":\"block\",\"children\":[{\"_key\":\"3e47d11ecf460\",\"_type\":\"span\",\"marks\":[],\"text\":\"Another key privacy update? The expansion of the popular \"},{\"_key\":\"3e47d11ecf461\",\"_type\":\"span\",\"marks\":[\"1360afcf611d\"],\"text\":\"Sign In with Apple feature\"},{\"_key\":\"3e47d11ecf462\",\"_type\":\"span\",\"marks\":[],\"text\":\", which was launched last year and has already been used to create \"},{\"_key\":\"3e47d11ecf463\",\"_type\":\"span\",\"marks\":[\"85fb9481b1f3\"],\"text\":\"200 million accounts\"},{\"_key\":\"3e47d11ecf464\",\"_type\":\"span\",\"marks\":[],\"text\":\". This feature allows iOS users to create app accounts without divulging any social account information. And with social media platforms being called into question more and more for their own \"},{\"_key\":\"3e47d11ecf465\",\"_type\":\"span\",\"marks\":[\"add53558f756\"],\"text\":\"privacy practices\"},{\"_key\":\"3e47d11ecf466\",\"_type\":\"span\",\"marks\":[],\"text\":\", this positions Apple as a good partner to their customers. This year, they’re giving their users the opportunity to convert app accounts from a social registration into a Sign on With Apple account instead.\"}],\"markDefs\":[{\"_key\":\"1360afcf611d\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-8788\",\"_type\":\"reference\"}},{\"_key\":\"85fb9481b1f3\",\"_type\":\"link\",\"href\":\"https://www.cnbc.com/2020/06/22/apple-wwdc-2020-new-ios-macos-ipados-software.html\"},{\"_key\":\"add53558f756\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-8522\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"b78071e6a1b3\",\"_type\":\"block\",\"children\":[{\"_key\":\"b78071e6a1b30\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Google Rethinks the User/App Dynamic with One-Time Permissions\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"533961f14921\",\"_type\":\"block\",\"children\":[{\"_key\":\"533961f149210\",\"_type\":\"span\",\"marks\":[],\"text\":\"Not to be left out, Google has introduced a ton of changes to the way app permissions work with Android 11. They carefully positioned these changes as “best practices” that marketers should already be following. And while developers will not yet be required to comply with these changes or to point their apps to Android 11, it's clear that Google feels strongly that this isn’t just a nice-to-have for their users...it’s a signal that a brand has your best interests at heart.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4dcbcbb2a69a\",\"_type\":\"block\",\"children\":[{\"_key\":\"4dcbcbb2a69a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The first change to take note of is some updates to One-Time Permissions, which will require apps to change how and when they request permission for using a camera or microphone, or tracking a user’s location. Say you’re a food delivery service and you ask your users to share their location with you so you can recommend nearby restaurants. With Android 11, those users can choose to share their location with you just once. Then, the next time they open your app, they can choose to share again. Or not. This shifts things away from an always-sharing or never-sharing model to something more flexible to fit user preferences. It’s also similar to a permission-sharing update Apple launched \"},{\"_key\":\"4dcbcbb2a69a1\",\"_type\":\"span\",\"marks\":[\"4572f63694be\"],\"text\":\"last year with iOS 13\"},{\"_key\":\"4dcbcbb2a69a2\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"4572f63694be\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-23674\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"3J182APo\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-961f717fcb5b4d2d2fedbcde1d7a97f331a10e5c-1120x605-jpg\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"7b31528b54d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b31528b54d30\",\"_type\":\"span\",\"marks\":[],\"text\":\"This may mean rethinking some \"},{\"_key\":\"7b31528b54d31\",\"_type\":\"span\",\"marks\":[\"1dea76394e10\"],\"text\":\"location-based alerts\"},{\"_key\":\"7b31528b54d32\",\"_type\":\"span\",\"marks\":[],\"text\":\", or even changing up how you use location in your marketing efforts. You’ll likely also want to be more transparent when explaining the value a user gets when sharing their location with you. (Looking for an exemple? Take a look at \"},{\"_key\":\"7b31528b54d33\",\"_type\":\"span\",\"marks\":[\"af9a9b884092\"],\"text\":\"how Burger King handled it\"},{\"_key\":\"7b31528b54d34\",\"_type\":\"span\",\"marks\":[],\"text\":\".) You could serve up an in-app message explaining what users get if they share their location with you consistently. You could let them choose a “permanent” location in some other way, or sign up for notifications in specific neighborhoods or cities. That way, even if they choose not to share their exact location with you for privacy purposes, you still have something to work with to serve up a great experience.\"}],\"markDefs\":[{\"_key\":\"1dea76394e10\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-25685\",\"_type\":\"reference\"}},{\"_key\":\"af9a9b884092\",\"_type\":\"link\",\"href\":\"/resources/articles/burger-king-client-story\"}],\"style\":\"normal\"},{\"_key\":\"caf65b5d6b97\",\"_type\":\"block\",\"children\":[{\"_key\":\"caf65b5d6b970\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. No More Endless Permissions with Permissions Auto-Reset\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"2ae57a86aed4\",\"_type\":\"block\",\"children\":[{\"_key\":\"2ae57a86aed40\",\"_type\":\"span\",\"marks\":[],\"text\":\"But while Google’s one-time permissions are poised to have a big impact on customer engagement, the company went even further by introducing Permissions Auto-Resets. This means Android 11 will auto-reset runtime permissions for users who originally shared permissions with your app...but haven’t used that app for an extended period of time since. For example, say you’re a retail app that has an in-store pick-up option. A user downloads your app, shares their location while using the app, and uses this feature a few times before disengaging. Her permissions auto-reset during her period of disengagement. She opens the app a few months later, perhaps during a big sale, and will be asked to share her location again.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7fbbca8b8522\",\"_type\":\"block\",\"children\":[{\"_key\":\"7fbbca8b85220\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"5. Google Explores a New Approach to Background Location Access\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"9e9c4db234d7\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e9c4db234d70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Google is also making changes to the way that apps ask for and collect background location in Android 11. Getting more restrictive with the way background location is used and collected is a Google trend over the past few releases. With Android 11, you’ll have to ask for foreground permissions first. If a user grants those permissions, \"},{\"_key\":\"9e9c4db234d71\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"then\"},{\"_key\":\"9e9c4db234d72\",\"_type\":\"span\",\"marks\":[],\"text\":\" you can ask for background permissions. But you cannot ask for both at once. And when it comes to sharing background access with apps, \"},{\"_key\":\"9e9c4db234d73\",\"_type\":\"span\",\"marks\":[\"ae7dc91a832e\"],\"text\":\"Google says that 65% of users\"},{\"_key\":\"9e9c4db234d74\",\"_type\":\"span\",\"marks\":[],\"text\":\" choose to restrict access to “while in use” or to “deny” altogether.\"}],\"markDefs\":[{\"_key\":\"ae7dc91a832e\",\"_type\":\"link\",\"href\":\"https://youtu.be/5w5h_UdIiqs?t=189\"}],\"style\":\"normal\"},{\"_key\":\"zl4SmHaF\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-a6875c7fb354aa6201b9c8159f095b7e98961fa5-1120x605-jpg\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"eac07255c453\",\"_type\":\"block\",\"children\":[{\"_key\":\"eac07255c4530\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Seeing Through Your Data Collection\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"2c39649310af\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c39649310af0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Unsurprisingly for a brand that has pitched itself as the privacy-conscious tech giant, Apple had a few additional updates they touted during the WWDC Keynote this year. And these updates are all premised on the idea that data transparency is a key concern for users.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c769c9f14266\",\"_type\":\"block\",\"children\":[{\"_key\":\"c769c9f142660\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Transparent Tracking with Apple’s Data Collection Overview\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"770316149530\",\"_type\":\"block\",\"children\":[{\"_key\":\"7703161495300\",\"_type\":\"span\",\"marks\":[],\"text\":\"Apple’s first big announcement in this category is something the tech giant is comparing to a nutrition label. While you might pick up a coffee drink at a grocery store and then put it back down when you see how much sugar is in one serving and just how fatty oat milk is (!), there hasn’t ever been anything like that for apps. What’s in this app? What am I giving up to use it? How bad for me is it \"},{\"_key\":\"7703161495301\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"really\"},{\"_key\":\"7703161495302\",\"_type\":\"span\",\"marks\":[],\"text\":\"? Well, with the introduction of Apple’s Data Collection overview, now there is. This new label will appear for any and all apps in the App Store, and highlight things like what data the app will track, and even what data the app is sharing about you with other companies.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"QGJ50bdx\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-4fdd765e8224787f23c339a2f0a76fe5d57b9cad-1120x605-jpg\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"562e51a781e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"562e51a781e10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brands may want to \"},{\"_key\":\"562e51a781e11\",\"_type\":\"span\",\"marks\":[\"e09c6feb1777\"],\"text\":\"take a look at the data they’re collecting\"},{\"_key\":\"562e51a781e12\",\"_type\":\"span\",\"marks\":[],\"text\":\" and what/how many partners they’re sharing that data with. Are you using all of it? Are you sending some data to partners that don’t need it? This may be a good time to stop sending data you no longer need or that is not valuable to your marketing strategy. Apps collecting and sharing a lot of sensitive data may see their install rates take a hit as these new privacy policies are surfaced in more discoverable ways.\"}],\"markDefs\":[{\"_key\":\"e09c6feb1777\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-7561\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"44c95562da4e\",\"_type\":\"block\",\"children\":[{\"_key\":\"44c95562da4e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Website Tracking Highlights with Safari Tracker Prevention\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"946b563bdb5f\",\"_type\":\"block\",\"children\":[{\"_key\":\"946b563bdb5f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"This surfacing of who’s tracking what isn’t just limited to apps. Apple is taking steps to make things more transparent on Safari, too, with new Safari Tracker Prevention. Users will have the option to receive a weekly Privacy Report that shows how Safari has been protecting their browsing across all the websites they visit. They’ll also be able to click a Privacy Report button in the Safari toolbar and get a quick look at every cross-site tracker actively being blocked.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"sRmwR4Zv\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-8ef73a7b1d0959712f93d9590ebfbbcb06659329-1120x605-jpg\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"f4aef4f97908\",\"_type\":\"block\",\"children\":[{\"_key\":\"f4aef4f979080\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"And Still More\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ce7364d786dc\",\"_type\":\"block\",\"children\":[{\"_key\":\"ce7364d786dc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Obviously, Google and Apple showed off many, many other things this spring that may or may not impact your marketing strategy. You may be thrilled with the new Google Play Console if you work on the acquisition end of the marketing funnel. You might be salivating over foldable screens and that new app-building template. You might be pondering Apple’s new support for Picture in PIcture, and how that could impact your average session times. (Or you might be trying to figure out what Apple’s IDFA deprecation means for your tech stack).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"66caec14b641\",\"_type\":\"block\",\"children\":[{\"_key\":\"66caec14b6410\",\"_type\":\"span\",\"marks\":[],\"text\":\"But the focus on putting control back into the user’s hands––whether that’s for privacy purposes or just to help us all stay more organized in chaotic times––is clearly top of mind for technology companies everywhere. And, more and more, it’s not just a best practice. It’s a necessity for earning and keeping your users’ \"},{\"_key\":\"66caec14b6411\",\"_type\":\"span\",\"marks\":[\"3cf68aed79fb\"],\"text\":\"trust\"},{\"_key\":\"66caec14b6412\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"3cf68aed79fb\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-7190\",\"_type\":\"reference\"}}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/99c659fdbd4910e5447d74ad9d55612142e39cf4-1400x700.jpg\",\"publishedDate\":\"2020-07-16T15:00:00-04:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-99c659fdbd4910e5447d74ad9d55612142e39cf4-1400x700-jpg\",\"_type\":\"reference\"}},\"pageDescription\":\"Even though Google, Apple, Facebook, and Amazon all took their flagship conference series virtual this year, there was no shortage of news, networking, and feature announcements. Let’s take a look at some of the highlights in more detail, and how these changes might impact your marketing strategy.\",\"pageTitle\":\"Summer 2020 GAFA Updates: What To Expect from Android 11 and iOS 14\",\"slug\":{\"current\":\"summer-2020-gafa-updates\"}},\"title\":\"Summer 2020 GAFA Updates: What To Expect from Android 11 and iOS 14\"},{\"_id\":\"imported-craft-250671\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"690aa32f29d4\",\"_type\":\"block\",\"children\":[{\"_key\":\"690aa32f29d40\",\"_type\":\"span\",\"marks\":[],\"text\":\"“\"},{\"_key\":\"690aa32f29d41\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"It’s going to require some developer work.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bf522798ef71\",\"_type\":\"block\",\"children\":[{\"_key\":\"bf522798ef710\",\"_type\":\"span\",\"marks\":[],\"text\":\"That’s a phrase I’ve said a time or two on customer calls when discussing prospective \"},{\"_key\":\"bf522798ef711\",\"_type\":\"span\",\"marks\":[\"c6a1a6891f2d\"],\"text\":\"use cases\"},{\"_key\":\"bf522798ef712\",\"_type\":\"span\",\"marks\":[],\"text\":\". The ambition and creativity our customers show in terms of creating tailored experiences for their users never ceases to amaze me. Sometimes, as part of that process, they find that achieving what they’ve set out to do may involve developer work. One phrase however, that you’ll rarely hear me say is: \"},{\"_key\":\"bf522798ef713\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"“No, that’s not possible.”\"}],\"markDefs\":[{\"_key\":\"c6a1a6891f2d\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-124989\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"60cc891fe513\",\"_type\":\"block\",\"children\":[{\"_key\":\"60cc891fe5130\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze provides out-of-the-box functionality for our mobile messaging channels (i.e. Content Cards, in-app messages, push notifications) with minimal code changes. For those with large appetites, our SDKs are flexible enough to hand over UI and delivery controls to developers, allowing for full customization that can help you to achieve your use case(s).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"710005e263a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"710005e263a30\",\"_type\":\"span\",\"marks\":[],\"text\":\"So let’s take a look at the why/when/how/what of these customizations for each one of our mobile channels.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b5d55c7ff56e\",\"_type\":\"block\",\"children\":[{\"_key\":\"b5d55c7ff56e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"In-App Messages\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"a35d58cafc9f\",\"_type\":\"block\",\"children\":[{\"_key\":\"a35d58cafc9f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Think of an in-app message as a nudge, a tip, a quick question—a message designed to be relevant in situations where a given user is in your app. In-app messages can be displayed from any screen at any time to communicate well-timed information, making them a powerful tool for communication and engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d590dda8be5a\",\"_type\":\"block\",\"children\":[{\"_key\":\"d590dda8be5a0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Why Should I Use Braze In-App Messages?\"},{\"_key\":\"d590dda8be5a1\",\"_type\":\"span\",\"marks\":[],\"text\":\"What makes in-app messages so powerful is the way they’re presented. The presentation and dismissal of in-app messages are handled automatically by the Braze SDK, so once you have the necessary event triggers logged, there’s no need to add any other code. Our in-app messages also come with impression and body click analytics, providing insight into the ways that recipients are engaging with them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f7c9593b1f51\",\"_type\":\"block\",\"children\":[{\"_key\":\"f7c9593b1f510\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What Are Custom In-App Messages?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8579add166ac\",\"_type\":\"block\",\"children\":[{\"_key\":\"8579add166ac0\",\"_type\":\"span\",\"marks\":[],\"text\":\"We consider in-app messages custom when any programmatic changes are made to the display of the message. \"},{\"_key\":\"8579add166ac1\",\"_type\":\"span\",\"marks\":[\"d61dd5790fd4\"],\"text\":\"HTML in-app messages\"},{\"_key\":\"8579add166ac2\",\"_type\":\"span\",\"marks\":[],\"text\":\" are not custom, but the code you write to create the message is custom in nature.\"}],\"markDefs\":[{\"_key\":\"d61dd5790fd4\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/in-app_messages/preview/\"}],\"style\":\"normal\"},{\"_key\":\"e2d9bd24d3f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"e2d9bd24d3f30\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"When Should I Go Custom?\"},{\"_key\":\"e2d9bd24d3f31\",\"_type\":\"span\",\"marks\":[],\"text\":\"Custom in-app messages are great for when you want to graduate from our out-of-the-box offerings and tweak the UI to closer align with your own. By default, our in-app messages provide space for text, two buttons, and an image; however, if you want to take it a step further, you can insert your own custom views into your in-app messages. Braze provides two ways to achieve this: Native subclasses and/or custom HTML.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ce6bd8758815\",\"_type\":\"block\",\"children\":[{\"_key\":\"ce6bd87588150\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How Do I Create Custom In-App Messages?\"},{\"_key\":\"ce6bd87588151\",\"_type\":\"span\",\"marks\":[],\"text\":\"In-app messages are view controllers displayed on screen that follow a class hierarchy up to \"},{\"_key\":\"ce6bd87588152\",\"_type\":\"span\",\"marks\":[\"3449389dcd0e\"],\"text\":\"NSObject\"},{\"_key\":\"ce6bd87588153\",\"_type\":\"span\",\"marks\":[],\"text\":\". You can subclass these \"},{\"_key\":\"ce6bd87588154\",\"_type\":\"span\",\"marks\":[\"d0e23542e59e\"],\"text\":\"view controllers\"},{\"_key\":\"ce6bd87588155\",\"_type\":\"span\",\"marks\":[],\"text\":\" to provide your own “rules,” such as what the font should be and other UI customizations in your subclass.\"}],\"markDefs\":[{\"_key\":\"3449389dcd0e\",\"_type\":\"link\",\"href\":\"https://developer.apple.com/documentation/objectivec/nsobject\"},{\"_key\":\"d0e23542e59e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/developer_guide/platform_integration_guides/ios/in-app_messaging/customization/#display-in-app-messages-in-a-custom-view-controller\"}],\"style\":\"normal\"},{\"_key\":\"981e80c083f4\",\"_type\":\"block\",\"children\":[{\"_key\":\"981e80c083f40\",\"_type\":\"span\",\"marks\":[],\"text\":\"You can also potentially go the non-native HTML route. Some prefer this method because an \"},{\"_key\":\"981e80c083f41\",\"_type\":\"span\",\"marks\":[\"08836132e34d\"],\"text\":\"HTML in-app message\"},{\"_key\":\"981e80c083f42\",\"_type\":\"span\",\"marks\":[],\"text\":\" is a supported type in the Braze dashboard and all HTML code is configured in the Braze dashboard. This also means that the HTML you write once can apply to all valid platforms (i.e. iOS, Android, web).\"}],\"markDefs\":[{\"_key\":\"08836132e34d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/in-app_messages/preview/\"}],\"style\":\"normal\"},{\"_key\":\"975fd85fc4c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"975fd85fc4c20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Each customization method has its pros and cons. For HTML in-app messages, there’s no code changes to the mobile app and the message created in the dashboard can be deployed across all platforms. As long as you are comfortable writing code in HTML/CSS/Javascript. Native customizations, on the other hand, require app updates every time a change is made. And changes are made on a per OS basis, meaning you’d have to budget time for iOS and Android if you have codebases for each. But customizations in the native layer (the layer that in-app messages are built in) provide a robust set of frameworks to modify fully supported views.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"27f8a746d81c\",\"_type\":\"block\",\"children\":[{\"_key\":\"27f8a746d81c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"To sum it up, the UI for these messages is powered by your custom views, while the UX is powered by Braze.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c99d6bc7c3f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"c99d6bc7c3f30\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What Does This Look Like in Practice?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"EoU2Irtk\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-ff5f959d58bf4719419e3e01bf1bdc18f4a2a474-2400x1210-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"b0f3bd5c8af5\",\"_type\":\"block\",\"children\":[{\"_key\":\"b0f3bd5c8af50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Custom in-app messages can take a lot of forms. In the example above, a (fictional) streaming service, Movie Canon, uses the capabilities made possible by custom in-app messages to allow message recipients to sign up for targeted message alerts based on their favorite movie genres.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f74392b7b5e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"f74392b7b5e10\",\"_type\":\"span\",\"marks\":[],\"text\":\"In real life, we saw Braze customer and French-language news source \"},{\"_key\":\"f74392b7b5e11\",\"_type\":\"span\",\"marks\":[\"0e93bf43ad15\"],\"text\":\"La Presse\"},{\"_key\":\"f74392b7b5e12\",\"_type\":\"span\",\"marks\":[],\"text\":\" use custom in-browser messages (that is, web in-app messages) to create “reader walls”—article pages that allow full access to content while providing a persistent countdown-enabled reminder to create an account. That approach allowed the company to boost revenue, adding 139,000 subscribers in the first month. (\"},{\"_key\":\"f74392b7b5e13\",\"_type\":\"span\",\"marks\":[\"00480e68e661\"],\"text\":\"Read the full case study here.\"},{\"_key\":\"f74392b7b5e14\",\"_type\":\"span\",\"marks\":[],\"text\":\")\"}],\"markDefs\":[{\"_key\":\"0e93bf43ad15\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-209126\",\"_type\":\"reference\"}},{\"_key\":\"00480e68e661\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-209126\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"YQKlj8U5\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-9c437d7aa15b8098359210036bf5552fc94a07b7-1200x660-jpg\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"f5bb1ee43a7e\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5bb1ee43a7e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Content Cards\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"206b2063b00b\",\"_type\":\"block\",\"children\":[{\"_key\":\"206b2063b00b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Content Cards are a flexible channel that makes it possible for brands to add dynamic, persistent content right to your app or website. Think of this distinguished channel as a payload of data that can be used for unlimited possibilities.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"411c560c16e0\",\"_type\":\"block\",\"children\":[{\"_key\":\"411c560c16e00\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Why Should I Use Braze Content Cards?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e3eb613992d6\",\"_type\":\"block\",\"children\":[{\"_key\":\"e3eb613992d60\",\"_type\":\"span\",\"marks\":[],\"text\":\"A common question I get asked, “If we’re going to build out these views for Content Cards ourselves, why should we include Braze and not just keep everything in-house?”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"22c62db751af\",\"_type\":\"block\",\"children\":[{\"_key\":\"22c62db751af0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The short answer to that question: Analytics. The long answer? Having a main source of truth for user activity in your application is priceless. The analytics layer of your code is just as—if not more—important than your UI layer. Content Cards provide insights to your users’ interactions in the form of impressions, clicks, and dismissals. Did I mention this also happens in real time? That creates an interactive feedback loop between your brand and your users.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3bef4f904ce5\",\"_type\":\"block\",\"children\":[{\"_key\":\"3bef4f904ce50\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What are Custom Content Cards?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"542795d64d72\",\"_type\":\"block\",\"children\":[{\"_key\":\"542795d64d720\",\"_type\":\"span\",\"marks\":[],\"text\":\"We consider Content Cards custom when a brand forgoes the Braze vertical scrolling table view (see below) to place Content Cards elsewhere.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"JibRs7Si\",\"_type\":\"richImage\",\"alt\":\"Four examples of traditional Content Cards in the vertical scrolling table view\",\"asset\":{\"_ref\":\"image-e54077af8ba8c88aaea15b18a6aa81b06a40b6ca-1200x648-jpg\",\"_type\":\"reference\"},\"caption\":\"Four examples of traditional Content Cards in the vertical scrolling table view\"},{\"_key\":\"670316e402b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"670316e402b70\",\"_type\":\"span\",\"marks\":[],\"text\":\"A definitive “wow” moment for customizations is when a user has no idea that they are interacting with a digital experience that’s powered by Braze Content Card. The examples listed below should help frame what you think can be considered a Content Card.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"74bd6f5cbf60\",\"_type\":\"block\",\"children\":[{\"_key\":\"74bd6f5cbf600\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"When Should I Go Custom?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4766d1b1b772\",\"_type\":\"block\",\"children\":[{\"_key\":\"4766d1b1b7720\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customized Content Cards are perfect for when you are looking to integrate hyper-personalized content into your views. Our out-of-the-box offering is a vertically scrolling table view, but with a custom approach you can surface Content Cards in other configurations or even as stand alone visuals. One approach I’m often asked about is a horizontal scroll view in the form of a carousel, which is a great example of a scenario where going custom makes sense.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8be49ef05859\",\"_type\":\"block\",\"children\":[{\"_key\":\"8be49ef058590\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How do I Create Custom Content Cards?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d2a18742b927\",\"_type\":\"block\",\"children\":[{\"_key\":\"d2a18742b9270\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Braze SDK allows you to access all Content Cards a user is eligible for in the form of an array of data representing each card. Given that, you can use this array to display the data in any of your views just as you normally would populate a view from any of your other data sources, providing additional flexibility in terms of how the Content Cards appear to users.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0d7d5e183eff\",\"_type\":\"block\",\"children\":[{\"_key\":\"0d7d5e183eff0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What Does This Look Like in Practice?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"n9yZhyub\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-8d3ad23a62a7e99e00587d4deac02b74874c40d5-2400x1210-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"74c67440fd02\",\"_type\":\"block\",\"children\":[{\"_key\":\"74c67440fd020\",\"_type\":\"span\",\"marks\":[],\"text\":\"As with custom in-app messages, there are a lot of different ways to leverage custom Content Cards to provide appealing brand experiences. In the example above, Movie Canon uses the capabilities made possible by custom Content Cards to build a carousel-style Content Card flow like the one discussed above.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"TZU4NakX\",\"_type\":\"richImage\",\"alt\":\"Personalized custom Content Cards leveraged by Grindr for Pride 2020\",\"asset\":{\"_ref\":\"image-2c32d3668321229ed262636caaf2bc75756ce0d8-1120x605-jpg\",\"_type\":\"reference\"},\"caption\":\"Personalized custom Content Cards leveraged by Grindr for Pride 2020\"},{\"_key\":\"51b73daf3532\",\"_type\":\"block\",\"children\":[{\"_key\":\"51b73daf35320\",\"_type\":\"span\",\"marks\":[],\"text\":\"In real life, LGBTQ+ social network Grindr used custom Content Cards to quickly spin up a rich, varied campaign highlighting a full calendar of digital events after traditional in-person Pride gatherings were disrupted by the COVID-19 pandemic.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f54323abf10e\",\"_type\":\"block\",\"children\":[{\"_key\":\"f54323abf10e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"By using Content Cards to dynamically target and deliver events to users, Grindr was able to essentially power what looked like an innovative new UI, but without the back-end lift it would have taken to deploy client updates. What’s more, Content Cards’ flexibility allowed this calendar to accommodate everything from live performances to merchandise sales, tackling a variety of customer and brand needs within the same platform. (\"},{\"_key\":\"f54323abf10e1\",\"_type\":\"span\",\"marks\":[\"490f336fd466\"],\"text\":\"Read the full case study here.\"},{\"_key\":\"f54323abf10e2\",\"_type\":\"span\",\"marks\":[],\"text\":\")\"}],\"markDefs\":[{\"_key\":\"490f336fd466\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-18104\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"c5485c103324\",\"_type\":\"block\",\"children\":[{\"_key\":\"c5485c1033240\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Push Notifications\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4e33981b5cb6\",\"_type\":\"block\",\"children\":[{\"_key\":\"4e33981b5cb60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Push notifications are a great tool for keeping users informed with timely and relevant content. Notifications are versatile, too; they’re capable of displaying a message, playing a distinctive sound, or updating a badge on your app icon. And they can support custom approaches: \"},{\"_key\":\"4e33981b5cb61\",\"_type\":\"span\",\"marks\":[\"1040767aab03\"],\"text\":\"Notification Content Extensions\"},{\"_key\":\"4e33981b5cb62\",\"_type\":\"span\",\"marks\":[],\"text\":\" were introduced in iOS 10 as a way to add user interfaces to push notifications.\"}],\"markDefs\":[{\"_key\":\"1040767aab03\",\"_type\":\"link\",\"href\":\"https://developer.apple.com/documentation/usernotificationsui/customizing_the_appearance_of_notifications\"}],\"style\":\"normal\"},{\"_key\":\"e8f5fb7cfd87\",\"_type\":\"block\",\"children\":[{\"_key\":\"e8f5fb7cfd870\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Why Should I Use Braze Push Notifications?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cb42daa847e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb42daa847e60\",\"_type\":\"span\",\"marks\":[],\"text\":\"The \"},{\"_key\":\"cb42daa847e61\",\"_type\":\"span\",\"marks\":[\"ea83e6ada111\"],\"text\":\"personalization prowess\"},{\"_key\":\"cb42daa847e62\",\"_type\":\"span\",\"marks\":[],\"text\":\" of Braze is a key reason to use Braze to power customized views in push notifications. While the Braze SDK is not needed to create the view, the content that is populated in that view can be holistically more targeted on a user-by-user basis. For example, if a user completes a course, you can send them a push notification rewarding them on their progress or use the Braze platform’s user attributes to show how far along a user is in a given experience to create a unique experience for each recipient.\"}],\"markDefs\":[{\"_key\":\"ea83e6ada111\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/personalization_and_dynamic_content/\"}],\"style\":\"normal\"},{\"_key\":\"4b8966dbdea4\",\"_type\":\"block\",\"children\":[{\"_key\":\"4b8966dbdea40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What is Considered Custom?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"433ab3988fb0\",\"_type\":\"block\",\"children\":[{\"_key\":\"433ab3988fb00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Notification Content Extensions are a supported feature in iOS, so think of the word “custom” here as more of a formality. In reality, it simply reflects that this is a way for brands to effectively customize a traditional push notification.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"49cdce2789c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"49cdce2789c20\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"When Should I Go Custom?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"833d7b766121\",\"_type\":\"block\",\"children\":[{\"_key\":\"833d7b7661210\",\"_type\":\"span\",\"marks\":[],\"text\":\"In general, it makes sense to think of Notification Content Extensions as a tool that can be leveraged in similar situations to \"},{\"_key\":\"833d7b7661211\",\"_type\":\"span\",\"marks\":[\"95ae8596bea1\"],\"text\":\"traditional rich push notifications\"},{\"_key\":\"833d7b7661212\",\"_type\":\"span\",\"marks\":[],\"text\":\"—that is, when you’re looking to curate a unique experience for a given user to engage with without necessarily needing to open your app. It’s also a way to stand out as a brand, since Notification Content Extensions are not a widely adopted feature.\"}],\"markDefs\":[{\"_key\":\"95ae8596bea1\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-82295\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"924149fdb99d\",\"_type\":\"block\",\"children\":[{\"_key\":\"924149fdb99d0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How Do I Go Custom?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"80ae55deb6f5\",\"_type\":\"block\",\"children\":[{\"_key\":\"80ae55deb6f50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Because this customization is done in connection with push notifications supported by the Apple Push Notification Service (APNs), brands should consult the \"},{\"_key\":\"80ae55deb6f51\",\"_type\":\"span\",\"marks\":[\"ccfa74c5dfdd\"],\"text\":\"iOS\"},{\"_key\":\"80ae55deb6f52\",\"_type\":\"span\",\"marks\":[],\"text\":\" documentation guides to begin customizing their push notifications.\"}],\"markDefs\":[{\"_key\":\"ccfa74c5dfdd\",\"_type\":\"link\",\"href\":\"https://developer.apple.com/documentation/usernotificationsui/customizing_the_appearance_of_notifications\"}],\"style\":\"normal\"},{\"_key\":\"63e43eb02434\",\"_type\":\"block\",\"children\":[{\"_key\":\"63e43eb024340\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What Does This Look Like in Practice?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"AOBkZCRt\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-e061ea34718c7363880c0c453c960d2c40db5fc0-2400x1210-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"884853676acc\",\"_type\":\"block\",\"children\":[{\"_key\":\"884853676acc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"With iOS Notification Content Extensions, brands can make special alterations to the interface of the notifications they send, allowing them to customize the placement of text and other message elements, leverage additional fonts, pull in app-specific data, and more. In this hypothetical example, Movie Canon is using Notification Content Extensions to spotlight personalized content recommendations via a customized version of a standard push notification, providing a memorable, eye-catching experience designed to encourage more users to watch additional content.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d95ece561891\",\"_type\":\"block\",\"children\":[{\"_key\":\"d95ece5618910\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"My Key Takeaways\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"2d0da2debca9\",\"_type\":\"block\",\"children\":[{\"_key\":\"2d0da2debca90\",\"_type\":\"span\",\"marks\":[],\"text\":\"To make your use of message customization as straightforward and effective as possible, you should embrace cross-collaboration between the person(s) crafting the campaigns in the dashboard and the developer(s) implementing Braze features. For instance, leveraging key-value pairs—like Grindr did with their custom Content Cards—requires both parties to be on the same page.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"db733ee7aa6a\",\"_type\":\"block\",\"children\":[{\"_key\":\"db733ee7aa6a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Even though the Braze SDK is primarily drag and drop, the fact that there’s the option of leveraging developer work should be seen as a positive. After all, you can have in-app messages displayed in your applications on day one of integrating the SDK; that said, you also have the opportunity to customize those messages in profound, highly creative ways that are worlds apart from their original interfaces.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9e550632ec3c\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e550632ec3c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"That flexibility is powerful, allowing you to make the decisions that are right for your customers and for your business. More applications are integrating Braze and it’s these sorts of bespoke use cases that separate yourself from your competitors. When it comes to customizations, you get out what you put in.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/335c995bfb8776f7cf855941e3a425a576ca76ce-1500x1500.png\",\"publishedDate\":\"2022-03-02T10:00:00-05:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-922bda3cb314753c6ebd50ad45cb9278d01a5c7d-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Braze provides out-of-the-box functionality for our mobile messaging channels (i.e. Content Cards, in-app messages, push notifications) with minimal code changes. For those with large appetites, our SDKs are flexible enough to hand over UI and delivery controls to developers, allowing for full customization that can help you to achieve your use case(s). Read on for a look at the why/when/how/what of these customizations for each one of our mobile channels.\",\"pageTitle\":\"How Braze Helps You Fit Into (Or Stand Out In) a Customized World\",\"slug\":{\"current\":\"how-braze-helps-you-fit-into-or-stand-out-in-a-customized-world\"}},\"title\":\"How Braze Helps You Fit Into (Or Stand Out In) a Customized World\"},{\"_id\":\"imported-craft-25685\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"7a96292c8ce4\",\"_type\":\"block\",\"children\":[{\"_key\":\"7a96292c8ce40\",\"_type\":\"span\",\"marks\":[],\"text\":\"There’s so much customer messaging out there right now—personally, I’ve already gotten 47 push notifications and 54 emails so far today, and it’s not even five o’clock. For companies trying to break through all that noise and actually connect with their users, the name of the game is relevancy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"742f8a04cd88\",\"_type\":\"block\",\"children\":[{\"_key\":\"742f8a04cd880\",\"_type\":\"span\",\"marks\":[],\"text\":\"If someone takes the time to open one of your emails or glance at one of your pushes, there’d better be something there that speaks to them. What that something is can differ. \"},{\"_key\":\"742f8a04cd881\",\"_type\":\"span\",\"marks\":[\"c886869a0bc3\"],\"text\":\"Maybe it’s that user’s name, or a mention of a product they’ve had their eye on\"},{\"_key\":\"742f8a04cd882\",\"_type\":\"span\",\"marks\":[],\"text\":\". Or maybe—just maybe—it’s a message that resonates because it’s informed by an understanding of that user and where they’re physically located.\"}],\"markDefs\":[{\"_key\":\"c886869a0bc3\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-17782\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"065b1c2fa294\",\"_type\":\"block\",\"children\":[{\"_key\":\"065b1c2fa2940\",\"_type\":\"span\",\"marks\":[],\"text\":\"Call it smart. Call it engaging. Call it “location-based marketing.” That’s what I’m going to do. And while this strategy isn’t some big mystery, enough savvy marketers aren’t familiar with it that I think it’s worth taking a moment to dig in and explore its ins-and-outs. Join me?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"yQoN4Dy3PurcehcN7sfY9\",\"_ref\":\"imported-craft-ftTTFhFIgM8\",\"_type\":\"videoReference\"},{\"_key\":\"472117c41a4e\",\"_type\":\"block\",\"children\":[{\"_key\":\"472117c41a4e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What is location marketing?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"960ff167d4a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"960ff167d4a60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Honestly, location marketing is simply the practice of incorporating a user’s physical location into how a brand interacts with them to provide a better overall customer experience. What that looks like for a given brand, a given campaign, or a given user can differ quite a lot (different data, different tools, different goals), but that central concept should be your north star: it’s not location marketing if your understanding of a user’s location doesn’t come into play.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"835de461cf87\",\"_type\":\"block\",\"children\":[{\"_key\":\"835de461cf870\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"So… why is location marketing a thing all of a sudden?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"70da26eaa1d4\",\"_type\":\"block\",\"children\":[{\"_key\":\"70da26eaa1d40\",\"_type\":\"span\",\"marks\":[],\"text\":\"In a word? Mobile.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9e932d9a6f40\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e932d9a6f400\",\"_type\":\"span\",\"marks\":[],\"text\":\"Before the rise of smartphones, the only real information marketers had about their customers’ locations was their mailing addresses—if that. But over the past decade and change, it’s become possible to gather nuanced, actionable information about mobile users’ locations and movements, with the right tools and permissions. That’s taken the idea of marketing based on people’s location and made it real and valuable.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"328b0113132c\",\"_type\":\"block\",\"children\":[{\"_key\":\"328b0113132c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"All right, so what does it take to actually take advantage of location marketing?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"79e416002d3a\",\"_type\":\"block\",\"children\":[{\"_key\":\"79e416002d3a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In general, it’s useful to think about location marketing in terms of the tools you’re using to make it possible. A comprehensive list of tools would probably be overwhelming, but \"},{\"_key\":\"79e416002d3a1\",\"_type\":\"span\",\"marks\":[\"327efa19a139\"],\"text\":\"four common ones\"},{\"_key\":\"79e416002d3a2\",\"_type\":\"span\",\"marks\":[],\"text\":\" are:\"}],\"markDefs\":[{\"_key\":\"327efa19a139\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-83340\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"8233150507eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"8233150507eb0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Geotargeting\"},{\"_key\":\"8233150507eb1\",\"_type\":\"span\",\"marks\":[],\"text\":\" — Targeting customers for specific messaging campaigns based on their last known location\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f29174d1df09\",\"_type\":\"block\",\"children\":[{\"_key\":\"f29174d1df090\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Geofencing\"},{\"_key\":\"f29174d1df091\",\"_type\":\"span\",\"marks\":[],\"text\":\" — Triggering outreach when a given user enters, leaves, or dwells within a specific, predetermined location\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"65c3edf8b8a9\",\"_type\":\"block\",\"children\":[{\"_key\":\"65c3edf8b8a90\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Beacons\"},{\"_key\":\"65c3edf8b8a91\",\"_type\":\"span\",\"marks\":[],\"text\":\" — Supporting data collection and responsive messaging on close-range level when a customer approaches a \"},{\"_key\":\"65c3edf8b8a92\",\"_type\":\"span\",\"marks\":[\"b1806d9602df\"],\"text\":\"beacon\"},{\"_key\":\"65c3edf8b8a93\",\"_type\":\"span\",\"marks\":[],\"text\":\" in a store or other business\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"b1806d9602df\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-83825\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"83beb435d177\",\"_type\":\"block\",\"children\":[{\"_key\":\"83beb435d1770\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Data Enrichment\"},{\"_key\":\"83beb435d1771\",\"_type\":\"span\",\"marks\":[],\"text\":\" — Leveraging additional information to add context to brands’ understanding of each customer’s location-related behavior and movements\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5b4785128a5b\",\"_type\":\"block\",\"children\":[{\"_key\":\"5b4785128a5b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Each of these approaches has its own pros and cons—for instance, geotargeting can be an effective way to make sure that you’re targeting people in California for news updates on the status of their Senate race, but it’s not a great fit if you’re trying to send messages to people when they arrive at SFO. But it doesn’t have to be either/or; lots of brands take advantage of multiple tools and approaches to create a coherent location marketing strategy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a05acbf749a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"a05acbf749a00\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Okay. But how do you actually get a hold of the data you need to do any of that?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"465ca9f48f8e\",\"_type\":\"block\",\"children\":[{\"_key\":\"465ca9f48f8e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Well, that depends. There are so, so many kinds of data that can potentially be used as part of your location marketing efforts, but what they can tell you and how you can gain access to them is are helpful if you want to understand their value and differences. To simplify things, let’s look at three general categories of location-related data: static data, foreground data, and background data.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fe7a67905c3d\",\"_type\":\"block\",\"children\":[{\"_key\":\"fe7a67905c3d0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Static Data\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"x2hG9Cg7\",\"_type\":\"richImage\",\"alt\":\"With static data, you get a picture of your customers' locations that's exactly that... static.\",\"asset\":{\"_ref\":\"image-fb51ff03e748a0dd3fc15b29a89ea2850941f1c6-1120x660-jpg\",\"_type\":\"reference\"},\"caption\":\"With static data, you get a picture of your customers' locations that's exactly that... static.\"},{\"_key\":\"5b34c8aeaac9\",\"_type\":\"block\",\"children\":[{\"_key\":\"5b34c8aeaac90\",\"_type\":\"span\",\"marks\":[],\"text\":\"When we talk about “static data,” we’re describing the kinds of data that’s held by an application or website that has only a low understanding of a given user’s exact physical location and doesn’t have access to GPS. That is, the most elementary form of capturing physical context. Mailing addresses. Zip codes. User-inputted city or country values.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"08f9bf2fb5c9\",\"_type\":\"block\",\"children\":[{\"_key\":\"08f9bf2fb5c90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Because static location data only updates when a given users manually adjusts it on their preferences or profiles, the ceiling for using this kind of information to deliver brilliant experiences to your customers is, well, pretty low. At best, you can use this information to segment the messages you send, in order to reduce the changes that you’re delivering irrelevant outreach. (For instance, sending me events in New York based on my shipping address, or American holiday campaigns based on my preferred language.) For anything more advanced, however, you’ll need to look elsewhere.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"651fc6456c68\",\"_type\":\"block\",\"children\":[{\"_key\":\"651fc6456c680\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Foreground Data\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"HzgLwCaA\",\"_type\":\"richImage\",\"alt\":\"You've probably seen this kind of prompt before. If you want to collect your customers' location data when your app is open, you need to convince them to opt-in.\",\"asset\":{\"_ref\":\"image-4ee60abf8c38ec5e1d853a2cbb8b488f94229f87-1120x660-jpg\",\"_type\":\"reference\"},\"caption\":\"You've probably seen this kind of prompt before. If you want to collect your customers' location data when your app is open, you need to convince them to opt-in.\"},{\"_key\":\"7db0b3486ee4\",\"_type\":\"block\",\"children\":[{\"_key\":\"7db0b3486ee40\",\"_type\":\"span\",\"marks\":[],\"text\":\"This kind of location data is very much a product of the mobile age and might be the sort of data that you think of when you think of location data. Foreground data is retrieved and updated whenever your app is open (or “foregrounded”) on a user’s device, and tends to be gathered via GPS or Wi-Fi.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"812db3be646e\",\"_type\":\"block\",\"children\":[{\"_key\":\"812db3be646e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In fact, the odds are good that you—yes, you—have an app on your phone right now that’s capturing this kind of data. If you’ve used any app that’s dependent on understanding their customers’ locations in order to function effectively (for example, a food delivery service, a mapping/directions app, or a ride-sharing service), you’ve probably been prompted to grant access to this kind of location data.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"79ca2871b236\",\"_type\":\"block\",\"children\":[{\"_key\":\"79ca2871b2360\",\"_type\":\"span\",\"marks\":[],\"text\":\"Foreground location data is generally a big improvement over static data, because it provides a more specific, defined view of each user’s location that will be updated on an ongoing basis. That ability to continually reference a user’s last “live” location touchpoint gives brands ways to more intelligently segment and reach their audience in connection with events, sales, or other location-specific communications. (So if you want to send a promotional on National Donut Day that highlights Los Angeles donut shops to people living in LA, you can.)\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1c1cce30feb2\",\"_type\":\"block\",\"children\":[{\"_key\":\"1c1cce30feb20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tracking customer information is always a little fraught, since it can feel invasive to people if you’re not thoughtful about how you do it. Much like when you’re asking users if you can send them \"},{\"_key\":\"1c1cce30feb21\",\"_type\":\"span\",\"marks\":[\"0b025bbd8772\"],\"text\":\"push notifications\"},{\"_key\":\"1c1cce30feb22\",\"_type\":\"span\",\"marks\":[],\"text\":\", it makes sense to prompt them with a value proposition that makes it clear WHY it benefits them to say yes. If you can explain how agreeing will improve their experience, you’re more likely to get the answer you want—and that transparency can do a lot to support your relationship with that customer.\"}],\"markDefs\":[{\"_key\":\"0b025bbd8772\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/help/best_practices/push/creating_custom_opt-in_prompts/\"}],\"style\":\"normal\"},{\"_key\":\"f4884d5d2f35\",\"_type\":\"block\",\"children\":[{\"_key\":\"f4884d5d2f350\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Background Data\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"IGo5az42\",\"_type\":\"richImage\",\"alt\":\"Background tracking can add a lot insight for brands—but you need to make sure customers' feel like it adds value for them, too.\",\"asset\":{\"_ref\":\"image-064fa42b258dd7920c670471fed90d1446a4df26-1120x660-jpg\",\"_type\":\"reference\"},\"caption\":\"Background tracking can add a lot insight for brands—but you need to make sure customers' feel like it adds value for them, too.\"},{\"_key\":\"18d7a37099a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"18d7a37099a30\",\"_type\":\"span\",\"marks\":[],\"text\":\"This third kind of location data makes it possible to support the actual triggering of messages based on real-time user movements, which can be incredibly impactful if done right—and downright creepy, if not.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e78c74bf13ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"e78c74bf13ee0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When an app collects information on a user’s location in background, it’s essentially keeping tabs on that individual and their movements, whether they’re actively using the app or not. That means that background data offers all the insights that foreground data does, but also fills in the gaps when a user isn’t in the middle of an active session. This is the most consistent form of real-time location data that marketers have access to—and therefore tends to be what’s used to trigger relevant engagement for users associated with movement in and out of designated locations. Sometimes those locations are defined digitally using geofences; other times, physical devices like beacons are used to do similar work on a smaller scale.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d36eca8c0136\",\"_type\":\"block\",\"children\":[{\"_key\":\"d36eca8c01360\",\"_type\":\"span\",\"marks\":[],\"text\":\"Just like foreground data, background data access requires brands to get their users’ permission—and if any part of you is annoyed by that, it might be wise to think about about how your marketing is \"},{\"_key\":\"d36eca8c01361\",\"_type\":\"span\",\"marks\":[\"983374138cbb\"],\"text\":\"actually making your customers feel\"},{\"_key\":\"d36eca8c01362\",\"_type\":\"span\",\"marks\":[],\"text\":\". What you’re asking for is a level of information a given consumer’s movements that they understandably might be reluctant to give; the least you can do is give them some thoughtful context about why you need this information. Generally, you should only be asking for this level of information if the product or service you provide would genuinely be able to provide a better, more relevant customer experience with it.\"}],\"markDefs\":[{\"_key\":\"983374138cbb\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-17846\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"e0e280523d88\",\"_type\":\"block\",\"children\":[{\"_key\":\"e0e280523d880\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Are most people willing to share that kind of location data?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"a5bad2dd6221\",\"_type\":\"block\",\"children\":[{\"_key\":\"a5bad2dd62210\",\"_type\":\"span\",\"marks\":[],\"text\":\"Many are, but definitely not all. The Pew Research Center has found that while \"},{\"_key\":\"a5bad2dd62211\",\"_type\":\"span\",\"marks\":[\"d8cbd0fc32e5\"],\"text\":\"up to 83% of app users\"},{\"_key\":\"a5bad2dd62212\",\"_type\":\"span\",\"marks\":[],\"text\":\" see location data as critical to their mobile experience, about 40% of people are reluctant to share that kind of information with brands.\"}],\"markDefs\":[{\"_key\":\"d8cbd0fc32e5\",\"_type\":\"link\",\"href\":\"http://geoawesomeness.com/expected-trends-technological-advancements-location-based-services/\"}],\"style\":\"normal\"},{\"_key\":\"a38fc66fdf95\",\"_type\":\"block\",\"children\":[{\"_key\":\"a38fc66fdf950\",\"_type\":\"span\",\"marks\":[],\"text\":\"This stuff can be sensitive—and that means that even mediocre executions of location marketing can be off-putting to the people being targeted. Your users are putting a lot of trust in you when they share their location information; it’s important to live up to that trust by using the information at your disposal to make their experience palpably better. If you can’t make a credible case for how you’ll do that to your users, that’s probably a sign that you should hold off asking for nuanced location data.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f63dd3db04ed\",\"_type\":\"block\",\"children\":[{\"_key\":\"f63dd3db04ed0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Wait, so you’re saying I \"},{\"_key\":\"f63dd3db04ed1\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"shouldn’t\"},{\"_key\":\"f63dd3db04ed2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" take advantage of location marketing?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b1dbe294f287\",\"_type\":\"block\",\"children\":[{\"_key\":\"b1dbe294f2870\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here’s the thing: location data is valuable, but it’s just one of many data sources that can enrich your engagement strategy. Before you go all in on location marketing, it’s best to think through what data you really need to accomplish specific goals—for instance, providing more relevant messaging, or driving stronger engagement—and focus on testing out whether location data can help you move the needle and provide a better customer experience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"04db79e2bc65\",\"_type\":\"block\",\"children\":[{\"_key\":\"04db79e2bc650\",\"_type\":\"span\",\"marks\":[],\"text\":\"Just because a research paper says that messaging triggered by geofences is impactful doesn’t mean that every one of your campaigns can or should leverage this tool; in fact, doing that might well alienate some of your customers. (After all, who wants to receive a campaign every time you enter or leave somewhere?) If it isn’t crucial for your business, think twice. By weeding out low-impact or tactless location marketing campaigns from your repertoire, you can refocus your energy on leveraging location in ways that are meaningful to your goals and speak to your customers and their needs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"464c45b2ba88\",\"_type\":\"block\",\"children\":[{\"_key\":\"464c45b2ba880\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Can you maybe… give an example of what that might look like?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3afe2943ae75\",\"_type\":\"block\",\"children\":[{\"_key\":\"3afe2943ae750\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sure. One key to making the best use of location marketing is to think of it as \"},{\"_key\":\"3afe2943ae751\",\"_type\":\"span\",\"marks\":[\"514823dff959\"],\"text\":\"a type of personalization\"},{\"_key\":\"3afe2943ae752\",\"_type\":\"span\",\"marks\":[],\"text\":\"—which, after all, it is—and take the same approach to leveraging location data that you might to any other information that supports this kind of message customization.\"}],\"markDefs\":[{\"_key\":\"514823dff959\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-17782\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"515ebf756992\",\"_type\":\"block\",\"children\":[{\"_key\":\"515ebf7569920\",\"_type\":\"span\",\"marks\":[],\"text\":\"Today’s consumers increasingly expect the interactions they have with the brands they patronize to be personalized and relevant to their unique preferences and behavior. That can be as simple as templating in a user’s first name into a push notification or their last viewed item into the subject line of an email; however, it can also mean sending a triggered message to a highly targeted segment of super-users when they pass on of your brand’s brick and mortar locations. Ultimately, what makes these tactics work is that they fit the experience the brand is providing to the people receiving them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5985faa2312f\",\"_type\":\"block\",\"children\":[{\"_key\":\"5985faa2312f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"At Braze, we’ve seen how location marketing can move the needle for clients by allowing them to understand and serve their customers better. In one memorable case, Urban Outfitters drove \"},{\"_key\":\"5985faa2312f1\",\"_type\":\"span\",\"marks\":[\"9f8cbb8bff4a\"],\"text\":\"an increase of nearly 150%\"},{\"_key\":\"5985faa2312f2\",\"_type\":\"span\",\"marks\":[],\"text\":\" in average revenue per recipient by leveraging location data to better identify members of their audience who would be interested in a given campaign. Ultimately, what powers these kinds of brilliant experiences is the ability to seamlessly orchestrate and action off of accurate, relevant user data.\"}],\"markDefs\":[{\"_key\":\"9f8cbb8bff4a\",\"_type\":\"link\",\"href\":\"/customers/urban-outfitters\"}],\"style\":\"normal\"},{\"_key\":\"b5e012bd2446\",\"_type\":\"block\",\"children\":[{\"_key\":\"b5e012bd24460\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Anything else?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b773b4077e01\",\"_type\":\"block\",\"children\":[{\"_key\":\"b773b4077e010\",\"_type\":\"span\",\"marks\":[],\"text\":\"Just this: as much as it might seem like it, sometimes, nobody lives their whole life online. Understanding your customers’ locations and what they mean about who they are as individuals and what they value is a powerful way to personalize and improve the messages you send—as long as you’re transparent about what you’re doing, and thoughtful about when and how you take advantage of the location data your disposal.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/fc2ea79fb5e9b2266ae8f2754e38be9777aa633d-1120x660.jpg\",\"publishedDate\":\"2018-11-09T17:05:00-05:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-fc2ea79fb5e9b2266ae8f2754e38be9777aa633d-1120x660-jpg\",\"_type\":\"reference\"}},\"pageDescription\":\"What You Need to Know About Location Marketing | Braze\",\"pageTitle\":\"What You Need to Know About Location Marketing | Braze\",\"slug\":{\"current\":\"location-marketing-overview\"}},\"title\":\"What’s Location Marketing?\"}]}]}],[\"$\",\"section\",null,{\"className\":\"supergraphic-4 relative overflow-hidden contain-layout\",\"children\":[false,\"$undefined\",[\"$\",\"div\",null,{\"className\":\"\",\"children\":[[\"$\",\"$L36\",null,{\"switchbackData\":{\"logo\":{\"source\":\"/images/dummy-images/logo1.png\",\"alt\":\"logo\",\"width\":144,\"height\":45},\"headingKey\":\"partnerSwitchHeading\",\"contentKeys\":[\"partnerSwitchContent1\",\"partnerSwitchContent2\",\"partnerSwitchContent3\"],\"background\":\"bg-white\"},\"locale\":\"en-us\"}],[\"$\",\"div\",null,{\"className\":\"container flex grid-cols-2 flex-col px-4 gap-8 pb-24 md:flex-row\",\"children\":[[\"$\",\"div\",\"0\",{\"className\":\"container flex w-full flex-col justify-between gap-8\",\"children\":[[\"$\",\"h4\",null,{\"children\":\"Join our open technology ecosystem\"}],[\"$\",\"p\",null,{\"children\":\"Our platform is designed for flexible, easy integration so you can build solutions that solve customer challenges and accelerate business growth.\"}],[\"$\",\"$L2f\",null,{\"label\":\"Become a Technology Partner\",\"variant\":\"primary\",\"href\":\"/partners/become-a-braze-technology-partner\",\"className\":\"h-[44px]\"}]]}],[\"$\",\"div\",\"1\",{\"className\":\"container flex w-full flex-col justify-between gap-8\",\"children\":[[\"$\",\"h4\",null,{\"children\":\"Join our global services network\"}],[\"$\",\"p\",null,{\"children\":\"Agencies, consultants, and systems integrators build robust service offerings with Braze.\"}],[\"$\",\"$L2f\",null,{\"label\":\"Become a Delivery Partner\",\"variant\":\"primary\",\"href\":\"/partners/become-a-braze-solutions-partner\",\"className\":\"h-[44px]\"}]]}]]}]]}],false]}],[\"$\",\"section\",null,{\"className\":\"bg-blurPurple blur-purple-animation relative overflow-hidden contain-layout pt-10 sm:pt-16 pb-10 sm:pb-16 custom-background\",\"children\":[false,\"$undefined\",[\"$\",\"div\",null,{\"className\":\"\",\"children\":[\"$\",\"div\",null,{\"className\":\"flex w-full flex-col items-center py-16 lg:py-24\",\"children\":[\"$\",\"div\",null,{\"className\":\"container flex flex-col gap-12 items-center\",\"children\":[[\"$\",\"div\",null,{\"className\":\"flex max-w-[768px] flex-col items-center gap-5 text-center\",\"children\":[[\"$\",\"h2\",null,{\"id\":\"its-time-to-be-a-better-marketer\",\"className\":\"mb-0 text-white text-display-sm sm:text-display-md md:text-display-lg lg:text-display-xl xl:text-display-2xl font-extrabold\",\"children\":[[\"$\",\"span\",null,{\"className\":\"block\",\"children\":[[\"$\",\"span\",\"3e4a71e218cd0\",{\"className\":\"\",\"children\":\"It's time to be a better marketer\"}]]}]]}],\"$undefined\"]}],[\"$\",\"div\",null,{\"className\":\"flex w-full flex-col justify-center gap-8 md:flex-row lg:flex-row items-center\",\"children\":[[[\"$\",\"$L2f\",\"cpanel-cta-1\",{\"label\":\"Get Started\",\"variant\":\"white-button\",\"size\":\"xl\",\"href\":\"/get-started\"}],[\"$\",\"$L2f\",\"cpanel-cta-2\",{\"label\":\"See How Braze Works\",\"variant\":\"white-ghost-link\",\"size\":\"xl\",\"href\":\"/product\"}]],\"$undefined\"]}]]}]}]}],false]}]]}]\n"])</script></body></html>