A March 2015 survey conducted by eConsultancy of marketers across the globe revealed what we’ve known at OtherLevels all along:
Marketers have a basic understanding of their mobile customers, how much traffic comes from mobile devices, and which devices customer use
Marketers have far fewer insights into who their customers are, where they are in the customer journey, or how they use mobile devices differently
In fact, an eMarketer analysis of the survey findings, “Will Mobile Marketers Move Beyond Basic Measurement?” reinforces the OtherLevels’ philosophy: use data to craft messages that are delivered to the right person with the right information at the right time, all of the key elements of “knowing your customer.”
Personalization and targeting – two of the OtherLevels platform’s key strengths and capabilities – are not achievable if marketers don’t have underlying data about customer preferences, in-app activities, frequency and recency of app use. And results will not be optimal if marketers don’t leverage data about the subtle but important differences in how consumers use and respond to messaging on smartphones vs. tablets.
These data gaps will widen as consumers continue shift away from laptops and PCs (as they already are) to mobile devices – including wearables — for everything from shopping to gaming, traveling to gambling. So if any marketer are not taking advantage of the data they need to execute with a “mobile-first” frame of mind, they should start right now.
Commerce and Marketing: Moving Toward Mobile
Why? .According to Google and MarcResearch, 84% of shoppers rely on their smartphones as they’re shopping in brick-and-mortar stores.
In the U.S. alone, smartphone owners spend almost five hours a day on their devices, according to Informate Mobile Intelligence. And in late 2014, more than half of search engine traffic to Google came from mobile devices for the first time, not desktop computers or laptops.
It’s very clear that consumers are searching, price-comparing and purchasing on mobile devices
That’s why data captured across the mobile environment is so critical – it’s where more behavioral and transaction data is coming from, and it’s where marketers need access to in order to “meet their customers” and engage in mobile conversations that are personal, relevant and timely.
Those conversations need data: from the mobile devices themselves, from consumers’ in-app app activities, from CRM systems, loyalty programs, shopping carts and other key sources. Even basic information about a consumer’s location, time zone and language can add an element of personalization that creates a real connection between customer and brand.
Consumers have already jumped into the “mobile first” mindset. Armed with enough data – and the right kinds of data – today’s mobile marketers should be right there with them. The question is, are you?