If someone you’ve never met before gives you their phone, and asks you to find out as much about them as possible just from the contents of their phone, can you do that? Chances are, you’ll be able to tell a lot about that person without even scrolling through their photos or checking their internet history. Learn how to use this type of behavioral data to inform your marketing decisions.
Smartphones contain behavioral data. What can a smartphone tell you about a person?
Our phones have become a catalog of our interests, a reflection of what we enjoy and our attitude towards the world around us. As such, they have become a valuable resource for marketers looking to find more meaningful, sustainable ways of reaching consumers and building brand loyalty.
At this point in time, we know that in order to attract new customers and keep existing customers happy, it is important for brands to show their audience that they understand their interests. Customers want brands to understand their values and preferred methods of interaction.
While many companies have long used app data, location data and other sources of information to create consumer profiles – few have managed to synthesize this information. Even less has included information in a way that highlights the key needs and concerns of the consumer.
It is not enough to know who to target, you also need to know how to target a customer.
An ad that comes across as inappropriate or patronizing — or too intrusive — can turn potential customers off your brand forever.
App Science can provide information that helps you determine the types of messaging that work best for different groups. You’ll also want to know the best times of day and the channels your customers use to ensure the highest rate of response.
Understanding a person’s behavior can help you better predict which brands or products will appeal to them the most.
This data-driven approach can be applied not only to smartphones, but to any connected device, such as a “smart” television. Like mobile phones, smart or connected TVs can be linked by IP addresses (and therefore individual users), providing the brand with a direct bridge to consumers.
People have abandoned traditional cable in favor of services like Roku, Apple TV, Hulu, and any number of streaming and on-demand services. These customer choices have given us the ability to identify those individuals and show them relevant ads. Knowing which ads to show to whom is invaluable. Consider the struggle that broadcast networks are currently facing – simply to attract viewers.
Additional insight into how these people consume television and what streaming platforms they prefer to use is invaluable to brands that are finding new, engaging ways to connect and serve their consumers.
At the end of the day, advertising is successful only when it is able to create a bond between the customer and the brand.
The only way marketers can develop that bond is by understanding the specifics of their audience. It is in this regard that app (and, by extension, television) data becomes essential. The data provides insight into the intricacies of consumer behavior.
This information can be used to create advertisements that speak to individuals. No more boring and generic ads designed for audiences made up of people from different backgrounds with different interests and buying habits.
The more we pay attention to what our customers and customers are consuming, the better we can send the right signals that can sell our brand.