Top trends for using data to improve the mobile customer experience

November 5, 2014

Laura Perez


These days everyone is using some type of smartphone to make their lives more convenient. So much so, that it's no longer a rare occasion when your grandmother whips out her new iPhone 6 to request an Uber on a Saturday evening. Needless to say, we've come a long way since flip phones...we've even come a long way since mobile-optimized websites.

Mobile apps are creating a new experience for users where they can virtually get anything at anytime - taxis, food, clothes, dates and the list goes on. Consumers today now spend just as much time on their mobile devices as they do on their desktops or laptops and expect rich experiences. This gives brands a huge opportunity to learn about their customers and interact with their customers in ways that could never be done before. 

Leveraging your own customer data will help you discover endless insight into how your customers think, act, and feel. A constant survey of data.

Below are ways we're seeing brands get creative with leveraging data to create a better in-app experience. 

1. Increased Personalization and Customization of Messages

Many consumers still haven’t caught on to using their smartphones for commerce, but they do use it to research potential buys. Personalized offers catered to their previous searches or favorited items may give the extra encouragement they need.

2. Geo Targeting

Having a reference base for where a consumer is located helps you tailor specific offers and deals based on that information. Another potential feature would be a “find-in-store” or “check inventory” feature to increase convenience and incentive to buy now.

3. Targeted Segmentation

Instead of broadcasting to the masses, target those specifically in a demographic that is meaningful for your app. Chances are, the metal heads aren’t going to care about the Brahms Symphony concert playing down the street, but those that frequent the new four-star restaurant in town may be more interested.

4. In-App Advertisement

Aligning ads in a more organic way in apps that the customer base uses forms a less invasive association with them. Products become a part of their everyday experience with the app, not a nuisance splashed across their screen.

Before beginning any mobile marketing strategies, it’s a good idea to have a starting point. These 4 tips should serve well in beginning that journey. Keep these in mind and you already have a solid beginning.  

winningstrat_feature_01-1To learn more best practices for using data to improve the mobile experience, download our whitepaper 4 Steps to Create a Winning Mobile Launch Strategy.


In: Marketing

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