Picture a mobile user in your head. Who do you see?
Maybe you envision Brooke, a 20-year-old college student who enjoys uploading photos to her Instagram page to stay up to date with friends. Perhaps you picture Jonathan, a 40-year-old business executive who uses his mobile device to communicate with his extensive client list.
However, it is unlikely that you picture Ashley, a fifth-grade student who just received her first iPhone for the holidays or Murray, a seventy-year-old grandfather that follows his favorite sports teams on the ESPN app.
According to Statista, the number of mobile phone users is forecasted to reach 4.77 billion in 2017. Today’s mobile users range from ages 7 to 90 and are located in various geographic regions around the world.
With almost 4.77 billion mobile users, it can be difficult for brands to filter through all of the data that is available. Mobile data gives brands insight into a customer’s unique mobile behavior. This includes an individual’s media platform preferences, interests, app usage, and purchase history.
Access to this data will allow brands to pinpoint their ideal target audience. The incorporation of this mobile data into your company’s marketing strategy will ensure that your brand connects with the right demographic in real-time.
Here are the steps to discovering your target audience with mobile data:
Identify New Users with Mobile Data
The first step to building an effective audience segment is to identify users on verified mobile devices. SDK technology has allowed companies to reach verified consumers and further assign these users into effective audience segments.
Once an app that includes an SDK is installed on a mobile device, companies are given access to a multitude of mobile data through opt-in apps. This mobile data includes an individual user’s app usage, digital behavior, media preferences, and purchase history. The analysis of this mobile data will enable your brand to effectively segment customers into audiences and determine their respective buyer personas.
With the sizable range of mobile users’ preferences, digital behavior, and buying objectives, brands must analyze mobile data to identify the correct audience.
Expand Your Target Audience
Once mobile data is utilized to identify a primary audience segment, brands can expand their reach by connecting with lookalike audiences that display similar mobile data characteristics. A lookalike audience is a segment of individuals who behave similarly to your target audience.
As previously mentioned, mobile users are unique in their interests and consumer behaviors but can be associated to one another through behavioral targeting. Behavioral targeting allows brands to discover similarities between mobile users as well as correlations between different audience segments.
Consider mobile user Brooke:
Brooke is a college student who rents an apartment, is a music lover, and an avid online shopper. On her mobile device, she has a multitude of apps, ranging from Waze to Instagram to Words with Friends. The analysis of Brooke’s mobile data will allow brands to understand Brooke’s preferences and identify other users who display similar behaviors.
Let’s focus in on the fact that Brooke rents an apartment. Mobile users who are segmented into the Apartment Renters audience highly correlate with other audience segments as well. For instance, Apartment Renters correlate 86% with Social Media Users, 83% with New Parents, and to 86% of Flight Shoppers. Focusing in on just one of Brooke’s many mobile behaviors allows a brand to identify three strongly correlated audience segments.
As correlations are established from segment to segment, a brand’s reach can be continuously expanded. Brooke’s online shopping behavior correlates 90% to mobile users that are sports fans. With this one connection, a brand would be able to expand their reach from Brooke, the 20-year-old college student, to Murray, the 70-year-old grandfather.
Access to mobile data allows brands to link the distinct digital characteristics of their mobile users and audience segments. Establishing key relationships between lookalike audiences will enable brands to effectively expand their reach and gain insights on potential consumers.
Connect with Your Audience
Once audience segments are identified and established, brands are able to target their marketing campaigns to the correct mobile audience. Based on the information gathered on verified users, brands can create campaigns tailored to their user’s preferences.
Incorporating people-based marketing into these personalized mobile campaigns will help strengthen the connection established between a brand and their target audience. Through people based marketing, brands prioritize the human behind the mobile device. This helps to continue the conversation with a customer beyond the initial purchase.
Mobile is continuing to make rapid advancements in the marketing industry. Leveraging mobile data is a powerful strategy your brand can implement to connect with users in a meaningful way.