Mobile Apps Are on the Rise.
As technology continues to evolve, mobile apps are becoming the dominant source of media intake. In fact, app usage accounts for 89% of all media time spent on mobile.
A mobile device is the most personal digital tool that a person owns.
Since we carry our smartphones everywhere, mobile interactions provide a marketer with greater insights into a consumer’s habits. More specifically, mobile apps provide more insight on a user than any other media platform.
In order to stay ahead of the curve, take advantage of these mobile insights and build a seamless interaction between your mobile app and your audience.
Because users are spending the majority of their time on a mobile device, there is a great deal of information to gain from their actions. Make sure your app contains personalization features to maintain engagement.
Before you can tailor your mobile apps to fit the personalization needs of every consumer, you must first gather the data. Harness these two types of data points to help bring more personalization into your mobile apps:
1. User Demographics:
Understand the demographic characteristics of your mobile users – their age, income, gender, etc. You can understand how to improve your app based on these simple traits.
Upon initial download, mobile apps often ask a few straightforward questions to inquire basic demographic information. This process is simple for the mobile user to complete, and provides them with full transparency on what information the mobile app will collect.
Mobile apps can also integrate social platforms. Users are asked to link their Facebook account to the app download, which in turn gives you access to all the information a user provides on his or her social profile.
2. Mobile Behaviors:
Mobile apps have the ability to give a company a huge array of actionable data points. By integrating an SDK into your mobile apps, you are able to access a personal device ID each time a new user completes a download.
Knowing this mobile device ID will allow you to determine a user’s mobile behaviors, other apps they may be using and real-time location. Behavioral traits, such as what a person is purchasing or the time of day he or she logs on, provide insightful information into how you can target your app. Best of all, having a mobile device ID ensures that the person you are targeting is a real, verified user.
Once you have harnessed the proper array of mobile data points, it’s time to start personalizing. Personalize your mobile app to meet the needs of every audience member that may download it.
A consumer does not want to be fed information through mobile apps that in no way pertain to his or her interests. When designing an app, make the content feed customized to what a consumer has previously searched for, or auto-generate pieces of content based on past likes.
Understand and analyze what users are buying. You can gain a great deal of insight into what consumers may purchase next based on previous purchases, which in turn will help you serve relevant recommendations. For example, if a consumer begins purchasing baby clothing for a newborn infant in May, you want to serve them baby clothing that would fit a 2-3-month-old as July approaches.
Many times, consumers opt-in to push notifications when downloading apps. This customization tool helps users personalize their app to their own preferences and receive alerts based on the content they are interested in. Whether an app is offering a discount for a nearby store or reminding a user that an item was left in the shopping cart, push notifications are a great personalization tool within mobile apps because it helps to drive sales and desired customer action.
Personalized Location Services
Integrating location-based tracking provides extremely actionable insights for marketers. Geo-targeting is the process of delivering marketing messages based on geographic location. Utilizing this tactic through mobile apps allows you to serve users relevant ads on the go.
As an audience member enters an area within a specific radius of a designated store, his or her mobile app can send a promotion straight to the user’s fingertips. This action should help spark the consumer’s interest and drive him or her into the store.
Personalizing mobile apps can seem like a tedious job, but oneAudience has all the tools and data power needed to get started.
By implementing personalized features within mobile apps, such as push notifications, loyalty perks or point accumulation abilities, consumers can feel more connected to your app.