This month, Digital Marketing Magazine has published an article written by our Managing Director Atila Madakbas (click here to see full article) where he emphasises the importance of benefiting from consumer behaviour analytics in order to create an effective mobile strategy. Considering the increasing popularity of smartphones (66% of the UK adult population) and the amount of time people spend on their phones (they check their phones 150 times per day on average), it’s important to admit mobile has become a key channel for omni-channel marketers.
What does ‘the consumer’ want?
It’s not as complex as the question ‘what do women want?’ Consumers consume because they have specific needs, or specific interests which may be equally effective in guiding their buying decisions regardless of their needs. Yet, as the question itself suggests, they are ‘the customers’ and they want personalisation. In the light of this evidence, marketers need to be more specific, broadcast marketing messages are rather outdated.
What do businesses want?
As Mr. Madakbas puts forward, businesses exist to generate revenue and to maximise revenue they need to optimise responsiveness by providing engaging information to their customers. Where does this information come from? Simple. In today’s world, the world of technology & Internet, businesses already have a huge amount of data in their CRM systems. However, although ‘big data’ sounds brilliant, it is not that easy to use this information. Here users’ engagement & analytics platforms, such as Netmera, come into play.
Not all consumers are the same. “Connected Customers have connectivity in common but their needs vary” points out our Managing Director.
Analysing their behaviour & interests, and grouping them based on those mutual interests, should be the first step. Then, a marketer should think about the content of the message they create for each group. Once it’s decided, other factors such as time and location should be considered. You don’t want to be annoying – sending a message in the middle of their sleep or holidays – especially when users have become less and less loyal every day due to the extraordinary number of alternatives to your brand (of course there are exceptions). Right messages have to be created for the right people and sent at a right time and right place.
“As a business, the deeper the business can segment, the more the message will be relevant, personalised and impactful. By continually tracking the behaviour of the customer, a business can build a very rich profile and develop customer segments based on similar profiles”, suggests Mr. Madakbas (please see the figure above).
Thanks to user analytics , all customers touch points – online & offline – become integrated and this facilitates the dialogue between the business and the consumer, regardless of their connectivity. Smart platforms now can always know where the smart users with smartphones are physically located, which makes physical stores less crucial in driving sales. Sales can be driven from everywhere now. Yet, physical experience in stores can be maximised through a personalised approach to the customers, via sending detailed product information based on their preferences for example.
Hope you enjoyed this blog post and, as mentioned above, you can find the full article published on Digital Marketing Magazine website.
Big hugs from Shoreditch, London!