Mobile apps have changed the way companies interact with their customers. They are more convenient for people to control when, where and how they interact with brands and companies, and they facilitate data collection which offers insights into the way people live, how they prefer to spend their time and what hobbies they have.
However, not all corporations know how to take full advantage of this continuous stream of data coming from their mobile app users. One of the major ways in which they lose opportunities in customer targeting is by failing to merge mobile and web customer data and create an integrated profile of their target audience, taking advantage of everything they know from their users’ behavior both on the web and on the mobile phone.
In this article we will discuss not only the opportunity, but also the major benefits for companies which understand that a mobile app is just one more tool in the large mechanism called customer targeting, marketing and conversion.
1. Improving the Efficiency of Remarketing
Knowing what type of action people take on the web and on the social media helps marketers create better targeted campaigns for remarketing. Before mobile apps, companies could remarket to people who visited their websites and started various actions (such as adding products to the shopping cart) without completing them. These people could be targeted with ads on Facebook or banner ads on other websites, reminding them of their incomplete action through a special discount or other attractive bonuses.
Now companies can target people who used the mobile app to look at products, find information on them, or even simply open the app to discover payment and shipment options. When people are targeted on every device they use to connect with a company, there are higher chances for them to decide and take advantage of a special offer on the spot.
2. The Right Tools Offer the Data You Need
Data is useful to you if it discloses the kind of information you need. When you put together web and mobile analytics data, there is a great danger – that of getting lost in too much information, pointing out in too many directions.
This is why it is a good idea to invest in specialized analytics tools for mobile apps and use them to pull the exact kind of data you need to coordinate with the information you obtain from your social media and website analytics tools. Once you have a clear picture of your users’ behavior, you can determine their needs, preferences, lifestyle and patterns of engaging with your company for optimal targeting.
3. Discovering What Type of Engagement Is More Appealing per Customer Segment
Integration of web and mobile app analytics data is very useful in creating one further (and very important) segmentation in your audience: people who prefer interacting with you through the web, and people who prefer using the mobile app. By having this clear segmentation, you can prepare differentiated marketing campaigns for these two groups, by addressing them using the medium they find more comfortable and convenient to interact with your company.
One of the most important things is to give users the sense of control – to bend to their wishes and adapt your communication style to suit their personality, their style of browsing branded content and the way they respond to calls to action. Thus, by sending your ads and marketing messages through the platform they prefer, you increase the chances of getting a higher conversion rate.
4. Finding the Right Mix of Web and Mobile App Marketing
Finally, the correct integration of data analytics from your web and mobile app users helps you optimize your overall marketing costs by identifying the right marketing mix to engage your audience, and investing in marketing strategies with a high conversion rate and a high ROI.
This is what actually justifies the existence and the investment in your company mobile app – targeting customers more efficiently in a cost-effective manner and obtaining more revenues from your overall marketing efforts.