News & Insight

How Mobile User Device Data is Driving Marketing

According to a recent survey, mobile represents 65 percent of digital media time with mobile apps dominating that usage, while the desktop is becoming more of a "secondary touch point" for an increasing number of users.

Increased mobile use provides marketers with a wealth of data from apps including insight on user behavior, habits, preferences and location. With an influx of new information about target audiences accessible via mobile, brands must determine how to process that user information to personalize content and create opportunities for positive customer engagement.

Here are a few ways mobile data is driving marketing by collecting user information to better understand target audiences and inform marketing strategies.

Location Targeting

Mobile apps have the capability to collect valuable user information about when, where and how they are using mobile devices. This includes location-based geo-targeting that allows devices to track real time information when a user is active in an app.

Take Pokemon Go, for example. The app uses real-time location data to keep users engaged in the game, while simultaneously feeding that information back to app developers and marketers who can then use that data to target individuals with similar interests and geographic locations with personalized content. Even small, local businesses need to have a mobile strategy in place to capitalize on real-time location data.

Content Personalization

A Nielson study shows that 89 percent of consumers’ media time on smartphones is spent engaging with apps, which means the need to understand and identify mobile consumer behaviors is essential for effective personalized marketing campaigns. Individual mobile engagement is unique and varies over time, so the more information available to marketers through mobile usage, the easier it is for marketers to build more comprehensive, personalized profiles for target audiences.

Cross-Channel Engagement

Mobile apps are rich with personal data because mobile users download the apps and usually provide personal information with login details, allowing much greater opportunities for marketers to track and target them outside the app on social media or on a web browser. The more companies know about their users, the more they’re able to serve them with more relevant and timely messages on the device and medium of their preference.

As mobile apps continue growing as one of the main ways people navigate the digital ecosystem, the opportunities for marketers to target specific audiences across different devices and platforms will only increase. Is your mobile strategy ready to capitalize on the wealth of user data available through mobile usage?