Post by wekeve7933 on Dec 5, 2023 10:51:15 GMT 1
Evolution of uses, enhanced shopping experience, hyper-personalized customer relations or simplification of payments… Mobile offers brands unique opportunities to reinvent their marketing strategies and work on this sacrosanct “ customer experience ”, which has become crucial in the purchasing decision of an increasingly mobile, volatile and demanding consumer. But to achieve this, you still need to master the data! A column by Nathalie Schulz , CEO of DQE Software The mobile revolution is on ! In October 2016, global mobile traffic exceeded web traffic for the first time (1) , while in December 2016,.
Amazon announced that 72% of its Christmas customers had made at least one Email List order via their mobile (2 ). But to be able to take advantage of this mobile wave which overwhelms everything in its path, we still need to master data. That is to say, not only collecting and analyzing customer data, but ensuring that it is reliable, to have an exhaustive customer vision and thus succeed in the “magic recipe” of marketing: “the right one”. offer, to the right person, at the right time . And in this area, brands still have progress to make! Putting data quality at the heart of mobile experiences Even if the majority of marketing and digital departments believe that managing the quality of customer data is essential to effectively orchestrate their strategies (3), many of them neglect some of their first-party descriptive data, thus engaging in a race for personalization which can prove disappointing. What is the point, for example, of setting up a geofencing operation, with the purchase of an item benefiting from an exceptional discount received on mobile, if the consumer receives it in double or triple, because the database of the mark is not cleaned of multiple files? A regrettable negligence, which discredits the trust placed in the brand, taints the customer experience, and unnecessarily increases marketing pressure on the customer.
Taking an interest in navigation, purchasing, or behavioral data is of course necessary to offer personalized offers, but you still need to target the right person. However, only reliable and quality data will make it possible to create unique and truly “ 1-to-1 ” experiences. In an increasingly competitive world, it is therefore becoming urgent for brands to create a virtuous circle of data collection and reliability , to sustainably nourish and irrigate customer relationships, with even more personalized and contextualized mobile experiences. Create mobile journeys that generate data Because mobile is at the center of interactions, it has become an inexhaustible source of data , allowing brands to have a better understanding of their customers. At their fingertips, mobile users are inclined to provide them with personal information, in exchange for real value-added services. But accessing quality customer data thanks to mobile means not considering your mobile site or mobile application as an extension of the website, not being satisfied with a simple responsive design solution, without having rethought and simplified the journeys. to encourage the recording of this data on mobile.
Amazon announced that 72% of its Christmas customers had made at least one Email List order via their mobile (2 ). But to be able to take advantage of this mobile wave which overwhelms everything in its path, we still need to master data. That is to say, not only collecting and analyzing customer data, but ensuring that it is reliable, to have an exhaustive customer vision and thus succeed in the “magic recipe” of marketing: “the right one”. offer, to the right person, at the right time . And in this area, brands still have progress to make! Putting data quality at the heart of mobile experiences Even if the majority of marketing and digital departments believe that managing the quality of customer data is essential to effectively orchestrate their strategies (3), many of them neglect some of their first-party descriptive data, thus engaging in a race for personalization which can prove disappointing. What is the point, for example, of setting up a geofencing operation, with the purchase of an item benefiting from an exceptional discount received on mobile, if the consumer receives it in double or triple, because the database of the mark is not cleaned of multiple files? A regrettable negligence, which discredits the trust placed in the brand, taints the customer experience, and unnecessarily increases marketing pressure on the customer.
Taking an interest in navigation, purchasing, or behavioral data is of course necessary to offer personalized offers, but you still need to target the right person. However, only reliable and quality data will make it possible to create unique and truly “ 1-to-1 ” experiences. In an increasingly competitive world, it is therefore becoming urgent for brands to create a virtuous circle of data collection and reliability , to sustainably nourish and irrigate customer relationships, with even more personalized and contextualized mobile experiences. Create mobile journeys that generate data Because mobile is at the center of interactions, it has become an inexhaustible source of data , allowing brands to have a better understanding of their customers. At their fingertips, mobile users are inclined to provide them with personal information, in exchange for real value-added services. But accessing quality customer data thanks to mobile means not considering your mobile site or mobile application as an extension of the website, not being satisfied with a simple responsive design solution, without having rethought and simplified the journeys. to encourage the recording of this data on mobile.