Real-Time Targeting to a Mobile Consumer Base

More than half of Americans shop from their mobile devices. Here are 4 key considerations when targeting this mobile audience.

Marketers can no longer afford to ignore the mobility of their audiences. Not when four out of five American consumers shop online, and half of them shop using a mobile device.

Those numbers come from the Top 40 Ecommerce Trends for 2020 report from Growcode, and it illustrates just how far the average American consumer has moved online. more than mobile shopping, consumers are constantly on their mobile phones to check their email, news sites, and social media platforms. According to a Deloitte mobile consumer trends study, more than a third of consumers across the globe say they check their phones within five minutes of waking up each morning, and 20% check their phones more than 50 times per day.

Because consumers browse content and scroll through feeds quickly, especially on mobile devices, it’s important to focus on real-time targeting strategies specific to mobile. Here are a few considerations to get you started.

1. Understand the importance of personalization

You may already know that personalizing your marketing messages should be a top priority for today’s customers, who increasingly want brands to show they care about their individual needs and desires. (The same Growcode study showed that 80% of customers are more likely to make a purchase from a company that offers personalized experiences.) But when you’re trying to connect with a mobile audience, these concerns go deeper.

Mobile interactions are more personal than those on other marketing platforms. These small devices are often used only by one person who has customized the device and whose apps are all linked to their own accounts. This means your messaging needs to consider just how personal these interactions already are: One-on-one conversations between you and a real human.

It’s more important in this format to avoid coming across as pushy or overly salesy. In more personal environments, it’s easier for consumers to spot dishonest or deceitful messages. However, if you’re able to send real-time advertisements that are targeted to specific groups of people, consumers will appreciate just how relevant the messaging is to what they’re currently experiencing.

To accomplish this level of understanding and personalization, moment-by-moment, you need up-to-the-minute customer data so you know what people are looking for and the channels they’re using to search and make purchases.

2. Utilizing an identity resolution solution

Because your customers will interact with brands across their devices and platforms, identity resolution is essential to identify a customer across these different channels. You can identify them by their device, email address, mailing address, phone number, usernames, transactions, browser data, or other information.

Not does an identity resolution solution help ensure you’re reaching the right person, it can offer even more insight into their behaviors, including what they are looking for on their mobile devices. This allows you to focus on real people, not just a data signal or potential sale.

ID graphs are essentially databases of all this customer information and known identifiers that help you reach the right targets. You can then use real-time data to interact with the right customer at the right moment.

3. Ensuring your messages are mobile-friendly

It’s worth noting that your audiences may not become or stay engaged with your brand if all of your marketing channels are not mobile-friendly. This means ensuring these digital experiences are set up properly for an excellent mobile customer experience:

  • Website and landing pages
  • Email newsletters
  • Blog posts
  • Product descriptions
  • Online marketplace
  • And many more

Many digital platforms you’re using probably have a solution to view your pages from the perspective of a mobile device, so take advantage of these tools. Customers will be turned off if they can’t easily navigate through your information or marketplace.

4. Collecting the right real-time data

The modern consumer shifts from device to device, platform to platform, seamlessly throughout the day. They may start shopping for something on their desktop computer, then switch to a mobile browser, all while interacting with their various apps and platforms. This kind of behavior means you need data that’s real-time, but you also need to track your target audience across their different channels.

The aforementioned strategies for better connecting with your mobile audience all require accurate, up-to-date data. Use a solution like the BDEX Data Exchange Platform (DXP), which has over 6 billion unique IDs and more than a trillion data signals.

The BDEX Identity Graph uses a deterministic approach so you can accurately match customers across their devices. You can identify your target customers based on information like their past credit card purchases and email addresses. BDEX matches data signals, which we’ve filtered through to find buyers ready to make a purchase, to our ID graph.

We’ve also integrated an ID check to ensure that all bad data is filtered out of the platform. BDEX has the highest-quality graph out there so you can ensure you’re never using bad data.

Contact the BDEX team today to learn more about our data solutions, which will improve the way you connect with your mobile customers.