Personalization is a topic we refer to fairly frequently on this blog, so we thought you might be interested in eMarketer’s new publication, Personalization for Retailers Roundup.
This collection of rich insights on retailer and shopper attitudes and behaviors as regards personalization is quite a little treasure trove. We’ve reviewed data about the superior effectiveness of personalized messages and media frequently on this blog, and this eMarketer report offers a host of additional data points. In addition, they point out that personalization can actually be a great way to incent consumers to share more information with you.
By personalization we’re talking about a lot more than putting the appropriate name on an email marketing message. We are referring to customized communicaitons geared to the specific needs of individuals or groups.
The retail trade has been a fast mover in the area of digital and mobile data management. They know that they can garner both immediate and long-term benefits from personalized messages and media. And such personalization is at the heart of the value that a DMP can deliver.
Personalization is not only desirable, it is increasingly essential as marketers work to hit ever higher revenue goals and KPIs. This is particularly true in smartphone-based media, including apps. After all, people have much more personal relationships with their phones than with laptops. Every day we see clients achieve far better results by identifying segments of users and then delivering tailored or even personalized creative to each individual in thei Android or iOS app user bases. So many of the most important innovations in the mobile and smartphone app arenas are based upon leveraging a richer and more comprehensive view of each customer in one’s marketing messages.
One of the best examples is mobile marketing automation, which uses insights from customer behavior profiles to define a stream of messages for the app user. Mobile marketing automation is an ascendant technology made possible by comprehensive data collection and profile development.
For me, the most interesting chart in the doc was one we reprint below, which focuses on customer attitudes about more personalized communications from retailers. The data are quite encouraging, particularly when you think back to studies that suggest that customers don’t like data collection. And who can blame them when the question stops there? But what’s useful here is that the question clarifies the personalization results possible, so that data collection is associated with genuine value to the customer.
In the context of smartphone apps, personalization and advanced segmentation give brands the opportunity to radically change the dynamics of monetization for their mcommerce applications. By being able to parse your pool of users and deliver segmented communications designed to reflect the distinct behaviors of each cohort, you can improve the odds of response and drive real increases in ROI. This is just as true for iPhone apps as it is for Android or Windows apps.
Naturally, you need a few things to put these potential gains into practice for your business. First, you need a robust app tracking attribution solution that will measure customer activity inside your apps. These data will be the foundation for the app user segmentation efforts to follow. Foom there, you need an audience segmentation platform, coupled with the means to seamlessly deliver segments and data to your choice of partners and platforms. That’s why our Apsalar Mobile DMP offers three core components to address each of these challenges:
1. Apsalar Attribution is the mobile app attribution and app tracking solution that was specifclaly deigned to meet the needs of mcommerce apps. Our provien platform is the choice of leading retail brands worldwide.
2. Apsalar Audiences for Facebook enables you to develop cohorts or segments of your user opr customer base based upon actions that they have (or haven’t) taken in apps. For example, you could define a segment of cart abandoners that have placed items into a cart but have left the app without transacting. Our Apsalar Audiences for Facebook offerings makes it easy to export the device IDs of people within your segments to Facebook (whether or not they were acquired using Facebook) with a single click. More such integrations are coming very, very soon.
3. Apsalar DataSync is a platform that seamlessly connects your audiences and data to the marketing platforms you choose.
If personalized marketing is on your agenda or wishlist, we’d lover to hear from you. For more information, contact us or call us at 877-590-1854.