Mobile in context
Since mobile search exceeded that of desktop, its reverberating effect has been noticeable across verticals. A recent milestone for retail is a good example, as visits to retail websites via mobile devices have overtaken desktop traffic for the first time.
Whilst the increase in mobile search is not new news, the deepening of mobile usage has coincided with developments in technology that is complexifying online behaviour. When we entered 2017, many industry experts predicted a growing focus on the permeable hybrid-user. The notion that we’re moving between interface modalities has also had a proliferating effect. The release of AI technologies such as Alexa, Brixby and Google Assistant along with the development of AR/VR, only reiterates this.
With such rapid developments, there’s no better time to ensure that mobile marketers have implemented what is needed to have a single-view understanding of their app users.
What it means to have a single view understanding of your audience
Attaining a single-view understanding of your users refers to having an insight into the journey of across channels and devices. For app owners, it is integral that they have context of in-app behaviour against other channels such as web, email, chat or social channels like Facebook and Instagram, across and beyond desktop and mobile devices.
This can help explain how these channels and devices inform each other. A seamless comprehension of interactions across web, app, TV (and beyond) will provide invaluable information about your users that can ultimately elevate your mobile marketing campaigns whilst indicating which elements have the most impact.
How to gain a single-view understanding, starting with your app
So, how do you go about gaining a holistic view of your mobile app users? Here are a few things you should consider…
We have said it time and time again, there needs to be a fluid discourse between your product team and your marketing team. The product team can carry out the native implementations required, formed by the data and behavioural understanding attained by the marketing team.
If you haven’t already, work with your product team to integrate an analytics tool into your app. There are numerous options on the market for you to choose from. Sophisticated cross-platform attribution gives marketers enough information to know what’s working and will give you invaluable visibility of their users’ behaviour.
Next you need to consider implementing tracking systems and architectural flows. This will help you recognise where in the process they switch between different devices or where they jump from one channel to another. Now you can provide consistent cross channel experiences and drive your brand growth.
When the data is organised, you can use key data to implement optimisations that will help your users convert that the stage where they are most likely to, which is hopefully within your app. It can also help you create and offer the right and relevant content at the right time through the right channel.
Our team of Mobile and App experts are happy to help if you want more information on how to gain a single view understanding of your app user, so feel free to send us an email.
Want to find out more about optimising your app and keeping up with the latest OS capabilities? Make sure to subscribe to our Mastering Mobile Marketing video series. You can also get in touch by visiting the Contact Us page. Follow us on LinkedIn, chat with us on Twitter @yodelmobile, and join our #mobilemarketingUK LinkedIn group.
