Data-driven marketing in a device-dominated world


This article was originally written for, and published on, ExchangeWire.
Read the original article, “Personalisation: An Untapped Opportunity for APAC Marketers”, here.

Consumers have embraced multiple devices to the point where smartphones, activity trackers, and tablets have become the norm rather than the exception. According to Appier, the number of multi-device users, on 4+ screens, in Asia increased by 40% between the second half of 2015 and the first half of 2016.

Access to a variety of devices has enabled consumers to find the information they want, whenever and wherever they want it. However, while mobile devices have paved the way for increased flexibility and 24/7 convenience for consumers, their dominance has upended the effectiveness of traditional media plans.

In order to survive, and ultimately thrive, in a world where consumers now expect personalized communications and one-to-one interactions with brands, Asia-Pacific marketing professionals need to change the way they think about and use data. It goes without saying that marketers cannot afford to be unaware of what is relevant to their customers, and the only way to keep up with these ever-changing customer preferences is to use customer data in a more fluid and always-on way.

By putting data to work, including first-, second-, and third-party data, agencies and advertisers alike can gain access to key insights drawn from consumer device usage. More importantly, marketing professionals can use the data to build a cross-device marketing and messaging plan that communicates with people in the manner they prefer, and prompt incremental sales.

Here, the real-time element of cross-device marketing is crucial. Because, if the data is not current, it can lead to wasted budgets or missed opportunities. One example would be if a consumer was browsing for headphones and then completed a purchase. If the cross-device graph was not updated in real-time, this consumer could still be targeted with an ad for the headphones they already bought, resulting in a waste of marketing budget and an annoyance for the customer.

Interested in learning more about data-driven marketing and personalization? Read the full article here.