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How to Turn Mobile Content Into Relevance

December 18, 2013 By Glenn Stansbury
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Oh, the holiday shopping season. The time when every brick-and-mortar and online retailer offers its best deals in a deluge of holiday sales.

And I couldn't care less.

I'm not trying to be Scrooge, but unless you can deliver a specific offer that speaks directly to me, I don't care about your sale. I do care, however, about what items I want to buy that you have on sale.

Far from selfish, this is the mindset of the mobile consumer. With limited time and attention, these consumers quickly tune out marketing white noise or non-targeted content.

So for this holiday season, and for the rest of the year, how do marketers break through that noise? How can you turn content into relevance?

It's Not About You
We owe it to consumers to serve them relevant content. This is what the entire mobile marketing/advertising industry should be about.

To accomplish this, you need to realize it's not about you. It's not about your sale.

It's about the customer. It's about how they can save time and money.

Unless you develop content with this mindset, you've already lost your audience.

Synthesize Existing Information
If I'm a longstanding customer or a member of a loyalty program, there are many pieces of data a retailer already has on me. These data points can be synthesized to create and serve relevant mobile content. The best way to encourage future behavior is to target customers based on what they have done before.

Connect purchase history to customers that have opted-in to a text or email database. If I consistently buy pants but not shirts, the mobile offers or information you send me should reflect that.

Even better, the information can be specific to brand. Am I a Dockers or Haggar man? By appealing to very specific habits, you increase the likelihood of interaction and conversion.

Build on Third Party Data
The idea of "mobile fingerprinting" has received a lot of attention lately. As data and analytic tools improve, this represents an avenue to serve relevant content to consumers that have limited interaction with your brand.

Everyone's mobile behavior adds up to a portrait of their tastes, habits and preferences. Put these together and you get a picture of what makes that consumer tick.

 

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