Right-Time Marketing: Why Analytics Is Essential
How can businesses leverage the mobile experience to drive conversions and engagement? That’s the million-dollar question, especially with the explosion in mobile during the last few years. And there’s a compelling business case to be made for right-time mobile campaigns.
At Adobe, we’ve seen that customers are 2–3 times more likely to act if they’re presented with the right mobile experience, optimized for the right device, at just the right time. That’s really the idea behind right-time marketing, delivering the most attractive content to customers when they want it.
Optimizing for Devices
Is there anything more unappealing than a desktop experience presented on a smartphone screen? The same could be said about tablet pages shrunk to fit an iPhone or vice versa. Simply put, skipping optimization will derail your mobile strategy. There are a few specific ways analytics helps with optimization.
First, you can quickly gauge what types of devices your customers are using, whether its smartphones or tablets, Android devices or iPhones. This helps prioritize how you’ll deliver content—from apps and mobile Web experiences to SMS and location-based responses—and understand what mobile strategies make the most sense for your company.
With analytics, you can also identify the breakdowns in conversions. Are customers not tapping or swiping through to the cart? Is there a particularly high bounce rate on a certain page? When you can see how a page or app screen is underperforming, you’re in a much better position to adapt an experience to fit customer needs.
What About Personalization?
Ray Pun, Adobe’s strategic marketing lead for mobile solutions, laid out the idea of personalization nicely in a recent blog post. His point was that your company’s personalization strategy should first consider “mobile unique elements,” like device and connection type, location, and operating system, and then incorporate customer profile information, including preferences, usage behavior, and social media connections.
With that in mind, analytics is a key to the idea of personalization.
Here’s a personal example: I use the Home Depot app when shopping for supplies for home repairs, and it’s a perfect example of effective mobile optimization and personalization. The app is location-specific, allowing me to set my favorite store, and it provides optimized in-store and at-home content. I used the app recently to purchase building supplies, which I then picked up at the store’s customer service desk after being notified by text message. It was a quick, efficient, and completely personalized experience, and not to mention, my wife was happy I didn’t pick up any extra add-ons at the store.
Within Home Depot’s app, optimization and personalization are in play in a couple of different ways.
For one, I receive real-time recommendations when shopping online, and I am offered location-specific deals through a local ads tab. The app also connects me to tailored content like store layout maps—even with the aisle I might find a product—contact information, and customizable shopping lists and orders tabs.
It’s the exact opposite of a one-size-fits-all mobile experience.
When’s the Right Time?
Once you’ve collected this customer data, there’s still one more step to successful right-time marketing: providing a tailored experience at the ideal time. But when is that exactly?
Of course, it’s different for every customer, but here’s another example from the Home Depot app. When shopping in-app, Home Depot provided me with personalized product recommendations and deals, and the platform is optimized for quick search, sharing, and saving products for review later.
By utilizing optimization and personalization, Home Depot can offer me the right deals at the right time—i.e., when I’m shopping in-app. This level of personalization is only possible with a powerful analytics solution that collects the right data and lets you visualize how that data is connected to engagement and customer action.
Where We’re Headed
Mobile analytics is still emerging. Yet we’re already seeing how right-time marketing presents a convincing ROI for businesses.
It makes sense now to embrace these best practices to increase engagement and conversion rates because personalization and new tools will no doubt continue to allow marketers to connect in innovative ways.
If you haven’t fully tapped into your mobile potential, you’ll just be playing catch-up. Bottom line: There’s no better time to jumpstart your business’s right-time mobile strategy than now.