As app publishers and brands continue to leverage various forms of data to better understand user behavior, they would be advised to remember the second half to that equation: the user experience.
What brands say to the user and how they say it can be as important as knowing whom they’re saying it to.
Gary Eastwood, an advisor to CIO, writes in the publication: “Different consumers want to hear different messages, which becomes all the more important as new customers join the internet thanks to the growing popularity of mobile. Big data can refine those messages, predict what customers want to hear with predictive analytics, and yield new insights in what customers want to hear. All of this is certainly revolutionary and will change how consumers and marketers approach advertising. But it will still be up to advertisers to create messages in the name of their clients.”
Indeed, what gets created, according to Eastwood, is a new “symbiosis between consumer and company.”
He writes that the “rising advertising strategies are fascinating because just as advertisers rely on data to craft new strategies, they give data right back to the consumer. Content marketing is all about giving consumers details about a business such as how they make food, what it is like to work there, and so on. By sharing this data, the company makes the customers feel like they are part of a group which knows common information. And in turn the customer ends up giving up his data to the company which lets it construct new advertising strategies.”
Of course, the question then becomes whether and how advertisers will connect data and the user experience to fully leverage the potential of mobile.
As Kym Frank, President of Geopath, writes in ExchangeWire: “Audience location intelligence garnered from multiple providers in the space is also empowering creative optimisation in a number of ways. For printed units, creative can be tailored to reach the audience most prevalent in the vicinity of the advertisement with the most relevant messages.
"For digital out-of-home, creative can be changed in real time. In some instances, the creative is changed based on the devices in the viewable area of the inventory. In other instances, the creative is changed based on the speed of the traffic moving by the inventory. If traffic is moving quickly, and audiences will only have a few moments to be exposed, advertisers may choose to show a brief message. If traffic is at a standstill, audiences have a longer time in front of the inventory and advertisers may choose to show a longer message.”
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