SAN FRANCISCO, March 16, 2017 /PRNewswire/ — RadiumOne, the only data-driven marketing technology company helping brands connect activity across paid, earned, shared and owned channels to find high-value customers, today released “The Impact of Mobile Signals on the Consumer Journey,” a report in conjunction with the Mobile Marketing Association. The full report is available at http://po.st/mobilesignals.
Interviews with over 300 senior marketers revealed that although the vast majority (80%) agree that consumer usage of mobile devices has significantly increased the volume of digital engagement data at their disposal:
- Two-thirds admitted that they’re not confident they’ve identified the most important signals in their customers’ journey
- Over six in 10 (61%) still aren’t fully confident in their ability to find new profitable customers
- 58% are not fully confident in their re-engagement efforts to alleviate customer churn
- Over 50% aren’t confident in their ability to acquire new customers and re-engage lost ones.
“The industry talks constantly about the flood of new data generated by digital engagement, and this is especially the case with mobile, given how indispensable smartphones are today,” said Bill Lonergan, CEO of RadiumOne. “But the plain truth is that most marketers simply aren’t confident in their ability to capture and utilize data effectively. As a result, we must help them in three key areas: identifying the right consumer signals of interest and intent, building accurate insights and predictions and activating these to maximize return on marketing investment.”
Indeed, when it comes to using data to improve branding, marketers cite “knowing where consumers are on their journey” as their biggest challenge (cited by 38%). For driving sales, it’s “knowing what the most important customer interaction points are” (also 38%).
The most valuable data points
Marketers cited content sharing from apps (29% of those surveyed), mobile site visits (28%) and app installs (27%) as the most valuable signals for improving mobile branding. For mobile direct response (DR), the most valuable signals are found in purchase data (38%), geo-location and bookmarked content (both 35%).
Lonergan acknowledges that driving purchases on mobile has “historically been a challenge compared to desktop,” so brands that want to increase mobile transactions should “focus on the in-app experience – from having a simple UI, easy-to-access content and sharing features, and an easy way to buy.”
RadiumOne will be hosting a webinar, How Marketers Can Use Mobile Data to Drive User Re-Engagement and Combat Churn, on March 29. To sign up for free, please visit http://po.st/mobiledatawebinar.
RadiumOne is the only data-driven marketing technology company helping brands connect activity on paid, earned, shared and owned channels to find high-value customers. Through our ability to see the strongest signals of consumer intent and predict where consumers are on their journeys, we can build safe and effective brand-specific campaign strategies. RadiumOne delivers digital campaigns that are measured against real-world business outcomes. Based in San Francisco, RadiumOne has offices across the North America, Europe and Asia Pacific. More on RadiumOne can be found at http://www.radiumone.com. Follow us on Twitter @RadiumOne.
The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem, including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and to advocate for mobile marketers. Additionally, MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development.