It’s common to hear “today, we’re increasingly living our lives online”. To me this is simply not true. Sure we spend more and more time using the many wonderful services the internet provides, but the reality is, we’re still living our lives in the physical world.
What does this mean for retailers and brands? How do we balance the worlds of digital and physical when it comes to engaging the customer at their moment of need? Quick service restaurants often refer to this as “The moment of hunger”.
The answer is to consider context. Where someone is, who they are with and how those factors may be influencing what they need at that moment in time.
The “where” can be understood more precisely these days thanks to mobile data.
I recently spoke with Matt Russo, CMO of Gimbal, a company focused on helping companies grow their business by utilizing location to drive better customer engagement.
Matt told me “Mobile is incredibly important to all aspects of marketing today. Mobile phones are a proxy for where people go in the physical world”.
This is significant. In the past, media buyers looking to speak to an audience in the physical world were limited to static datasets, or models perhaps built around demographics other assumptions. This is not wrong, but with mobile data, a new level of accuracy can be added.
Russo went on “Marketers can use that [mobile] data to determine, not just what types of mobile ads they should be serving, but where they should be opening new retail locations, where they should be sending direct mail and everything in between”.
To hear my discussion with Matt Russo and our guest Nat Cooper, Principal Consultant for Mobile Marketing at Pitney Bowes, listen to Episode 1 of the Data Driven Retail podcast available on Apple and all major podcast platforms podfollow.com/datadrivenretail.