Find the middle ground with personalized mobile offers: From Gartner to Marketers

    Before our eyes, a revolution in marketing is already taking place or even has taken place. This is now not just marketing, it is, with a well-known assumption, namely Internet marketing. Even now, in a difficult economic situation, the vacancies of Internet marketers are published almost daily.

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    Today we introduce you to the publicationvice president of Gartner, one of the leading research and consulting companies specializing in information technology markets. In the article, Mike McGuire reflects on how to use personal data to create personal offers and not lose consumer confidence. Is it possible? The author is sure that he knows the answer to this question.

    Mike McGuire

    Marketers should move towards the provision of relevant mobile offers without losing customer confidence. Your customer has recently purchased household products. By tracking its behavior, you provide targeted advertising for door handles and pendant lights. In this case, the main goal will be to collect enough information to provide advertising on topics of interest to her, without going beyond what is permitted.

    For modern marketers, creating effective offers and real-time messages requires detailed and constantly updated information not only about the location, but also about things like shopping history and family composition.

    Buyers are accustomed to expect unity of prices and goods on various information channels, but are still afraid to share information. Marketers are faced with constantly changing ideas about what is acceptable when using personal information.

    “Managers, it is very important to gain consumer confidence. With careful consideration of customer impressions and opinions, marketers have the opportunity to establish close contact with consumers and combine offers within the store with mobile and online data. ”

    Customers also want mobile offers and personal data security.

    The Gartner study, conducted earlier this year, showed a great desire to receive information on the prices of various products, as well as to purchase these products on a variety of retail sites. For example, in a February 2015 study, 52% of consumers say they have received personal offers from stores in the last 6 months. And among these potential buyers, 43% strongly agree that a relevant offer will affect their buying decision.

    The analysis showed that 21% of consumers are already sharing their location with stores on a mobile device, and another 27% say they would like to take this opportunity. Nevertheless, they worry about the safety of their personal data:52% of consumers say they’ve never shared location data or used this feature in store apps — and they won’t .

    The study also showed that it is important for customers what personal information - the very information necessary to compile effective mobile applications - they are willing to share. For example, users are more likely to write their age and gender, but are unlikely to give marketers data on family income or provide a mobile phone number.

    Earn trust and listen

    Marketers working with mobile platforms should be honest with customers about what kind of information they collect and how they are going to use it. The benefit for successfully practicing this organization will be significant: By 2018, those who invested in all types of personalization will overtake those companies that did not do this by 20% in sales .

    - Constantly check and update your privacy policy . Formulate and document the policy for the use of personal data. Avoid complex legal terms and write in plain language so that customers can easily understand how their data will be used and how well it will be protected.

    - Use only quality information. Test customer data and information from third-party sources for accuracy and make sure that they are timely and widely available. Avoid using confidential information .

    - Take the initiative in getting customer reviews. Check personal offers on a small sample and constantly monitor the results through surveys and through monitoring of social media channels .

    Listen and interact with users

    Mobile offers will become more popular when users' concerns about the security of their personal data subside and when they get used to using personal information in exchange for more personalized advertising offers. However, marketers should use personal data sparingly so as not to lose user confidence.


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