Maximising Reach with Unified Messaging [PM Video Series 01]
“If your plans don’t include mobile, your plans aren’t complete”, says Wendy Clarke, VP Marketing, Coca-Cola. As much as it adds to your marketing plans, mobile complicates things with its web and app interfaces, iOS and Android platforms. But your customers are fragmented across these platforms.
Here’s our Shiju Mathew, Head Products- Mobile at Vizury talking about the fragmented mobile landscape and the need for effective user-mapping to make mobile marketing work.
Mobile is the centrum of marketing today and brands face the challenge of reaching out to customers across the web-app interface. Reason?
Each of them works independently and using different technologies. Mobile websites use ‘cookies’ for identifying customers, while apps know the customer via the device ID. And of course your customer will switch between web-app in the blink of an eye. The danger then, is that if your advertising partner identifies them as two different individuals and sends out different ads to the same person. That’s personalisation gone all wrong!
Know more about your technology partner’s ‘mapping algorithm’ to unify messaging across the mobile ecosystem. This solves the complexity of mobile customer identification and maximises reach. Be where your customers are- only with a highly personalized message!