The Rise of Apps & Personalized MarketingJanuary 10, 2014
Entertainment and social media engagement are inseparable. From American Idol voting, to apps encouraging people to engage with tablets during movies, social media is a huge part of the way we consume pop culture and entertainment. Heck, there’s even a new app from ticket purchasing company WillCall that allows concert goers to pre-pay for beer through their phone or tablet (which, by the way, I think is genius).
But did you ever think about the other side of this? What the social media marketers, app creators, and businesses in general are getting out of this relationship? Because if you did, you’d know that it’s a very smart system of marketing and engagement.
Many apps meant for entertainment actually have a second purpose: to collect user information in order to create future, customized marketing approaches. This tactic called Personalized Marketing.
Let’s use the WillCall app example from above. The app, called BarTab, lets users select and pay for drinks at concerts, without having to wait in line. At the same time, the app collects valuable data about what type of events each user is attending. Venues can then purchase that data to advertise similar events that the user is likely to be interested in, while better implementing customer loyalty programs.
Of course, monitoring customers’ behaviors to learn more about their preferences is not unprecedented. Online retailer Amazon was one of the first companies to track its customers’ behaviors, and Google is well-known for the ways it tracks people’s online habits.
While not new, this is a call to action for businesses and social strategists looking for a solid ‘how to’ when it comes to engagement; the first step to successful, targeting and influencer marketing campaigns is to appropriately curate information about your audience.
Once you know who your audience is and what they’re talking about over social media, you’ll be able to provide a more personalized, customized experience that engages individuals and keeps them coming back for more. No matter what you’re selling, you can believe that information about your audience is out there. And it’s time to start using that insight for a more powerful social media approach in 2014.
To learn more about the benefits of knowing your audience, contact firstname.lastname@example.org.