Real-world intelligence: Mapping human behaviour to effective mobile marketing

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Mobile phones have rapidly become part of the fabric of everyday life. In fact, it’s estimated that around half of the global population has a smartphone. Phones are a ubiquitous touchpoint which we interact with hundreds of times a day and with each interaction we add more complexity to our digital footprint of purchase and personal history. If marketers are smart, they can utilise these clues as indicators for predicting patterns and in turn exploit these trends to present customers with the right message at the right time, in the right place.

It’s crucial for marketers to understand that what consumers are leaving behind them on the internet isn’t the whole picture, or a true and accurate picture of their real-life habits and behaviours. In order to stay relevant in the digital age, marketers need to understand real world human behaviour offline – in other words, real-time, real-life consumer habits. Digital interactions can be misleading, as customer behaviour on screen doesn’t necessarily translate to real life. A clear example of this is the millions of carefully curated virtual realities on social media.

From a marketing perspective, if someone is browsing a designer handbag online, they might not actually be in the market for a luxury goods product in real life. So, targeting them as a consumer via a digital campaign might not be the best use of a marketers time. However, an alternative source of data can be used to define a more complex and accurate view of consumer behaviour.

Location-based data which is taken from mobile internet enabled devices is data taken from the digital world, which reflects what is actually going on with consumers in the real world. Solely focusing on what people post on their social media profiles or what they might search for online gives only a small, glimpse into their aspirational life. When marketers focus on their consumers’ ‘micro-moments’ they can miss out on understanding their more impactful real-life, ‘macromoments’, which take into consideration where they actually are and what they’re really doing with their spare time.

When it comes to the travel and retail industries in Asia, it’s crucial to understand both the customer purchase journey and the travel journey – which will be covered in greater detail in the study. Technology and mobile devices have changed the way in which people are interacting with brands and how they travel. With the advent of 5G, this trajectory is inevitably set to continue and the data that comes with this digital revolution is there for the taking.


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