Identifying what works and what doesn’t in this brave new world of digital marketing starts with a solid mobile-specific taxonomy.
The pace of change has brought huge shifts in digital marketing. As customer buying habits change and governments and technology leaders address the latest consumer privacy concerns, marketers need flexibility in their strategies to transition from one approach to another. With so much marketing on mobile devices, businesses need new strategies that take into account the difference between consumers’ behavior on mobile and their web browsing habits. Metadata collected from mobile campaigns can provide a wealth of insight into changing customer habits.
Between 2018 and 2022, mobile commerce sales as a percentage of total sales nearly doubled to 6.9% and are expected to exceed 10% of all sales over the next three years. And it’s not just B2C commerce: B2B mobile spend is expected to reach 51% of digital ad spend by 2023, a 10% increase since 2019.
As customers increasingly turn to their mobile devices for product research, price comparisons and shopping, businesses cannot afford to be left behind. But how do you identify which processes are working and which are not working in this brave new world of digital marketing? It starts with a solid mobile-specific taxonomy.
Why create a data taxonomy? Improve mobile attribution
As more of the customer journey takes place on mobile devices, improving mobile attribution will be critical for marketers. To ensure that all of your data is properly attributed, companies should create a clear and concise data taxonomy to best identify and label data regardless of how it is collected. By creating a clear taxonomy, marketers will be better able to see how their mobile marketing efforts are working and where there are challenges. Your new model can not only show you the differences in consumer buying habits between mobile commerce and web commerce, but help you tie mobile efforts to the full execution of your digital campaign.
Embrace first-party data
When it comes to the mobile experience, businesses can’t rely on third-party data to target their efforts. The mobile experience relies more on an app environment than a browser. This will make mobile less impacted by future cookie deletions. However, other changes have already occurred in mobile identifiers, which present challenges for advertising and measurement. (Apple made changes to mobile advertising IDs in 2020, while Google announced its own changes for Android devices.) So companies should turn their attention to first-party data and cohort marketing.
More and more companies are adopting first-party data as part of their data strategies. Creating a mobile marketing taxonomy is one way to identify and structure the right first-party data you need. A robust taxonomy leverages campaign metadata — tags that describe and identify every element of your ecosystem that customers can interact with, from landing pages to content assets. Building on first-party data is one of the biggest drivers of change for new attribution models. If your old taxonomy wasn’t focusing on the right data, it’s time to rethink how, why, and where customers find your products.
Here are some common examples of mobile marketing campaign metadata. If you leverage a platform like Claravine to manage them — instead of relying on a mobile marketing platform — you can capture an unlimited number of additional fields specific to your business needs.
- A d
- Set of advertisements
- Key words
How Privacy Helps (Not Hinders) Marketing Efforts
Privacy is at the forefront of everyone’s mind. Customers are demanding more privacy regulations and control over their data, and governments are eager to give them that control. Privacy concerns are ubiquitous among global smartphone users – consumers worry about everything from cybercriminals to spam and data breaches. This problem is not going away; consumers have been concerned about mobile privacy for nearly a decade. Businesses need to take these concerns seriously and act accordingly.
But respecting privacy measures should not mean the end of marketing. It just means companies need to adjust their strategies, from an individual level to a more audience-, campaign- and content-based approach. And that strategy is developed and informed by the data collection outlined in your taxonomy requirements. Companies that demonstrate a commitment to customer privacy can expect to be rewarded with greater customer loyalty, which in turn leads to increased sales.
These days, omnichannel marketing is expected and businesses need to be where the customers are to be competitive. With data coming from many different channels, businesses need data alignment to ensure the operation can run more efficiently. Taxonomies are essential for aligning data across regions and teams while maintaining customer privacy. With mobile devices facing increasing challenges as these ecosystems become more privacy-friendly, marketers need to think differently about the specific information they need to reach and win customers. . With data coming from many different channels, businesses need data alignment to ensure the operation can run more efficiently. Taxonomies are essential for aligning data across regions and teams while maintaining customer privacy. With mobile devices facing increasing challenges as these ecosystems become more privacy-friendly, marketers need to think differently about the specific information they need to reach and win customers.
Change doesn’t mean the end of marketing – just marketing as we know it. There will be ways for marketers to survive in a new privacy-driven environment, through savvy use of first-party data, applying clear data taxonomies, and adhering to the latest privacy laws. .
Learn how Claravine can improve your mobile marketing taxonomies in an upcoming webinar on August 31, 2022.