Recently, I came across an article on New
York Times turning its focus to mobile marketing on social apps. With the help
of Gallop Labs, a mobile marketing automation platform and a recent winner of
Facebook’s Innovation Award, New York Times came up with an innovative way to
utilize the huge data gathered from the publisher’s app. "Under the hood
of the mobile analytics dashboard, there is a ton of detail on their users.
Marketers can use this data to drive more targeted advertising based on what
users are looking at and what they’re interested in at the right time and with
the right message,” said Farzana Nasser, co-founder and chief strategy officer
at Gallop Labs, New York.
In July
2014, the New York Times equipped its new app with functions that allows users to
customize their experience by choosing what types of news they want to receive.
The development of these features was introduced to encourage more engagement
with the apps, given users can filter different news genres, depending on their
personal interests. However, these fancy updates bring the company far more
benefits than simply attracting new app users and retaining current users. More
importantly, by adding these features, the New York Times will gather tons of
valuable data revealing the interests of their app users.
Gallop
recognizes the channels, such as Facebook and Twitter, that marketers can use
to deliver not only targeted contents but also appropriate advertisements.
Gallop then encourages their clients to use these channels to better acquire,
engage and retain app users. In a similar way that Facebook
remembers the sites its users visit and then develops coordinating ads,
Gallop’s capabilities can use the habits of dedicated New York Times’ users to
advertise more targeted information to them while they browse on their favorite
social sites. By using a combination of algorithms, specifically in-app
behavioral data, Gallop aims to help New York Times' marketers optimize their campaigns based
on post-install metrics.
From a company
perspective, let customers choose the content they want to receive is
definitely a good choice. With data that indicates consumers’ interests and
habits, marketers are able to look past the bigger picture and know users on a
personal level, enabling them to provide an overall pleasant experience while
using the app and recruiting users that will keep coming back. “We see a huge
focus on driving cheap installs within mobile advertising these days, and there
is not as much of a focus on high quality users,” Ms. Nasser said. “If users
don't stick around after their install and do not drive revenue, they aren't
too valuable."
So if we
are able to offer customers more autonomy while make them more valuable to the
company, why not?
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