According to a global survey from Forrester, only 15 percent of consumers were satisfied with brands' attempt to effectively tailor communication to individuals, while 89 percent of marketers believed they were doing an excellent job. This highlights a disconnect between consumers and brands that solutions like Smart Links can address by offering a customized experience for consumers while making it easy for marketers to implement.
Leveraging deep-linking capabilities, Smart Links creates a more personalized approach to user engagement in three areas using the same link:
- Mobile web content: direct users to a specific piece of content on a mobile webpage, like an embedded video
- In-app content: direct users to a video directly within an app, without having to navigate from the home screen to watch the video
- App download: direct users to the app store to download an app and then take them to the content they want within the app the first time it opens. This allows brands to drive more organic app installs without having to rely on paid promotions
By using Smart Links, brands can create a cross-platform profile of a user to identify and match trends across mobile web and app engagement, creating a more holistic view of the consumer.
"Consumers are increasingly rewarding brands who create tailored and engaging experiences, and dismissing brands who fail to meet their ever-increasing standards," said Bob Hall, senior vice president of business development at RadiumOne. "B2C marketers can better meet consumer expectations by using tools like Smart Links to connect with high-value customers in a more engaging and seamless way. By leveraging the combined power of RadiumOne's Mobile and Sharing Analytics to identify high-value customers and Smart Links insights on customer behavior, marketers can improve customer acquisition and retention, ultimately driving increased revenue."
Smart Links is the first step in maximizing consumer engagement with a brand by driving them to content that matters the most to them. Once there, marketers can get more insight into the customer journey by using RadiumOne's Mobile and Sharing analytics tools to analyze their post-click activities. RadiumOne is the only company combining deep linking functionality with engagement analytics to understand a user's path across devices.
Smart Links can be embedded across paid, earned, shared and owned media – including ads, social posts, hyperlinks and anywhere content is linked. With a single link, RadiumOne Smart Links can reach multiple destinations, reducing the time it takes to post destination links across platforms. Each user's journey can feature different ad creative and multiple web or app destinations based on geographic location, device type and where the app is installed. On top of that, brands can segment users in real-time from a single link based on these attributes.
To learn more about Smart Links and RadiumOne's analytics capabilities, click here: http://po.st/smart-links
RadiumOne is the only data-driven marketing company connecting the dots between brands' paid, earned, shared and owned assets to find and connect with high-value consumers. Through our ability to see the strongest signals of consumer intent and predict where consumers are on their journeys, we can build safe and effective brand-specific campaign strategies. RadiumOne delivers digital campaigns that are measured against real business outcomes. Based in San Francisco, RadiumOne has offices across the North America, Europe and Asia Pacific. More on RadiumOne can be found at http://www.radiumone.com. Follow us on Twitter @RadiumOne.
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