By catering to the needs of the consumer – not the brand – you are making strides to gain the trust of your target audience.
When done properly, marketing opens doors to create real value between brands and consumers. If marketers can restore consumer trust after GDPR and a series of social media data scandals, they must extend efforts on value exchange. They must capitalize data for the authentic good.
Mobile targeting evolved in recent years. Brands have more tools and channels to target mobile devices for good.
Many brands have built their reputations as prized community players who offer their resources for the good of other people, not just their customers.
Here are a few examples:
- The Ikea Foundation has donated $2.3 million to bring clean electricity to one million people in East Africa and India.
- The Ben & Jerry’s Foundation gives nearly $2 million annually to fund community action, social change and other sustainability projects across the U.S.
- Budweiser has a partnership with the American Red Cross for disaster relief. It donates millions of cans of drinking water to areas devastated by natural disasters.
These companies know that social good is good publicity – good business. Their corporate social responsibility has pierced through the hearts and minds of consumers.
Brands can tailor their CSR efforts through mobile targeting, not to advertise, but to help consumers when they need it most. That way, they can show good intention and opportunities through responsibly collected consumer data.
In times of disaster, mobile data and targeting may fall under public service. For daily use, it can still provide valuable messaging under the right conditions.
Here are some examples:
When a hurricane is about to wreak havoc on a region, brands can use weather data to reach mobile users living in affected areas with a public safety announcement about the storm. They can also send a checklist to prepare for the hurricane, or offer discounts on products needed in households during dire situations.
Brands can also tap into mobile location data to help affected users evacuate to relief shelters.
Based on mobile data points, your company can determine which people are making major life decisions, such as buying a house, getting married or having a baby.
Depending on the life stage, you can offer life hacks or valuable information to relieve stress. Or, you can offer bespoke tools to help consumers share news on their social networks.
Discounts also come in handy in these events.
Brands must stay away from any mobile targeting suggesting knowledge of private medical needs. But you have the chance to be of service to consumers during emergency health situations.
A brand offering cough syrups can use the peak season of cold and flu with available info about high-risk mobile users. This is valuable for people with small children or those who often travel on public transportation.
The company can offer valuable health and wellness tips, or discounts on medication.
These are only a few instances wherein your brand can use mobile targeting to help people in need.
Marketers can do more for the consumers than what they can do for the business itself. So, let’s start conversations about the value we can offer in exchange for consumer data.