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Think With Google: Customers Want Brands To ‘Know Them Better’ Across Devices

Marketers investing in knowing consumers across all of their devices are reaping the benefits: 89 percent report that personalization on responsive mobile apps, sites, and more has increased revenue.

53 percent of consumers will abandon a mobile site that takes more than three seconds to load, and 89 percent of U.S. marketers report that personalization on responsive mobile apps and websites has increased their revenue — hardly a surprise considering Think With Google’s report on the three trends shaping the future of mobile and connectivity, which sees customers asking brands to “help me faster, know me better, and wow me everywhere” with immersive experiences.

Immediacy has always been key to serving consumers on mobile, but with the advent of intelligent assistants like Amazon Alexa and Okay Google — which can answer voice queries instantly and get ‘smarter’ about their users over time — the bar for both speed and personalization across all devices has been raised even higher.

So, how can marketers deliver?

Get To Know Me

By now, marketers know that customized content is key to engaging consumers across devices. That said, it bears repeating that “personalization is a strategy, not a feature,” as TWG’s report states. “We have an opportunity to be smarter with data, using important signals about customers—such as browsing behavior or CRM data—to shape their experiences.”

As an example, TWG cites a recent Maybelline campaign: The brand was preparing to launch new products for a type of makeup application, contouring, and it used Google Insights to make “how-to” videos, which were then personalized by customer intent, demographic, and more. The result? Maybelline’s videos racked up a reported nine million views.

Don’t Forget About New Devices

Essentially, consumers are, at the base level, looking to be recognized for who they are by their favorite brands — regardless of device.

63 percent of people expect brands to deliver a “consistent experience” every time they interact. For marketers who have been paying attention to lessons learned from experiments in omnichannel, this stat should come as no surprise — but marketers now need to take this lesson and incorporate it when it comes to a new suite of devices and touch points. Anymore, it’s not just about synchronization across mobile, tablet, and desktop; as usage continues to skyrocket, connected assistants (Amazon Echo, Google Home, Microsoft Cortana) and IoT devices matter just as much.

“As consumer behaviors shift, it will be important to rethink the investments we make in the user experience,” TWG’s report concludes. “Removing friction and bridging the gaps between channels — all while treating each customer as a unique individual — will be key.”