How do you optimize your segmentation and personalization for mobile devices and cross-channel experiences?

To optimize segmentation and personalization for mobile devices and cross-channel experiences: - Responsive Design: Ensure mobile-friendly emails, websites, and apps. - Cross-Channel Integration: Sync data for consistent messaging. - Behavioral Segmentation: Segment based on mobile interactions. - Location-Based Targeting: Tailor content to users' locations. - Device-Specific Messaging: Customize messages for each device. - Preference Center Optimization: Allow personalized preferences. - Testing and Optimization: Continuously improve strategies.

A great place to start understanding your mobile audience is by looking at what they're doing on your site or app. There are a couple of interesting ways to try and start understanding their needs: 1. Where are they and when are they online? If a bunch of your users are accessing content from locations that aren't known for extended visits (railway stations, airports, busy shopping areas), it might be an indicator they're in a hurry. Same applies if you have spikes in traffic around rush hours or lunch breaks. 2. What are they doing? Are people bouncing quickly? It might mean they're in a hurry. However, it could also mean they quickly found/didn't find what they were looking for - so be sure to test this with other users.

Optimizing for mobile means diving deep into what makes your mobile audience tick. They're on the move, short on time, juggling apps, and squinting at smaller screens. Understanding them is key. Tools like Google Analytics or Firebase give you the lowdown on where they are, what devices they're glued to, and how they interact with your content. It’s about getting into the details of their mobile behavior and preferences. Tailor your content to fit their mobile lifestyle, and you're not just another notification; you're the message they've been waiting for.

Understanding your mobile audience is key to delivering personalized content that resonates. Mobile users often have different needs: they’re on the go, using limited time, and engaging through various apps. To tailor your content effectively, dive into the data. Tools like Google Analytics, Firebase, or Mixpanel can help you uncover insights like user location, device type, screen size, and engagement patterns. By segmenting your audience based on this information, you can craft experiences that meet your users where they are—on their mobile devices.

To tailor mobile content, understand your audience using tools like Google Analytics, Firebase, or Mixpanel to analyze their location, device, screen size, app usage, and engagement.

When designing for mobile, I generally start with the idea that less is more. That super-descriptive and powerful headline you have on desktop? It's probably going to push images and CTA's down the page, below the fold. So, think about how to say the same thing but in fewer words. Same goes for images - reduce their size so that they're: 1. Not lost over page margins 2. Not pushing more valuable content away from your user's view. By adopting a 'less is more' approach, focusing on the essentials, and ensuring your design is responsive, accessible, and user-friendly, you'll create a mobile experience that not only attracts users but retains them

Understanding your mobile audience is just the start. Next up, customize your content and design to fit their mobile lifestyle. Go for responsive or adaptive design to ensure your site looks awesome on any screen. Speed things up with AMP or make it super user-friendly with PWAs. Keep headlines snappy, CTAs crystal clear, and use visuals that grab attention and match what your mobile users are looking for. It's all about crafting a mobile experience that's not just convenient but downright delightful.

For mobile design, prioritize simplicity. Shorten headlines to avoid pushing content below the fold and resize images to keep them within view without displacing key content. Embrace minimalism, ensuring designs are responsive, accessible, and user-centric to attract and retain users.

Nowadays, mobile devices take around 75% of all traffic (at least in e-commerce). Therefore, neglecting UX best practices is non-acceptable. Font size, image sizes, accessibility - all of that should be adapted for mobile and also work fast. I often see one common mistake - small font size. It can be not obvious for some brands, but sometimes worth testing bigger font for mobile, if it's too small.

Remember, less is more. Try to condense your headlines & shrink images to avoid cluttering the page or pushing valuable content down. User higher resolution images. Trust, high res images go a long way for making a website feel premium.

The decline of durable cookies poses a challenge to continuous retargeting in logged-out sessions. Alternatives (ie. privacy-compliant device fingerprinting) can enable long-term tracking through unique device traits. This approach ensures consistent link across devices (post opt-in of course, but also when logged out afterwards), from smartphone browsing to laptop purchases, bridging the gap left by traditional cookies.

Mobile users aren’t just sticking to one device; they’re hopping from phone to laptop and back again. To nail segmentation and personalization, you’ve got to keep tabs on them across all these touchpoints. Tools like Google Analytics 4, Segment, Etc... are your best friends here, helping you stitch together a unified user profile from their digital breadcrumbs. This way, you can see the full journey, from initial browse on mobile to final purchase on desktop, ensuring your messaging hits the mark every step of the way. It’s about creating a seamless experience, no matter where or how your audience is engaging.

Durable cookie decline hinders retargeting in logged-out sessions. Alternatives like privacy-compliant device fingerprinting use unique device traits for long-term tracking, linking devices from browsing to purchase, and filling the gap left by cookies.

To provide a cohesive experience, implement cross-device and cross-channel tracking. This allows you to follow user journeys across multiple devices and touchpoints, giving you a holistic view of their interactions. Use this data to synchronize your segmentation and personalization efforts, ensuring that users receive consistent and relevant messages whether they are on their mobile device, desktop, or any other channel.

Looked at the data and created a mobile page or app you just KNOW is going to smash your goals? Awesome. You just unlocked level 1. But, the people who see real results from their mobile platforms? They're the ones who test all those assumptions they made - whether it's the image they thought was 'just perfect' for the site, the color of their CTA button, or the fact they used 'Find Out How' instead of 'Learn More' for that button. Everything is up for grabs. The key here is to first look at your user behavior, then hypothesize around that, using tools like VWO to run A/B tests, before reviewing the data again and tweaking for the audience you're targeting. That's how people really win with mobile audience segmentation.

One of the biggest tips I see missed SO OFTEN is you should ACTUALLY TEST THINGS ON YOUR PHONE. So many times I see people using responsive emulators on their computer. Pull out your phone, open up your page, and play around with it exactly how your users are. Don't rely on catching things from a desktop, because people don't use a desktop emulator and browse on a mobile size. You will get a way better feel and understanding of what is actually happening by doing it this way.

Segmentation and personalization need continuous testing and optimization for optimal results across devices. Tools like Google Optimize, VWO, Unbounce for A/B and multivariate tests, and Hotjar, Crazy Egg, and UserTesting for user feedback, enhance mobile and cross-channel strategies.

Testing and constant iteration are crucial when using personalization. Each experience must constantly be tested, validated, and improved. User behaviors are always changing. This can be a daunting task for teams. It's important to make testing part of the culture and invest in team members who can help focus the group on innovation and iteration. When testing is just 10% of someone job description it's very hard to give it the love it needs to be successful.

Experimentation is great. But knowing how and what to test is great. A lot of times we see stores making tiny changes and testing them out. This might work for a store doing $1mil a month in revenue with millions of visits per month. But if you are a small store - Test radically different designs - Test different types of landers vs making small tweaks to landers - Try optimizing further down the funnel - Improve the cohesiveness between your ads and your lander. Once you get a good place with CVR and can scale up your conversions, that's when you start working on incremental gains.

Omnichannel personalization aims for consistent, seamless experiences across devices and platforms by integrating data and content across web, app, email, social media, and more. Tools like Optimove, Iterable, Braze help manage these campaigns.

I'd like to add that achieving this level of personalization requires not only the right tools but also a strategic approach to data management and customer understanding. Integrating data from all touchpoints to create unified customer profiles is essential. This ensures that every interaction is informed by previous engagements, preferences, and behaviors. To deliver truly relevant experiences, it's crucial to process and act on customer data in real time, allowing for dynamic adjustments to content and offers based on the most current information. Omnichannel personalization is not a one-time setup but an ongoing process. Continuously testing, measuring, and refining your strategies is vital to keep improving the customer experience.

This is one of the hardest, but most impactful things both B2B and B2C organizations can do. User data is typically spread throughout an organization, siloed, with no easy path to combine. To truly implement omnichannel personalization, you need to not only be able to connect these different areas of collection, but find a way to identify the same user across devices (through sign-in, for example). In a post-cookie world, this is much easier said than done.

Omnichannel personalization involves creating a seamless and unified user experience across all channels. Integrate your marketing platforms to ensure that user data is shared and leveraged effectively across email, social media, mobile apps, websites, and in-store interactions. Personalize user experiences based on their behavior and preferences, regardless of the channel they use. This approach not only enhances user engagement but also fosters brand loyalty.

Implementing omnichannel personalization is like hitting the holy grail of segmentation. The key is delivering a consistent, relevant experience across all devices and platforms—whether it’s your website, app, email, or social media. Integrating your data, content, and design is crucial to making this happen. Tools like Optimove, Iterable, or Braze can help you craft personalization campaigns across every touchpoint. When done right, omnichannel personalization not only improves user experience but also drives loyalty and conversion rates.

Optimizing segmentation and personalization for mobile and cross-channel experiences is all about learning from those who do it best. Airbnb, Netflix, and Starbucks set the bar high, using tailored content to engage users seamlessly across platforms. Consistency and relevance are key. Your segmentation should flow effortlessly from mobile to desktop to in-store, creating a cohesive experience that feels personal at every touchpoint. If it works for the big players, there’s definitely something to be learned!

The biggest brands like Google, Meta, and Netflix continuously test and optimize their experiences. They run hundreds of tests simultaneously, so they for sure know They are leaders in the industry, and it's definitely worth learning from them.

Analyze how leading brands use mobile and cross-channel strategies to engage their audience. For example, companies like Starbucks and Amazon excel in providing personalized experiences by leveraging comprehensive user data and sophisticated algorithms. Learn from their approaches and adapt relevant strategies to fit your business context.

A 'mobile-first' approach is pretty much a universal law for most websites. However, if your website or app is targeting users internationally - especially in developing areas of the world - then this should be tattoed on the back of your thumbs. The reason? Because millions of people are only just getting daily access the internet. That might sound crazy to someone who's been online since the 90s, but it's a reality for millions of people everywhere. And their gateway to the internet? A mobile phone. So, if your blog, store, directory, etc is likely to need traffic from emerging areas, you must design with mobile front and center of your thinking.

How about stop trying solve 10 problems at once in one article. Let's just read this article title again: "How do you optimize your segmentation and personalization for mobile devices and cross-channel experiences?" Not only is this a mouthful, but what are we even talking about here?! Personalization can be classified as a type of segmentation...why do we throw in mobile devices (does it really change that much? If you are applying mental models and concepts, it shouldn't) ...and who is this question even relevant for? Maybe Coca-cola or Nike? MAYBE. This one feels like chasing water and I bet if we surveyed the contributors here about what they think this means, there would be a lot of variant answers.