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The role of mobile data in business strategy

Nandita Pal, General Manager SEA & Hong Kong, Near | Feb. 5, 2016
Nandita Pal, General Manager SEA & Hong Kong, Near, discusses how critical mobile data is for brands in directing their business strategies.

With such insight, brands could also conform their strategy to meet the demands of the consumers on any given day. This means that they could strategise in order to drive foot traffic on slow days, in particular locations, or to enhance sales with targeted promotions during peak days in others.

Take Raffles City as an example: If Marks & Spencer wants to increase its sales, Tuesday would be the best day for them to run targeted promotions on women's apparel, as opposed to the weekends. Similarly, if Nike is looking to attract men to their outlet in Marina Square on days with low foot traffic, in order to do this, they might consider running a midweek promotion.

According to the survey, high mobile traffic was seen during the hours of 17:00 and 22:00. This would make it an ideal time for brands to target relevant users since during these hours consumers were found to be highly receptive to brand marketing.

As competition in the marketplace continues to soar, brands face more pressures in finding ways to connect with potential and existing consumers. Advancements in mobile data, specially location data and the analysis of such have transformed mobile into a critical tool for brand intelligence.

Using mobile data, such as the data and analysis above, offers valuable insight into what people buy, where they buy it, when they buy it and how they buy it. For brands, this means a significant opportunity to bridge the gap between consumer and business strategy by emphasising targeted consumer engagement. Bringing together the physical and digital world will ultimately add to consumer measure and marketing success, offer broader business decisions for brands, as well as boost sales.


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