Many forget that the users interacting with your app are actual people… mind blowing right?
User profiling is a 'people centered' approach that gives you the data and insight to communicate with your app users as people who have specific preferences and interests.
The data collected can be as simple as the gender and location of users. It can even be as specific as the date they last accessed the app or a list of their favourite songs.
This insight is like gold dust! ✨ With the benefits of user profiling (and the use of a marketing platform that allows dynamic profiling?!), it would be silly not to use the user profiles to your advantage.
Why Create a User Profile?
User profiles are the driving force for the organisation and will determine things like what language is used in your app. They provide focus and insight on, who your users are and how they like to work in your app.
They offer a range of insights. One insight in particular is that the information gathered makes it easier to see what drives your users as they interact with your brand. And who wouldn’t want to know this!
The more you know about your users, the easier it is to increase their interaction with your brand.
1. Better communication
Think of a conversation with a long-time friend versus someone you have just met. It's so much easier with the long-time friend right? You have a relationship with them, you know what interests them and what makes them tick. It’s the same with app users. By creating a user profile you can contact the user based on what they like, when they like it and how the user likes the best.
2. Greater opportunities
3. Reduces competition
4. Increases profit
5. Brings in more users
6. Target by segment
7. Creates user context
For example, let’s take a flight booking app, if you are like me, you will hate having to print out boarding passes when travelling (the less documents in the case, the more space for clothes 😜) therefore, handy app’s like Easyjet make it possible to be notified through a push notification saying that my boarding passes are ready to download onto my phone. However, if loaded on my tablet I am more than likely going to use it for browsing the next holiday destination, not for boarding passes.
8. Personalise to your users’ needs
9. Build trust
The benefits of profiling are difficult to ignore! User profiles make your life easier when communicating with your app users, providing data to help with personalisation, trust, segmentation and reduction of competition to name a few. By using a marketing platform that allows dynamic profiling to automatically update profiles current, up-to-date information you can focus on your marketing strategy. You would be crazy to not to take notice of it.