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Every mobile device contains an identification code known as its Device ID which allows marketers to better understand their audiences, engage more efficiently with them and increase conversion.
These unique identifiers differ from cookies in that they do not include personally identifiable information (PII), making them a safe and effective method to track consumer behavior.
Targeting
Device ID marketing serves as a reliable means of tracking users and associating engagement, app installs and in-app events with specific individuals. Furthermore, device IDs enable marketers to use deterministic measurement for campaign attribution so that all actions taken online or offline are assigned directly to one user.
As mobile devices tend to be owned by only one individual at a time, tracking device usage allows for a more in-depth profile of consumer online and offline behavior.
Device ID advertising is a key tool for targeting because they only collect data from real devices that haven’t been compromised with malware or bots. They ensure your ads reach real customers and maximize return on investment (ROI). Furthermore, Device IDs can also be used to target specific locations where ideal consumers might congregate – perfect for local businesses looking to increase foot traffic and brand recognition.
Geo-Fencing
Geofences are virtual boundaries created around real-world geographic areas that you wish to target with your advertising. Mobile devices use GPS, cell tower data networks, and assisted GPS (A-GPS) signals to pinpoint their position and form this virtual barrier.
Geofence marketing can be much less expensive than mass marketing as devices entering the geographic target area only need to pay when entering it. Geofence targeting also gives greater audience scale as users within that target are targeted specifically.
Geofences enable your digital marketing agency to send customers notifications that are both beneficial and timely. For instance, Sephora uses this strategy when near one of their store locations to offer mini makeover promotions to people with downloaded their app – this type of targeted marketing encourages local shoppers to come in! Ideally, a four to five minute travel radius works well.
Attribution
Utilizing Device ID marketing helps accurately monitor the success of their ad campaigns and better understand their audience while creating targeted content that increases engagement and conversion rates.
For instance, when running a campaign for a local coffee shop, you can link their device ID with their app user to see which users actually visit the store and make purchases – this process is known as the deterministic attribution method.
App marketers rely on device ID advertising provided by apps and mobile measurement partners like Apple’s Identifier for Advertisers (IDFA) or Google Advertising ID (GAID) to accurately record attribution events such as app installs and sales. These non-PII identifiers provide more precise results than cookies; when the IDFA becomes unavailable, alternative solutions like cross-device identification and web-to-app flows may help app marketers continue accurately measuring the ROI of their apps.
Reporting
Digital marketing utilizes several powerful tools to reach and engage with consumers. One such powerful approach is the device ID, a unique combination of numbers and letters assigned to every smartphone or tablet device.
Device ID marketing provides app developers and marketers with a powerful tool for measuring campaign success more accurately by associating user actions with advertising campaigns, pre-install engagement, in-app events, etc. Deterministic Attribution (DAT) is widely consider one of the most accurate methods of measuring campaign performance.
Device ID advertising is particularly beneficial to marketers that wish to assess how their online campaigns impact offline behavior. For instance, retail chains use it to measure how many visitors come in after seeing an advertisement online. Device ID marketing provides more accurate results than cookies since they only connect with verified devices without including personal details in them.
