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Personally identifiable information

Personally identifiable information

Personally identifiable information (PII) is any digital data that can locate, contact or identify a specific individual, either by itself or combined with other easily accessible information. It includes information that is linked to an individual through financial, medical, educational or employment records.

PII is mainly used in information security (IS) services to search, locate and identify specified individuals.

PII is considered sensitive information that can consist of information such as fingerprints, biometric data, names, telephone numbers, email addresses, passports or social security numbers to identify a certain person.

It does not include public information that is lawfully made available to the general public from federal, state, or local government record. It is up to federal agencies to safeguard personally identifiable and other sensitive information. It should only be accessed on a need-to-know basis and handled with care.

It is important to protect PII and even personal health information (PHI), which also contains certain aspects of PII that relate to the medical field. People are required to sign statements that specifically allow health care providers to access their records or share the information with a person of choice. The data can help when needed but can be dangerous when misused.

If a data breach were to occur, it can be devastating to a company and its employees. Not only would the loss of a reputation for the company be an issue, but also the thousands of people whose data was stolen would be at risk.

It goes without saying that PII data that is transmitted must be secure and encrypted so that outsiders of the organization or company cannot decipher it.

Mobile app retention rates

Mobile app retention rates

Mobile app retention rates decrease by more than 75% within the first three months of downloading an app. By the one-year mark, only 4% of users still engage with an app they downloaded the year prior. Numbers like these highlight the importance of retention rates when dealing with mobile marketing.

Retention can be defined in different ways. Some companies choose to focus on simply getting users to revisit the app. Others look for engagement with specific features. How you decide to measure retention rates depends on your industry and the nature of the app. For example, an e-commerce app might emphasize user engagement more than a music-playing app. Either way, the goal is to get users to come back.

Mobile app retention is vital to the growth of a company. A high number of users is useless if they churn early on. Instead, a small number of users that repeatedly return to the app offers reliability and lead to stronger relationships between the business and the customers.

Ways You Can Increase Retention Rates

  • Target your mobile audience. Casting a big net to catch a bunch of users will yield a very low percentage of returns to your app. Instead, focus on marketing your app to a segmented group of consumers who are more likely to engage with the app continually.
  • Evidence has shown that push notifications can increase retention rates by at least 20%. Personalizing those push notifications to the individual user increases retention rates even further.
  • Give special attention to users within their first month of downloading the app. By developing a consistent engagement early on, you create a habit in the user that they’re more likely to continue.
  • Invest in beta testing your app to make sure you’ve developed a quality product. If the app isn’t user-friendly, all the marketing strategies in the world aren’t going to make it appealing to users.

User acquisition has consistently been the emphasis in mobile marketing, but the attention needs to be shifted to retention. Mobile app retention rates ensure consistent engagement with loyal customers, which means a longer lifespan for the app and the company.

Use object-based targeting to reach your audience

Use object-based targeting to reach your audience

Object-based targeting allows companies to focus the content of an advertisement to match the content posted by a consumer. If you post pictures of dogs, this technology will marry canine-themed advertisements to appear in your social media.

With real-time social media playing such a big role in the lives of consumers, it was only a matter of time before somebody grabbed ahold of the reigns on real-time advertising. Snap Inc. took a big leap last year by patenting a new technology that will change real-time advertisements in a central way. The technology will allow advertisers to target Snapchat users in a uniquely personal way.

Snap Inc.’s object-based targeting will enable advertisers to promote their product based on the content that Snapchat user posts to their account. If a user snaps an image of a new pair of Nikes, they’re likely to see ads for footwear.

Snap Inc. has yet to enable the technology on Snapchat, but it’s expected that the new features will bring in a significant revenue increase and user growth. In fact, they made $1.2 Billion in 2018 — a big jump from the $59 million they made in 2015.

Consumers repeatedly respond more to image-based advertisements than to written content, so object-based targeting offers a way to speak the language of your consumer audience. Behind Facebook, YouTube, and Instagram are the top social media sites. Both of these rely almost completely on visual content. Not only is it more engaging, but visual content makes your advertisement more memorable. Research shows that when people listen to information, they’ll remember 10% of the information three days later. If that information is paired with a relevant image, they’ll remember 65% of the information three days later.

Snapchat’s new feature will mean that advertisements can be targeted even more specifically than they already are. Advertisers will be able to respond to users automatically and instantaneously, virtually serving up a user’s interests on a silver platter.