How brands can leverage the mobile shift by Alan S. Knitowski. Available from <http://www.marketingtechnews.net/news/2016/nov/15/how-brands-can-leverage-mobile-shift/> [15 November 2016, 10:10 a.m.]
Today, smartphones are more like an extra limb than a device for most people. Consumers take their phones with them everywhere they go, and each time they unlock their home screens is a chance for brands to become a part of their digital lives.
With 85.7% of smartphone internet time spent in apps versus mobile web, more consumers are opting for the seamless experiences that apps offer.
By keeping a few key tips in mind, brands can make the most of this mobile shift, using apps to drive awareness, engagement and conversions—both online and off—and give consumers the optimised, personalised and engaging experience that they have come to expect in the digital world.
Set goals
It’s a mistake to launch an application for the sake of having one. A successful app begins with planning and setting goals.
These goals will help to target the right audience, measure success and, if needed, adjust strategies. Goals should also be specific. Are you looking to drive more traffic? Increase conversions? Raise awareness?
Clear and defined goals will help deliver an experience that will benefit both brands and consumers.
Offer value
Providing consumers with a 1:1 branded application experience starts with understanding why your application deserves to be included on users’ valuable home screen.
Mobile real estate is a hot commodity, and when consumers run out of mobile storage space, what’s going to compel them to keep your app?
Offering users value, whether it’s through promotions, immersive entertainment or exclusive content, will drive consumers to use your app and engage actively with your brand.
Mobile functionality can also turn a standard branded opportunity to a one-of-a-kind, engaging experience
For example, Phunware teamed up with international media agency MEC and Paramount Pictures International to promote last year’s summer blockbuster, Mission: Impossible – Rogue Nation.
The campaign used branded content within two popular mobile games, creating custom levels that let users experience the thrilling life of an Impossible Missions Force agent.
By offering players unique content not available elsewhere, we were able to drive results, including 13 million overall gameplays, an 87% video ad completion rate and a 6.65% click-through rate.
Understand your audience
As consumers spend more time in apps, brands gain access to an unprecedented amount of user data.
With each interaction, consumers leave behind a digital data trail, giving brands valuable insight into who their users are, when and where to engage and how to hold their attention.
From time spent in app to content and ad engagement to mobile purchasing behavior, mobile app data enables more comprehensive customer profiling and the ability to better segment and target customers.
Consumers also have a lot to gain from the data they leave behind.
The more a brand knows about them, the more personal and relevant content can be. For example, by paying attention to the playlists most frequently used—like Running or Dance—brands like Pandora can learn a lot about who their users are and deliver relevant ads for a more personalsed, less disruptive listening experience.
For retailers, frequent shoppers may receive special offers or rewards upon entering a store, generating quick sales and ultimately, happy shoppers. What’s more, with a deeper understanding of the traits of power users, brands can more easily find lookalike targets to grow their audience even more.
Leverage mobile functionality
Coupled with the first-party data brands get from their own applications, mobile allows for unique experiences users can’t get from a laptop. Bluetooth, GPS and Wi-Fi technology give brands valuable information about users based on where they engage the most.
For instance, those who engage most in airports or hotels during the week are likely to be business travelers. But these functions also enable more ways to reach on-the-go users, including the ability to send contextually-triggered messages and promotions.
Mobile functionality can also turn a standard branded opportunity to a one-of-a-kind, engaging experience.
For example, game immersion experiences that turn a smartphone into a wand or a steering wheel yield a level of consumer engagement that can’t be replicated through traditional channels like websites and subscription-based newsletters, and help garner brand loyalty and customer satisfaction.
One-to-one indoor and outdoor contextual targeting will be critical for brands as consumers continue to spend their time in-app.
According to comScore, with mobile now representing more than 65% of digital media time, mobile applications are a must for brands that haven’t incorporated them yet, and optimisation should be the next step for those that have.
With clear goals in mind, brands that offer valuable content and engaging experiences and utilise the wealth of available mobile data will be on their way to mobile success.
How brands can leverage the mobile shift by ALAN S. KNITOWSKI. Available from <http://www.marketingtechnews.net/news/2016/nov/15/how-brands-can-leverage-mobile-shift/> [15 November 2016, 10:10 a.m.]