Traditionally, media programming clashed over valued prime time slots to attract the largest possible targeted demographics to benefit advertisers. With the rise of mobile phone use, and the attendant increase in the number of apps for these devices, media developers and strategists have upped the ante of their game to continue to attract and engage consumer, beyond their participation in purchase.
Phenomenal mobile marketing strategies in recent years have added new elements in the mobile equation that target not mere demographics alone, but also location, purchase intent, and content compatibility, to name a few. Developing trends for mobile apps have always tended towards faster loads and increasing intuitiveness. Consumers waste no time deleting apps that delay them, challenging developers to accommodate the variability of network connectivity slack due to massive information processing. Mobile apps, in particular, have to send and receive large amount of information smoothly despite network data congestion.
Not long ago, users and brands, and even publishers, thought little of mobile devices as capable of holding core content platform. With the steadfast rise of the social media, You Tube, Android, iOS, and App stores, a creative mobile marketing campaign for mobile use has pushed the mobile device to become the twenty-first century’s superphone.
It’s been given that for every hour users spend on news apps, fourteen hours get used up in social media apps. Social media, in fact, has become the dominant consideration with the advance of smartphone apps, outplacing online shopping and entertainment. With the unabated following of social media, mobile programmers are scrambling to develop more apps for the device.
Businesses, in particular, depend on well-designed mobile apps and experienced marketing strategists, such as Mobinee, to make their social platforms and brand accessible and recognizable to consumers. How can a brand gain from a great app? In her October 31 article for BizReport, Kristina Knight underscores the importance of a data management strategy to boost and sustain a mobile app’s performance.
A well-designed app will benefit brands by placing the most relevant content for users first. This is especially true for in-app coupons and other marketing efforts that rely on users’ exact locations, which help brands cater directly to what consumers are doing right now.
But, these new marketing tactics also present a challenge in that they must deliver services quickly and seamlessly to ensure coupons and ads are relevant to recipients – a coupon will be useless for a shopper who was near the advertised store 30 minutes earlier. Rather, brands need to make sure that their apps deliver only the most relevant updates to users, especially when marketing initiatives are location-sensitive.
Users and developers alike had little to do with a mobile device as early as ten years ago. Now dubbed as the superphone, mobile devices have become the primary medium by which brands enlist the interest of consumers to stay with them through the phone’s wide spectrum of social media channels, top videos, and console-quality videogames.
(SOURCE: Social Marketing – October 31, 2014, BizReport News & Insight for Online Marketers)