Mobile’s Most Consumers’ First Point Of Call. So Why Don’t Brands Get It?
In this opinion piece, Andrew Birmingham, editor of www.which-50.com and event producer, Melina Gouveia, argue that it should be all about the mobile for marketers. So why are so many getting it wrong?
As consumer content consumption and expectations of mobile devices continue to accelerate faster than the ability for brands to address, the question now is not whether brands need a mobile presence but how brands create one that delivers tangible value, according to Adobe.
When Optus acquired the English Premier League rights it signified a seismic shift to the small screen, as it usurped Foxtel and television’s last failsafe content drawcard — big sport — cementing mobile’s place as self-contained experiential platform with this bold acknowledgment that consumer content consumption habits have dramatically changed.
Mobile is no longer the secondary screen for consumers, it is a primary touch point — one that will transform the way they operate and interact with their users, as brands continue the digital migration of their businesses online. A solid mobile strategy will be one grounded in content and data where experience is the real differentiator. This, however, is beset with challenges, Adobe believes.
The challenge with the mobile app development and design process is that it is fragmented, complicated and expensive. The ability to produce mobile apps in different formats, being able to link them with other services currently available inside of an enterprise, and maintain them is resource intensive. This causes a problem with capacity — a problem that is going to continue to grow.
Often brands have different teams managing disparate touch points, each with its own resources, methods, and metrics. These siloes and disjointed inter-departmental relationships lack the necessary collaborative approach needed for continuity in the customer experience.
Consumer mobile expectations have evolved to demand personalised experiences that are in real time and relevant, moving beyond just being content for the smaller screen and the basic branded app.
Treating mobile as an add-on to existing digital initiatives leads to poor customer experiences, forcing them to multiscreen between devices and channel jump as they progress along their brand journey. For brands that want to increase revenue per customer, improve conversion rates, and maximise marketing spend, a customer-centric mobile app strategy is essential to achieving these business goals.
In the digital marketing ecosystem it is abundantly clear: app building and mobile enablement are integral to the enterprise. Yet brands struggle with how to build, manage and deliver compelling mobile experiences — which quickly leads to consumer abandonment.
Recent data from Adobe’s Digital Index showed, on average, new monthly app installs increased only five per cent against an over 25 per cent increase in new available apps. This research also showed 25 per cent of consumers abandoned an app after just one session. This suggests that in the rush to build apps, brands underestimated everything else that came after.
Mobile apps give brands a direct connection to their customer with contextual content that is highly personalised and valuable beyond what the mobile web can offer. Location-based personalisation, for instance, is a key enabler for the delivery of highly relevant, real-time contextual information that allows brands to act on various location data such as geo-fence entry/exit events.
This allows brands to communicate relevant in-store promotional offerings to their customers through notifications inside the app’s targeted environment using i-beacon technology as a shopper enters a geo-fenced retailer.
Or, a sales associate could have a customer’s information ready for more personalised service, once it is known that the customer has arrived in store — this provides a huge advantage to brands that wholesale their products to retailers in creating offline loyalty and advocacy.
Adobe recognised the dilemma brands faced — the commercial imperative to have a customer experience-led mobile strategy, but without the complicated workflows inherent in app building — when the firm launched its Adobe Experience Manager Mobile at this year’s GSM Mobile World Congress.
An addition to its marketing cloud product suite, AEM seeks to remove the difficulties, inefficiencies and highly complex workflows previously required when building mobile apps. By simplifying mobile app creation and management with rich native apps that can be deployed across multiple platforms, Adobe claims AEM mobile helps brands deliver a mobile strategy through the eyes of the evolving connected customer.
The product gives brands the ability to create compelling app experiences and simplify application delivery without the need for IT teams and mobile developers for rapid market deployment.
Customisable templates, seamless integration of existing enterprise content sources, and workflows that include on device previews and connection to back-end systems, enable app building for non-technical users.
AEM Mobile is also designed to also allows a brand to update its apps without the need for app store resubmissions. This removes a significant pain point previously experienced every time Android, iOS and Windows updated their operating system. A mobile developer would have to go through the entire app building process again, pushing it through to the relevant app stores for every app it had — which for some companies number in the hundreds.
A successful mobile strategy requires data about customers and their mobile behaviours for continuous iteration in improving customer experience and business goals. Mobile apps offer brands an easy access point for rich insight into their customer.
Every time a customer downloads an app to their device it provides unprecedented access to that customer’s usage data and how they interact and path their way inside the app. For apps created and managed in experience manager mobile, integration with Adobe marketing cloud provides detailed lifecycle analytics and user behaviour data.
For brands with a complicated marketplace, with different audiences with different value drivers, Experience Manager Mobile has the requisite functionalities to streamline information delivery to the right person, anytime, anywhere, to any device, taking into account mobile’s unique context and engagement nuances — which is essential to any brand’s mobile digital strategy.
Please login with linkedin to comment
Advertising Standards Bureau Amobee millennial Salvation Army SBSLatest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.