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
Sir Martin Sorrell Sets Sights On Adtech With $A209 Million Venture Capital Fund
If you thought Sir Martin was going to put his pedicured, foot spa, silky smooth feet up anytime soon, you'd be wrong.
Insomniac Jennifer Aniston Fronts New Spot For Insomnia Medication Quviviq
You could take the insomnia drug Jennifer Aniston is flogging or simply watch Jennifer in the diabolical Marley & Me.
Baby Shark Becomes First Video To Reach 10b Views On YouTube
We did it, folks. ‘Baby Shark’, that syrupy, childish, yet oh-so-catchy jingle which first appeared on everyone’s feed back in 2016 has become the first video on YouTube to reach 10 billion views. The video—created by Korean children’s educational entertainment company, Pinkfong—achieved the milestone last week, 15 months after dethroning the previously most-watched YouTube sensation, […]
Men Vox Popped In The Street On Women’s Anatomy, Goes Spectacularly Badly
Sure, most men don't know where the clitoris is, but more importantly they rarely forget bin night.
SafetyCulture Releases Its First Brand TVC Featuring Thanasi Kokkinakis and Scott Cam
SafetyCulture’s first brand TVC, ‘Making grand plans a reality,’ features Adelaide International tennis champion Thanasi Kokkinakis and The Block’s Scott Cam (Pictured above). The TVC will debut during Channel 9’s Australian Open opening rounds and will air throughout the tournament. The 30-second spot will also run on social and digital media, at the Melbourne Park […]
NHVR Educates Young Drivers In New Road Safety Campaign
The National Heavy Vehicle Regulator (NHVR) has launched a new major road safety awareness campaign titled, ‘Don’t #uck With A Truck’ targeting learners and P-platers. The campaign demonstrates how L and P licence holders can drive safely around trucks, including rules to follow when trucks are turning, stopping and how to overtake a truck. “The […]
“I Apologise To The Women Of The World!” King Kyle Is Back On Air & Off The Market
The Daily Mail set for a rich vein of stories for the next 12 months, as Kyle Sandilands announces engagement.
A Cautionary Tale Of “Bargain Regret” In AAMI’s New Campaign Via Ogilvy Melbourne
The latest AAMI campaign via Ogilvy Australia, Melbourne, taps into the universal insight of the tantalising lure of a bargain, only to reveal that going too cheap may end up costing you more in the long run. From popcorn exploding vacuums to rogue smoking Stairmasters, the 60-second launch film comically showcases the repercussions of going […]
Government Launches Online Survey Seeking Views Of Regional News
A new online survey is seeking views on how Australians’ living in regional, rural or remote areas access news as part of a federal parliamentary inquiry into Australia’s regional newspapers. The House of Representatives Standing Committee on Communications and the Arts Chair Dr Anne Webster MP said: “Over the past 10 years news outlets in rural, regional and remote […]
NOVA Entertainment Appoints Adam Johnson To New Leadership Role
NOVA Entertainment has today announced its appointment of Adam Johnson to the newly created role of chief growth officer. Johnson will now oversee NOVA Entertainment’s brand marketing and communications efforts, as well as lead the group’s growth in connected audiences through its digital product and content development while driving forward NOVA’s data and distribution strategy. […]
Kia Unveils Kia Halo’ Activation At Australian Open
As Kia celebrates 21 years as a major partner of the Australian Open, the brand is upping the ante for attendees at this year’s event unveiling the ‘Kia Halo’. The ‘Kia Halo’, is a world-first immersive experience that will showcase the Kia EV6 for the first time in Australia and power elements of the activation. […]
Special’s Abigail Dawson Named Enero/BMF’s New Comms Director, As Lu Borges Takes Up LA Role
Enero Group has appointed Abigail Dawson (main photo) as its group communications director. It follows Lu Borges move to Los Angeles to become MullenLowe US’ Head of brand and communications. In her new role, Dawson will be reporting in to Steve McArdle and Wai Kwok, CEOs of BMF and Orchard respectively. She will be responsible […]
Clems Sydney Nabs BWM Isobar’s Brent Kerby As New CEO
Clemenger Group has announced Brent Kerby as the new CEO of Clemenger BBDO Sydney. It follows Pete Bosilkovski’s departure from the role back in October. Kerby joins the agency from BWM Isobar, where he held the position of managing director in Sydney and presided over a period of prolific business growth and enviable local and […]
Anytime Fitness Launches Inclusive New Campaign
Anytime Fitness has launched a campaign to promote the brand as the most welcoming and inclusive gym for all Australians – no matter their body type, fitness level, ability, or background. The “Any body, Any time” campaign challenges the stereotypical representation of gym-goers, showcasing a diverse range of people with different needs, highlighting the various […]
Dentsu Nabs CHEP’s David Halter As Chief Of Strategy & Growth, Confirms Brent Kirby’s Departure
Dentsu has announced the appointment of David Halter (main photo) as chief strategy and growth officer and the departure of Brent Kirby who was this morning named Clems Sydney new CEO. Big changes are happening at dentsu with Kerby departing to pursue other opportunities and Halter arriving with over 20 years of experience. Kerby, of […]
Nine Names Tennis Partners For 2022 Australian Open
Nine has unveiled the major partners and sponsors for the 2022 Australian Open broadcast, with Kia, Samsung, Uber Eats, ANZ, Visit Victoria, APT, AAMI, Chemist Warehouse, Peters and Stan all joining in Nine’s Summer of Tennis. This year has also seen Bondi Sands, Ralph Lauren, Chubb Insurance and Safety Culture take up Nine’s AO Extender […]
The Monkeys’ Lizzie Wood Says Cannes Young Lions Allows People To “Show The Diversity Of Your Thinking”
Entries are well and truly open for the 2022 TikTok Cannes Young Lions Competition Australia so we decided to sit down with winners from previous years and pick their brains. Today we’re with Lizzie Wood from The Monkeys, the 2021 winner of the Cannes Young Lions award in the film category alongside her creative partner […]
Yellowpanda In “Dream” Collab With Hard FIZZ And Aviassist
Queensland PR and personal branding agency, Yellowpanda, has added two headline clients to its stable with celebrity-backed seltzer brand, Hard FIZZ, and drone experts, Aviassist, joining the ‘Panda Den’. The new clients enjoying early success with Yellowpanda with Hard FIZZ and Aviassist both seeing extensive mainstream media mentions in their first month of representation. Hard […]
Twitter And Snapchat Caution Against Government Anonymity Measures
Federal government resumes 2022 where it left off with the tech giants in 2021 - in pissing them off.
InstantScripts Appoints Richard Skimin As New COO
Online script service InstantScripts names Richard Skimin as COO. Confirms he can't get half-priced VIagra tablets.
Openly Gay Aussie Footballer Josh Cavallo Partners With Ralph Lauren For Polo Launch
Josh Cavallo now forced to dress like a rich, white American college student after signing Ralph Lauren deal.
Bloke Puts Up Billboard Looking For A Wife, Gets Over 1000 Responses
Do parents & friends like to embarrass you about your perennial singledom? Take it next level with a billboard campaign.
Brand+Story Launch “We Can Take It From Here” Campaign With The Australian Republic Movement
Why fork out loads for an Australian Republic campaign when the Royal family are doing such an excellent job for free.
Nine Launches Drive, The Show For Car Lovers Across Channel Nine, 9Rush & 9Now
Nine launches new car enthusiasts program. Insists it's not just for people with mullets & a penchant for the donut.
VIDAA Selects Unruly’s SSP And Ad Server For CTV And Native Display
VIDAA's wheelie bin chock full or bubble wrap & polystyrene foam protectors after selecting Unruly’s SSP & ad server.
Oakley Teams With Football Young Gun In New Partnership & Campaign
Oakley issues latest press announcement which is surprisingly free of the words rad, gnarly or even cowabunga.
Apple Plays For Laughs In Trio Of Spots Promoting The Merits Of Its “Hollywood” iPhone 13 Camera
Apple says its new iPhone cameras are cinematic quality. Despite being mostly used to photograph lunch or for dick pics.
G-Star RAW Make Tap Dance Cool Again In New Brand Campaign
G-Star are one of the coolest brands on the denim block. And at 500 bucks a pair, they'd want to be.
Adidas & Arsenal Team Up To Fight London Knife Crime In Powerful Campaign
If you reckoned B&T only ran English Premier League stories due to the number of Poms in Aussie adland, you'd be right.
Whoops! News Reader Mistakes Prince Charles For Brother Andrew In Sex Case Blunder
Prince Andrew appearing to adopt the same stance as anyone who's ever drunkenly shagged a colleague -deny, deny & deny!
