Added Value Edits: The mobile experience

08 Feb 2016|Added Value

What makes for a seamless, engaging, and differentiating mobile experience? That’s the question many marketers will be asking at the Mobile World Congress this week. We invited our Global Mobile Capability Leader, Zoë Dowling, to be this month’s Guest Editor and help us navigate the mass of content. Mobile is always a hot topic and some brands truly lead the charge: from Starbucks changing how we order coffee to Quartz revolutionizing how we consume news. We’ve captured some inspirational examples, and also outlined some practical tips for conducting consumer research on the ‘very small’ screen.

“Mobile is everything”
As a brand, connecting with consumers via their mobile devices is now essential and an integral part of its brand strategy. It’s easy for Digital Natives and company start-ups to embrace these concepts as they have them hardwired, but for established companies and institutions with set traditions of banking, marketing and management, this is another fast moving technology-driven change and can appear daunting. From social media interactions to engagement with branded channels and content through to commerce and beyond with post-purchase interactions there are a myriad of opportunities to engage and grow using mobile. Click here to read more…

Top Five Ways to Engage the Mobile Respondent
“Mobile is everything” – connecting with consumers via these devices is also true when it comes to research– Here’s five tips to help you think about getting the most out of your mobile respondent. Click here to read more…

1 Billion WhatsApp users
The 1B milestone was recently announced by WhatsApp and Facebook, and in their words, “That’s nearly one in seven people on Earth who use WhatsApp each month to stay in touch with their loved ones, their friends, and their family.” Most users are based in Europe and South America as well as in developing economies in Africa and India. Interestingly, the app dropped its $1 per year subscription with a view to make money from businesses using the app to communicate with customers.

Chatting with the news: Quartz
Quartz has launched a new mobile app that reimagines how we interact with the news. Described by Quartz as “sort of like texting”, they send messages, photos and GIFs, encouraging you to reply and chat with the news rather than simply reading it. The aim is to mimic the way we interact with our friends with our mobile phones, and while it isn’t a free flowing conversation (you are forced to select from pre-fixed response options), it makes for a much more dynamic experience.

Starbucks leading mobile payments
Starbucks launched its app to enable customers to order and pay with their phone – making the in-store user experience faster and more convenient, and most importantly, avoiding any waiting in line. This is also tied to their rewards program, giving customers even more incentive to use the app. And it’s working: more than 1 million customers used mobile ordering in December, and Starbucks management attributes mobile adoption as the biggest driver behind its 9% sales growth in the Americas.

Gen Z paving the way for mobile
Described as an ‘always on’ generation, it’s no surprise that Gen Z are proving to be heavy mobile users. A recent survey states that 35.5% of Gen Z spend 6-10 hours per day on their mobile devices, and 78% use social media apps most. They are a generation that has grown up with mobile phones and this usage will shape the way brands communicate in the future as this generation will demand a seamless mobile experience.

Hilton’s mobile strategy for 2016
Hilton has announced that mobile will be at the center of 2016 marketing initiatives in part to help them reach a broader demographic. This will include an enhanced digital keyless entry to hotel rooms, an emphasis on mobile-centric content, and an advertising campaign to promote its HHonors rewards program and app. Customers will also be offered discounts when they book a room through the app, as well as a more customized experience such as choosing the location of your room.

Jeep’s $10M Super Bowl ad designed for mobile
In contrast to other brands advertising at this year’s Super Bowl, Jeep produced a TV spot designed for a mobile screen. TV watchers were served an ad that only took up the central third of the screen, while the ad filled mobile phone screens perfectly in portrait mode. Even through the experience wasn’t flawless on TV; it set the ad apart from competitors and focused the eye on the striking black and white photography. A mobile first design that was uniquely impactful across platforms.

Michael Kors leveraging existing mobile networks
Micheal Kors has partnered with Chinese photo sharing mobile app “IN” to develop a series of stickers that can be overlaid on photos. Travel is becoming increasingly important for Chinese consumers, and Michael Kors capitalized on the fact that 6 million outbound trips were predicted for the Spring Festival holiday at the time of the campaign launch and photo sharing would be rife. The app has 60 million users, so Michael Kors is tapping into an existing community to spread the reach of the brand.

Mobile World Congress focuses on empathy
The theme of this year’s Mobile World Congress is “mobile is everything” – a much more empathic perspective than previous mobile trends that have focused more on the utility side of mobile. According to organizers GMSA, there are 7.7 billion devices in consumer’s hands today and consumers are having more intimate relationships with their phones. This notion has huge implications for marketers, and it is no surprise that ad agencies will be flocking to the congress this year.

Get in touch if you’d like to hear how Added Value can help you think about strategic marketing that works.

Written by Jonathan Hall, President North America Consulting, Added Value
Follow Jonathan on Twitter @HallCJonathan

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