Things we like: mobile marketing edition

Published September 14, 2017 6:48 pm by LoSasso
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According to the Zenith Media, by the time we ring out 2017, 75% of online content consumption will be mobile. Gazing a bit deeper into the crystal ball, BIA/Kelsey predicts that the U.S. mobile-ad spend will exceed $65 billion by 2020, up from today’s already impressive $40 billion. Which is to say that mobile marketing is a juggernaut, the surface of its potential barely scratched.

Over the years, LoSasso has kept close eye on the birth, infancy and now adolescence of the exciting mobile marketing space and how content has evolved to fill the pipeline, people use marketing in different ways now a days in the right sites you can Buy instagram likes and promote your product. For your reading pleasure, we present the following sampling of some unique, creative efforts.

Life is Good
A familiar lifestyle brand (Jake the dog!) dedicated to spreading the power of optimism, Life is Good has for some time employed a very successful digital strategy built around inspirational messaging and imagery disseminated on social platforms such as Facebook (2.7 million fans) and Twitter (300,000 followers).

Last year, the company took the strategy a step further, developing an app that puts its famous graphics “into the hands of consumers so they could use them for their own photos and messages,” notes Lauren Sorenson, head of community and content at Life is Good. Translation: app users can upload existing photos, modify them with stickers and slogans, then use them in other apps or send to friends.

“The app attracts users who want to use the stickers and emojis unique to the brand, which means there’s a broader pool of people who download the app and, in the end, keep visiting it,” notes Blaise Lucey. “Aside from creating a functional mobile experience instead of a sales-driven one, the [app] offers tips, seasonal content and new sticker packs to keep users coming back. With a regular content program, the app experience stays fresh and exciting.”

Considering the app’s retention rate sits at an incredible 89%, it appears life is indeed good for Life is Good.

Apple’s Business Chat
Recently announced at WWDC and scheduled to roll out in 2018, this new mobile feature takes advantage of the worldwide popularity of messaging. According to Apple, “Business Chat connects businesses with their customers to answer questions, schedule appointments, make payments with Apple Pay, and more. [It] makes the connection with customers possible by integrating with the business’s existing customer contact center. With Business Chat, a customer discovers a business using Apple apps, services, and features (e.g., Siri, Maps, Safari and Spotlight), then chats with the business using the Messages app on their Apple device.”

However, unlike for Microsoft and Facebook, the focus for Apple Business Chat is human interactions, not bots, notes Greg Sterling. Rather than a “push” channel, users are totally in control — no one will receive unsolicited messages and users can block alerts or delete conversations as desired.

Although brands will need to be respectful or expect to be deleted in this tightly controlled ecosystem (an Apple specialty), it looks like Business Chat, once operational, will provide marketers with broad, exciting opportunities.

Bitcoin Billionaire
With its incredible reach (190MM+ play on their phones each month), unisex appeal (about 50/50 split between men and women) and huge revenue potential (75% of Apple’s iOS app store revenue comes from it), mobile gaming is no longer a novelty for marketers, but rather a huge opportunity.

That said, it can be difficult to monetize games without alienating the target — most people find banners and pop-ups annoying, not to mention disruptive to gameplay. However, a mobile game called “Bitcoin Billionaire” has introduced some very clever ways to avoid these pitfalls. First, a little about the game itself, courtesy its iTunes write-up:

“[It’s] all about raking in bitcoins and building up a massive fortune! You start with almost nothing. [However], by tapping the screen you can mine virtual bitcoins and slowly increase your wealth.”

Sounds…fun. But the real excitement, at least to marketers, stems from how the game “integrates…ads into part of the gameplay,” notes Robert Allen. “Users are given the option of getting in-game advantages in return for watching ads, which means the rates of engagement and click through are much higher.

Brilliantly simple, simply brilliant.