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From Brand Awareness to Mobile Brand Engagement

Gone are the days of striving for brand awareness; Brand engagement on mobile devices Measurable and proven ROI improvement.

People interact with brands on their mobile devices

Until recently, the marketing holy grail was gaining “brand awareness”. Today, it’s all about “brand engagement”. While brand awareness refers to familiarity with a certain brand, engagement refers to an emotional or rational attachment to a brand. A major reason for this transformation is the mobile revolution, which has completely changed the goals of businesses, making it a two-way street between brands and consumers. This post looks at the various qualities of a mobile device that make it the ultimate device mobile branding platform and how marketers can leverage these attributes to their brand advantage. Reaction time Mobile allows brands to be more relevant in their marketing efforts than ever before. Instead of just directing an ad to a mass audience, mobile allows marketers to use hyper-segmentation to reach different specific groups with precisely tailored messaging. Furthermore, by using remarketing, beacons and other mobile technologies, the platform allows brands to react to user actions, leaving no doubt their content is a perfect combination.

Take a look at one of Coca-Cola’s campaigns. The company used beacons to retarget users who went to see a movie at a certain theater in Norway. A week later, Coca-Cola sent push notifications to these users with ads and coupons for free movie tickets at the same theater. This campaign is very thoughtful. Coca-Cola created a follow-up to the brand’s cinema ad and knew exactly which theaters were most convenient for these customers to visit. Result? 60% of users clicked on the ad, with 20% choosing to redeem the promotion. Customer behavior and preferences are at the heart of the campaign, creating the right customer experience and effective dialogue. Play a role Whether you’re leveraging another mobile platform to your brand’s advantage or launching your own brand’s app, encouraging users to contribute their own content on mobile is the way to go. the best. Mobile users do this on a daily basis, and if you give them a good enough reason to contribute content related to your brand, they’ll play along. It’s important to find ways to make your brand a seamless part of their process and their lives. Some good examples of that are events that use Snapchat’s stories feature to encourage visitors and attendees to Snap at the venue. Another great example for brands to quickly follow any new source of high engagement is Dubsmashare now providing new ways for brands to interact with consumers. But here’s an example of a brand that didn’t wait for that opportunity: the movie Ex Machina started a mobile campaign on Tinder in which the film’s marketers created a fake profile for the series’ main star. movie. SXSW attendees interacted with the profile, only to find out that it was fake. Another Tinder campaign is by Calvin Klein, which features attractive couples in Calvin Klein outfits alongside their personal love stories.

If your brand already has its own app, there are many ways you can advertise mobile branding app. For example, McDonald’s launched a groundbreaking virtual reality mobile game called “GOL!” in 2014, aimed at promoting the FIFA World Cup. The game allows users to create real-time 3D reconstructions of menu items in World Cup welcome packs. Users can also bring objects from their environment into the game, such as mugs or Happy Meals, to help them score points. The app became a huge hit and turned the customer experience into an interactive, high-tech soccer party. stick around After your brand is successful in driving user engagement, the real challenge is maintaining it. A couple of interesting ways to do so is to implement gamified elements for your app as well as using push notifications. For example, Starbucks has a great app feature called “My Starbucks Rewards”, which aims to increase user retention. With this gamification, users experience progress and are rewarded for their visits and payments through the app. The more actions a user takes, the higher they are ranked and, of course, the better the prizes. The examples above demonstrate that there is a real effect on the emotional and rational attachment that smart brands successfully evoke in users. Instead of talking to customers, brands have to learn how to communicate with them, and there’s no better way to do that than to exploit the inherent advantages of mobile devices. Interacting with a brand means taking things to the next level, and isn’t that all you really want?

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