The Topline: Mobile FirstLook Summit

As mobile devices continue to capture both a greater percentage of sales and consumer’s daily attention, it is critical for brands to continue their investment in mobile.

At last month’s Mobile Firstlook conference, leaders in the digital and mobile space shared their views on mobile strategy, case studies, key learnings, results and their evolving approach within their organizations. The message was clear – mobile is the future – but brands need to continue the journey of defining, implementing and refining their mobile strategies. Here are some of the top take-aways from the day.

 

LET THE PHYSICAL WORLD INFLUENCE THE DIGITAL

cocacola

Tom Daly, Global Group Director for Coca Cola, shared his prediction that the companies who are able to optimize and find linkages between mobile advertising + location + beacons + payments, will be the most successful moving forward. The ideal solution is to use the physical world to influence the digital world while creating a path that seamlessly leads to a transaction. For example, a brand can leverage mobile ads that drive to specific retail spaces, then use beacon technology to deliver a contextually relevant and timely message to drive purchase. The growth in mobile payments can then enable a frictionless purchase experience within the retail. The challenge is for brands to leverage their owned and borrowed assets to create this linkage and optimize their own mobile experiences.

 

 

HAVE AN APP + STRATEGY

apptime

According to Julie Ask, VP and Principal Analyst at Forester Research, your app ins’t going to be enough to win in mobile – you need an App + strategy. The average person looks at their mobile devices between 150-200 times a day (better known as mobile moments), and spends about 78% of those moments within apps. However, only 12 categories of apps make up over 72% of those mobile moments. Retail, banking, and travel apps combined only make up approximately 12% of mobile moments. So, in order to increase your count of mobile moments within daily lives, you must incorporate additional solutions to complement your app – an a App + strategy. Some key examples of App + Strategies are :

  • App + Omnichannel – making an app invaluable across multiple use cases, e.g. Delta Airlines app allows you to book flights, contact customer service, and board your flight
  • App + Messaging – using notifications and badges to deliver relevant content to consumers without requiring them open then app is a way to create value and incremental mobile moments.
  • App + Fragments – integrating disparate apps or services to create consumer value, e.g. ordering Domino’s pizza from Twitter or ordering an Uber from the United Airlines app.

 

 

APP DESIGN TIPS – A RULE OF THUMB

ergozones2

Extremely intriguing were the key learnings and approaches to app design shared by HSN and Overstock. Mobile users are task oriented and will leave an app if they are unable to complete their task within :30. Here a few tips and best practices to implement in your mobile strategy:

  • Place the most used features of your app within ergonomic zones of the device. Most people use a single hand to navigate mobile devices and as phones tend to get larger, it’s more important to place the most popular features where they are accessible by a single hand.
  • Don’t forget to make use of swiping gestures to improve the usability and speed. Swiping features can enable a broad list of other features, rather then just “delete”.
  • Make it easy on your user by making tap targets extra large so users don’t need to try multiple times to trigger an in-app object.
  • Lastly, forms are the enemy of mobile; reduce the number of individual form fields to help optimize the user flow or use third-party verification tools such as Facebook Connect or Apple Pay to pre-fill consumer information.

 

 

FINAL THOUGHTS

There was a lot of discussion on whether “responsive design was dead”. While better than the alternative of “unresponsive design”, responsive cannot be the end to your mobile strategy. Let the creative and marketing idea drive the form. Mobile for mobile’s sake won’t help achieve results; rather look at the insights and mobile behaviors of your audience and develop an intentional mobile strategy.

– Christa and John

The Four Slides You Need to Know: EMERGE Partner SM(ART) Conference

 

Last month a few of us from TPN had the chance to attend an all Omnicom agency summit called Emerge: Partner Sm(art).  Emerge focused on digital trends and creating more impactful marketing programs through partnerships with industry thought leaders like Google, Facebook, Twitter, Salesforce, Vice and Yahoo!.  Knowing it’s hard to get away from the desk for two days, I wanted to share a few key themes from those presentations (spoiler alert, mobile is a key focus).  So here are The Four Slides You Need to Know.

 

4FAB18BB-F64B-4DDD-9B69-94397B755A69

Mobile, mobile, mobile.

There is a seismic shift towards Mobile driven by the rapid adoption of smartphones. As smartphone penetration continues to rise, so will the percentage of the population that is “mobile dominant” or “mobile first”. While only 18% of smart phone users are “mobile dominant” currently, that percentage is estimated to grow to over 70% within the next five years.

 

EEC76EA2-E626-4E97-9A7F-6D605B0AA522

Rise of the “Phablet”

Engagement time grows with screen size. This means mobile engagement time is on the rise since Phablets (phone + tablet, think iPhone 6+) experienced a +148% growth in usage.  Phablets in many cases are replacing what we traditionally used tablets for, with full size tablets decreasing by -20%. The rise of the Phablet creates opportunities for richer, more engaging mobile experiences.

 

39374D7B-4771-4FC8-A989-9DEA89D048D6

Mobile is the Platform, Video is the Medium.

Digital video consumption is on the rise.  18-64 year old Americans doubled their digital video habits while Facebook and Instagram alone saw a 75% growth year over year in video consumption, growing to over 3 billion video views per day.  Mobile is making a big impact; of those 3B video views per day on Facebook and Instagram, an astounding 65% came from mobile.  Part of digital video consumption’s growth is driven by the growth of Over the Top Television (OTT) – services such as Netflix, Hulu Plus, or HBO Go.  OTT has given more control and customization to consumers while also allowing for a connected experience across multiple internet enabled devices.

 

 

5FEA64B5-1344-4CA8-8E33-08D342F940A6

 

Apps on Apps on Apps

Mobile apps are where we tend to spend the majority of our mobile time.  For app creators, getting on the device seems like the holy grail but staying on it may be equally as hard, as new app downloads are in part driven by replacement.  While 53% of new app downloads are motivated by a need for a specific task, 49% are to replace an existing app.  Of those replacing apps, 34% say they replace apps weekly and 52% replace them monthly.

 

JSE

 

APPtitude: Candy Crush Saga

Background

Candy Crush Saga is an addictively simple game that challenges players to match three or more pieces of candy in a row.  That’s it…well except for the seemingly never-ending number of levels (as of now, there are 385).  Further, the game has integrated pay-to-play technology that allows users to make in-app purchases to continue playing or buy booster candies.

Candy Crush by the Numbers

  • It is the number one app on Facebook with 45.2 million active players
  • On mobile phones (iOS and Android), Candy Crush is the number three most downloaded app
  • The game is played more than 600 million times on mobile devices each day

Why does this matter?

Many mobile apps hit a popularity peak, and struggle to sustain that popularity.  Candy Crush, on the other hand, has steadily been increasing in popularity since it’s launch in April 2012, and shows no sign of slowing down.

What does this mean for brands?

Candy Crush’s simplicity, pay-to-play features and expansive number of levels, means players can’t – and won’t – stop crushing candy.  The game’s mix of digital ingredients and subsequent popularity demonstrate the impact of keeping consumers engaged in an ever-changing digital world.

 

Feature photo credit: itunes.apple.com