Mobile traffic is growing rapidly and marketers need to learn how to adjust brand content to this trend. Mobile marketing and its related strategies, such as location-based marketing, have gained traction. BI Intelligence found that 91% of companies plan to increase their investments in location-based marketing.
At Renegade, we want to know how significant the growing mobile usage is on social media as it relates to brands. We looked at four brands from different industries on Facebook and compared the percentage of Likes gained from mobile users on a daily basis over a seven-month period.
The combined daily average percentage trend varied in the internet, telecom, travel, and food/nutrition industries. However, there was a 6.42% increase in mobile Likes overall. More notable is that the low points of the likes in the last three months for every industry are higher than the first three months. This indicates that it’s not just the spike driving the increasing trend, but the concentration of mobile activity overall.
Looking at the industries individually, the study showed the food/nutrition brand had an average of 18% mobile Likes, except a slight lapse in October. The Internet brand grew its mobile Likes to 5% in the New Year. The telecom brand’s mobile Likes increased in October for two months, similar to the travel brand’s significant growth, which is attributed to the holiday season.
These findings correspond to Forbes’ industry prediction that “Mobile is the future of everything.” According to Forbes, mobile is replacing desktop consumption overall, and you can expect to see continued growth in social media engagement.
Tips for building a mobile brand
As mobile becomes an increasingly important part of marketing in 2014, brands should take steps to improve their mobile performance.
Adapt your website to have a responsive design to provide a streamline viewer experience on smartphones and tablets.
Consider how you construct your content to make it easier to read and navigate by optimizing font size, buttons, and video length.
A mobile app is also an option but keep in mind the investment an app requires versus mobile-optimized online content.
Your brand needs to go where the audiences are across all channels. Now go mobile!
Methodology: With data from Facebook Insights, daily page likes gained from mobile, mobile ads, mobile page browser, mobile page browser invite, and mobile page suggestions were combined as mobile likes. These mobile likes were compared to the total likes on daily and monthly bases. Data was collected from July 1, 2013 to January 31, 2014.
In this week’s social media roundup, we scoured the Internet for the stories you may have missed and have found six that are worth a read.
1) Some banks miss the mark with older customers’ online experience. - A recent survey of baby boomers confirmed that some banks should reevaluate the online experience they provide. This speaks to banks’ broader problems transitioning to the digital sphere with online banking and social media platforms.
2) What would the iconic Wall Street Bull say if he could speak for himself? - This short film follows the life story of the bull from its birth to its transition to a symbol of financial excess, all through his truly New York perspective. The film is nominated for Smithsonian Magazine's In Motion video contest.
3) Mobile ad revenue will top $1 billion in 2013. - A recent eMarketer study says that mobile payments at point-of-sale will top $58 billion by 2017. Delays in technology and adoption have hindered growth in recent years, but one-third of brands plan to have mobile payment options in the near future.
4) This hugging chair brings to life Facebook birthday wishes. - Outback Steakhouse and ad agency Lew'Lara/TBWA have created the B-day Chair, which gives patrons some tangible love when connected to their Facebook accounts.
5) Online publishers now have a way to track and monetize copied text. - When a user highlights more than eight words on a page synced with Share Text, the app presents several sharing options, ensuring that the publisher always knows where their words are headed.
6) There are several simple solutions to common productivity problems. - Over-absorbing, over-scheduling, over-multi-tasking, and procrastinating are habits easily developed, but also easily broken, with a little bit of psychology.
From gaming and social video to personal money and time management, there is indeed a mobile app for everything…or so it may seem. Today’s mobile applications are cheaper and easier to build than ever before. This growth has primarily been fueled by the rapid innovation in mobile technology, which is predicted to soon replace Web 2.0 altogether. With that said, what elements will comprise the successfully viral mobile apps of tomorrow, and who will create them? In varying degrees, future viral apps will embody the five integral elements listed below.
(1) Solve real problems
The viral mobile applications of tomorrow must aim beyond solving small problems. Historically, web applications (including mobile) spread quickly because they addressed our basic individual needs, such as human connection (Facebook, and LinkedIn), knowledge of our immediate surroundings (Foursquare), and discovery of our personal interests (Pinterest, Spotify, StumbleUpon).
It should come to no surprise, however, that there are huge problems affecting billions of people daily—problems much bigger than being the next “Instagram for video.” Although these issues may be quite complex, it is possible that the capabilities afforded by emerging mobile technologies and social media actually could make the mobile apps of the future the missing pieces to the puzzle.
(2) Deep Design
It is becoming increasingly common for mobile and web app founders to consult with UI/UX designers before partnering with actual developers. User experience is everything, and its nuances can make or break the success of an app. Pinterest, for example, utilizes technology that isn’t that much different from Tumblr’s—both are microblogging platforms. Pinterest’s pin board design, however, is a simpler, more intuitive way to display what can seem like an overwhelming amount of information.
Mobile apps, in particular, are operated on devices designed for touch. This requires developers to think ergonomically in designing apps for fingers and thumbs. Whether on the run, in the kitchen, or waiting in the airport, understanding how, where, and when your target audience uses your app is needed for proper design.
Flipboard is an example of a mobile iPhone and iPad app that has brought a familiar element of touch back to the publications we consume. Users “flip” through pages of a digital magazine by swiping their finger over the screen in way that resembles flipping through its paper counterpart.
No longer is design an afterthought to a product’s development. Design has the capability to completely alter the definition and use of a product and set the tone for its relationship with the user. Those who build tomorrow’s viral apps will be visual decoders of sorts—gathering and visually organizing information in a way that is appealing, simplified, and engaging while fully recognizing the relationship between the user and mobile device.
Upon establishing the purpose of the app and approaching the design of the user experience, the following elements are also key:
(3) Instant utility via simplicity
How long does it take the user to realize the core benefit of the app? Are there tasks or processes that could be simplified? Apps will differ in complexity based on their purpose and target audience, but simplicity should be achieved in the app wherever possible, whether it’s reducing steps to complete a task or finding a way to accomplish a specific thing that was once quite complex. Much of what makes Instagram engaging is the app’s ability to apply a number of beautiful visual effects to a photo without the need of a comprehensive photo-editor.
How often would anyone want to use an app again, and who would do so? Successfully viral apps typically give users a strong reason to come back by fulfilling an important or unique task, and/or by finding a way to engage with users like no other app does. Angry Birds is amongst thousands of other games in our mobile marketplaces, but its simplicity, comedic storyline, and variety of harder levels encourages users to come back for more.
Is this an app that users would likely share with others? The app can be interesting enough for users to share it on their Facebook Walls, or the app can have extended social functionality. Draw Something is an example of a sharable app by its ability to bring two people together (either friends or strangers) for a friendly drawing competition. Via a simple and engaging utility, Draw Something built a social gaming experience around something that many people already love to do—draw and doodle. Ultimately, developers must understand the extent and the means by which users will engage others with the app.
Although there isn’t a clear-cut formula as to what embodies a viral mobile app, the ones that are viral have varying degrees of the above elements. Entrepreneurs, developers, and brands should find innovative ways and approaches for their apps to encompass these elements. In the words of Forbes technology contributor, Eric Jackson, “Fortunes will be made by those who adapt to and invest in this new greenfield [mobile applications]. Those who own the future are going to be the ones who create it. It’s all up for grabs.”
-- Thomas Varner
Late last Friday, I caught an article link to springwise about Adidas' new iPhone app,Adidas Urban Art Guide to Berlin. This was right after I read a good little post on The Customer Collective about being a great salesman by providing value for your customers, while acknowledging the sale as only the byproduct of the business to consumer relationship.
Needless to say, Adidas recognizes its reputation as an urban brand, and by engaging its customers through their interests, increases its street cred. This is obviously a situation in which taking an indirect route to a sale will benefit a brand and further its influence in the culture within which it is already associated, thereby if not attracting more loyal customers, retaining the ones it already has. Thanks for the great example, Adidas!
Want more choice than the classic white casing of the iPod empire? Enter the Pez mp3 player
… designed by a stay-at-home dad, it holds 512 mb of music and is less than $100. It even comes with some pre-loaded music, which Shecky’s
claims runs in the indie vein.