There is no doubt that the digital landscape has evolved dramatically over recent years. To reach their audience, marketeers are having to become expert jugglers, switching between a whole host of different channels. Not only that, the way in which you can engage with that audience has changed, meaning marketing is no longer about sending your message out there, it is about full on interaction and engagement.
The age of mobile
The mobile industry is continuing to scale rapidly, with a reported (via GSMA Mobile Economy) total of 3.6 billion unique mobile subscribers at the end of 2014. The report also claims that half the world’s population now has a mobile subscription, compared to just one in five 10 years ago.
At the same time, it is the smartphone market specifically that is witnessing the strongest growth. According to Futuresource Consulting’s Mobile Handset Market Report 2015, the global smartphone market grew by 23% in 2014, whilst basic handsets are in decline. Indeed, even in developing markets, smartphones are taking hold. Users in the developed markets often have multiple devices.
Time spent engaging via these devices is also increasing. According to comScore’s Global Mobile Report, 56% of digital media time in the UK is via mobile platforms and the majority of mobile use occurs via apps, particularly on smartphones. The share of time spent on mobile devices is also increasing, especially among the so-called Millenials (aged between 18 and 34), with 50% of their digital media time spent on a smartphone.
It is no wonder then that brands are turning to mobile and to apps to reach today’s consumer.
Engagement
Of course, added to the rise in mobile usage generally, apps are at the centre of this evolution, because they really do revolutionise that all important consumer engagement.
Over recent years we have seen a veritable tidal wave of apps launching. Some of those apps are truly revolutionary, some are interesting enough, and others are downright pointless. The ones that work best by far are the ones that get consumers engaged, because ultimately consumers are no longer happy to just consume information about a brand, they are looking for multi-dimensional interaction.
There are a number of ways in which brands are achieving this, such as creating games or challenges, or acting as a valuable source of information; earning that coveted spot on the customer’s phone home screen. As an example, we recently worked with the RSPB to create an app to enable visitors to the Orkney islands to find out where to go and what wildlife to look out for. Since there is very low mobile data coverage on the islands, we decided to build an app that offers full offline mapping – something very useful for all visitors to the islands.
In the age of social media, giving consumers the opportunity to engage with each other via an app can also be extremely compelling. That could be via multiplayer gaming, swapping tips, or even as a type of social network.
Better tech, more engaged
Technology is advancing all the time so the opportunities for engagement are set to rise even further. One of the most interesting innovations right now is in the form of beacons, which are matchbox-sized devices that broadcast a signal to allow a phone or tablet app to determine the distance to the beacon. This means that brands can target relevant information based on the consumer’s precise location, which will of course open up a whole new level of engagement.
We are already seeing apps emerge where you enter a shop and highly contextual information is presented, depending on which floor you are on or what department you are in. In my personal opinion however, those types of apps are very likely to become annoying for the majority of consumers and simply get uninstalled. Much more interesting are use cases that reduce friction, making life easer for the consumer. The less effort they have to put in, the better. For example, I’m aware of a major retailer who is using this technology for its click and collect service. The app will know when a consumer is approaching the store, so (with user permission) it can then automatically notify the store and the consumer then simply needs to go to the pick up point and the item will be ready.
The Next Revolution
As smartphone and tablet penetration continues to increase and technology continues to improve, apps will remain an important tool for engaging with consumers. However, for brands creating an app, make sure you consider why a consumer would want to use it before investing heavily into something that may just end up sitting on the virtual shelf.
By Anton Faulconbridge, Director at Rantmedia.
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