As I’ve already mentioned, today’s consumers are mobile first and mobile centric — and they use apps very differently (and much more frequently) than they use mobile web browsers. But what does this mean for marketers? How can today’s marketers use this knowledge to further their goals? How can they provide their message to the right audience and deliver a great brand experience?
I firmly believe mobile apps can and should be central to helping marketers more effectively understand, identify, engage and acquire mobile consumers. Here’s how.
Mobile can yield vast amounts of data — so long as it can be appropriately gleaned. Here are some examples to consider:
Mobile apps can be a highly effective way to identify your key audiences using aggregated real-world data. By combining a variety of mobile and app-based data sources, you can easily discover the common traits among people who are actually likely to use your products and/or services.
For example, let’s say you’re a clothing brand looking to grow. Data from mobile and apps can be leveraged to see who visited stores or used related e-commerce apps over the past 30 or 60 days; using that data, you can get a much better sense of what your target audience actually looks like in aggregate.
As I’ve previously mentioned, Americans will spend close to three hours a day on average in app in 2019, according to eMarketer. This makes in-app advertising a highly effective medium for running engaging advertising campaigns.
“Advertisers that fail to fully appreciate the power and magnitude of in-app advertising are doing themselves a great disservice,” Anne Frisbie, SVP and GM of North America for InMobi, wrote in Advertising Week 360 last year. “Compared to other modes of advertising, reaching target audiences through apps is uniquely valuable and beneficial, capable of providing significant ROI no matter the brand’s ultimate goals.”
Here are some great examples of how brands have used in-app advertising to effectively engage with their target audiences:
When it comes to acquiring new customers, there’s a lot to like about mobile apps. Not only can performance marketers use innovative, action-oriented creative like interactive rich media formats, but they can also retarget existing customers or consumers who are on the fence.
Here are some examples of how other brands have successfully turned to mobile apps to acquire new customers:
Be sure to check out these resources for additional insights:
Richard Thomas is the Head of Brand Marketing, North America at InMobi. He has over 15 years of experience working with some of the world's largest B2B and B2C brands. Richard's advertising and marketing career has been spent building brands by telling their stories across integrated campaigns.
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