Why You Need Interactive Content in Your 2017 Mobile Marketing Strategy
There are more than 50% chances that you’re reading this post on a handheld device right now. Wanna bet? That’s the mobile phenomenon for you, spreading like a wildfire.
According to Statcounter 51.3 % web pages were loaded on mobile devices in October 2016, surpassing desktop and laptop computers for the very first time. And the trend is on a rise. Even Google made it official last year. At the same time, app usage is also on a surge. Now, apps account for 89% of mobile media time, with the other 11% spent on websites.
This shift in the consumer behavior is transforming the way businesses approach mobile experiences. With 71% marketers believing that mobile marketing is core to their business, mobile advertising will represent 72% of all US digital ad spending by 2019. However, spending big bucks won’t be enough. It’s the core strategies that need a facelift. From understanding the customers to reaching and retaining them, marketers will need to reevaluate their mobile marketing strategy in 2017.
2017 - The Year of Reincarnation for Mobile Marketing
Pardon me for sounding over dramatic, but that is exactly what is bound to happen in 2017 - mobile marketing will be reborn. Shedding the scales, leaving behind brand-first strategies, mobile marketing must enter a customer-first phase. With access to bleeding-edge technology, marketers should focus on understanding how customers interact with mobile experiences. This will help them predict engagement trends and deliver effective communication.
So, the need for a facelift begins at the ground level in mobile marketing - targeting. With consumers hooting in favor of personalized experiences more than ever, knowing their customers beyond device and channel identifiers will become a top priority for digital marketers. It’ll become important to come closer to the holistic customer profile. Austin Miller, Product Marketing Manager for Oracle Marketing Cloud calls it identity resolution.
“...marketers will start to realize the value of all their currently unstructured mobile data in terms of how it can be used in other channels (besides mobile). This realization will transform the way we think about mobile marketing. It will no longer be looked at as another channel”
Austin Miller, Marketing Manager, Oracle Marketing Cloud.
And with this solid understanding of consumer behavior, marketers will also have to redesign their outreach strategies. They’ll have to mark down interaction patterns, curate content around it, and find innovative methods to deliver them to the consumers. And the content shouldn’t just be relevant, but something that is tailored to consumers’ taste so that they want to interact with it on the spot.
Interactive Content - The Booster for Your 2017 Mobile Marketing Strategy
Having outlined the basic path of second life for your mobile marketing plan, it's clear that interactivity and personalization should be at the core of it. However, your good ‘ol pop up ads and QR codes aren’t going to serve this purpose. In fact, earlier this year, Google declared on the Webmasters Central Blog that hosting pop up ads can negatively impact the ranking of your website in mobile search results. So, steer clear of this one.
“Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results, or while they are looking through the page”
And QR codes? Well, they aren’t dead, but they aren't thriving either.
So, how do you engage mobile users with options fewer than before? Enter interactive content.
Interactive content basically refers to a content form that consumers can interact with in real-time, something that opens a two-way communication channel between a brand and its customers. In short, finally a content form that’s truly customer focused, for instance, calculators and quizzes.
Interactive experiences put the reign in the hands of the customers - they’re available on demand and let customers derive value real-time. They’re fun to use, answer your consumers most pressing questions, and shows good of them, which helps in engaging customers better. What’s more - since these experiences are more about the customers than for them, they’re shared widely, which in turn increases brand awareness and reach.
In fact, 79 percent marketers agree that interactive content enhances the reputation of a brand's message, while 79 percent think this content leads to repeat visitors and greater online exposure. And 88% of them find it effective in brand differentiation.
How Interactive Content Can Fuel Your Mobile Marketing?
Since the true focus of interactive experiences is to create a dialogue with the customers, they help marketers at both levels - targeting and strategizing.
At the targeting stage, marketers can use quizzes and calculators to understand the psyche of their customers better. Personality and graded quizzes come handy in this case. While the former helps you understand the customers’ likes and dislikes from the responses they give, the later scores their interest in your particular product/service and helps you map their stage in the funnel journey.
Calculators prove equally effective when it comes to targeting. When VenturePact, a SaaS firm created the mobile app cost calculator, they designed the questions in a way that they can collect the following information about their prospects - their location, their budget, the technologies they use etc. This helped in not only tweaking their marketing campaigns, but also package their services better. And as a by product, they also ended up generating more than 11K leads from it.
Now coming on to the strategy part. Interactive content in itself can become a great mobile marketing strategy. Whether you want to get more traffic to your mobile site or you want promote app downloads, you can use quizzes and calculators. Promote these experiences on social channels, send to your mailing lists, embed in your other content pieces, and see them drive traffic to your site. As for app downloads, you can customize the results page of your experience to embed the download link there or redirect users to a landing a page that talks about your app and has a download link.
You can also use interactive content for mobile remarketing, a trend that’s going huge in 2017. You can couple a quiz or calculator with your mobile ads to bring back customers to your mobile site or app. Knowledge quizzes can come handy here (example below). You can ask the customers how much do they actually know about your business/app or how aware are they about the ongoing mobile offers. Ideas are aplenty.
As the mobile landscape changes rapidly, marketers must upgrade their strategies to meet the changing consumer demands. And personalization being the number one factor that defines brand loyalty for consumers today, using interactive content as a part of your mobile strategy makes complete sense.