Quantcast
return Home

How do we nail the next 12 months to succeed in the mobile marketplace?

Ian James ()

In this digital world, Mobile Prodigies are constantly building a list of demands for both advertisers and publishers to adhere to when engaging them on their mobile, writes Ian James, CEO of Verve and speaker at Digital Innovators’ Summit 2017 (DIS).

At DIS, Ian will speak in a session headed, “How Millennials and Gen Z are impacting on mobile consumption and culture”. Here he shares some of the ideas that will be explored in more depth there, including why “relevancy” is such a crucial objective to achieve.

The mobile device has become the primary connection for most of us to the outside world; it is how we access news, social activities and interactions and, increasingly, how we define ourselves, writes Ian. 

This is particularly true of Generation Z and young Millennials, who have never known a world without mobile. At Verve, we’ve bundled these two generations together, aptly naming them ‘Mobile Prodigies’, given their proficiency with these devices is highly developed, and is evolving as the technology evolves.

Mobile Prodigies are constantly building a list of demands for both advertisers and publishers to adhere to when engaging with them on their mobile. For those brands looking to succeed in mobile, it’s now vital to continually deepen the understanding of those demands on an individual basis and react to them fast.

By recognising individuals for who they are and how they interact with their mobile devices throughout their daily routines, brands can identify where they can add the most value to consumers’ lives, and where they are likely to be invited in.

So what are the current demands?

Mobile Prodigies are up for engaging with brands if they pay attention and tailor comms to where they are, where they’ve come from and what mood they’re in. Essentially they are after more personal, relevant and engaging experiences.

Of course, there are some barriers here. More than half of Mobile Prodigies either use, or are considering, ad blocking due to the current ‘bad use’ of personalisation tools and a staggering 90 per cent of Mobile Prodigies are annoyed by ads that interrupt their personal and professional mobile activities. However, most are willing to share data about themselves if they trust how that data is going to be used.

The openness to share data offers untapped potential to improve mobile consumer experiences; brands can now identify which marketing turn off factors to reduce, and which wow moments to dial up.  The challenge for brands is working out how to be smarter with the available data from across the multiple touchpoints: from consumer to app, from publisher to device, from device to retailer.

So how do we nail the next 12 months to succeed in the mobile marketplace? 

It might seem simple, but brands, agencies and publishers need to stop over-complicating things and respond to consumer demands. 

We need to listen more to the turn-offs and be braver in our thoughts about what will delight consumers.

It’s paramount to ensure that everything we do is more personal and engaging. 

But what stands out for me, is relevancy. 

Mobile Prodigies are wary of being ‘stalked’ yet still willing to share data. When their data is used to deliver an ad that is relevant to them, they will engage. This is where location-smart data becomes so important for brands, advertisers and publishers. Extracting true first-party data to build enriched audience segments will help brands tell the most memorable story for the end consumer. Succeeding won’t be easy and it certainly won’t be done alone; creative partnerships in the mobile ecosystem and beyond will be key for brands to build successful relationships with the mobile-savvy generation. 

The lumascape is vast, offering brands an ever-growing array of partners to work with on engaging consumers. The challenge now is for those of us within the lumascape to work smarter, together to deliver the effective creative that consumers are demanding. It’s time for brands, agencies and publishers to become as connected as the consumers we’re looking to engage. 

Ian James is CEO International at Verve.

 

More like this

How tech innovation enrich (and will enrich) event experiences

Cliqz expands its private search offering - acquires rival Ghostery

How to win the digital content race - Searchmetrics on the future of SEO

How The Coral Project aims to bring journalism and communities closer together

  • John Wilpers showcases top trends included in new FIPP Innovation World Report Messaging apps and chatbots are two of the main developments media should be paying a lot more attention to than is already the case, John Wilpers, Innovation Media Consulting senior US director and author of FIPP’s annual Innovation World Report, said at Digital Innovators’ Summit in Berlin today as he shared top media innovations from around the world. 20th Mar 2017 MagWorld
  • How to develop your chatbot strategy

    If you have Alexa, Amazon’s intelligent personal assistant, then you probably start your morning with a conversation with a chatbot. Because let’s admit it: chatbots are already everywhere. On the one hand, we love to hate them because they are, well, not human. On the other, we love to love them because they create an interactive and personalised experience. Brands have been quick to adopt this technology. Too many media companies lag behind experimenting in this field.

    16th Mar 2017 Insight News
  • Video strategies for a visual world - with AJ+ and AwesomenessTV Unsurprisingly, a hot topic for many of the speakers at this year’s Digital Innovators’ Summit is audience engagement via video. On day one of the conference, Alan Saura, audience development strategist at AJ+, focused his talk on how to maximise audience engagement using video and social media. Meanwhile, chief digital officer at AwesomenessTV, Kelly Day, explained how the company harnesses the unique attributes of Generation-Z (those aged between two and 21 at present) to create content that really speaks to this young but powerful audience. 20th Mar 2017 MagWorld
  • Monetising content - from distribution to subscription Diversifying revenue streams is naturally on top of the to do list of the execs of most publishers. It is a topic that was widely covered at DIS 2017 with a number of speakers addressing the issue of monetisation from a number of differing perspectives on Day 1 and Day 2. 21st Mar 2017 MagWorld
  • Platforms as mass media, magazine media as niche and ‘why you should not outsource your future’ Published content drives daily news consumption and engagement on platforms all over the world. They (platforms) have become the new mass media. Magazine media are now in the niche media business, according to Grzegorz (Greg) Piechota, research associate at Harvard Business School and 2016 Nieman Fellow, presenting at Digital Innovators’ Summit yesterday in Berlin. 21st Mar 2017 MagWorld

SUBSCRIBE

FIPP newsletters allow you to keep up with industry trends, research, training and events across the world

FIND OUT MORE

SHARE YOUR NEWS

Get global coverage of your launches, company news and innovations

FIND OUT MORE

Upcoming @ FIPP

What’s happening now, what’s coming next

Go to Full Site