Predictions for Mobile in 2016
Marketers Will Join the Conversation (in Messaging Apps) - eMarketer
As branded content and audience engagement campaigns continue to get more integrated into the mobile experience, traditional digital advertising units – banners, pop-ups, interstitials that were built for the desktop experience (larger screen, less personal), simply will not work within the mobile environment. Most of these ad unit formats are not even supported by a significant amount of the world’s most popular messaging apps - given that their disruption to the user experience. Official brand accounts in mobile messaging apps will be another way for brands to reach consumers at scale – but in a way that is voluntary on the consumers’ behalf. With branded accounts, marketers can engage “fans” on a one-to-one basis and drive continued interactions to their audience by offering coupons, videos, chats, contests and more. Say a new movie is coming out. In order to promote that film, the studio can create a branded account page to represent different characters within the film and engage directly with fans or promote the release date, post images, and provide incentives for consumers to see the film or buy posters, merchandise or even the music soundtrack. Brands will have to look for deeper, more native ways of engaging mobile consumers and Swyft has the products to achieve this goal.
Here's to 2016!