Shaking Up Mobile Marketing: 3 New Strategies to Know

Mobile marketing is a must, but too often brands miss the mark. These new strategies could improve engagement...

Throughout 2015, we (and others) told brands two things many times:

  1. Mobile marketing is a must for reaching young consumers
  2. Most mobile marketing today is not getting their attention

Most Millennial and teens actively ignore mobile marketing that unfortunately has not kept up with their behavior or preferences. Banner-like ads follow them on mobile games, and content created specifically for social platforms is still few and far between. This year, it’s clear that the mobile marketing landscape needs to change, and new tools, strategies, and services are being used to improve engagement. Here are three of the latest tactics to improve your mobile marketing game: 

1. Going Haptic

They may be staring at a screen, but according to Marketing Magazine, mobile marketing should appeal to all senses. Lately, more brands have been playing with phones’ vibration abilities to create haptic ads that can potentially surprise and engage viewers far more than a static image. According to haptic tech innovator Immersion, “Haptic effects (also known as touch or tactile feedback) are produced by actuators, such as motors, which are built into devices to create vibrations. These actuators are combined with Immersion software to create haptic sensations, like the feel of a button “click” when you press a virtual button. In October, Stoli used haptic effects in a mobile campaign to make Millennial viewers feel they were having a cocktail made right in their hand. While watching a 20-second animated video, consumers’ smartphones vibrate when a woman shakes a cocktail, and at other amusing moments. In December, French carmaker Peuguot became the first brand in the UK to put haptic…

 
 

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The Newsfeed

Quote of the Day: “I think we’re already seeing alcohol lose its health halo. Next, the assumption that alcohol is essential to a good, sophisticated life will fade.”—Joy Manning, Deputy Editor, Edible Communities (Medium)

“The doofus dad” TV stereotype is being remade for role-resisting Millennial parents. Inept at care-taking and almost everything else, the tired stereotype is saying its last “D’Oh!” as The Simpson’s Homer Simpson and Peppa Pig’s Daddy Pig get replaced with a new wave of capable fathers like Bluey’s Bandit. The switch could have a real impact on the way kids understand family life, with one research fellow explaining, “The media reflects reality and also constructs reality.” (SMH)

Apple's new subscription gaming service Arcade will cannibalize its own App Store downloads—and that’s a good thing. Downloads in the App Store are on the decline, despite mobile gaming maintaining popularity and raking in revenue. If Apple can turn Arcade into young gamers’ go-to for mobile play, they’ll be poised for success that could outstrip even Apple TV and Apple Music. (The Motley Fool)

Gen Z music artists are “post-genre.” Mixing several influences into one song has become a way for rising artists to set themselves apart, and thanks to self-upload services like SoundCloud, they don’t need music industry exec’s approval. Meanwhile, the Genreless Generation can curate blended playlists via Spotify to fit moods and occasions rather than “rock” or “pop” and are streaming has also globalized their content consumption, so U.S. genres are no longer a limit. (Vice)

Carl’s Jr. has a CBD-infused burger that costs exactly $4.20. The chain restaurant is giving fast food a Cannabis Infusion, but only at one Denver, Colorado location, and only for one day. The Rocky Mountain High Cheese Burger Delight packs 5 mg of the chemical that won’t get you high. CBD is the trendy ingredient du jour, with 57% of 18-36-year-olds telling us they’re interested in trying it, and the chemical has made its way into everything from lotion to La Croix-like beverages. (LAT)

Axe is challenging masculinity with “bathsculinity.” The brand has been blurring gender lines for the Genreless Generation for years now, and their latest series of YouTube spots is showing that men can take baths, too. They’ve enlisted comedian Lil Rel Howery, who takes bubble baths surrounded by candles in the humorous videos. And they couldn’t be more on-trend: bath time is seeing a surge as a salve for Millennial anxiety. (Marketing Dive)

Quote of the Day: “I think for a cohesive strategy and for really helping to build awareness as well as grow the market size for new things, there's definitely digital and social media. But also, there has to be this in-real-life element.”—Alicia Yoon, Founder, Peach & Lily (YPulse)

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