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:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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