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: “Supernatural is a guilty pleasure show.  While it isn't very consistent in terms of plotline, it’s a fun show with a lovable cast, and it’s ludicrous story keeps you wondering what is next.”—Female, 26, GA

Millennial women are taking over proposing, and looking up ways to pop the question. On Pinterest, “women propose to men ideas” is being searched more than ever, with popularity of the term rising 336% year-over-year. And women aren’t just getting down on one knee to propose to men: the term with the greatest growth from 2017 is “unique lesbian proposals,” which saw a 1,352% rise. Pinterest also found that emerald engagement rings are trending, demonstrating Millennials’ growing interest in non-diamond options. (The Cut)

Dave & Buster’s is positioned to win over experience-loving Millennials. Despite disappointing earnings of late, investors are buying up the experiential restaurant’s stock during its dip because (as one analyst explains) they “believe [Dave & Buster's] can outperform other full-service concepts and drive multiple expansion as it proves itself as a differentiated growth concept.”  Our Experiencification trend backs up their bet, finding that 74% of Gen Z & Millennials would rather spend money on experiences than products. (TheStreet)

Airlines made for Millennials are failing. Air France is thinking about shuttering Joon, their trendy airline, just one year after it took flight. As it turns out, Generation Wanderlust values one thing above amenities like stylish steward outfits and smart tech: value itself. The airlines that are seeing success are budget-friendly first and foremost, like Norwegian Air. ICF Aviation’s SVP sums it up, “What does a [M]illennial want in an airline? A low fare and a good schedule…They don’t want more purple lighting.” (Vox)

Fortnite isn’t just “the most important game of 2018"—it’s “a cultural tsunami.” Nearly 80 million people played the battle royale-style game that’s taking over the internet this year, and over 65% of Fortnite’s players are under-24-years-old. If that’s not enough evidence that brands should cashing in on the craze, celebrities like Drake are playing the game and sports stars like Antoine Griezmann are doing Fortnite’s signature emote dances on the field. (CNET)

Media companies could be under-estimating Nickelodeon’s young fandom. Nielsen reports that two-11-year-olds spent 23 hours each week watching TV in the second quarter of 2018, with almost 15 of those hours taken up by live TV or DVR-recorded content. While Nickelodeon ratings may be down, they’re still the leader of kids’ networks, accounting for 67% of all ad-supported kids’ TV viewing. However, 74% of Millennial parents tell Ypulse that their children watch more content on streaming services than cable. (Bloomberg)

Quote of the Day: “I like playing and talking about [Animal Crossing] with other people. It's nostalgic for me since I've been playing games from the series from a young age.”—Female, 22, PA

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