In today?s digital era, branded apps from leading banks to the most popular airlines have hundreds of thousands, if not millions, of opted-in consumers.
In 2014, Chase reported having 17.2 million active mobile app users and TripAdvisor, which owns multiple apps including TripAdvisor, City Guides, SeatGuru, Jetsetter, and GateGuru reported that their mobile apps have reached a staggering 82 million users.
This vast following of opted-in consumers has created a tremendous opportunity for brands to turn these users into brand loyalists by presenting them with personalized and engaging content. Today, CMOs can leverage their apps as strategic marketing channels to promote products and services enabling them to monetize their customers in a new way.
#1 ? Engage your audience when and where they are
Now that mobile viewing has officially surpassed TV, it has become the new primetime. In fact, according to Flurry Analytics, time spent on mobile devices grew 9.3 percent in 2014. While time spent on TV has remained flat. According to the US Bureau of Labor Statistics, the average American consumer is allotting almost 3 hours per day to their mobile devices.
Gone are the days of 60-minute TV shows. Consumers today have become very selective ? they only want to nosh on the most interesting bite sized subject matter when and where they want. To no surprise, mobile has become the ideal forum for consuming content.
#2 ? Don?t recreate the wheel ? leverage existing content channels
When implementing a mobile content marketing strategy, the task of developing new and organic content for apps can be one of the biggest roadblocks for CMOs.
Ironically, most brands overlook their existing content that lives within various company entities, including social media feeds, blogs, webinars, video clips, eBooks, etc. A successful mobile content marketing strategy doesn?t require the marketer to reinvent the content; rather, the focus should be on curating existing content and presenting ...