The Mobile Experience Imperative
Mobile is where more and more businesses are making or breaking sales and relationships with consumers. It’s where consumers want to go, spend time and, most importantly, shop, but it’s also where brands can really drop the ball with sub-par experiences that drive users away or worse, annoy them to the point where any relationship ties are severed.
Put Users In Control
Marketers want to control the experience, but the more marketers direct what people do on their very personal devices, the more likely they are to push back. After all, their devices are one of the most intimate things they own, and taking control out of their hands can be detrimental to a brand relationship. So make experiences something users can choose to engage with or not.
Full-screen, interruptive ads that get between them and what they want to do may get impressions but will also get resentment and frustration. Invite users to engage and then let them take the reigns from there.
When People Engage, Make It Worthwhile
There are few things more frustrating than taking a brand up on its offer to engage and then being drawn into a horrible experience. Mobile ads that drive to websites designed for a desktop experience will result in users quickly tapping back and brands missing out at the chance for an engaged user.
Ensure the experience start-to-finish is mobile, mobile, mobile.
Talk to People Who Will Care
Ads are annoying when they are either interruptive or irrelevant. Brands should avoid being interruptive, but there’s no excuse for being irrelevant, especially on mobile when we can target users so specifically based on who they are, where they are and even what they’re doing.
Build a robust target audience and then scale with lookalike audiences from there. Reach people who will respond and appreciate the relevance of the message.
Make the Most of a Captive Audience
Marketers have more ways than ever to draw people in. Now, they can even pull people into specific content within their mobile apps using tactics like deep links on Snapchat.
Once people get to a destination, marketers need to make sure the content pays off the promise made in the invitation to go there in the first place. And second give them a reason to stay and keep on coming back. This will include providing content that will interest them, as well as an invitation to stay connected, whether that’s downloading an app, signing up to receive emails or, at the very least, connecting to a brand social channel.
Don’t Get Beaten with a Broken Experience
The good news is these are all factors marketers can control. Nothing external is going to break the experience marketers create and build, so don’t let it.