Consumption patterns show that more time is already spent in mobile apps than browsing the web. Future in-app advertising spend will be driven by far greater use of rich media. Rich media ads and even mobile video will draw consumers into highly engaging brand experiences.

Source: Millward Brown 10 Digital Predictions 2013

Mobile Content that is engaging, personalized and relevant drives open rates and click-through rates. Technology driven experiences are changing the way people shop. Brands are looking at new ways to embrace, define and capitalize on the new customer journey.

Eight Steps to your Brand’s Mobile Engagement Strategy

1. Define the opportunity and the business need

Brands need to understand how customers are using mobile as a part of their lives to arrive at smarter decisions. This could become a brand differentiator and drive engagement with localized offers and downloadable discounts.

Its important to create experiences that are distinctive on the experience side, keeping in mind the user context, use case and device usability for your category.

Levi’s mobile site offers personalized, social and localized context rich User experience. Mobile site is seen as an integrated marketing campaign with over 200% increased conversions during the holiday season. Source : Usablenet

Conversely, In store app usage caters to a segment where the apps are used more as a shoping assistant by Grocery shoppers. According to a research published by e-marketer, 50% of grocery shoppers used their Smartphones and 47 % found shopping with apps convenient.

2. Identify the most valuable customer segments

Identify the most valuable customer segments and digital channels that work with these segments. This could be an outcome of your acquisition and/or retention strategy.

3. Identify, Create and Nurture the consumer ecosystem

Understand how mobile content can be used for greater loyalty and engagement within the consumer eco-system. An enriched mobile experience can very often be the reason you turn visitors to brand loyalists and advocates. Keeping in mind, multi-screen and multi-channel shopper experiences in consumer journey is important for conversions and engagement.

4. Map out the customer and the content strategy

Create congruent experiences by defining the customer journey and customizing or personalizing content for greater impact.

5. Define your Mobile Value Proposition

What does the brand stand for in Mobile Space and how is it fulfilling the brand promise given the mobile experience in customer’s life and interaction with your brand for the same.

6. Competitive Analysis and Trend Monitoring

A competitive analysis of your category could reveal how competitors are currently using mobile for engagement and what is working for them. Competitive Analysis could help identify your brand’s strengths and how you can best integrate the same further in your Mobile Engagement Strategy.

7. Develop a Marketing Plan

Developing your brand’s marketing plan in the mobile first world requires a thorough understanding of the current media consumption patterns. According to a Experian email and Marketing study published, Experian Marketing Services reports that in Q4 2012, revenue per email was up 8% and the average order was up 12%. With reports that over 40% of users are now viewing emails on mobile devices (topping 44% in November), it’s no wonder marketers are putting so much energy behind device-specific optimization.

Given the time spent on social networks on Mobile apps is seven times more than spent on browsing, marketing in Social Media sites could be the best way to build your brand’s engagement.

8. Conceptualize the Brand Experience

Define the moments in your customer’s path-to-purchase and the brand experience as an overall strategic direction or as at one or more specific touchpoints. It may be important to look at pointers to developing a responsive design for your mobile site to improve conversions.