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 engage audiences through the buyer journey.

Disney has unveiled an iOS app callled Star Wars making it easier for audiences to update themselves with the content and boost engagement with one of a kind brand experience that lets you share content, interactive GIFs, and a Star Wars themed weather feature that lets you compare temperatures at different locations.

According to 9to5Mac, Star Wars App offers “Augmented Reality experiences, a Lightsaber trainer that makes use of your device’s motion sensor, and the ability to take as many Star Wars selfies as your heart desires”.

Doritos has enhanced mobile experience that requires audiences to scan an actual Dorito to access 3D Content that is created by, YouTube gamer Freddy Wong and Vine magician Zach King. To keep with the 3D theme, the videos are 3D as well and require special glasses, which are free with purchase. To unlock the content and a preview of Sharknado 3,  the Dorito must be one of the new flavors: Jacked 3D Bacon Cheddar Ranch or Jacked 3D Jalapeño Pepper Jack.

 

Eight Steps to Your Brand’s Mobile Engagement Strategy

 

Define the opportunity and the business objective

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.

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

Mobile site is seen as an integrated marketing campaign, and a retailer was able to boost conversions by over 200 percent during the holiday season.

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

 

Identify the most valuable consumer segments

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

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.

Map out the customer and the content strategy

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

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.

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.

Develop Mobile Marketing Plan

Developing your brand’s marketing plan in the mobile first or mobile only world requires a thorough understanding of the current media consumption patterns. Identify networks that allow you to post content in the format audiences are most likely to engage with.

Conceptualize and Update 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 touch-points. It may be important to look at pointers that are likely to enable conversions or boost engagement.