Consumers spend an overwhelming majority of their mobile internet time in applications . Recognizing this trend, the world's leading brands have developed applications as service delivery tools (such as checking a bank balance) or purchasing (via an e-commerce store). But many of these apps have untapped potential. Beyond core transactions, branded apps can be used as powerful video delivery mechanisms that enhance engagement and brand loyalty.
In particular, applications can serve as a new means of communicating with consumers more effectively. Customers who have taken the time to download a branded app on their device are some of the most loyal customers of a brand. This advocacy is ripe for brands.
When a trademark has an application and its video content is produced separately, either for television spots, social media or their website, there is no reason why these ingredients can not to be combined. The result is a powerful application-based content marketing center that helps retain the best customers and keeps the brand at the top of the list. Some companies, like Nike and Red Bull, are already doing it well. To effectively market in a mobile world, brands must view their applications as mobile video mailboxes.
The struggle to attract the attention of users
To better understand the underutilized value of branded applications, it is first of all useful to recognize how much it is difficult to reach consumers through more traditional television and video channels. Television still ranks first among so many marketers and they invest their budget in a series of spots that will last 30 or 60 seconds. But with the increasing number of ropes cut, it is increasingly difficult to reach the level of penetration achieved by TV advertisers in the past. If the public has opted for digital video, it is not necessarily easier to reach it: 65% of consumers are unaware of pre-roll video ads . With the growing number of mobile viewers, brands need to find new ways to retain their loyal customers.
The imperative of efficiency is central to the concerns of most brands, and the use of applications as a another way to promote the video content already created meets this need. By using their applications, marketers do not need to buy media to redirect consumers who like their brand. Instead, they can recycle the content they already own and pass it on directly to consumers who will be most receptive to its messages.
The main hurdle is that application developers and media teams are most likely working toward separate goals. and, in many organizations, they may not communicate regularly if they do not communicate at all. But investing time in connecting these different departments can give great results for society as a whole.
Construction of a Content Hub
Applications are designed for this purpose. Aerial applications are used for ticket purchase and check-in. Consumers download the AmEx application to access their credit card accounts. If the application development team focuses solely on this goal, there is no reason to include a video player in the app and no reason to consider the content. Nobody explicitly downloads a banking application because he wants to watch a three minute video on smart investment tactics. But that does not mean that customers are not interested in such content. A recent Hubspot study found that 68% of consumers say video is their preferred way to learn about new products and services . Narrow-oriented brands can easily miss opportunities to increase spending and loyalty.
The brand does not need to reinvent the wheel, but it can add features to improve its applications. Users already love the AmEx application. It is rated at 4.9 stars in the Apple App Store, out of 910,000 ratings. And if the app included a video to promote different rewards packages and destinations available to cardholders? Or videos about the functions of the card to entice consumers to spend a little more? Heck, he could even host a library of the famous TV commercials of the brand, Jerry Seinfeld, which had tens of thousands of views online thanks to user downloads.
Direct broadcast of these videos to the user device and send him screen notifications to tell him that there is something new to watch in the application, it is a simple, effective and innovative way to involve users. They can now watch these short videos during downtimes: during a daily commute, queuing at the store, waiting at the doctor's and at other times while they're looking for content to entertain them.
In the past, television advertising continued to learn to market properly in a mobile world. The video they produce to recruit new customers can be integrated into the brand's applications, which is a double duty to rehire loyal customers. Rather than letting applications and ad teams live in silos, brands need to think about how best to combine their resources to engage effectively and effectively with consumers in the modern and mobile world.
The opinions expressed in this article are: those of the guest author and not necessarily Marketing Land. The authors of the staff are listed here .
About the Author
Daniel Hurwitz has over 20 years of experience in marketing / digital media, AdTech, EdTech and HealthTech. and is well versed in technology solutions to support mobile and video. Start-up specialist Hurwitz led Sales at Evergage, GoNoodle and MapMyFitness (acquired by Under Armor in 2013). His writings have appeared in publications such as PhocusWire, Martech Advisor and SalesTechStar.