1: The growth of mobile customer service
Top businesses are increasingly turning to dedicated mobile apps for their customer service platform – an unsurprising move considering the huge growth in the use of mobile apps for all sorts of services across the board. Of course this is designed to facilitate swift contact between customers and businesses ‘on the go’, fulfilling a major demand. A huge advantage can be the location apparent nature of mobile apps. By accepting the GPS tracking function of an app for say a recovery company like the AA, it can cut out a massive amount of time wasting asking customers to explain their exact whereabouts.
There are countless other potentially incredible applications that mobile customer service apps could use. One great example would be capturing images of malfunctioning routers on camera, sharing them along with the barcode or identifying features of the router and enabling an adviser to, well, advise. Similar use could be made of the image of the dashboard of a car and registration number for car manufacturers.
2: Mobile apps as landing pages
Too often in the past mobile websites have simply been watered down versions of the main web page. A landing page is a web page which serves as the entry point for a website or a particular section of a website. This is how mobile apps should be and are starting to be viewed in 2015. Now it is more vital than ever before for companies to ensure that their landing pages not only have the proper design, layout and messaging, but are optimised for the rapidly growing number of consumers who are browsing via 3G and 4G networks on smart phones such as iPhone, Android and tablets. The crux of the issue is that a good landing page will simply feel right for mobile users and direct them swiftly and pleasantly to information they desire. In essence the mobile app is increasingly being thought of as a niche, refined and directional vehicle.
3: Rise of interactive mobile ads and video ads
Firstly, interactive ads are gaining great momentum in the mobile marketing world. User engagement and acquisition are able to be pushed to new limits so long as advertising is interactive. Customers, when exposed to ads they can get involved in feel empowered and the approach feels new and vital. Everyone likes the idea of being in control, even if to an extent it is an illusion, every little helps. In comparison to other forms of advertising, interactive ads have been illustrated to be more effective in both the driving of sales and app installations.
Video advertising is also on the rise, driven partly by greater screen technology of mobile devices as well as battery life. This is a key example of how mobile marketers need to keep on top of what’s going on in product design. This is highlighted by Ujjal Kohli, CEO at Rhythm NewMedia. “The stunning thing about tablets and smart phones is that somehow these systems have been designed to single-task when video is played. And it’s full-screen.” In addition it is clear that video ads are more engaging than blocks of text and images and they enable a company to tell a story and offer a chance to build a clear brand as well as generating a higher percentage of good leads.
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