Monday, April 11, 2016

MOBILE MARKETING NEWS


See, hear, and touch: Brands capitalize on human senses to drive mobile value

A flurry of interactive features on branded digital experiences show how marketers are broadly ramping up mobile-first utility by appealing to the key human senses of touch, hearing and sight.

Marketers are increasingly embracing Tinder-like swiping, image recognition and voice recognition for a variety of mobile-driven experiences that are easier and more convenient than ever. As opposed to the few standalone examples from previous years, there is a much bigger migration beyond desktop interfaces to embrace mobile-first approaches in 2016.  

“All marketers are thinking about how to engage their audiences on mobile - it has become an absolute imperative,” said Jeremy Lockhorn, vice president of emerging media at Razorfish. 

“Smartphones have nearly reached saturation, two-thirds of digital media time is happening on a mobile device, and one in five millennials never uses a desktop computer.

“As people spend more time on the device they also get more comfortable with the unique interface it presents,” he said. “Developers likewise have been relying less on interface conventions carried over from the desktop era and more on mobile-first conventions.

“Virtual personal assistants like Cortana and Siri are also getting ever more sophisticated, leading to increased usage.”


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