5G Key to Mobile Marketing Evolution

I had the opportunity to speak with Inside 5G last week about what the future holds for mobile marketing in a 5G world.

When it’s in full-swing, the high-speed 5G technology – a hot topic at this year’s Mobile World Congress event in Barcelona – will provide a communications network that will support richer, faster near-real time communications with mobile-empowered customers on their smartphones, wearables, tablets and other devices.

The OtherLevels’ message of “the right message to the right person at the right time” will resonate even stronger for marketers in a 5G world because of the network’s density and precision with which messages can be delivered.

A network of connected sensors and location beacons, for example, provides an ideal environment for “machine-to-machine” communication, and with the right underlying data, those communications can be highly personalized, targeted and optimized for relevance.

It’s possible the 5G network can also support richer mobile content, including 3D videos or image-heavy interfaces.

Here’s what I told the Inside 5G team: “If you believe what they were saying in Barcelona, the evolution of the mobile device, the processing power of devices, the density of network activity, the speeds and the precision with which location will be delivered will be amazing. I do believe, with the role of 5G, the promise of real-time delivery of information to consumers will finally be possible.”

Find the Inside 5G article here.

Wearables like the Apple Watch Present Opportunities for Mobile Marketers, says OtherLevels

The long-awaited Apple Watch isn’t even available yet, but QVC Group says its mobile app will be ready by the time Apple’s new wearable arrives in April.

Which raises an interesting question: what does the convergence of wearables and retail mean for mobile marketers?

OtherLevels’ CEO Ramsey Masri, quoted in a March 12th article in Internet Retailer, says that mobile-enabled wearables like the Apple Watch create even more opportunities for mobile marketers around what QVC – the world’s fifth-largest mobile merchant — calls a “glance experience.”

The QVC app will allow wearers to view QVC products from its TV feeds on the watch interface, including product details, ratings and other content; if interested, the wearer can “push” a product to an iPhone to get more information or complete the purchase.

“Brands and marketers can converse individually with mobile-carrying consumers based on the consumers’ activities, locations, interests, known preferences and other data points provided by the mobile environment,” Masri says.

While other industry experts interviewed by Internet Retailer say that devices like the Apple Watch will further fragment Internet use and online shopping, Masri says the devices also create possibilities for very personal connections between retailers/brands and consumers. And the underlying tenets of mobile marketing still apply, requiring retailers and marketers to deliver engagement-focused mobile messages that are personal, relevant and timely.

“Smartphones, smartwatches and mobile apps remove much of the guesswork from messaging, for example, opening the door for the kinds of personalized content, offers and interactions consumers want and have agreed to receive by downloading an app and opting in,” Masri pointed out. “Savvy mobile marketers and retailers take advantage of that eagerness to engage.”

Find the Internet Retailer article here.

Data Shows Growing Importance of App Development and Investments

Mobile app or mobile browser?

It’s a question that continues to dog marketers, especially when they have to divvy up marketing budgets in support of a website that functions well on a mobile device, or a mobile app that functions well as a standalone feature – or both.

Here at OtherLevels, our specialty is mobile marketing around mobile apps – the environment that, in our opinion, best supports personalized relationships with customers and app users. Because the smartphone represents such an intimate and personal “mobile moment of opportunity”, we encourage our clients to adopt optimum strategies for reaching their app users and customers: the right
message to the right person at the right time.

A new eMarkter reporter, which lays out the case for investments in both mobile web and mobile apps, also highlights consumers’ increasing migration from web-based browsers to mobile apps for a variety of activities, including shopping, searching, buying products and services, entertainment, and interacting with brands.

That desktop-to-mobile shift means that “apps will play a more significant role – if not an equal role – in generating mobile sales going forward”, according to “Mobile Apps vs. Mobile Browsers: How Usage, Ad Spending and mobile Commerce Sales Differ by Channel”, the report by eMarketer’s Cathy Boyle.

Mobile Moment Of Opportunity

Today’s consumers’ carry their smartphones everywhere, and they use them to play games, shop, bank, search, research and enjoy entertainment. Their importance, in fact, is most evident in that moment of panic over a smartphone’s potential loss, misplacement or theft. “Did I lose my smartphone?”, “I can’t find my phone—where did I use it last?”, “Was my smartphone stolen? My entire life is on that phone!”.

Because of that intimate relationship between user-customer and smartphone, opportunities abound for mobile marketing experiences that are meaningful, timely, personal and arrive in that “mobile moment of opportunity.”

Our team specializes in strategies, platforms, technology and content solutions that help games, brands, retailers and others make the best use of the mobile app environment – the right message to the right person at the right time.

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Keeping It Personal In The Mobile Gaming Environment

Casino operators and game developers – aware that their customers are increasingly playing their favourite games from smartphones – know it’s important to keep players engaged as they migrate to the mobile environment. Nearly a third of UK players, according to Deloitte, access games on smartphones and other mobile devices.

To keep pace, operators and developers need to adopt mobile marketing strategies that have all of the characteristics of the user-smartphone relationship: intimate, personal, meaningful and relevant to that particular “mobile moment” of opportunity.

In a eGR Mobile Intelligence piece recently published titled “Target Engaged”, we encourage gaming and casino mobile marketers to make sure that messages and mobile interactions are based on players’ specific interests, behaviors and activities.

Why?

Those players and customers are more likely to engage – and least likely to leave – if their interactions with mobile games are well-targeted and relevant.

Marketers stand much to gain if they can “converse” in the mobile environment with their players in ways that make them feel acknowledged, rewarded and encouraged to continue playing. Key elements of the strategy include:

• Mobile marketing that’s personalised: Well-timed messages based on a specific user’s interests and preferences encourage more engagement and more time interacting with games.
• Mobile marketing that’s data-informed: Use data to inform each communication cycle, ensuring that players are getting the right messages at the right time in response to the right activity or location.
• Let storyboarding and story-telling create interest: For new or first-time players especially, story-boarding can help identify key obstacles, rich opportunities for re-engagement and even a bit of encouragement. Making the mobile message more like an inviting story – and less like a mass-produced announcement – also keeps players engaged and eager to explore.

The goal: “First-time mobile players can quickly evolve into loyal players and advocates, and personalised content and messaging strategies in the first crucial days and weeks of early engagement can be the key to that conversation.”

Find the eGR Mobile Intelligence article here. (You’ll need a subscription to view the article).

Find OtherLevels This Week at ICE Totally Gaming in London

OtherLevels will be at the ICE Totally Gaming Conference in London through Thursday, because for gamers, game developers and gaming professionals from all over the world, it’s THE place to be this week!

This international ICE conference is billed by its organizers as “the only event at which the different worlds of gaming come together”, a world that world encompasses betting, bingo, casino, lottery, mobile, online, social and street gaming.

Our team, which specializes in mobile marketing and content for gaming apps, is proud to be in such fine company. Last year’s event drew more than 23,000 attendees from more than 100 countries. That is both a sign of the conference’s visibility and the popularity and growth of gaming.

In our experience, mobile gaming experiences are enhanced by strategies that deliver the right content to the right player at the right time, and we are eager to share our expertise with our gaming colleagues – and to learn from them as well!

If you see any members of our team as you wander the exhibits and demos at the ExCel London Exhibition and Convention Centre, be sure to introduce yourself and find out more about how OtherLevels can help you!

Find more information here at http://www.icetotallygaming.com.