Editor’s note: David Hewitt is VP, global mobile practice lead at digital agency SapientNitro.
Mobile strategy is about more than just phones. Mobile platforms and engagement strategies in our digitally enabled world need to support all marketing initiatives, both offline and online, and be truly multi-channel. Mobile maturity is one area, however, where brands and agencies are playing catch-up with consumer demand.
A siloed approach to mobile has been commonplace over the past couple of years. Many agencies have supplemented traditional creative with mobile ads that lack a larger strategy, subbing out app development that offers no real value and failing to thoughtfully consider the best platforms and devices for mobile campaigns.
For example, Shazam recently made a splash by enabling second screen synchronization with the Super Bowl broadcast, and the company says it saw record engagement during the game. Unfortunately, problems arose because not all hub pages were optimized and users had to complete Bud Light’s age verification screen on a screen that was not touch-friendly. Considering the large number of iPhones participating, it should have also linked straight to the promoted song on iTunes, instead of emailing it a day later. It’s likely that there was a lot of user drop-off, especially given the three-step process.
Missed opportunities like this will become less common over the next year as brands and agencies fight to stay ahead of the curve, proving 2012 will be a game-changer for mobile.
This shift to a more optimized mobile experience is not merely because the industry is a year older, but because enough agency and brand leadership are seeing a critical mass of mobile and multi-channel initiatives bear fruit. Marketers are realizing the growing risk of doing nothing.
This year, the market demands a more entrepreneurial mindset. Mobile is not just the hot topic of the moment — it’s the future. Embracing this reality requires a shift in thinking and many brands still do not have a mobile or encompassing digital strategy in place. Moreover, many agencies are still growing a set of basic mobile capabilities. Creating both smartphone and tablet-optimized experiences, along with the increasing need to pick platforms and develop apps, is becoming the norm.
Last but not least, 2012 is begging for brands to truly integrate mobile with commerce and CRM programs, and create new integrated experiences for in-store, at home and on-the-go.
While 2012 brings a new confidence to place bigger investment bets in mobile, here are some tips and trends to consider:
Various agencies and brands sit in very different places across the mobile and multi-channel maturity curve. In 2012, those that don’t figure out mobile will really start to show their declining relevancy to today’s consumer.
SapientNitroSM, part of Sapient® (NASDAQ: SAPE), is a new breed of agency redefining storytelling for an always-on world. We’re changing the way our clients engage today’s connected consumers by uniquely creating never-ending stories across brand communications, digital engagement, and omni-channel commerce. We call it Storyscaping, where art and imagination meet the power and scale of systems thinking. SapientNitro’s Idea Engineers represent a connected powerhouse of creative, brand and technology expertise - one global team collaborating across disciplines, perspectives and continents...