Full funnel marketing in the mobile age


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Picture this: you are on your phone, playing a mobile game. You see an ad for another game – maybe it’s a playable ad, so you try it. You tap and download the new game, which may be free, or maybe you pay $ 2.99 for it – with just one click, of course.

Another scenario: you are again on your phone but on Instagram. You see an ad for a $ 34.99 swimsuit available at Target. One tap and you are in the Target app on the product page. You select your size, add to cart, agree to use your login information from your existing account and check out in seconds.

Which of these is most likely for you? Statistically, they are both quite common.

And these two scenarios are success stories full funnel marketing strategy. But not just any strategy – a unique strategy that is, to be frank, a marketer’s dream.

There are many examples of full brand funnel marketing (e.g. TV ad → sponsored review or PR mention → search → remarketed ad → landing page → add to cart) but as you can see they are rarely linear. and never simple. The customer journey takes place mainly on different media and over an unpredictable period of time.

It could take a day, or it could take years.

These full experiments, however, took place on a single platform. That is, the brand reinforces its notoriety, its consideration, then gets the conversion / purchase, without the customer ever leaving the ecosystem of mobile applications. It is fully traceable and there is no delay either.

The full funnel strategy in the mobile app ecosystem is also highly scalable. People around the world are spending more time on apps than ever before. Data from App Annie revealed that the global average time spent in apps reached 4.2 hours per day in the second quarter of this year, a 30% increase from two years earlier. Apps are where consumers spend the vast majority of their media time.

And they spend money! In the past six months, 8 in 10 smartphone users have made an online purchase using their mobile device, and according to Google Our mobile planet: study of global smartphone users, 60% of US smartphone buyers buy products or services at least once a month and 20% buy daily.

Still, we wanted to know if this assumption was true for apps only, or if it spanned all digital. Is this scalable, traceable, comprehensive funnel experience just how digital (including mobile web) can achieve brand and performance results? Or is it a phenomenon reserved for mobile applications?

We surveyed 1,200 mobile users in the United States to find out. We chose mobile gamers as our focus group because they represent the majority (78%) of the population, but also because most (87%) of them said they remember seeing ads while playing games. mobile games, which makes them prime target customers for us.

Mobile ads still have a way to go when it comes to disrupting experiences

According to the survey results, only 34% of mobile gamers find ads to be less disruptive on apps than on websites. The other two-thirds say web ads are less disruptive. Interestingly, most mobile gamers (64%) think ads are more relevant on websites than apps, possibly because of how targeting has grown to such a degree in environments. Office. The depreciation of the cookie, however, can have a significant impact on the relevance of targeting in web browsers.

4 in 10 mobile gamers trust payment security and the availability of discounts

While the majority of gamers believe there are plenty of discounts available on the web, a large portion (40%) of those surveyed said there are often more coupons and in-app discounts.

Meanwhile, just under 40% of those surveyed said they were more confident in sharing payment details on apps rather than websites. Websites are still winning here, but the numbers in favor of apps are still significant and the trend has changed. In 2015, in a separate study, 41% of mobile users didn’t like to store payment and delivery information in apps on their phones.

In-app purchase is very convenient and payment is faster than websites

According to mobile gamers, the main strength of apps is their quick and easy shopping process. Some 44% of those surveyed said they find it more convenient to buy from an app than from a website. The slight majority (50.2%) of respondents said it is faster to buy on an app.

It has now been over 18 months of economic pressures, store closures and priority / lifestyle changes creating shifts in online shopping, and the opportunity to capture market share online is still at its greatest. high level. Over 60% of consumers have tried a new purchasing behavior last year, a third of whom experimented with another brand of product.

Apps still lag behind websites as the preferred way to see ads, get coupons, and make those final purchases – but they are winning, especially as in-game and in-app technology. continues to evolve, delivering more relevant, contextual and transparent advertising experiences. purchasing paths.

Brands should keep in mind that mobile apps are not only where consumers spend more time every day, but where they can make quick, informed decisions and go from brand awareness to conversion in seconds.

Jean Ortiz-Luis is the Head of Content Marketing at AdColony, which is part of Digital Turbine’s leading independent mobile growth and monetization platform with a reach of over 1.5 billion users worldwide. Jean is responsible for the content of the company’s blog, research studies and price submissions. She holds a BS in Business Marketing from California State University, Long Beach, and has over 10 years of experience as a marketer and writer.

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