From Brand Awareness to Brand Engagement

From Brand

Awareness to

Brand

Engagement

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Up until recently, the holy grail of marketing was achieving “brand

awareness". These days it’s all about “brand engagement”. Whereas brand

awareness refers to familiarity with a certain brand, engagement refers to an

emotional or rational attachment to a brand. One key reason for this

transformation is the mobile revolution, which has completely altered the

goals of the business, turning it into a two-way street between brands and

consumers.

This post examines the various qualities of mobile that make it the ultimate

brand engagement platform, and how marketers can leverage these

attributes to their brand’s advantage.

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Mobile allows brands to be more relevant in their marketing efforts than ever

before. Instead of simply directing a single ad to a mass audience, mobile lets

marketers use hyper segmentation to reach different, specific groups with an

accurately tailored message. Furthermore, using remarketing, beaconing, and

other mobile technologies, the platform allows brands to react to user

actions, leaving no room for doubt that their content is a perfect match.

Let’s take a look at one of Coca-Cola’s campaigns. The company used

beaconing to retarget users who went to a movie in a certain theatre in

Norway. A week later, Coca-Cola sent out a push notification to these users

with an ad and a coupon for a free movie ticket to that same theatre. This

campaign is very thought-out. Coca-Cola created a follow-up to the brand’s

cinema ad, and knew exactly which theatre is most convenient for these

customers to visit. The result? Sixty percent of users clicked on the

advertisement, with 20 percent opting to redeem the promotion. The

customer ’s behaviour and preferences were at the center of the campaign,

creating a relevant experience to customers and a productive dialogue.

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Reaction Time

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Whether you leverage another mobile platform to your brand’s advantage, or

launch your brand’s own app, encouraging users to contribute their own

content on mobile is the way to go. Mobile users do so on a daily basis, and

if you give them a good enough reason to contribute content that’s related

to your brand, they will play along. The key is in finding a way to make your

brand a seamless part of the process, and their lives.

Some good examples for that are events that use Snapchat’s story feature to

encourage visitors and attendees to Snap on location. Another great example

for brands quickly following any new source of high-engagement is

Dubsmash, which is now offering new ways for brands to interact with

consumers.

But here’s an example of a brand that didn’t wait for that kind of opportunity:

the Ex Machina movie started a mobile campaign on Tinder, in which the

movie marketers created a fake profile for the leading star of the movie.

SXSW attendees interacted with the profile, only to learn it was fake. Another

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Play a Part

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Tinder campaign was that of Calvin Klein, featuring attractive couples in

Calvin Klein clothing alongside their personal love story.

If your brand already has an app of its own, there are many ways you can

boost engagement within the app. McDonald’s for example, launched a

breakthrough, virtual reality mobile game named “GOL!” in 2014, which

aimed to promote the FIFA World Cup. The game allowed users to create a

real-time 3D reconstruction of menu items in packages that celebrate the

World Cup. Users were also able to bring into the game object from their

environment such as their cup or Happy Meal to help them score. The app

became a huge success and turned customer experience into an interactive,

high tech soccer party.

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Play a Part

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After your brand succeeds in boosting user engagement, the real challenge is

maintaining it. A couple of interesting way of doing so is by implementing

gamification elements to your app as well as using push notifications.

Starbucks for example, has an excellent app feature called “My Starbucks

Rewards”, meant to increase retention. With this gamification feature, users

experience progress and are rewarded for their visits and payments through

the app. The more actions users make, the higher they’re ranked, and

naturally, the prizes get better too.

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Stick Around

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The above examples prove that there is real influence to the emotional and

rational attachment smart brands succeed to evoke in users. Instead of

speaking to customers, brands must learn to communicate with them, and

there is no better way

to do so than by harnessing mobile’s inherent advantages. Brand

engagement means taking things to the next level, and isn’t that all you really

want?

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From Brand

Awareness to

Brand

Engagement

About us

Moburst is a full service, global mobile marketing agency that helps

companies grow their mobile business. After redefining hundreds of apps

and A/B testing every possible feature in every vertical, our team knows

what works for each product, and how to deliver the most relevant

experiences for each user. We love solving clients’ tough mobile challenges

and believe that the combination of creative thinking, advanced technology,

and data drives success at scale.

Hundreds of companies, from local startups to large global brands such as:

Microsoft Accelerator, Get-Taxi, Conduit, Sony Music and Nielsen Innovation,

have leveraged our product refinement, app store optimization (ASO), user

acquisition, and mobile consulting services to enhance their product and

maximize their KPIs.

Every day, our team’s mission is to innovate creative solutions that connect

brands with highly targeted audiences that convert into loyal users.

Moburst has offices in New York City, Israel and San Francisco.

To learn more, visit www.moburst.com or contact us at hello@moburst.com.

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