Mobile engagement in today’s dynamic mobile market
Mobile trend predictions are plenty each year in this digital age. The mobile business app sector is no exception. Forbes highlights the existing role of the developing mobile landscape in redefining business transformations and its impact on marketing trends. The article draws several insights from Forrester’s 2016 mobile predictions, the first of which is mobile acting as a game changer in marketing trends. The report states how this year will mark the huge divide between the digital Age of Consumerism vs the Age of the Customer.
Gone were the days when consumption meant only buying things in bulk without any regard for quality or content. When referring to mobile apps, it meant disregarding content quality over accessibility. Today’s mobile trend is more sensitive to what customers want, especially within the mobile business news app environment. There is an interaction between what customers need and the ability of publishers to deliver quality content.
Secondly, the global mobile revolution will grow by leaps and bounds as Forrester predicts; 46 percent of the global population will become smartphone subscribers, with leading markets in Africa and Asia. Even Russia, based on figures by Statista, is becoming one of the fastest-growing mobile phone markets in the world with 114 million smartphone subscribers in 2014. The high percentage of smartphone use is expected to increase from its 11 percent mark in 2007 to 69 percent within ten years. Last year, 66.6 percent of Russians preferred Google Android over Apple’s iOs and Windows Symbian.
Lastly, mobile innovations will focus on predictive algorithms, content, and optimization that mergers and acquisitions among tech innovators and business conglomerates will prosper. Facebook and Google will continually grow their audiences and expand into new demographics and markets, and thus, redefine their business strategies and services to accommodate consumers increasing expectations.
These social media and search sites have mastered the technique of delivering what customers need through customer’s behavior and not specifically on content. However, this strategy is not attuned to media sites who rely heavily on content delivered.
Inma contributor Chuck Blevins stated that investing in personalization and optimization tools ensures that publishers deliver the useful content to specific customers in a specified time. Personalization and optimization tools define the trending data based on what readers read, individual preference and reaction. According to Blevins, consumers still regard media sites as legitimate sources. This means they are looking for more content and ready to browse on more pages in most news apps.
Dom Einhorn, the CEO and founder of the Born2Invest app, a leading business and financial news app, agrees with today’s dynamic marketing approach and how great and engaging content has changed the mobile news environment.
“Our elevator pitch has never changed since day one: Our aim is to deliver native, curated business news for every corner of the world in one app. This is something that has never been done before. It is also an extremely challenging concept,” Einhorn said in an exclusive interview.
The app also reflects high market numbers. Russia accounts for 66.72 percent of its readers on the Android platform in February. Trailing behind it are Ukraine and the Philippines. Aside from delivering quality content, the mobile business news app delivers news in 24 iterations.
Einhorn of Born2Invest knows this strategy by heart when he stated in an exclusive interview how their marketing strategy starts with a “content first” approach.
“We never launch any acquisition strategy without having good content (in terms of quality and volume) in place first. Aside from that, we are putting a special emphasis on user acquisition in emerging markets (SE Asia, Eastern and Southern Europe, Africa) by choice and always try to identify the path of least resistance in each market,” he added.
Another fast growing financial site that took advantage of optimization and personalization tools is Business Insider. Before working with Parse.ly, BI encountered several problems regarding the different information they gathered from many optimization and personalization tools, which did not produce any engaging content. However, Parse.ly was unable to uncover information about articles and posts that proved useful to consumers. This unique optimization and personalization tool helped managers identify native ad information quickly and effectively.