Last update: December 2021

4 mins to read - 2021/12/13

Social Media for Brand Awareness Is Out… Mobile Engagement Is In!

Is anyone old enough to remember MySpace? Seen by many as the golden age of social media, MySpace was just a platform to have fun and showcase your interests. You could customize your profile’s background, and curate a playlist that would automatically play whenever your friends visited your page. Unlike Facebook, MySpace never tried to weaponize our personal data by selling it to consulting firms that used it to overthrow democracy. In fact, many agree that 2018, the year the Cambridge Analytica scandal broke, was the beginning of the end for Facebook… and the moment social media lost its throne to other contenders in the digital marketing world. Social media, once a necessity for marketers seeking to boost brand awareness, has become overrun with white noise and ads nobody pays attention to.

Millennials and Gen Z are losing interest in conventional social media platforms. And so are advertisers. So what’s the best way for brands to reach out and make their mark?

Download our Mobile Marketing Playbook to perfect your user engagement game!

Why Social Media Brand Awareness Is on Its Way Out the Door

John Oliver put it best in his web exclusive of Last Week Tonight:

“My complaint is with snack companies, specifically how they court the youth: camping out on Twitter, spamming whatever the current meme is… This is what brands do now. They hang out on Twitter, regurgitating memes and occasionally pretenting to have a mental health crisis. Like when SunnyD tweeted, ‘I can’t do this anymore,” and Pop-Tarts tweeted, “Hey sunny can I please offer you a hug we are gonna get through this together my friend.'”

It makes good fodder for a comedy show. But in reality when has a brand pretending to empathize with social media users, or even with other brands, earned them more customers? And, more importantly, does that offset whatever time and salary they’re investing by hiring a social media person to trawl Facebook and Twitter trying to spark conversations on flimsy pretexts?

Apple’s new changes to data privacy – primarily its requiring mobile apps to gain user consent before tracking their IDFA – has already affected social media advertising. In fact, due to underperformance of advertising conversions due to customers opting out of having their IDF tracked, Facebook stocks dropped 5% in 2021.

Build Brand Awareness Through Mobile Engagement

The future is 100% mobile. As we have pointed out many times before, mobile devices are most consumers’ primary interface with the world. Whether they’re a digital brand or have an analogue function as well, most brands know by now that a mobile app is crucial to build awareness among potential customers. In fact, customers have 2x as many interactions with brands on their mobile devices as they do in the real world.

Mobile apps are easy to develop and a great way to build customer loyalty. First of all, once a user installs your app, they will automatically see your brand logo every time they unlock their device. And, whether the app itself is the product or service your brand is selling (e.g. mobile games, streaming services, etc.) or if the app is purely for marketing purposes, an app is the ideal way to have a genuine, firsthand conversation with users. Or, when done right, it can be a great way to generate buzz and go viral.

John Oliver reminisces about the days in the ’90s when snack and cereal brands were promoting brand awareness by making branded videogames: and this provides some interesting food for thought. Instead of wasting time engaging with other brand ambassadors on social media, if brands invested those resources in launching a free-to-play mobile game, it could be a fast and easy way to boost brand visibility. Indeed, Chex cereal sales went up a shocking 246% in the 6 weeks it had its free game on offer. A key buyer demographic – consumers 40 and younger – all grew up with videogames, and exploiting this common ground could be a creative way to spark brand loyalty.

brand awareness mobile app

Potential Use Cases for Push Notifications to Boost App Engagement

Mobile apps are the ideal platform for carrying out your app utility. Even if it serves only as a frontispiece for the brand at large, the possibilities for ways to engage with your customer are endless:

  • send them personalized discount codes or purchase suggestions
  • curate an in-app newsfeed for evergreen content via app inbox
  • promote local events and provide up-to-date information
  • give customers exclusive tips on product launches or other events that would interest them
  • ask for customer feedback via a survey, or by requesting a starred review on the App Store

For a list of 30 ways you can use push notifications to ramp up user engagement with your mobile app, check out our blog post: 30 Mobile App Push Notification Practices 2021.

Moreover, due to the fact that push notifications have unique insights into user data, push notifications are the most immediate way to create a customized UX, in which you reach out to users solely with information that interests or benefits them. And with OpenBack’s reliable delivery that uses device-side data and machine learning to send notifications in true real-time, developers can finally schedule notifications to deliver at the exact right moment.

This capacity for adaptive scheduling means developers no longer have to try app users’ patience by sending poorly timed notifications. For example, notifications that deliver when a user is driving, or at work, or sleeping rarely get checked. By taking a user-first approach, apps can boost click-through rates and brand engagement by selecting signals to deliver notifications based on real-time contextual factors.

For more information on how to use mobile push notifications to boost app engagement and brand awareness, get in touch with our team of experts. We look forward to telling you more about our groundbreaking mobile engagement platform!

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