Here's how marketers can leverage the exponential growth of mobile usage

While digital ads have emerged as a useful platform to get leads, it has also led to concerns around user privacy and the relevance of content. Brands need a recourse, and CMM allows brands to market themselves in a personalised yet non-intrusive way

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BuzzInContent Bureau
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Here's how marketers can leverage the exponential growth of mobile usage

Pretty sure that you are reading this piece on your mobile phone. How?

Studies prove that there are as many as 5.6 billion mobile phone users worldwide. With reducing smartphone prices and diminishing data rates, accessing the Internet with a smartphone is as easy as breathing. 

More than anyone, brands have adapted to the increased mobile usage instantaneously, especially during Covid-19. While confined indoors, people have been spending even more time on the mobile Internet, with chat being their primary conversation tool.

Now chat is a special medium, natural and authentic. Without thinking twice, we express our hearts out when we share our sentiments or some information with our friends and family over chat. This brings us to an important question - are the available content formats on the chat platforms, majorly plain text and emojis, enough to create a memorable experience? 

Brands have already been aggressive on social media platforms because of the reach it offers. And that’s why you wouldn’t find it difficult to remember the last time you came across engaging brand content on one such platform. However, the sudden rise in targeted ads on social media and search engines has started affecting the user experience. Imagine you are smiling while seeing the pictures your friends clicked at the weekend party while scrolling through your social feed and being served a shoe ad. Just because you had searched for it a week back on your desktop. Not fair, right? 

What if brands can be both interesting without having the risk of affecting the consumer mood as well as organically present in the most popular channel amongst users (yes, you guessed it right! chat apps) with Conversation Media Marketing?

What is Conversation Media Marketing?

The preference for chatting over any other means of communication has been rising. Conversation media stands for the visual content formats that enrich this experience further. Conversation media marketing (CMM) leverages these formats for amplifying brands in chatting and making conversations more expressive, fun, and engaging. Emoji marketing, branded stickers and memes, which are different formats of CMM, are just the tip of the iceberg. 

Disney is the king of marketing, so it shouldn’t surprise you that it was one of the first brands ever to use CMM. 

Disney released this Pixar legacy sticker pack on Facebook in 2014. 

Personalisation to the Tee 

With CMM, brands can practically live with their prospects. A fitting example of WhatsApp, with a huge customer base of 487 million in India points towards an opportunity that marketers can relish to engage with their customers at an intimate level.

An average WhatsApp user spends approximately 22 hours monthly on the platform. Increased mobile usage means these numbers are only going to go up. For brands, it’s the perfect opportunity to engage with their existing and prospective customers. Not just be present, but omnipresent.

The core reason conversation media marketing is rewarding yet non-intrusive for users is because of its hyper-contextual targeting, provided by platforms like Bobble AI.

Bobble AI, which has a smartphone keyboard at its core, recently collaborated with Oreo for their #recipic campaign. The stickers became a massive hit and got shared by millions of users who enjoyed the content. The users could not only create their personalised content but also share it with their loved ones on the chat platform of their choice. It helped Oreo become a part of millions of conversations, not just on WhatsApp but across every chat platform you can think of at the same time. 

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Increased Purchase Intent

With CMM, users discover brands organically as they talk about a topic, and see a relevant brand content suggestion that fits perfectly in that context. Thus, the brand content becomes a useful medium for the user to convey an idea interestingly and more simply. It builds a seamless connection of the brand with the audience that leaves a lasting impact and uplifts brand recognition. 

Conclusion 

Conversation media marketing (CMM) has grown with the rise in smartphone usage significantly, which has penetrated nearly 50% of Indian households. Chat apps like WhatsApp contribute considerably to this usage time, where visual content has become the major way people communicate today. 

While digital ads have emerged as a useful platform to get leads, it has also led to concerns around user privacy and the relevance of content. Brands need a recourse, and CMM allows brands to market themselves in a personalised yet non-intrusive way.  

Despite being available for more than a decade, CMM is still a newbie. With the current technology that platforms like Bobble AI provide, one can assess the campaign impact in depth through real-time metrics like content shares and viewership that branded content achieves through CMM. When ads feel organic, and buying is as easy as chatting - that’s the transformation your marketing mix finds with CMM. 

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