iMedia traveled to ThinkLA's Mobile Breakfast in Beverly Hills where we uncovered truly remarkable insights about the modern mobile marketing landscape. Here's what E!'s VP of business development and digital media, Danny Shea, had to say about the two biggest mobile tactics his brand learned were not working at scale.
Companion viewing experiences: Boldly reaching just a tiny fraction of your audience
Companion viewing experiences, or "second screen applications," have been a hot topic for many years. Marketers (especially entertainment marketers who launch shows, movies, and events) are constantly looking for ways to bridge the traditional TV world and modern multi-screen environment in which the consumer now exists. Creating second-screen viewing experiences that compliment shows and events has been a popular option. However, the idea may only have appeal to, well, marketers. It turns out that only a tiny fraction of viewers are engaging on them. So where are they going? Twitter, Facebook, and other social media outlets. The second-screen companion experience is occurring on social media, not your own custom companion experience. Instead of trying to force one down the consumer's throat, invest in the places they're already talking.
App overload: An app a day keeps the consumer away
Everything does not need an app. There has been a "simple" solution to mobile that marketers repeat like a mantra: "Let's make an app for that!" However, it turns out that creating apps for every TV show, product, or brand service can be a bad idea. Why? Consumers only have so much room on their smartphones, and the app-overloaded environment is confusing them. The consumer simply feels saturated. Instead, pull everything back and have just a few apps with multiple integrations for your products or experiences. Not only will it be more engaging, it will be more popular.
In this interview at ThinkLA's Mobile Breakfast, iMedia's David Zaleski speaks with E!'s Danny Shea about these mobile mistakes, as well as a surprising case study on a very successful mobile campaign spearheaded by the iconic brand.
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"Smart Phone with Money" image via Shutterstock.