Mobile Marketing Best Practice, Trends, Case Studies

Web 3 stock image featuring a hand held out with cubes and glowing dots floating above it.

A year in web3: a reckoning for NFTs and the metaverse

This briefing is part of our Digital Transformation Monthly 2022 in Review, which looks back over the trends that defined the past year and considers how they might impact the year to come.

Quick Guides Augmented reality

Quick Guide to Augmented Reality

AR technology proved its utility during the Covid-19 pandemic, entertaining and engaging customers and enriching digital experiences. This quick guide provides an entry point for marketers looking to use the technology in their own campaigns, covering potential applications, business considerations and steps to implementation.

Briefing Augmented reality

A metaverse reality check: What role for brands?

Many companies are eager to explore investments in the metaverse, but what is the best way to go about this? We conclude our three-part series, ‘A metaverse reality check’, by looking closely at the practical considerations behind metaverse investment, and consider what some major brands have been doing in this space.

Vector graphic of a person wearing a virtual reality headset and looking up into the distance with their hands raised up.

Article Innovation and Trends

A metaverse reality check: Defining the metaverse

Businesses are rushing to get in on the ground floor of the metaverse – but what is it really? What do we mean when we talk about ‘the metaverse’?

Article Mobile

Site speed: Seven ways developers and web managers can improve it

Site speed has always been a hot topic in the realms of web development and SEO, with both parties looking for the perfect combination of a cutting-edge, visually appealing site, consisting of high-quality imagery, which has an average page load time of less than a couple of seconds.

Best Practice Mobile

User Experience and Interaction Design for Mobile and Web

This guide to mobile and web user experience (UX) best practice aims to cover all the key aspects of product design for desktop and mobile and equips readers with the tools and techniques to achieve clear, measurable business objectives.

Briefing User Experience and Usability

A marketer’s guide to progressive web apps (PWAs)

A progressive web app, or PWA, is a website with the look and feel of, and much of the same functionality as, an installed application on a desktop PC, tablet or smartphone.

Media and Entertainment Case Studies

Max increases engagement by 15% with personalised campaigns

The streaming platform worked with Braze to capture zero-party data to allow it to tap into fans’ passions across key content brands

Food and Drink Case Studies

Burger King’s in-app racing game drives user engagement and sales

The restaurant chain raised awareness of its new loyalty game via a personalised, cross-channel campaign which drove a 19.5% increase in purchase frequency

Consumer Services Case Studies

US gym subscription brand increases sign-ups by 300% with hyperpersonalised campaign

Gympass used Braze to run a multichannel campaign specific to each individual

Article Customer Experience

Hybrid CX: Four use cases for retailers integrating smartphones into stores

According to an August 2018 study by Salesforce, 71% of shoppers use a mobile device in-store – a figure up from 62% in 2017.

Photograph of store displays inside ochama, which feature fresh fruit, cooking appliances and crockery arranged in an aesthetically appealing way. In the background are some mannequins modelling clothing.

Article Customer Experience

Is JD.com’s Ochama bringing New Retail to Europe?

What is Ochama and how is the format different to current European stores?

A man scans a bottle of orange juice with his smartphone in Sainsbury's Holborn Circus store.

Briefing Mobile Payments

How mobile payment is changing offline UX

This week, the first ever cashierless store opened in the UK: a Sainsbury’s Local supermarket that is experimenting with using the brand’s Scan, Pay & Go smartphone technology instead of tills and cashiers.

Article Ecommerce

What innovations in 3D and AR technology could mean for ecommerce

New technology is opening up further opportunities within ecommerce, as AR and 3D sizing solutions help online retailers to solve challenges around size and fit. Consumers are already shopping online more than ever before, of course, but these solutions could further accelerate the shift to ecommerce – particularly within fashion. The EY Consumer Index recently […]

Stock photograph of a hand holding a smartphone with the NHS app open on it listing options to share your Covid-19 status, check your vaccine record, order a repeat prescription, and more.

Article User Experience and Usability

NHS app needs to demonstrate “continuing value” in order to succeed: report

The NHS official app has been widely downloaded by patients, but a new digital transformation report from the Health and Social Care Committee asserts that more needs to be done to convince users of its value.

Article Native Apps

Airship’s Thomas Butta on what makes a great mobile app experience

Thomas Butta is Chief Strategy and Marketing Officer for Airship, the mobile app experience platform. We ask him what makes a great mobile app experience, and learn about why marketers should have what he calls a ‘life after download’ mindset. Tell us about your role – what does a typical day look like for you? […]

Article Privacy and data protection

A day in the life of… Charlie Johnson, VP at IP geo-location company Digital Element

Charlie Johnson is VP International at global geo-location data and services company, Digital Element. I recently chatted with Charlie to find out more about her role and expertise, as well as her thoughts on how privacy regulations are impacting the digital ad industry. Talk me through your role… What does a typical day look like […]

Article Multichannel

Lessons from John Lewis on bringing together the digital and physical at Christmas

John Lewis Customer Director Claire Pointon discusses experiential retail at Christmas and customers’ expectations of a ‘connected’ brand.

Article People and Skills

AppsFlyer’s Adam Smart on how marketers should adapt to a changing mobile landscape

Adam Smart is Director of Product, Gaming at AppsFlyer – the mobile marketing analytics and attribution platform. I chatted with Adam to find out more about his role, plus his opinion on growing ad formats, data measurement, and user privacy. Tell us about your role, and how it fits into the wider company? In 2020, […]

A smartphone with a Chinese flag displaying across the top portion of the screen.

Article Programmatic

How China’s programmatic landscape is changing

In June 2021, China officially passed one billion internet users, with 71.6% of its population connected to the internet, according to the 48th Statistical Report on Internet Development in China. For would-be advertisers, this is an immense potential market, and programmatic advertising offers a flexible, efficient, scalable and targeted way to reach these consumers. However, […]

Article Mobile

14 stats that show how gaming, in-game ads and OTT entertainment have changed in the wake of Covid-19

Gaming and home entertainment in all their forms have soared thanks to the pandemic, creating an unprecedented opportunity to marketers and advertisers, who are intent on reaching these newly captive audiences. In this article, we’ve collected together statistics, reports and figures that illustrate how the ongoing Covid-19 pandemic is affecting everything from gamer demographics to […]

Article Personalisation

How restaurants are innovating with digital loyalty programs

Digital sales have more than tripled for restaurants since the start of the pandemic, says Paytronix’s Annual Order & Delivery Report. Other research mirrors these findings, suggesting that digital is increasingly a differentiator for restaurants. According to the Restaurant Readiness Index, restaurants now generate around 40% of their total sales by selling to customers online, […]

Article Innovation and Trends

AR, NFTs and the metaverse: How luxury brands innovated for China’s Singles Day shopping festival

With a huge opportunity in the offing to target Chinese consumers when they are in a prime shopping mindset, and competition higher than ever, what have luxury brands been doing to stand out?

Article Mobile

Airship’s Patrick Mareuil on mobile customer engagement strategies: “third-party data will only get more scarce”

Patrick Mareuil is Managing Director EMEA at Airship. We chat to him about privacy, how to optimise app experiences, and what marketers need to do differently in the months ahead.

Article Native Apps

Can Uber achieve super app status in the US?

Super apps are a fixture in Asia but for all of their success in the East, they haven’t caught on in a big way in the West.

Webinar Resources Mobile

Digital Shift Q1 2020 Chapter 4 – The rise of ‘super apps’

Econsultancy’s quarterly Digital Shift report is intended as a guide to support strategic thinking. It is about delivering actionable insight on trends that will be significant in the short- to mid-term, and can be used to generate new ideas, improve business performance and stay ahead of the competition.

Briefing Native Apps

Super apps: How the rest of the world is following in China’s footsteps

If you move in digital circles, have spent time in or have done business with China in the past five years, chances are high that you’ve heard of WeChat.

Article Privacy and data protection

To obtain first-party location data, companies need to adapt to Android 10 and iOS 13

Location data is a valuable commodity and its value is only increasing as the war on cookies intensifies and some marketers embrace it as a “cookie for the real world”.

Article Digital Advertising

Advertisers beware: location data often isn’t what it appears to be

Location, location, location. Advertisers know it’s important, which is why they often target users by their location. Location represents more than a place; from it, advertisers often make inferences about everything from intent to demographic characteristics.

Article Programmatic

Six ways marketers can fight location-based ad fraud

According to BIA/Kelsey, location data will be used in upwards of $38bn of mobile ad spend in the US this year, but unfortunately for marketers paying to reach consumers in specific locations, the evidence suggests that much of the location data being used in location-based ad targeting is not only inaccurate but totally fraudulent.

Trends and Innovation Mobile

Internet Statistics Compendium: Mobile

A collection of the most recent statistics and market data on online marketing, ecommerce, the internet and related digital media, drawn from Econsultancy’s Internet Statistics Database. Aimed at marketers looking for benchmarking stats, evidence for use cases or persuasive figures for procuring investment.

Trends and Innovation Innovation and Trends

Digital Shift Q1 2022 Chapter 1 – Retail Trends

Trends and Innovation Content

Digital Shift Report Q3 2021 Chapter 2 – AR, VR and wearables

Exploring how holograms, advertising and premium content are used in VR experiences, this chapter also looks at the integration of AR into social media and the intersection of wearables and AR.

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The latest mobile best practice, case studies, trends, training and more. From native apps and geo-targeting to augmented reality

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