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Content companies under pressure experiment with new formats and technologies in search of new ways to meet consumer demand for snackable and relatable content delivered how, when and where they want it. Lewis D’Vorkin, Forbes Chief Product Officer, is pursuing a comprehensive strategy to accomplish both. I catch up with D’Vorkin to discuss how the company is reinventing the mobile app user experience with the help of new technology that removes friction, increases engagement and opens up additional opportunities for monetization.
Mobile isn’t just causing a seachange in consumer behavior by increasing our demand for formats and features that are easy and enjoyable to access on smartphones and tablets. Mobile is also causing a seismic shift in advertising spend allocation, a surprise trend documented in the Zenith Advertising Expenditure Forecast released earlier this month. The forecast, upgraded from numbers the company published in June, still expects mobile advertising to overtake desktop–but the new forecast predicts this will happen much sooner.
The news that Spanish telecoms giant Telefónica is gearing up to launch a platform that will "let clients know what data Internet firms have, so the client can decide what to do with them," can be read as a move by the telco to get a leg up on the likes of Amazon, Facebook, and Google--which have the edge in the data trade. It's just one event in a flurry of activity as companies race to harness data owned by others to enable more contextually relevant and effective advertising--thus enabling brands and marketers to communicate with consumers in a way that produces positive results and deepens engagement.
In Volume 2 of this resource, which I wrote in partnership with the Mobile Marketing Association (MMA UK), we explore how location data and context are coming together to enhance the entire marketing cycle. From strategies to re-imagine and hyper-personalize the customer experience, to ways brands can use mobile to super-charge offers linked to consumer context, this resource helps marketers choose the appropriate channels and approaches that will allow them to satisfy people’s growing requirement for personalized and relevant brand communications in the “mobile moment.”
Millions of mobile apps, billions of users and trillions of sensors add up to countless opportunities for brands and marketers to deliver relevant experiences and advertising — provided they can 'listen' to the data signals that indicate user intent.
From user acquisition and understanding LTV, and from tackling app discovery to taking your app global, my 330+ page guide (written in partnership with InMobi) provides you everything you need to turn your app into a serious and sustainable business. I draw from dozens of real world case studies, developer interviews, and in-depth research to help developers make the right choices at every stage of the app life-cycle.
The Mobile Commerce Guide, which I wrote in partnership with SAP Mobile Services, includes articles, case studies, key learnings, and forecasts from over 40 industry leaders, innovators and analysts, including the GSMA, Accenture, IDC, MasterCard, Cisco, PayPal, Dutch-Bangla Bank, and RBS Citizens. From serving the world’s underbanked, to engaging consumers with experiential retail, to harnessing IoT to drive the future of commerce, the insights gathered in this Guide are global, diverse, and--above all--actionable.
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