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(we saw) The Best Mobile Marketing ^ in 2016
Mobile was kind of a big deal in 2016. Pokemon GO
Rich push comes to iOS
iPhone 7 released
Mobile payments pick up steam
Geopush more widely adopted
iOS 10 is released
Google pixel released
Samsung Galaxy 7 fires
BASICALLY, A TON OF SH*T HAPPENED. (Want a visual recap? We’ve got you covered)
But what about mobile marketing? Who did it right?
BEST MOBILE ONBOARDING
Google Photos Value prop clearly stated
Google Photos (Continued)
Permission to push
explaining the benefit to the user.
Ability to bypass
onboarding at anytime.
BEST IN-APP: FEATURE ALERT
Netflix
easy symbol to remember
clear CTAs
clear indication this is a new feature
Redfin
great way to boost engagement and
attract new users to the app
Audible
new feature that provides additional
benefits to members and reaffirms
Audible’s value prop
BEST IN-APP: TRANSACTIONAL
Open Table
clear confirmation
actionable CTAs
menu listed will keep
users in-app longer
Starbucks
clear order confirmation
all the order information needed:
order pick-up time
receipt/tip
location information & directions
Google Maps
perfect alert based off of an in-app
action. it’s highly relevant and
important information for the end user to
receive.
BEST IN-APP: Permissions
Under Armour
very punny user benefits of enabling push
clever way to keep the door open to
push in the future
Waze
highlights key feature of the new version aimed at
boosting engagement.
Target
all 3 of Target’s permission
requests are compelling and
clearly state the value to the user
Wayfair
outlines the exclusive
benefits the user is privy to by
opting-in
Headspace
having a “soft” ask matches the app’s
branding
BEST IN-APP: Rate me?
Buzzfeed, TuneIn, & Waze
All 3 rate requests are
branded to the look and feel of the app, rather
than the standard iOS
request
Best Push Notification: Reminder
OpenTable & Ulta
friendly reservation
reminder so the user doesn’t go
hungry.
puts Ulta back at top-of-mind for all those last minute holiday shoppers
Best Push Notification: Transactional
Instacarta nice “heads up”
so you know exactly when
your groceries will arrive
a perfect way to nudge users to check out, and
remind them that feedback is key to a more personalized
experience
Best Push Notification: ALERT
Hopper & BandsintownThese alerts let users know
about new happenings. Bonus points go to both apps
for personalizing the messaging based off of
in-app actions.
Best Geo Push
Expedia, VIRGIN AIRWAYS, & TRIPADVISOR
All 3 of these push notifications were sent based on the
user’s location (hotel & airport)
and provide pertinent
information that’s beneficial to them.
Best Push Notification - Re-Engagement
Trivia Crack, Hopper, & Runkeeper
Trivia Crack appeals to the user with humor, which
works with the light-hearted nature of the
game.
Hopper taps into location based data to draw users back.
Best Edgy Mobile Marketing(Warning - These can be viewed as offensive to some people)
Bumble & Barstool Sports
Both of these edgy mobile marketing
examples work because of the nature of the apps and their target demographics.
And that’s a wrap on 2016.
Want the latest and greatest mobile marketing best practices, industry trends, and data?
(and maybe a few gifs?)
( click me)