How to avoid negative brand associations in mobile strategy
In a series of feature pages, The Drum speaks to a number of agencies to discover why it's essential you start targeting mobile
Howard Simms, Operations Director, Apadmi
The App Stores are flooded with apps, and your audience has a limited amount of attention. Those that engage the user come out on top. Having an app may help to complete the story and will enhance your presence, but if it is the intention to drive new business from the app alone, then it needs to be purposeful and implemented well. Having an app for the sake of it will typically bring negative feedback. Having an app and/or mobile presence that enhances what you already do is the way to go.
Most of the guidelines around using SMS are concerned with whether or not you have permission to contact an individual or organisation to promote your brand, goods or services. How often you use SMS will depend on the demographics of your base and the nature of your offers. It’s also good to remember that the more creative and legitimate the content is, the better it performs.
Ryan Hall, Joint Managing Director – Client Services & Experience Design, Nice Agency
This is of course a risk. Overload from brands pushing out too many messages and users being bombarded by push notifications will create negative brand associations. However we shouldn’t forget that by installing an app, users are effectively opting-in to that brand.
To effectively manage this we blend a social media style approach with understanding core messaging, frequency, tone and user segment. This ensures that users are communicated with in the appropriate manner.
Graeme Hastings, Creative Director, Science Creative Ltd
That could be a danger without proper consideration of your marketing strategy. If the content is managed and ensured to be useful and messages carefully considered without carpet-bombing the user with advertising messages, then there’s no reason to assume that negative associations would develop. Remember, with apps, the user elects to receive this content by downloading the app in the first place and as long as they see the app as useful, they’ll continue to use it.