Expert: Make mobile frictionless, personal

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“Mobile users are extremely loyal until they are not, meaning that if done right, brands can retain more users and interact more effectively with users. However, in the face of increased competition and user savviness, this loyalty can be lost in seconds. Users are loyal only as long as they are rewarded for their time and with a seamless experience,” said Galia Reichenstein, COO & Head of U.S. Sales, Taptica.

Personalization is key to building loyalty, according to Reichenstein, especially with native advertising because these ads are less intrusive than other formats. Add personalization into a native format, and brands can increase the relevance and engagement factors. But there is one more item on the checklist: the frictionless experience.

“Consumers are advanced enough that they expect a frictionless and intuitive experience. Basically, we become irritated if we have to input our email address or retype an address. Amazon realized this early on, but this is now the standard and brands that don’t have their product up to date and constantly improve it will lose out on the empowered consumer,” said Reichenstein.

Ordering should be streamlined and brands should partner with a trusted payment funnel, and most importantly, brands should take things slowly.

“Brands need to be aware of committing to consumers too quickly. While they trust more and are willing to share more in return for a good experience, they need to see the benefit almost immediately. If an app asks for too much too fast, a brand can lose out on the initial click altogether. Therefore, it’s important to make sure no overcommitment is happening. Google’s new “trial ad format,” which allows consumers to play with a game for 60 seconds before being prompted to download it, is a great example,” said Reichenstein.

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ABOUT THE AUTHOR

Kristina Knight-1
Kristina Knight, Journalist , BA
Content Writer & Editor
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Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with BizReport.com, NBC News, Soaps.com, DisasterNewsNetwork, and many more publications.