Mobile Users Today
Mark Blaskey, Management Supervisor of Team Land Rover at Wunderman, tells us that to be successful, a mobile strategy needs to be contextual and relevant. That means advertisers need to package content in a way that makes sense. For example, with Land Rover, they didn't just make an app to have an app. They made one that serves as a manual—which is something consumers needed. The app the drove users to use it an average of 21 times, compared to just eight times for a previous app.
“For us, it's about understanding how do we package content. What content is actually relevant and how do we make that engaging or useful or whatever the challenge is in that context.“
- Mark Blaskey
- Published August 2011