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What does Uber, Netflix, TikTok and Facebook have in common? Everyone knows who they are, even if they don’t use them, let alone have the App installed on their smartphone. This huge consumer awareness explains why you don’t see many of these apps focusing on app growth. It’s likely not a lack of advertising that is keeping people from installing them.
At the same time, it’s not like these apps don’t advertise. You still see them — on billboards, TV, public transit, even movie theater ads. That’s because advertising often serves a different purpose for big brands: One of attentionIt’s not only about awareness.
Why advertising still matters when you’re a big brand
For big brands, advertising isn’t about generating an individual install (although that’s certainly a nice bonus). It’s about reaching the mass market It’s about arresting their users’ attentionThey are not only theirs. awareness.
You can Look to the As an example, take the current streaming wars. A February 2022 survey found that the U.S. consumer is at a low point. awareness This is the “Big Five” video streaming services — Netflix, Amazon Prime, Disney+, Hulu and HBO Max — is at an all–time high More than 95%. Netflix is the leader the Pack with Consumers: 98% awareness Overall and significantly more awareness of its programming It is more than its competitors.
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But awareness isn’t enough when you’re a big brand. Content is still the king. People will change their subscriptions depending on the shows they are interested in and the content. This makes it possible to switch subscriptions based on what shows are available and what you want to watch. the Extremely fluid market share of streaming services. Netflix reported that it had a remarkably fluid market share in its most recent earnings call. loss of nearly one million subscribersThis shows how fluid this market share is.
There are so many big players and an apparent limit on the The market share is highly vulnerable due to the small number of subscriptions consumers will purchase. This makes it crucial to stay top of mind.
4 ways big brands can Maintain consumer attention
Big brands It may not be necessary the awareness Advertisement offers may not be necessary, but they are certainly needed. the Consistent consumer attention it generates. Keep it top of mind with your audience with These are some of the top advertising tips.
Simply be there
Sometimes, just being there is enough to keep you top of mind. And what better way to be around than already being on users’ phones? Protect yourself from churn by being on your phone. can use being on-device to keep your app up-to-date and provide important updates — whenever you release new content, for example.
Facebook (Meta), a great example of this strategy, is can You will be successful. If you buy a phone, it’ll likely have Facebook pre-installed on it. That’s because the company’s partnerships with OEMs and carriers ensure that it’s already on almost every device sold. Facebook makes no secret Pre-install strategy and offers many benefits beyond customer retention like better compatibility, performance, and user experience.
Appeal to emotion
Big brands with Wide awareness You will always have many users. But that doesn’t necessarily mean that those users feel connected with the brand. Many consumers feel naturally more connected. with You can make it smaller brands, the The idea is that individual support has a greater impact on the lives of others. the brand’s overall success. Bigger brands To make that emotional connection, you will need to put in more effort. That’s where good advertising comes in.
2018 Airbnb It appealed to travellers emotionally with It “Let’s Keep Moving Forward” campaign. By criticizing the travel ban, the Brand took a clear position on its values which helped those who share them feel closer to one another. with the brand. Airbnb also shared the things they were doing and offered suggestions to their customers. the Similar side in the fight.
Incentivize your audience
In these categories brands Although streaming video might be more susceptible than streaming video, it is possible to incentivize your audience with new releases. Offering different bundles across categories is a great way to incentivize your audience.
Uber Eats offered me a free trial for a Hulu, Disney+, and ESPN+ streaming video package when I placed a delivery order. Cross-category partnerships worked for both. waysIncentivizing me order food To sign up for streaming services. Chipotle also bundles its services. “Guac Mode” Promotion with CashAPP offers customers free guacamole as well as cash when they sign up for both accounts.
Go big on entertainment value
Strategy is key to determining how much entertainment value an ad can provide. You don’t want to run the There is a risk that you can be so entertaining that you cause users to become distracted. the Point of your ad. For brands with Low awarenessEntertainment ads, for instance, might be remembered by consumers. the Advertisement, but not the product.
But, high-quality?awareness brands don’t run that risk. One of Apple’s most famous campaigns was “Think Different,” Where the Brand aligned with Famous mavericks in their respective fields, including Amelia Earhart and John Lennon. Apple products were not mentioned, nor was there any visuals. the The campaign encouraged users to use an Apple product as a means of promoting Apple products. with Being innovative and creative.
Bonus points if your br can leverage your product value and Enjoy entertaining the At the same time. Google’s search stories campaign We did exactly that by using storytelling to bring about change. the Real Google usage comes to life. This campaign highlighted small businesses that were easy for Google to connect. withLike a family-run maple farm “looking to share their passion for maple with syrup-lovers all over the country,” As the It was as the ad stated. The campaign was well tied the brand’s success back to Google, with Use messaging such as the following: “The same technology that helps you find what you’re looking for is also helping millions of local businesses grow and succeed.”
Grab attention Secure your market share
From emotional connection with Your customers need to be top-of-mind. Advertising is the best way to do this. can Help big brands close the attention gap. Your brand must be seen in a market where market share fluctuates. Keep this in mind can Make sure you do it all the difference.
Jon Hudson serves as VP of customer success at Digital TurbineWhere he leads the The app media division helps bring globalization to the mobile world brands on-device.
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