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3 mobile marketing takeaways from Google I/O

Opera Mediaworks executives | June 1, 2016
Mobile continues to eat up consumer attention – at the expense of desktops & laptops.

This vendor-written piece has been edited by Executive Networks Media to eliminate product promotion, but readers should note it will likely favour the submitter's approach.

Following the Google I/O conference, we asked some of our top leaders to interpret what the tech giant's announcements means for mobile marketers. Here are the top three implications:

Take a little piece of my app now, baby

Instant Apps will bolster the app ecosystem

Instant Apps allow mobile users to click a link to launch quick, bite-sized app experiences, often for a single purpose, like paying for parking - or as a substitute for visiting a mobile website to conduct one transaction.

The idea behind it is very Google, in the sense that it comes from the search mindset. That is, they are assuming that the consumer is looking for something specific and they want to get the "answer" instantly and without making a commitment. So, in a sense, this is the same as web search, just more elegantly organised for the mobile device.

David Kurtz, Chief Product Officer: 

"Google is essentially trying to make it easier for consumers to interact with apps or get a quick answer from an app. The fact that Google is trying to make that experience more like the web, without compromising the superiority of the native app experience over mobile web, reinforces the fact that the app ecosystem is a far more important touch point between users and publishers than the mobile web, a fact which is only going to expand further over time."

Andrew Dubatowka, Senior Director, Strategy & Solutions:

"For years, billions of ad dollars have been spent trying to get people to download apps; now, Instant Apps adds a completely new dynamic to this industry. It adds a middle ground, a pre-download phrase that brands and businesses can use to allow people to interact and transact quickly and easily - or in another word - instantly. I think some the focus will shift from pushing users to install an app and move to disseminating these instant-app experiences, getting people to dip their toes in the water and try it - which then, hopefully, will lead to the install outcome, only perhaps with a stickier result. 

Instant Apps is going to open up even more ad dollars into mobile advertising because it provides an entirely new KPI for marketers. Instead of tracking full app downloads from the app stores, they can look at how many Instant App uses they received and be able to benchmark against that. Furthermore, imagine a new tactic where marketers retarget users who have engaged with their Instant App to push them to the full install phase!


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