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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.

Ryan Griffin, SVP, Strategy:

"We're increasingly seeing capabilities and features that consumers grow to love on mobile being ported to computer OSs. And that's a distinct reversal from the past five years of mobile OS development; we've passed the point of trying to get people familiar with mobile devices by using capabilities, cues and design schema from the computer world. These mobile devices have outstripped all other machines, in terms of our collective personal reliance, and are now the absolute key to rooting customers into a company's hardware/software ecosystem."

'Allo? Is anybody there?

The bot craze just went mainstream - but we're hesitant

While messaging apps still don't hold a candle to premium gaming and entertainment apps when it comes to time spent and user engagement, they are still a big opportunity for marketers.

Google's introduction of Allo, a messaging app that integrates a lot of features that we see in Facebook Messenger, WhatsApp and even Snapchat, such as stickers, emojis and drawings - but with one big differentiator: Artificial Intelligence. You can use the 'smart' assistant to help find relevant information or 'guess' at what your response should be.

So there is the obvious tie-in to chatbots, since the Google assistant could easily move over and make room for businesses who want to enter the space and have conversations or provide value for users, similar to what we're seeing on other platforms, where users can schedule a ride, talk to customer service or order a pizza - all from inside an app.

Andrew Dubatowka, Senior Director, Strategy & Solutions:

"These types of personal, 'one-on-one' interactions are taking front seat over more constructed experiences, and as users adopt to this format, they could be less receptive to the old way of doing things. Advertisers have to follow not just eyeballs, but habits - and big players like Facebook and Google are betting that messaging apps will become a user hub for far more than chatting with friends. Messaging apps could become far more broad and take away users from traditional destinations like websites and apps. But the jury is still out on what people will actually do. Will this be their new interface for all mobile actions? We don't think so, but marketers should definitely keep an eye on this space."

 

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