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Mobile-First Marketing Strategies Remain A Priority For Brands

July 10, 2020 Sarah Cavill

It’s always timely to talk about the importance of mobile engagement. Though desktop use has seen an uptick in usage during quarantines, there were 31 billion new app downloads in Q1 of 2020, and mobile remains a fundamental part of how consumers research, interact with and buy from brands. Brands that have healthy, evolving and interesting mobile strategies are likely to grow brand engagement and scale revenue growth.

Walmart Teams With Celebrities To Create A Mobile Summer Camp Experience

Many kids around the country aren’t having typical summer camp experiences, and Walmart has stepped up to help bored kids and busy parents stay entertained during the hot summer months. “Summer hasn’t really felt like summer yet, and I know I hear every day, ‘Mom, I’m bored!’” said Janey Whiteside, Chief Customer Officer at Walmart. “Through our digital means and vast footprint of stores, we’re hoping to bring some summer fun to families across the country. We know Walmart plays a role in our communities that extends far beyond getting them necessary supplies, and we see that now more than ever.”

Beginning July 8, Camp by Walmart, which includes celebrities like Neil Patrick Harris, LeBron James and Drew Barrymore, can be accessed by downloading the Walmart app. Camp by Walmart will offer 50 different activities for kids and families right away, with camp sessions debuting over the summer, including The Great Family Challenge, Skills Camp and Smarts and Crafts. In addition to Camp by Walmart, the mega retailer is launching a drive-in movie series at 160 Walmart locations around the country. The big screens will be set up in parking lots, and guests can order snacks from the Walmart app for curbside pick-up before the movies. 

Starburst Launches Clever Vertical Ad Campaign Meant To Be Watched On Mobile

In a fun and funky new video ad campaign that will be airing on YouTube in six- to 30- second spots, Starburst is turning the world vertical. The seemingly sideways “Best Enjoyed Vertically” ads are the latest take from brands experimenting with the vertical format, and the videos are geared toward younger audiences who often enjoy content vertically on their phones. The meteoric rise of TikTok, a vertical app, has pushed brands to be more creative in their advertising to young people. The Starburst ads are for the brands’ new, vertical candy, Swirlers, a departure from the classic square Starburst candy. 

“We over-index with young adults,” said Ronald Harrison, Associate Brand Manager at Starburst. “We know that they love our candy but more importantly, we know that they love trying new candy in interesting formats and ways that provide new experiences.” The Starburst vertical video campaign will air across social media and on Pandora with special audio effects. 

Mobile Use Drives Revenue Growth For Brands And Businesses

As of December 2019, 40% of mobile device owners used an app to make purchases, among Millennials the rate climbs to 60%, and 46% of mobile device owners used an app to learn more about products or services. Overall, 37% of U.S. adults use mobile devices when accessing the internet. For successful brands, mobile engagement has become an essential part of digital marketing. According to the IAB FY 2019 Internet Ad Revenue Report, “internet ad revenue derived from mobile devices reached $86.7 billion in 2019 which represented a 24% increase over 2018 revenues of $69.9 billion.” Brands that aren’t shy about mobile are winning, and with Gen Z spending nearly five hours a day on their phones, mobile isn’t going anywhere.

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About the Author

Sarah Cavill

With more than 20 years of writing, editing and reporting experience, Sarah Cavill brings to Digital Media Solutions (DMS) a fine-tuned and diverse set of skills. Her work has been featured in notable publications including The Daily Muse, CBS Local, Techlicious and Glamour magazine. Sarah has a passion for current events and the deep-dive research that goes into the content development and brand identity of DMS Insights. In her role as Senior Marketing Communications Writer, Sarah contributes to the pitching, researching and writing of multiple stories published each week surrounding digital and performance marketing innovations in pop culture, news, social media, branding and advertising.

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