The boom in the mobile use of apps over web browsers has shifted the playing field, creating new opportunities for businesses to engage with consumers while delivering the exact content they are seeking, according to Adobe Global Head of Digital Publishing Nick Bogaty.
Speaking to 120 marketing and media leaders at the Adobe Digital Publishing Summit in Singapore, Bogaty said the evolution of consumer behavior over the past 12 months had been swift, opening the door to a new level of engagement with customers.
Bogaty said the 2014 US Mobile App Report from Comscore revealed that 86% of mobile web interaction was now happening through apps, not browsers. In just one year, US digital media time spent has jumped 24% with app usage surging 52%.
The increasing importance of apps has resulted in enterprises finding that they need to support multiple platforms, especially as the Bring Your Own Device (BYOD) trend gains momentum. To address the need for mobile applications, enterprises are looking to leverage applications across multiple platforms.
“Your audience is mobile and mobile audiences use apps, not browsers,” said Bogaty. “Mobile devices are now the cornerstone of the screen ecosystem and the backbone of daily media interactions. Increasingly, digital time spent on devices is being driven by apps – not the mobile browser. But the rise in apps is also being driven by the content that businesses are creating.
“Marketing is impossible without great content and brands have been delivering amazing content for years – from the Michelin Guides, to P&G radio soap operas tied to brands, to Lego Brick Kick magazines. But what has changed is the experience around the content. Content must be delivered in an engaging, highly interactive way to keep consumers and employees connected with your brand and your message.”