5 STRATEGIES SMART MOBILE BRANDS SHOULD BE USING NOW TO SUPPORT THEIR USERS

Our sense of normalcy has never before felt so out of reach. A mere 12 weeks ago, no one could have imagined the disruption of daily life that we are living through today. And, since the Coronavirus isn’t something we can nonchalantly brush off as someone else’s “thing to deal with”, it has truly challenged us to face what it means to be a global citizen; forced companies to be agile and proactive; highlighted the intrinsic, yet often overlooked value of direct interpersonal interactions, and led us to accept a “new normal”. 

As the virus made its move across continents, at MoEngage, our global footprint has given us a front-row seat to see how some of the world’s most innovative brands have responded. With our APAC customers leading the way, we’ve learned a lot about digital engagement during these times of social distancing and brick and mortar store closings. We’ve witnessed companies making hard business decisions, re-evaluating priorities and revising plans, but most of all, we’ve seen brands do their best to truly make a difference using our platform to keep their users engaged and informed. 

Who knew we’d need to unleash the true power of mobile apps to fight a pandemic?

When the first app was developed back in July 2008, little did we know how central they’d become to our lives. Let’s face it, as of last year, according to eMarketer, we now spend more time on our mobile devices than watching TV! In 2019, MoEngage powered 500 Billion mobile messages across 35 countries, so we understand that with great reach comes great responsibility. We respect the mobile marketing space and the power of technology to keep us connected. Banding together is how we elevate our collective reach. Using our apps, and marketing technology to make a difference is how we beat COVID; delivering information AND inspiration through the most intimate of channels at the most relevant of times. 

The silver-lining of ‘social distancing’ is that we are forced to be creative and to think about engagement primarily through digital channels. What should brands do? What should brands say? What’s next? We’ve ruminated on it all, and while we don’t have ALL of the answers we do have some great ideas and suggestions to get brands to start thinking about ways they can engage with their users right now.

• Create a social movement using Push, Web, Email, SMS and In-App messaging 

Use hashtags to ‘virilize’ a movement that builds community. Think Ice Bath challenge of 2016 (yes we went way back!) Is there room for a new COVID appropriate “handshake” challenge? 

Also, check out the Instagram page dedicated to inspiring a new WFH dress code 

• Keep users informed by sending users key new information and reminders from time to time. For example, share ways to stay physically healthy and safe. Send reminders to clean mobile phones, keyboards, etc. 

• Be a source of inspiration. Share tips for staying sane and aware using meditation, music and more. Think outside of the box! Your brand can stretch beyond its usual approach, we are far from BAU. 
• Remind users to stay connected. This is a great time to deeply nurture existing mobile app and social communities, while also opening the door for new users to discover why you are cool. It’s also a wonderful opportunity to reconnect meaningfully with inert users that may have lost sight of how much your brand can contribute to their lifestyle.
• Lean in on gamification. No matter what, there’s always still room to keep a sense of humor and have fun. After all isn’t laughter the best medicine? Here’s where gamification comes into play, as an opportunity for users to escape and engage with your brand while we all adjust.

Of course, we are just scratching the surface here, so we would love to hear how brands and growth marketers are finding their footing and using marketing technology to make an impact. In the meantime, stay tuned for our upcoming Digital Playbook, daily updates and upcoming webinars where we’ll continue to share best practices and examples from around the world with you.   

#coronavirus #mobilegrowth #mobilemarketing #mobile #moengage #pandemic #helpingeachother #helpingpeople #apac #customerengagement #peoplefirst #covid19 #growthmarketing #mobilestrategy #bandtogether #WFH 

Vassil Mladjov

Head of Growth, MoEngage

Christina Harewood

Client Success Manager, MoEngage