Mobile-Search-Discovery

The Future of Mobile Search and Discovery

Traditional search models that have worked well for desktop environments are not well-suited for the on-the-go mobile users. Mobile search and discovery is seeing a fast paced evolution with availability of vast amount of user data including social network conversations, preset or future locations, past actions or current searches. But is this sufficient? Mobile discovery services that can recommendations to users on what they intend to do rather than what they have done in past is the game changer.

Over 60% of smartphone consumers are accessing local information such as business directories, maps, local restaurants, movies information etc. Although many location-based technologies are making it easier for marketers and retailers to reach consumers in a target area, location is just a part of the complete context.

“These apps and devices are only scratching the surface. Currently, all of them require at least some user intervention or prompting. Eventually, we’ll see smarter applications that can infer more about a user, digging deeper into their interests and preferences and learning from mistakes. For instance, apps could know without explicitly asking, where a user works and lives and what their regular schedule entails, and when they might need a break–almost reading one’s mind.” Says Prima Dona, VP Product Innovation at KeyPoint Technologies, on iSPIRT.in

The future of mobile search and discovery lies with intelligent hyper-context and intent driven technologies. Proactive engagement based on users context and intent is where we see the innovation phase finally moving forward in mobile search and discovery. According to Gartner Inc., “context-aware technologies will affect $96 billion of annual consumer spending worldwide by 2015.”

 

User Intent Trumps Context

There’s been a new meaning to relevance with mobile in the picture. Mobile search and discovery is more intent driven than what was on the desktop. The environment and location is on a constant change. There’s a need for immediacy and higher relevancy as compared to a desktop search.

However, location, time, past actions and behaviour do not always predict the intent of a user. One of the most important variable that’s missing here is intent which varies with situation and environment. Intent driven technologies enable a more relevant user experience and mobile marketing campaigns must leverage intent-based intelligent solutions that increase brand favorability and perception.

A report from analysts at Juniper Research reveals that by 2018, the total advertising spend on mobile search & discovery will reach $16.8 billion, up from an estimated $6.4 billion in 2013.

 

Xploree – the Latest Innovation in Intent Driven Search and Discovery

“New opportunities lie in creating a predictive pattern to respond to a user’s need in real-time by offering relevant recommendations through need anticipation.” Prima adds.

With the intent to reach the right users at the right time with the most relevant information with an added delight element of giving them full control to access information when they want, Xploree is creating powerful mobile moment opportunities with user intent and context driven approach to mobile search and discovery.

This would mean:

  • A user on a mobile phone has an intent to book a taxi in the next hour or so, the intent arises during a conversation on a messaging app with a friend. He has instant access to contextual recommendations on booking a taxi at that very moment without launching a browser to search for one.
  • A conversation with a friend leads you to making plans for dinner and movie this evening, the recommendations are visible to you based on your intent, leading to a faster decision in the moment of need.

And many other such intent driven services and offers are accessible to Xploree users which provides a single unified, cross-app platform that’s empowering a stronger brand consumer connect on mobile. Mobile marketing is a successful only when it is able to provide a positive customer experience, gains their trust and builds loyalty in the long run. All this is possible only when we can deliver highly relevant content and offers in real-time based on user preferences and intent.

The era of mobile search and discovery enters a new phase where launching apps or browsers to search for information is soon to be history. Catering to the time-crunched and context expectations of mobile consumers, one hop, one tap, buy now buttons are changing the retail landscape of the future. In the near future we’ll hear more about how intent driven applications are transforming user experiences, excited that we are leading the trends! But as the cliché goes – the future is already here.

Xploree is available in India on Google Play. Get it here.

Messaging-apps-Xploree-Mobile-Interlude

Unmatched Opportunity of Engaging Mobile Users during the ‘Mobile Interlude’

Image source: Rise of the Messaging Apps @XploreeMoments

Heads down, fingers tapping fast on the keyboard, it’s quite evident from what we see around us; messaging apps are no doubt the favorite of most mobile users. Of the one hour per day people spend on their smartphones, more than half of that time is spent in communicating in one way or the other: talking (26%), texting (20%), and emailing (9%). (Source: Experian)

Facebook and WhatsApp are leading the engagement time around the world. These applications are doing well in leveraging this high involvement with targeted advertising on their platforms. ‘Facebook reported earnings of 17.5% of the overall ad revenues, which is in line with their share of time spent on mobile’. (Source: @FlurryMobile). With strong engagement times behind them, messaging apps have a brilliant future to be a platform in themselves. Can brands and businesses reach these millions of users in a non-intrusive and rewarding way?

Unmatched Mobile Interlude Advantage with Xploree

Conversations on mobile often result in short bursts of “wait period” where you are waiting for the other person to respond to your conversation. This is an unexplored opportunity which Xploree has pioneered to present an option to the user to discover relevant services or promotions in a very non-intrusive way. Awareness, Engagement and Rewards in the ‘Mobile Interlude’ – these are few of the value propositions that Xploree Search and Discovery platform brings to the mobile landscape this year.

Imagine a conversation between two users discussing or deliberating on a meeting place. Say for example, Sally is chatting with Harry and wants to meet for coffee at a place somewhere around their workplaces, but not sure where. However, during the chat session she encounters a usual scenario where the other person gets occupied in some other tasks delaying a reply or perhaps gets interrupted by another conversation or call delaying the response to the other. This moment is what we call the mobile interlude.

Here is an “idle moment” opportunity for Sally to discover in context. What aids in this discovery is the Xploree Presto Key glow. If the conversation had been around “coffee” or “meeting at a nearby place”, the Xploree Presto Key glows unobtrusively with recommendations of coffee shops nearby, deals from nearby restaurants or locally loved hang-out places.

So, by the time Harry gets back to the chat, Sally has used this opportunity to know about nearby places (awareness) to meet and drive a faster decision without them having to go through the conversation again (conversion).

Mobile-Interlude-Xploree

There are mobile moments:

mobile moment is a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context. ~ Forrester Research

And there are ‘mobile interludes’:

Few moments of idle-time where a user waits for the other to interact or continue a discussion. ~ @XploreeMoments

There’s a huge opportunity to leverage these ‘mobile interludes’ to engage, inform, recommend and reward, thereby increasing engagement and delighting the user.

The two unmatched values that Xploree brings to this mobile moment discovery or you may call it mobile interlude discovery:

  1. User stays within the messaging apps and does not lose context
  2. User discovers content or services that match user’s intent and location
Twitter Mobile Search – An Opportunity in ‘Search-Interlude’

A recent addition we have seen being implemented by Twitter on its mobile app. Earlier, on tapping the search icon only the search field would show up with rest of the space blank. Identifying this as a valuable space to let users discover trending hashtags and tweets, now we see a complete scrollable area for the user to discover the top trending tweets which would have been otherwise overlooked.

There’s delight in discovery and the delight is even more pleasant when you have these idle moments which suddenly became exciting! It’s time retailers, brands and businesses embrace an incredible opportunity to increase brand awareness and reach a new customer base that was not reachable before.

Contact us to know how we can increase relevance and engagement for your mobile users.

User-initiated-mobile-experience

Delivering a Positive Mobile Experience that’s User-Friendly and User-Initiated

Mobile marketing can be hugely powerful and positive if it offers value to consumer experiences and their path to purchase.

But, when marketers employs annoying techniques users feel irritated. It’s critical to understand consumers’ likes and preferences as they access information, entertainment and commerce on their mobile devices. Though there is an expectation for relevant and personalized information discovery on mobile, there are times when users are not so happy about brands and personalized messages following them where they go.

A November 2014 study conducted by Redshift Research for Teradata and Celebrus Technologies reported a strong dislike for personalized brand messages, offers and updates on digital media. 42-51% of those surveyed said that they don’t like when ads follow them around the web. And 35-42% want to find information for themselves. (Source: eMarketer)

Mobile marketing is about engaging customers through positive interactions that increases likability and loyalty in the long run. Understanding consumers’ likes and dislikes can strengthen this relationship and encourage a stronger brand-consumer connect.

Here’s what users want most from their mobile experiences apart from relevance and context:

No Intrusion

Not-relevant-messagingConsumers want to avoid invasive marketing messages and do not want to be interrupted during their activities on a mobile device. Without consideration for consumer preferences, mobile marketing or advertising messaging will be rejected by the users.

A 2014 report on Chinese mobile users by PWC says “52% users associated mobile advertising as an invasion into personal space citing “too intrusive to my lifestyle” and “crossing the line into my personal space”.

 

More Control

access-information-mobileMobile devices are personal devices where users expect content to be tailored to their interest and what’s more they want more control on how and when to access information.

According to Salesforce/MarketingCloud Mobile Behavior Report 2014, 91% of consumers say access to content any way they want is important to them.

The future of successful mobile interactions is most definitely non-intrusive and more user-initiated. And users are glad to access-information-mobile know that there are better options out there that’s letting them discover relevant content, services and awesome deals as and when they want. And the brands can connect with consumers in a positive and hyper-contextual way.

Get to know – Xploree!

 

Xploree – Non-Intrusive, User-Initiated Search and Discovery Platform

With Xploree Search and Discovery platform, brands and services have a unique and likable way to connect with users. Xploree has the ability to reach consumers across all apps, across social media, chat messengers, m-commerce, search etc. With an opportunity to provide millions of mobile users with what they need, we are enabling relevant and faster brand-user connectivity in the mobile moment. Xploree recommends the right content, at the right time to the right users, without intrusion and/or disruption to user activities on their mobile devices. The emphasis is on providing the user a delightful and positive user experience to discover content, service, offers or premium deals even before they search for them.

We wish our users many many #HappyMobileMoments!

Get Xploree on Google Play Store (Currently available in India)

Contact us to know more.

mobilemoment

User Experience is the Key to Brand Awareness and Recall

Every day we use products and services that seem as much a part of our lives as our friends or the air around us. It’s hard to imagine that, once, these products were unknown to us. The four different steps that are usually traced through a buyer’s journey are: Awareness, Interest, Intent and Action. Usually, if more attention is paid to building awareness and recall, the action or conversion comes easy.

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Awareness is the first step in discovery. We become aware of things that interest us through a wide variety of ways — seeing them in shops, hearing about them from friends and through the media, and (more often these days) social applications. Simplifying consumer experience by making discovery easier is the key to making an immediate connection with your customers.
Interest comes next. The user might have been made aware of new products and services but if they do not interest the user, there’s no point in going further. Here’s where contextual targeting comes in the picture. The more relevant information is shown to the users, the more the interest is in knowing further.
The consumers are ready to know more, discovery is easier with the small computer that we carry around in our pockets and purses every day. There’s a need to present information that is most relevant and personalized to user interests.
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Intent is a big player in all conversions. Intent drives the desire to acquire information, object or service. Where there is intent, there’s a decision making process involved. When a user searches for car repair services, the intent is clear. There is an incredible opportunity in providing content based on user intent, not only to the benefit of marketers but also for a meaningful user experience.

 

There’s a reason why interest supersedes intent. “I might not have had the intent to know or buy something, but since it has piqued my interest, my intent to know more has been influenced.”

Action usually follows when all the above conditions have been satisfied. “A point where I am aware of the information or service, it interests me, I have the intent to get that information or service, the final decision process is simplified. I will now look for the action ‘buttons’ to complete what I intent to do.” This is where mobile commerce has to be ready to let the user complete the intended action in as few steps as possible.
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Brand Awareness

Brand awareness or recognition is measured by how a user is able to recognize the brand logo or product being displayed in the marketing messages.

The more we see the more we know, the more we know the more we trust and the more we trust the more engaged we are. This is true with any information, brand or service that we come across in our daily lives. For marketers this visibility if of immense importance to improve consumers recognition of your brand.

Brand Recall

Brand recall is measured by how many times users were able to recall the brand name, product or service when prompted or during their encounter with similar or competing products.

Probability of recall increases with the number of times a user views or interacts with a brand image, it could be either a logo, a well-known product or simply appealing consistent messaging.

Recognition and recall both play an important part in influencing a user toward decision and ultimately affects consumers buying behaviour.

With the short attention span on mobile, it becomes more important for marketers to focus on increasing perceptual identification of a brand and do it often enough so that consumers can increase brand familiarity. Customer experience matters and the more we focus on delivering in context, immediacy and with simplicity the more we’ll see a growth in user engagement.

How Xploree Strengthens Brand Awareness and Recall

The important role of advertising is to enhance visibility and awareness of products and services.

However, when artificial intelligence solutions understand intent and map them to the right service, brand, and information – a whole new world of user driven brand connect opportunity emerges. This drives the industry away from Advertising as it exists today to a more searchable and discoverable brand and service experience for the user.

“Think about a world where Ad Technology is searchable, discoverable by user. The huge inventory of brand offerings out there today are not searchable by a user. They are the least discoverable based on users’ current intent. We are here to bridge this gap. With Xploree, we are letting users take control of this brand and service connect experience across applications.” Says Prima Dona, VP Product Innovation at KeyPoint Technologies.

With Xploree we have one of the most innovative solutions for brands to connect with their consumers in their exact moment of need.  An effective mobile user experience, delivering in immediacy, hyper-context and with hyper-engagement, Xploree is getting a lot of user love on the Google PlayStore as it delivers in hyper-relevancy and gives users complete control to view recommendations as and when they want.

We invite you to know more about Xploree Search and Discovery Platform that’s delivering an exceptionally high rate of 60-75% brand connect opportunity on mobile today. The ability to reach users at the right time, in right context is the holy grail of user-engagement.

Contact us to know more

Xploree-Offers

We’ll keep the discussion going, visit the blog again to see more posts on this topic.

 

app-reengagement

Effective Ways to Boost App Awareness and Re-engagement

The small screen is our preferred screen. Wherever we go, our convenient little smart computer is handy and there to assist, connect and entertain as and when we want. Mobile and mobile apps clearly have overtaken the good old computer monitor screens that we’ve been used to for the last couple of decades.

In January this year top free iOS apps were downloaded a whopping 10.3 million times! Records are being broken every month it seems. But downloads aside, are the apps able to retain their users in the short or long term?

  • According to Localytics the percentage of apps used only once is around 20%, with many games apps having a near 50% chance of being never opened again.
  • According to a 2014 report from mobile marketing firm Swrve on success of mobile apps, only 26 percent of users are active 24-48 hours from the first session and after seven days the retention rate drops to 13%.

The app market is overcrowded and highly competitive. Thousands of new apps are shouting for attention every day on the app stores. Getting user attention and more so retaining them for long is one huge pain point for most app developers and mobile marketers.

In addition to the problem being faced by app developers, app engagement is becoming more critical for retailers as mcommerce continues on the upswing. Reports show that digital shopping technologies today are influencing 36% or $1.1 trillion of in-store retail sales. (Deloitte study, The New Digital Divide, 2014)

Developing strategies for user engagement methods are crucial to rise above the highly competitive app marketplace. Engagement is a powerful indicator of user preferences and intent; publishers, marketers and retailers must put in all efforts to give the consumer a highly relevant and personalized experience.

Ways to Engage the Mobile Users

Let’s take a step back and see what is being done today to improve customer retention. Engagement is the key and re-engagement is essential to get the disengaged users back to the app or get them to use it more frequently. The best strategies to do so involve deep-linking, push notifications, in-app messaging and incentives.

  • Deep linking is one of the most effective ways to get the user to a specific place within an app that might be most relevant to the users’ current task or engagement.
  • Push notifications can be effective since they show up on the best real estate on mobile – the homescreen – but if not done right, can be annoying to users.
  • In-app messaging often compromises the overall mobile user experience, but can be effective only when it is highly relevant and contextual to the experience.
  • Incentives can prompt app usage says Google, Discounts special promotions are often appreciated by users and they are more likely to click on offers that help them in some way.

Incentives-App-Reengagement

App Discovery and Re-engagement with Xploree

Xploree is bringing in an innovative way to reach and engage users through deep linking opportunities during user conversations on mobile. Driving discovery through user-initiated platform, Xploree can recommend hyper-contextually let’s say you app is an e-commerce app and the user is conversing on a messaging app, discussing a product relevant to your domain. The user can now find recommendations leading either to your app’s App Store page to download your app or a video to get to know more about the app or a deep link to get to the action in one click.

When users find relevant information in context, the engagement or conversions increases with the user opening that specific information in the app rather than the webpage.

Xploree can help app developers bring visibility to their apps to those users who are conversing or searching for information very specific or close to your app theme. For example, you’d like new users to discover a new word game in the App Store. People searching for games related to “words” will get related recommendations within the App Store search. Such a possibility is also highly effective to:

  • Remind and encourage users to get back to your app
  • Recommend specific features or levels in your app (deep links to specific pages within the app)

Engagement is all about building relationships which in return builds trust and loyalty. Xploree is enabling mobile marketers to look beyond installs to bring visibility and engagement to their apps and when done in an unobtrusive way, it brings in way more positive user experience driving happy engagement.

Visit our blog again to know more about how the move to app engagement time as a metric of monetization can give a much higher return on investment as compared to just measuring the number of installs or clicks.

Contact us to know more how we can drive high reengagement for your app.

Connect with us on Twitter (@XploreeMoments) for latest update on #mobilesearch #mobilemarketing and user engagement strategies on mobile.

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Are you Still Switching between Apps to Search? That’s so Yesterday!

Users are spending more time than ever before searching for products, services, reviews, music, apps, and other content on mobile devices. According to comScore’s US Digital Future in Focus Report, 2015:

  • In the US, mobile search, which includes queries conducted via app and mobile browser, now accounts for 29 percent of all search activity, with smartphones driving a greater share (20 percent) than tablets (9 percent).
  • 6 billion web searches were performed on smartphones in Q4 2014

Are these millions of minutes spent searching on mobile proving to be productive for the users? Are there better alternatives out there?

Imagine you’re on a messaging app, chatting with your friend and making plans for dinner this evening. You might be interested in Italian dining and to make a decision during the conversation you would normally exit out of your messaging app, (1) launch a browser, (2) search for an Italian restaurant nearby, (3) find some nearby, (4) but search again to find if they have some promotions or coupons that you can use during the dinner tonight. (5) Now you might event click on the restaurant’s website to get more info on menu or location, and that could be another frustrating experience knowing that most of the small businesses websites are not web optimized.

Even after such searching there is a possibility is that you might have to start all over again – what if you got back in the conversation only to find that your friend might prefer a restaurant close to her place than the one you chose? There we go again.

That’s today for most smartphone users but so yesterday for those who are already on Xploree! Xploree optimizes mobile user experience by understanding user intent during user conversations in real-time and enables content discovery in minimum taps.

We agree with Yahoo’s Marissa Mayer’s “two tap rule”:

“Once you’re in the app, is it two taps to do anything you want to do? If no, time to redesign the app.” Marissa Mayer, CEO Yahoo.

2 tap it is, one tap to discovery, the second to action! Here’s what you’ll see on Xploree

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Faster and easier access to information is an expectation on mobile. Decisions need to be made in the exact moment of need and on the go. Platforms and apps that take advantage of improving consumer experience with simplicity, immediacy and in context will be the winners in these mobile moments.
Xploree is disrupting the entry barrier to search and discovery on mobile. The platform is becoming the single point of discovery for deals, discounts, and services etc. for its users. Better and faster user experience comes with intent precision and without the need to launch another app or a browser to search.

What’s faster than search? Discovery.

With Xploree, mobile users can discover new apps, trending music videos, brand offers, nearby restaurants, cafes, apps etc. without switching apps and in complete context on any messaging app. And what’s more, Xploree is 100% user-initiated. No pop-ups or intrusive marketing messages, Xploree lets users access information when they want and with a delightful element of discovering something they had not even searched for!

Time to say goodbye to inefficiency and find faster with minimum hops to search and discovery on mobile. The disruption to traditional mobile search is here, we invite you to ride the next wave of consumer connect with us.

Contact us to know more.

Xploree is enabling smarter ways to discover on mobile with an added element or delight of finding something that you might need or want but without even searching for it! It’s an experience waiting for you to be discovered. Search less, discover more.

xploree-promotions-offers

Real-Time Mobile Promotions: Delivering on Consumer Expectations

Consumers are now getting used to redeeming coupons through their mobile devices and the trend is getting stronger every year. Mobile shoppers’ expectations are growing and there is an immediate need to make mobile offers more relevant and redemption effortless. Are brands and businesses doing enough to reach their users in their exact moment of need?

As consumers browse on their mobile devices for location, stores, restaurants, travel plans etc. on mobile, promotions are always huge influencers on their path to purchase. 63% of consumers are more likely to buy something from a retailer if they receive a coupon on their mobile devices while shopping in the retailer’s store. (Source: Mobile Shopping Survey by RetailMeNot, 2013)

Looking at the demand and acceptance of coupons and offers, mobile promotions have the potential to deliver incredible ROI for marketers. There is a need to fill in a huge demand as more reports indicate that most active mobile shoppers are looking for real-time deals and location based offers.

A recent study by Accenture reports on lack of personalized retail experience on mobile, it says that nearly 60% of consumers want real-time offers and promotions however retailers are falling behind on delivering this expectation with only 28% having the capability to deliver that service.

Statista reports that “In 2012, an estimated number of 34.7 million U.S. adults were mobile coupon users. This figure is expected to grow to 53.2 million adult couponers in 2014.”

Statista-Coupons

For the retailers, offering coupons and promotions in real-time is more important than ever. If a mobile shopper discovers competitors’ offers and does not see other brand offers, it is more likely that they would opt for those who can help them save money and reward them with loyalty points or continued deals. Convenience and value are now an expectation on mobile. Brands and businesses must use this opportunity on mobile to reach their users in their exact moment of need or better still delight them with offers in context (delivering on intent, location, activity, preferences). It is a win-win situation for all, one that provides higher conversions for marketers and a rewarding experience for the consumers.

Discover Promotions

Matching users’ preferences and intent on mobile Xploree suggests local and relevant deals offers from local brands and businesses. No matter how users are engaged on mobile, on SMS, messenger apps like WhatsApp, WeChat, Viber, or email or social channels, Xploree delivers in real time by letting consumers discover real-time promotions that are most relevant to them. The right message to the right users, at the right time benefits everyone.

Search for Deals

9 out of 10 mobile searches lead to action and more than 50 percent lead to sales. (Source: SearchEngineLand)

Search for a flight deal, restaurant coupons, shopping discounts, often are strong indications of purchase intent. Coupons and promotions are the drivers of ‘decision-simplicity’, to influence and persuade users to complete their purchase journey. There is a big opportunity for brands and businesses to be ready with in-context, real-time offers to satisfy their consumers in their immediate moment of need.

Increase In-Store Conversions

Xploree is leading the next wave of online to in-store conversion which is beneficial to all retailers to be part of the mobile commerce explosion.

A user searching or a restaurant discount or pizza deals can search for offers online and still not find the right one (location and valid dates), but with Xploree only relevant and hyper-contextual offers are recommended. Mobile offers have the power to increase in-store sales. A clearance sale of shoes might prompt users to add the coupon to their favourites and use it at the mall, or a CCD coffee coupon can be availed by the user at their next visit to Café Coffee Day.

Xploree is simplifying the traditional search process through a one-hop solution to finding relevant offers in context. Contact us to know more about how your promotions can reach millions of consumers in real-time.