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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

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

 

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Reaching Mobile Users in Context, Immediacy and with Simplicity

It’s elementary, my dear Watson. On mobile, keep it simple, in context and in the immediate moment of need

Mobile offers a unique marketing opportunity that enables brands and marketers to interact with their consumers in the closest proximity to user intent and action.

Mobile users are different than those searching on the desktop. With a shorter attention span and world full of distractions, immediacy of finding information, high relevance of content and ease of making a quick decision are some expectations of a mobile user.

Successful marketing is simply about making it easier for consumers to get the things they want, when they want it, and in context.

Context Matters

On mobile, brands and businesses today have the opportunity to use information on user preferences, geolocation, app usage etc. to offer personalized recommendations to the customers in their immediate context. Contextual information about the user is becoming the core driver of innovation today. The Internet of Things that’s one of the most trending topics of recent years is all around this concept of intelligent technology communicating with each other to assist users to complete actions or predict intent. Technically defined as: “a network of physical objects that contain embedded technology to communicate and sense or interact with their internal states or the external environment.” (Gartner Inc.)

The more we know about what, when and where our users are searching for something, or taking it a notch higher by predicting a user’s intent or actions we have the capability to present better and highly relevant content in the exact moment of need. That’s context.

In the Moment

When they need it, they need it right then. Finding relevant information on mobile whenever and wherever is a demand and expectation, if you cannot provide that information fast enough then there is a high probability that your audience or customers will leave. It can be a challenge but also a huge opportunity for technology to cater to the demands of mobile users in their ‘mobile moments’.

Search, action and conversion happens in a fraction of time on smartphones as compared to a desktop or even tablets Research shows that 70% of mobile search leads to action within an hour. Including an easy and clear call-to-action in marketing campaigns or applications will make consumer interaction on mobile more effective and give you a competitive edge.

Ease and Simplicity

Success of any application, platform or a marketing campaign lies in giving its users a positive and meaningful experience.

“The single biggest driver of stickiness, by far, was “decision simplicity”—the ease with which consumers can gather trustworthy information about a product and confidently and efficiently weigh their purchase options. What consumers want from marketers is, simply, simplicity.” Harvard Business Review’s Corporate Executive Board’s survey report of more than 7,000 consumers and interviews with hundreds of marketing executives and other experts around the world.

Creating an easy path to decision is the best path. Perhaps the best example is the “two tap rule” as defined by Yahoo’s Marissa Mayer.

The test for the rule is simple, says Mayer: “Once you’re in the app, is it two taps to do anything you want to do?” If yes – the app is a go. If no, it’s back to the drawing board.

We’re glad to be following and implementing the two tap rule on our platform where you discover what you want in one tap and complete an action in another!

It’s quite evident from what we see around that a positive connect happens when users find information in context, immediacy and with ease. The aim to delight consumers in their journey is an essential element to success.

About Xploree: Xploree is the industry’s first user-initiated, hyper-contextual, platform with language intelligence that conveniently connects mobile device users with brands offers and services in the exact moment of need. Xploree predicts a user’s needs and delights them through their journey across applications as they discover most relevant content, apps, deals and services.

Contact us at info@xploree.com to know more.