Mobile: Search and Ease for Consumers and How Brands need to Adapt

 

We’ve seen the importance of convenience transforming our tech, digital, and social media experiences over the past months and years. Consumers, as we know, want things at their fingertips – when they want it, where they want it, and how they want it. They don’t want disruption from what they choose to view, and don’t want inconveniences such as leaving the mobile app they’re in in order to continue a content experience.
Brands are adapting. Advertisers (brands) are adapting. And they have to.
The upcoming ios9  is going to go even further.
The preview supposedly boasts some of the following:
  • the ability to block ads;
  • search within spotlight for finding something within any app or doc on your device versus having to search multiple apps for what you want to
Why does this matter?
Brands will have to work harder. Content needs to work harder. 
Right now it’s hard to tell how this will affect native ad experiences, but as we are seeing with Hulu (letting consumers opt out of ads completely for a higher price point), consumers will have more choices on what they want to view. So your brand’s content needs to be on point. It needs to be valuable and interesting. It needs to entertain or educate. It needs to be something your consumer target deems worth their time as they run from grabbing their latte to their next meeting.
Is this a bad thing for brands?
Not necessarily. It will weed out those who don’t put in as much effort into their content and other will rise.
This post was originally written for Socialnomics.