the best mobile app marketing of 2016

(we saw) The Best Mobile Marketing ^ in 2016

Mobile was kind of a big deal in 2016. Pokemon GO

Rich push comes to iOS

iPhone 7 released

Mobile payments pick up steam

Geopush more widely adopted

iOS 10 is released

Google pixel released

Samsung Galaxy 7 fires

BASICALLY, A TON OF SH*T HAPPENED. (Want a visual recap? We’ve got you covered)

But what about mobile marketing? Who did it right?

BEST MOBILE ONBOARDING

Google Photos Value prop clearly stated

Google Photos (Continued)

Permission to push

explaining the benefit to the user.

Ability to bypass

onboarding at anytime.

BEST IN-APP: FEATURE ALERT

Netflix

easy symbol to remember

clear CTAs

clear indication this is a new feature

Redfin

great way to boost engagement and

attract new users to the app

Audible

new feature that provides additional

benefits to members and reaffirms

Audible’s value prop

BEST IN-APP: TRANSACTIONAL

Open Table

clear confirmation

actionable CTAs

menu listed will keep

users in-app longer

Starbucks

clear order confirmation

all the order information needed:

order pick-up time

receipt/tip

location information & directions

Google Maps

perfect alert based off of an in-app

action. it’s highly relevant and

important information for the end user to

receive.

BEST IN-APP: Permissions

Under Armour

very punny user benefits of enabling push

clever way to keep the door open to

push in the future

Waze

highlights key feature of the new version aimed at

boosting engagement.

Target

all 3 of Target’s permission

requests are compelling and

clearly state the value to the user

Wayfair

outlines the exclusive

benefits the user is privy to by

opting-in

Headspace

having a “soft” ask matches the app’s

branding

BEST IN-APP: Rate me?

Buzzfeed, TuneIn, & Waze

All 3 rate requests are

branded to the look and feel of the app, rather

than the standard iOS

request

Best Push Notification: Reminder

OpenTable & Ulta

friendly reservation

reminder so the user doesn’t go

hungry.

puts Ulta back at top-of-mind for all those last minute holiday shoppers

Best Push Notification: Transactional

Instacarta nice “heads up”

so you know exactly when

your groceries will arrive

a perfect way to nudge users to check out, and

remind them that feedback is key to a more personalized

experience

Best Push Notification: ALERT

Hopper & BandsintownThese alerts let users know

about new happenings. Bonus points go to both apps

for personalizing the messaging based off of

in-app actions.

Best Geo Push

Expedia, VIRGIN AIRWAYS, & TRIPADVISOR

All 3 of these push notifications were sent based on the

user’s location (hotel & airport)

and provide pertinent

information that’s beneficial to them.

Best Push Notification - Re-Engagement

Trivia Crack, Hopper, & Runkeeper

Trivia Crack appeals to the user with humor, which

works with the light-hearted nature of the

game.

Hopper taps into location based data to draw users back.

Best Edgy Mobile Marketing(Warning - These can be viewed as offensive to some people)

Bumble & Barstool Sports

Both of these edgy mobile marketing

examples work because of the nature of the apps and their target demographics.

And that’s a wrap on 2016.

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