With the dawn of the era of personal computers and the global use of the Internet, marketers have restructured the reach of consumers and built tools for the PC platform. In today’s environment, the marketing focus has shifted again and the mobile phone is king.
Mobile platform marketing can be complex. Phone makers and app providers are constantly making changes that require brand retailers to keep up.
“Each new platform creates opportunities for retailers to reach their customers in new ways, but there is a new challenge to master,” said Mike Nabasni (pictured), vice president of sales at Branch Metrics Inc. “Today, the platform at the top of the pile is a mobile phone. That’s where the attention is. “
Nabasni spoke with CUBE industry analyst Lisa Martin ahead of the AWS Startup Showcase “MarTech Emerging Cloud-Scale Customer Experiences” event on June 16, an exclusive broadcast on theCUBE, SiliconANGLE Media’s live streaming studio. They discussed how Branch provides digital technologies for consumer marketing and tools for measuring customer engagement. (* Disclosure below.)
Search for attention and dollars
Branch has built its business to help businesses navigate the difficult waters that surround marketing on the platform. It offers a mobile connectivity platform to facilitate customer engagement and mobile measurement tools so customers can understand which parts of their marketing strategy are working as they fight for consumer attention and consumer dollars.
“We want every connection in the world to be a branch,” Nabasni said. “Why would that be useful?” This will give the user the best experience, the fastest and most relevant experience. “
The fastest experience is a critical part of the digital marketing equation. Mobile users expect a seamless, quick response when ordering services or downloading content, and a significant amount of revenue is at risk if the connection quality is poor.
“When it comes to mobile phones, tenths and hundreds of seconds are important,” Nabasni said. “Data and research show that if you get a delay or friction, your conversion rate will drop sharply.”
Management of fenced gardens
The main problem faced by retailers is that consumers interact with many fenced gardens in the middle of mobile phones, closed platforms, where the operator or service provider retains control over applications and media content. This makes it more difficult to control consumer engagement and the technology that powers it.
“How do you reach your customers in these places and also provide a consistent, incredible brand experience?” Nabasni asked. “In the deep technology of how these connections work and how these fenced gardens work, they make changes, and all these changes can cause breakage.”
Branch’s solution is to value the mobile environment and provide technology that can run reliably across multiple platforms. This forced the company to capture as many extreme cases as possible in an effort to eliminate friction and avoid the possibility of a misdirected connection.
“Within the mobile ecosystem, we have identified 6,000 extreme cases,” Nabasni said. “These are 6,000 cases that you as a marketer should be interested in, but you don’t want your engineering team to spend time on all of them. We have very high accuracy in 700 ad networks and will protect you from these systemic interferences that occur in the digital space.
Understanding the user experience
Since its founding in 2014, Branch has built an extensive list of the brand’s customers who seek to promote customer engagement in the platform’s ever-changing environment. They range from Instacart, Chipotle and Sephora to Shopify, Buzzfeed and Yelp.
“We have a customer who sends music to tens of millions, hundreds of millions of phones around the world,” Nabasni said. “They are very interested in having a pleasant user experience in each channel. Let’s say I share a playlist on my Instagram feed and you click on it. What is this user experience? “
In addition to providing a seamless connection, branch services include the ability to measure engagement and overall user experience. The company uses tools for cohort analysis and tracking of points of contact to get an accurate picture of the true value of the digital campaign.
“We think paid advertising is very important,” Nabasni said. “You spend money on big networks like Google, Apple and Facebook. We allow you to get an idea of which network was really the last touch, we allow you to assign credit as you see fit for future decisions.
Brunch argues that digital marketing should be seen as a competitive differentiator. Its clients are encouraged to expand measurement and evaluation through multiple channels, as the more information can be obtained, the more likely a company is to enter new markets.
“There are hundreds of other networks you need to test,” Nabasni said. “The competitive advantage for retailers is the ability to find valuable customers where your competition is not. Branch allows you to test this with confidence.”
Here is the full video interview:
(* Disclosure: Branch Metrics Inc. sponsors this segment of theCUBE. Neither Branch nor other sponsors have editorial control over the content in CUBE or SiliconANGLE.)