In Understanding the Blue Ocean of “app”-ortunity, we covered the technical capabilities marketers will need to pull off a successful mobile partnership strategy. They also offer variety: regardless of your goals, there is a partnership that can help you meet them.
These are clear Red Ocean plays - forcing marketers into a race for attention against stiff competition with limited control of the rules.Ĭonversely, mobile partnerships represent a Blue Oceans strategy because they offer marketers an untapped market, provide new ways of reaching a broader audience, and allow for plenty of creative control.
The important part is understanding which of these techniques falls within the Red Ocean and which fall within the Blue Ocean.Įxamples of Red Ocean techniques include app store search ads from the likes of Google and Apple, Google App Campaigns, Facebook App Install Ads, display and video ads on CPI networks and more. When it comes to driving app installs and engagement, there is no shortage of paid media techniques available to marketers. Why mobile partnerships are a Blue Ocean move We’ve already established that a Blue Ocean mobile app strategy does work, but the why and how deserve a deeper dive. By adopting a blue ocean strategy lens on growth marketing through a mobile partnerships play, you can create uncontested market space, make the competition irrelevant, create and capture new demand, and align all marketing activities in pursuit of differentiation and low cost. In short, current trends in consumer shopping behavior suggest that the timing is right. Globally, mobile is expected to capture nearly 75% of total e-commerce transactions by 2021. In the United States alone, the average user spent a whopping 70% more time in shopping apps in 2018 versus 2016. Like the ‘blue’ ocean, it is vast, deep and powerful - in terms of opportunity and profitable growth.” They allow businesses to enter “the unknown market space, unexplored and untainted by competition. Mobile partnerships are a Blue Ocean strategy that can boost enterprises’ efforts to drive growth through their app.
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