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“Data and studies show that if you get delays or friction, your conversion rate will plummet.” Managing walled gardens
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“When we’re talking about mobile phones, tenths of seconds and hundredths of seconds matter,” Nabasny noted. Mobile users expect a seamless, rapid response when ordering services or downloading content, and a significant amount of revenue is at risk if the linking quality is poor. Having the fastest experience is a critical part of the digital marketing equation. “Why would that be helpful? It’s going to give the user the best experience, the fastest and most relevant experience.” “We want every link in the world to be a Branch link,” Nabasny said. It offers a mobile linking platform to facilitate customer engagement and mobile measurement tools so that clients can understand what parts of their marketing strategy are working as they vie for consumer attention and consumer dollars. (* Disclosure below.) Quest for attention and dollarsīranch has built its business around helping enterprises navigate the tricky waters that surround platform marketing. They discussed how Branch provides digital technologies for marketing to consumers and tools for measuring customer engagement. Nabasny spoke with theCUBE industry analyst Lisa Martin in advance of the June 16 AWS Startup Showcase “MarTech Emerging Cloud-Scale Customer Experiences” event, an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio.
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“Today, the platform that is at the top of the heap is the mobile phone. “Each new platform creates opportunities for marketers to reach their consumers in new ways, but there is also new complexity to master those,” said Mike Nabasny (pictured), vice president of sales at Branch Metrics Inc. Phone makers and app providers are constantly making changes that require brand marketers to keep pace. Marketing via the mobile platform can be complicated. In today’s environment, marketing focus has shifted again, and the mobile phone is king.
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With the dawn of the personal computer age and global use of the internet, marketers restructured consumer outreach and built tools for the PC platform.