The boom of search marketing began when search first hit the consumer space. Over the course of a decade, social media became all the rage, which led brands towards social media marketing. The next phase of mobile content consumption and mobile marketing was short-form video. There is a new pattern of content consumption in the region.
So, what are one-click experiences and how did they emerge?
Asia Pacific has adopted mobile technology. The people in the region integrate it into their daily lives so much that they spend close to five hours on their phones. The Philippines spent more time on mobile than any other country.
Consumers are having a hard time finding the content they need on their mobile device. You could use your phone to watch a video. It can take seven or eight clicks to get there. After you unlocked your phone, you scroll to find an app or site, fire it up, search for the content you want, then hit play, but wait, it's an ad, and then you skip the ad. Right there, seven clicks and seven steps. The attention spans are going down. Modern day consumers are compared to a fish.
With all the changes in consumer behavior, there was a desire for instant gratification, wanting everything from food and grocery to shopping and entertainment with just one click. The one click consumer was born. There has been no match for this need.
A one-click experience requires seamless discovery and a one step journey to what you want. The mobile experience needs to be completely reinvented for marketers. The lock screen is the first place people can reach with one click, and it is one of the ways that this is done.
How can this occur? The lock screen is a good place to look at time, weather, and notifications. It needs to become a smart lock screen that facilitates seamless discovery and engaging experiences and platforms like Glance have already made it happen. The smart lock screen has made it possible for people to enjoy one-click content and experiences.
This trend has begun to catch the attention of brands. The smart lock screen can help any brand stand out in a crowded market.
Reason #1: The smart lock screen is an unmissable space
A person is likely to see their phone's lock screen multiple times in a day, which means the chances of them viewing the content are higher. Someone looks at the lock screen 50 times a day.
The smart lock screen is a perfect stop point for users when they transition between different apps or tasks, making it a perfect opportunity for brands.
Reason #2: One-click experiences enable seamless discovery of your brand
When your brand appears on the smart lock screen with a one-click experience, you get the attention of your audience. It's not necessary for them to go through a series of steps to get what they want. You take your content directly to the viewer, giving them an easy one-click experience, which could drive instant results. Here is howPepsodent drove consideration for one of its toothpaste products in Indonesia and how Swiggy offered a seamless one-click install experience for Indians.
Reason #3: One-click experiences on the smart lock screen are refreshing and engaging
You can become part of the experience that people love when you create a one-click experience on the lock screen. It's an intelligent approach to engaging people because it doesn't take away from their enjoyment of the experience and still draws them towards your brand. There is a refreshing one-click gaming experience on the smart lock screen.
Businesses can use the lock screens on their mobile devices to reach consumers by driving one-click experiences on the smart lock screen. It can be useful for businesses to achieve objectives across the funnel. It is definitely the path to success.