A few years ago, the financial and insurance industries were typically known to target a much older demographic until a recent flow of interesting characters started lighting up commercials with talking ducks and cave men. Suddenly, insurance companies were resonating with a much younger crowd and found themselves building a new customer base of mobile and internet-savvy consumers that enjoyed being entertained. In order to maintain and grow this new audience, these same industries need to be looking at other mediums to capitalize on recent client acquisitions using the same branded characters that first attracted interest.
As social media users are increasingly mobile, there are enormous opportunities for mobile advertisers to communicate in a new way to this audience. Empowering consumers to identify with a brand by allowing them to interact with entertaining content and share it allows marketers and advertisers to create powerful brand advocates. Research consistently demonstrates that branded messages received from a friend resonate far more than from traditional sources, so the savvy mobile advertiser will provide compelling content that cries out to be shared.