Connecting the Dots between Devices, Key
What do brands like Kia Motors, Neiman Marcus, Sony Electronics, Fox Studios and popchips have in common? The Via.Me app from RadiumOne, which helps brands connect the dots between different devices, as Keith Belling, Founder and CEO of popchips, explains.
“The ability to easily publish content across multiple social platforms and create a consistent experience is a key reason why popchips is using Via.Me to enhance engagement with our audiences across the social landscape."
Via.Me, available on iPhone (launched in March) and Android (launched in Sept.), is a cross between Tumblr, Pinterest and Instagram, and has already attracted more than 12 million unique visitors to its destination website and 1 million users on its iPhone app.
The highlights of consumer features include:
- Seventeen photo filters
- Ability to upload multiple file types (photos, videos, audio and text)
- Cross-posting across popular social networks like Facebook and Twitter
- Instant notifications
- Intuitive user interface
While members of this community appreciate the ability to upload multiple types of content to their different social media profiles, the Google Play reviews are mixed (3.9 overall rating). One user wrote, “This is a nice idea, but it's showing it's v1.0 colors. Took 3 times to crop the pic before I could apply a filter.” The user continued, “Going to keep the app installed and hope the buglets are fixed in upcoming fixes.”
Brands will undoubtedly also watch the apps’ evolvement, as marketers have the most to gain. According to a recent study from Lopez Research, mobile adoption has exceeded 120 percent in the United States. Since these individuals carry multiple connected devices, a unified experience across the platforms is paramount and expected.
“Today, brands can build Right Time Experiences that integrate context from mobile devices and social interactions to deliver the right information or ad at the right time,” said Maribel Lopez, Principal and Founder of Lopez Research. “Consumers do business with a brand, not a channel. Advertisers must provide experiences that bridge interactions across mobile, the Web and storefronts.”