Swipe Up for the Slam Dunk: The Role of Mobile Marketing in NBA Fan Engagement
|Have you noticed that smartphones are now dominating the world? Over the last couple of years, they’ve become so powerful that they’ve replaced our much-loved PCs and laptops. Additionally, smartphones are more accessible and we take them everywhere with us.
Due to the rise of people owning a smartphone, many brands like the NBA are now shifting their marketing campaigns towards mobile-friendly solutions. The reason?
It’s simple. More people nowadays own smartphones than ever before, which means more eyes, and a bigger target audience.
Why Mobile Apps Matter
Nowadays, it is pretty hard to imagine a brand without an app. We can see that everywhere, from professional sports to big corporations. They use these apps for various things like keeping people up to date with the latest news, collecting data and building a loyal customer base, marketing strategies, promotions, and much more.
Let’s take the NBA for example, which over the last couple of years has become the cornerstone of the NBA’s marketing strategy. We are talking about a very versatile app. It is a one-stop-shop where players can browse the latest results, stats, and player info, get an in-depth view of the sport with some behind-the-scenes content, watch highlights of games, and much more.
For example, some NBA apps allow you to check Denver Nuggets odds, and get more data in order to make better betting decisions.
The best thing is that they’ve personalized the app improving the user experience. Fans can pick a team that they love, or a couple of players they are interested in and get notifications tailored to their preferences.
Interactive Features
Brand apps, particularly for sports are great for building communities and improving engagement. Ever got a sports app like the NBA app where you received a notification to participate in a live poll during a game? This is a common strategy that every sport is using to drive engagement like the F1 driver of the day poll.
This significantly boosts app usage, drives millions of fans globally, and encourages them to actively participate.
In-app purchases and Exclusive Content
Apps are also great for generating multiple revenue streams for the NBA. These can be anything from exclusive content and merchandise to virtual reality experiences. Fans are always ready to spend more money for a more immersive experience.
But it is not only about driving more revenue for the NBA, it is also about making a deeper connection between fans and the league.
Social Media
The Power of Social Platforms
Social media platforms dominate the mobile world. Yes, they might be accessible through other devices like desktop computers or laptops, but most people use them on mobile. This is a huge marketing opportunity that can be used to promote the sport and engage with fans.
For example, the NBA’s official Instagram account has close to 90 million followers, where they can promote various events, engage with fans, and offer a behind-the-curtains look at the sport which drives more fans to the games.
Influencer and Player Collaborations
We cannot talk about social media and not mention influencer marketing. The idea here is simple, brands are looking for individuals with a massive following base to promote their services.
As the sport grows, some of the top athletes in the league also become influencers, or should we call them brand ambassadors promoting the sport on social media. For example, NBA stars like LeBron James and Stephen Curry have massive social media following and their posts drive significant engagement, which at the end of the day promotes the NBA league.
Apps and Engagement
NBA’s Mobile App The NBA’s mobile app is a go-to app for fans. It provides live game scores, player stats, and a plethora of content, including videos and articles.
The app also hosts interactive features like fans voting for MVPs and engaging trivia, making the experience more immersive. For instance, during the 2022-2023 season, the app saw a 30% increase in user engagement during live games
Personalized Content
Dynamic Emails and Push Notifications Personalization is a game-changer. The NBA uses personalized emails and push notifications to keep fans engaged. For example, during the All-Star voting season, fans received updates tailored to their previous voting activity. This approach led to a 42% increase in click-through rates (CTR) compared to non-personalized content.
Interactive Features Mobile marketing isn’t just about pushing content; it’s about interaction. Features like “Swipe Up to Vote” for All-Star games or “Tap to Watch” for highlights ensure fans are not just passive recipients but active participants. This kind of interactivity drives deeper engagement and loyalty.
Other Mobile Marketing Solutions
The world of mobile marketing doesn’t stop at apps and social media pages. It goes much further than that. We also have SMS marketing, video game collaborations with official sports leagues, streaming content, and much more.
We have to agree that if we take mobile marketing out of the occasion, NBA wouldn’t be the same. It won’t have the power to reach massive global audiences, which will eventually lead to a drop in the popularity of the sport.