I was recently asked by Mobile Marketer to provide commentary and analysis about the recently announced efforts by ESPN to rebrand the SportsCenter app and the potential implications and benefits that this type of rebranding may provide.
(Mobile Marketer) Why is ESPN: SportsCenter app to be renamed “ESPN”?
ESPN is looking to unify all of their digital properties into a single brand. They are looking to unify the website, mobile experience and mobile app and allowing for greater personalization by the consumer.
(MM) To what extent is the rebranding across all these properties an effort to reach consumers across the full range of mobile platforms?
ESPN is taking the next step to provide a unified experience that is designed to be frictionless across devices and ultimately allow the consumer the ability to personalize the experience based on interests and affinity to their favorite sports and teams. This approach can be compelling for fans and consumers as the experience is the same across devices and the more contextually relevant the experience, the greater potential to maintain the interest of the consumer.
(MM) What is the implication for mobile marketing?
By providing a more contextually relevant experience that is unified across platforms, ESPN is setting the stage to maximize their reach with consumers and provide an always on solution that is consistent and personalized.
From a mobile marketing perspective, by offering personalization in exchange for a profile of the individual, they can begin to map multi-channel usage behaviors which can provide insights into how to further connect with their consumers and apply greater relevance to their ad products and partnerships.
(MM) Why is it so important to allow users to select the sports content they want?
Self-selected and curated content is the new normal when it comes to consumer behavior and entertainment. Combine that with a fans affinity for content about their favorite teams and it is important for content providers to allow users to control the experience. This freedom and access can lead to increased frequency and retention if the content is compelling and relevant.
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