When considering mobile strategy, “Quality and Frequency” also require a “DayParting” strategy. Dayparting helps you understand what part of the day makes the most sense to focus your attention and strategy. For the short-term, only a few apps are going to get both our attention and provide the quality of experience that we desire. The HBR link below plays on the old idea of “reach” n “frequency”. Today, on the mobile, if an app is installed, “quality” n “frequency” will determine how you will reach that used. Unstated in the HBR article is the importance of “Dayparting” (and the HBR matrix could be extended for time into a 3rd dimension) and how selecting a compelling point in time (context) may improve the quality/frequency performance.
Think of brands like Nike, with which a customer might interact only two or three times a year, when they buy running shoes. Nike realized that on mobile, people were interacting with mobile brands more often, so they created a whole line of free mobile apps, like the Nike Plus Running app that runners interact with every day. Now the Nike customer thinks of Nike in a favorable light far more often.
Sometimes the way a business should daypart is intuitive — a coffeeshop, for instance, would be wise to invest in mornings and afternoons, when people are looking for a caffeine kick. Restaurants should reach out right before meals. Brick-and-mortar shops should allocate their spend to business hours.
Tomorrow? Will this model hold up in the future. What could change? Location data will create additional user value. Then apps also become more context aware. An example might be when I’m home my home screen works one way, when at work another, and when shopping in a new area I may well be able to see a screen of local apps that act more like a cloud. If the phone and the apps are more aware of the environment and the context around you, eg. Dayparting, then you may believe that it’s actually thinking for you.