WebForward 2011 Workshop A - Creating a Successful Mobile Marketing Strategy , Webling

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  • 1. Webling Interactive Fun & Functionality Brand strategies for the future of mobile
  • 2. A Global Perspective• iPhone app store – Passed 10bn downloads in Jan 2011 – 400,000 apps Mar 2011 – 200,000 developers• iPad apps growing 3x faster than iPhone apps• Android market – Passed 1bn downloads in July 2010• Nokia Ovi Store serves 3m downloads daily• BlackBerry App World 3m downloads daily – From 20m registered users according to RIM
  • 3. An Australian perspective• Three quarters of Australian smartphone internet users have downloaded a free application*• 1 in 5 Smartphone users have downloaded 20 or more• Top 6 App Categories (most useful) 1. Social 2. Games 3. Maps 4. Travel 5. Weather 6. Banking* Nielsen Telstra Bigpond Mobile Study 2010
  • 4. The App Landscape PAY TO DOWNLOAD FREE TO DOWNLOAD
  • 5. The App Landscape PAY TO DOWNLOAD FREE TO DOWNLOAD Direct Revenue from App Direct Revenue from App Marketplace Marketplace (minus marketplace commission) (minus marketplace commission)
  • 6. The App Landscape PAY TO DOWNLOAD FREE TO DOWNLOAD Direct Revenue from App Direct Revenue from App Transactional Transactional Non Transactional Non Transactional Marketplace Marketplace Generates in-app revenue Generates in-app revenue Brand Experience, utility Brand Experience, utility (minus marketplace commission) and/or entertainment and/or entertainment (minus marketplace commission)
  • 7. The App Landscape PAY TO DOWNLOAD FREE TO DOWNLOAD Direct Revenue from App Direct Revenue from App Transactional Transactional Non Transactional Non Transactional Marketplace Marketplace Generates in-app revenue Generates in-app revenue Brand Experience, utility Brand Experience, utility (minus marketplace commission) and/or entertainment and/or entertainment (minus marketplace commission)
  • 8. The App Landscape PAY TO DOWNLOAD FREE TO DOWNLOAD Direct Revenue from App Transactional Non-Transactional Non-Transactional Marketplace Generates in-app revenue Brand Experience, utility Brand Experience, utility (minus marketplace commission) and/or entertainment and/or entertainment
  • 9. Two models for free branded apps Non Transactional Free apps Branded Utility Branded Entertainment Focus on the brand providing Focus on the brand providing Focus on entertaining with Focus on entertaining with a useful tool to consumers. a useful tool to consumers. brand-inspired fun/novelty brand-inspired fun/novelty concepts. concepts.
  • 10. Two models for free branded apps Non Transactional Free apps Branded Utility Branded Entertainment Focus on the brand providing Focus on entertaining with Focus on entertaining with a useful tool to consumers. brand-inspired fun/novelty brand-inspired fun/novelty concepts. concepts.
  • 11. Two models for free branded apps Non Transactional Free apps Branded Utility Branded Entertainment Focus on the brand providing Focus on the brand providing Focus on entertaining with brand- a useful tool to consumers. a useful tool to consumers. inspired fun/novelty concepts.
  • 12. How can free apps improve the bottom line?• Improve brand loyalty/exposure• Reach consumers with moderate media cost• Create new opportunities for consumers to access existing online services• Inexpensive market research• Generate PR• Influence purchase decisions
  • 13. The rise of tablets for business• Tablets are becoming a viable b2b tool• New revenue opportunities for existing workforce / business customers• Easy to update, low unit cost, always-on, highly portable
  • 14. Conceiving your corporate app• What existing brand-specific assets, services or infrastructure can be leveraged to create the app?• Does it already exist in non-branded or competitor form? How will your version differentiate itself?• Will it fully exploit the mobile platform to achieve tangible benefits to your brand?• How could it connect/reinforce your brand’s presence on other platforms or ATL?
  • 15. Meet the app consumer• A different kind of relationship• Think experiences, features then messages• Trust is everything• Every app is a social media campaign*• Exposure vs Retention* “Apps users value the recommendations of third parties, whether it is afamily member, a friend, or a site or service offering ratings and reviews.Those seeking to market mobile apps would be well advised to emphasizetwo tactics: Word-of-mouth marketing (including social media) andsecuring favourable ratings and reviews.”NIELSEN “State of mobile apps” whitepaper, 2010xx
  • 16. The app marketplace• Welcome to Mobile Hollywood!• Build a strategy to take it to market• Existing brand perception impacts downloads• Reviews are instant and passionate• Prepare for long term commitment
  • 17. Choosing platforms and minding the gap• “Mobile App” doesn’t just mean “iPhone App” any more.• Rising expectation for Apps to be platform neutral• Web Apps versus Native Apps• The Hybrid Mobility approach• Weighing up user experience vs development budget
  • 18. Tic Tac Shake & Share
  • 19. Tic Tac Shake & Share
  • 20. Tic Tac Shake & Share
  • 21. Tic Tac Shake & Share
  • 22. Tic Tac Shake & Share – ResultsBrand exposure• 1.6 million global downloads and rising – 550,000 active users• Top free app in Australian Entertainment category (for over a month)• 2nd top free app overall on the Aus app store• Remained in the store-wide free top 10 for over 2 months• Remained in the store-wide free top 50 for over a year• 50+ articles written across the web and print mediaBottom line• Cost per download: ~1c }• Cost per conversion: ~2c } (zero media spend)• Cost per acquisition: ~$1.00 }• Free market research
  • 23. Coles Express
  • 24. Coles Express
  • 25. Coles Express
  • 26. Coles Express - ResultsBrand exposure• Launched across iPhone, iPad and Android platforms• #2 in the utilities category• 26,683 downloads in two weeks so far (Apple app store).Bottom line• Cost per download: ~???c (zero media spend)• Free market research
  • 27. Ten Commandments for a great App1. Make it unique, or make it better2. Let them play straight away3. No Smoke & Mirrors4. Will it work in the real world?5. Is it a joy to use?6. How will people share it?7. What will the haters say?8. Plan to promote it9. Plan to support it10. Boldness is rewarded
  • 28. Thank you! webling interactive Extraordinary Brand Experiences Online www.webling.com.au