Marketing and Brading Mobile Apps and Games

Mobile Branding and Marketing
Deepika Bajaj
Marketing and Brand Management

What to do after you receive the sacred“Your App Has Been Approved”
email from Apple

BUILDING A ROCKING APP IS NOT EASY

You WORK Hard….

What’s MISSING?

HARD to get EYEBALLS

Apps MUST BE FREE

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.

Why are we talking about this?

Big brands are dying.
Little brands are doing great.
Branding is a weird gig.
-Seth Godin

THINK a MICRO BRAND
WIKIPEDIA DEFINITION:
A microbrand is a small-scale brand recognized only in a certain geographic location or by
consumers in a specific micromarket or niche market.

Red Bull Augmented Racing

Remember SOCIAL

WHY ARE THEY HERE?

YOU NEED

karate kid App

BUILD a MICRO BRAND keeping social in mind. People engage in a context.

CASE STUDY 1:
Location, Location, Location
Loyalists are incredibly social and
are great at word of mouth.
Carrabba’s Foursquare promotion
Check-ins - 6,987
Mayors - 178

CASE STUDY 2:
Tapping, not typing
Installs: 35,000 per hour
Songs sold : 25 million +

CASE STUDY 3:
SIMPLICITY
Ad-supported (Andriod)– Rovio Mobile + GetJar
Apple Store (iOS) – Paid via iTunes
Apple users spend 65 million minutes per day

THINK NIKE: PERSEVRANCE
Focus on the main task your app helps achieve & keep your app’s look and feel simple as possible.

ON Unique proposition

Players = Fanatics = Brand Ambassadors

ARE
REWARDS

Share and Spread

Sticky Games/Apps ROCK

MEASURE ENGAGEMENT & RETENTION

Life Time Value

Angry Birds Rio Trailer

dbajaj@activegarage.com

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Marketing and Brading Mobile Apps and Games

by Deepika Bajaj on Aug 06, 2011

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Marketing and Brading Mobile Apps and Games — Presentation Transcript