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To App or Not to App

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Analysis of factors to consider when to/not to develop native mobile applications.

Analysis of factors to consider when to/not to develop native mobile applications.

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  • Like all communications channels, apps have their place within the communications toolboxIt’s an issue because of the great press around apps. The reality is…
  • Albeit, 60% of all apps are games…App visibility is an issue; too much noise w/ +300k apps in the App Store, ~500k apps overallChallenge: how to keep your app relevant & engaging? Most don’t follow the fundamental tenets of the app strategy…
  • This is for advertising, but applies to the app economy in generalWhat is the unique value proposition of your brand/content? Are you engaging your users in interactions?Are you dominating your category?Couple of great examples…
  • The proximity-based listing is incredibly usefulThe slot machine is a novel & rich interaction modelSocial sharing & connect options provide engagement outside of the app & creates buzz/awareness
  • New example: Zite, a personalized iPad magazineIntegrated with Twitter & Google ReaderAggregates information feedsAllows you to input new section topicsAs publishers, I’d argue your main advantage over others in the app economy is…
  • Your role within the CONTENT ECONOMY. Content, as we know, is kingChallenge the way you think about your content strategy and Mobile’s role within it:optimized?Device/channel/time of day appropriate?...
  • We know this today, per your own usage & current digital properties’ metricsWHAT we consume is tied to time of day – business people may want to consume Biz info in the AM, Entertainment info in the PMThe Mobile vehicles we use to monitor and access content also vary by time of day – drive vs. transit commute, no commuteBecause of this, HOW you access info plays an important role in WHAT consumers see…
  • When someone is at home/office, on an interaction-rich device (laptop/desktop), give them full experienceWould argue this is not the same FORMAT/DEPTH of content as the person reading it on their phone while walking – just article headline with link?Nor the same as the person in the cab reading on their tablet – not full article, more detail, some graphics, light videoIn an ideal situation, also can provide rich interaction with OOH media (QR codes -> mobi/app download, SMS subscription kw’s, AR), part of news broadcast if DOOHIn a close-knit content ECOSYSTEM, each device in the digital mix has the opportunity to AUGMENT the others, for your content strategy, this equates to…
  • NO CLONINGHaving all your content, available by all channels, provides the user with no incentive to partake of the entire experienceDon’t be afraid of channel exclusivity, even if it’s in terms of timingMobile users, thanks to networks (Twitter), are used to faster/slower content access on certain devices – don’t necessarily need to worry about breaking news not being available on all platforms simultaneouslyUse it as the opportunity to be timely, yet provide depth of content via the properties where it makes senseWhat am I really talking about?...
  • Content Consumption TouchpointsPast: separate content distribution channels. Lots of duplication. Not easily shared.2) Current: Navigating users across consumption devices based on depth & audienceCan be contextual & targetedDevice-based content rendering – better overall user experience = more retention/content consumption/engagementSocially connected3) Holistic delivery across multiple devicesMobile as integrated delivery channel within overall communications strategyChallenges traditional concept of brand discovery - how does that experience complement/augment the overall strategyMy fave example of #3…
  • As a marketer/strategist, this clip is what gets me excited about progression of techMake the connection between desktop web content consumption experience & formatting/depth of content on xScreensLet’s look at the current device ecosystem…
  • Vertical = accessibility/reachHorizontal = Cost of developmentSMS is still only push-based communication + high read rateFrom a strategic perspective: Foundation (left) to Evolution (right) because…From a functional perspective: Ubiquity (left) to Novelty (right) Why?
  • Yesterday’s numbers from eMarketer, on integration of Mobile & Social within overall campaignsStill over 1/3 are not speaking to one another – lost opportunity to push to other channels & have them reinforce othersOne way to address that is to look at Hyperlocal content…
  • All about Relevance & localizationb/c lots of existing content, bound to be something that matches your value propMany of these have built-in social optionsMay require new ways to think of content strategy (i.e. partnerships)Not just apps, also available via SMS (geofenced ads)Users used to free access to content, so once you’ve built your solution, great way to provide increased relevance for users & generate revenue…
  • MEDIAGreat numbers on mobile media – views, interactionsLike digital display media, provide depth of interaction options that can add to Utility

To App or Not to App To App or Not to App Presentation Transcript

  • 95 % of apps are
    functionally dead
    after 3 weeks
    http://lsb-blog.com/insights/2011/02/who-wins-the-battle-between-mobile-apps-and-the-mobile-web/
  • 95% of text messages are
    read within three minutes!1
    1 - http://www.acclaro.com/translation-localization-blog/the-411-of-global-mobile-advertising-120
    http://www.jeremyjohnsononline.com/documents/mobile_interactions_updated.pdf
  • Think Hyperlocal
  • HopStop:
    “Location-targeted mobile ads are 20 times more effective than online ads”
  • Video Reveal
    Click to Video = 40-50%
    Click to WAP = 5-10%
    Click to IVR = 5%
    Click to Buy = 5%
    Rich Interstitial
    Celeb News
    Tony Romo breaks up with Jessica Simpson over txt message. Ouch.
    *Watch LOST on ABC http://final.LOST.mobi
    Static, Animated/
    Toaster
    Banner/Text Link
    Drive user interaction with other media. Click to…
     
    Text
    Mobile Site
    Video
    Application
    Map
  • “Google sees mobile…as something to bridge the online and offline worlds so that they can extend the [media] platform to the physical world.”
    - Gartner Research
  • JP Casino
    jpcasino@adenyo.com M: 416 300 4744