Marketing and Brading Mobile Apps and Games

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Mobile application face the challenge of a fragmented marketplace. Mobile Marketers have the possibility to create a micro brand to target their loyalists. These people are very social and are great at word of mouth.

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  • 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. 
  • Mobile apps address a specific need for your users while they are on the go. Branding a product or service to a fragmented market isn't altogether much different from that of a niche market. In fact, it is probably easier to create a brand that has mass appeal than one that is hyper-focused. There are some common sense things that should be considered.
  • sers' needs and motives for using the app and then make a marketing and branding plan accordingly. Because Red Bull and Circ.us are leveraging both Apple's Game Center and Facebook Connect, they can let users opt-in to get push notifications every time someone has beat their best time on their own track—or any other track.“You will notice that, within the game you are actually racing ghost cars—those ghost cars are actual recording of past races,” Mr. Broitman said. “You can be racing a ghost of your friend who raced three days ago.“If I were to get a notification that a friend beat me on my track, you can bet I will jump back in the game and retake my leadership position,” he said. “This type of friendly competition keeps people coming back and also, inviting everyone they know. “This was by all means meant to be a community for race and gaming enthusiasts—that is already proving to be the case.”
  • The app contains five mini games that each focus on a different virtue of Kung Fu: patience, courage, endurance, perseverance and will. both entertaining and unique enough to achieve five times its target downloads. Best fun are the “Endurance” and “Perseverance” games. Endurance requires you to follow various instructions to keep alive, using tilting and swiping, while Perseverance is good fun because you have to keep the boy-hero Dre out of the water by helping him keep his balance on a beam.My least favourite of the five games is “Patience”. It is a bit of a weird game, where you have to catch a bunch of flies with chopsticks, whereupon they spontaneously combust.
  • Focus on the main task your app helps achieve and keep your app’s look and feel as straightforward as possible.
  • Marketing and Brading Mobile Apps and Games

    1. 1. Mobile Branding and Marketing <br />Deepika Bajaj<br />Marketing and Brand Management<br />
    2. 2. What to do after you receive the sacred“Your App Has Been Approved” <br />email from Apple<br />
    3. 3. BUILDING A ROCKING APP IS NOT EASY<br />
    4. 4. You WORK Hard…. <br />
    5. 5.
    6. 6.
    7. 7. What’s MISSING? <br />
    8. 8. HARD to get EYEBALLS <br />
    9. 9. Apps MUST BE FREE<br />
    10. 10.
    11. 11. 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. <br />
    12. 12. Why are we talking about this?<br />
    13. 13.
    14. 14. <ul><li>Big brands are dying.
    15. 15. Little brands are doing great.
    16. 16. Branding is a weird gig.</li></ul>-Seth Godin<br />
    17. 17. THINK a MICRO BRAND<br />WIKIPEDIA DEFINITION:<br />A microbrand is a small-scale brand recognized only in a certain geographic location or by <br />consumers in a specific micromarket or niche market. <br />
    18. 18. Red Bull Augmented Racing<br />
    19. 19. Remember SOCIAL<br />
    20. 20. WHY ARE THEY HERE? <br />
    21. 21. YOU NEED<br />
    22. 22. karate kid App<br />
    23. 23.
    24. 24. BUILD a MICRO BRAND keeping social in mind. People engage in a context.<br />
    25. 25. CASE STUDY 1: <br />Location, Location, Location<br />Loyalists are incredibly social and <br />are great at word of mouth.<br />Carrabba’s Foursquare promotion <br />Check-ins - 6,987 <br />Mayors - 178 <br />
    26. 26. CASE STUDY 2:<br />Tapping, not typing<br />Installs: 35,000 per hour<br />Songs sold : 25 million +<br />
    27. 27. CASE STUDY 3: <br />SIMPLICITY<br />Ad-supported (Andriod)– Rovio Mobile + GetJar<br />Apple Store (iOS) – Paid via iTunes <br />Apple users spend 65 million minutes per day<br />
    28. 28. NOW<br />
    29. 29. THINK NIKE: PERSEVRANCE<br />Focus on the main task your app helps achieve & keep your app’s look and feel simple as possible.<br />
    30. 30. ON Unique proposition<br />
    31. 31. Players = Fanatics = Brand Ambassadors<br />
    32. 32.
    33. 33. ARE<br />REWARDS<br />
    34. 34. Share and Spread<br />
    35. 35. Sticky Games/Apps ROCK<br />
    36. 36. MEASURE ENGAGEMENT & RETENTION<br />
    37. 37. Life Time Value<br />
    38. 38.
    39. 39. Angry Birds Rio Trailer<br />
    40. 40. dbajaj@activegarage.com<br />

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