An increasingly common format for brands to communicatewith current and potential customers The proliferation of smartphones means an ever growing audience… …with the opportunity to interact with your brand in the palm of their hand But what do apps truly mean for the brands who invest in them?
On the surface apps feel like they are one of the mostresearched communications channels around Beta testing, QA testing, Usability testing…all delivered alongside ratings and analytics that tell you how many downloads, active users… Amidst all this data, however, something is missing…
On the surface apps feel like they are one of the mostresearched communications channels around Beta testing, QA testing, Usability testing…all delivered alongside ratings and analytics that tell you how many downloads, active users… Amidst all this data, however, something is missing… Ultimately, a greater understanding is needed to In terms of what the app is doing for the brand Is it changing consumer perceptions? Is it driving a change in behaviour?
An approach designed to trulyunderstand the worth of a branded app Moving beyond the numbers to evaluate the impact of the app on brand perceptions and consumer behaviour We offer diagnostics on the execution, impact on brand metrics, the buzz it generated as well as provide detailed information on purchase, incremental revenue generation & ROI all in a competitive context if required …as well as understanding the benefit delivered to the user
App-titude offers an inherently flexible approach, tailored to your exact needs and the aims and capabilities of the appUltimately our approach determines the impact of the app by comparing the responses of users and non-users Determining where the significant differences lie App-titude primarily uses quantitative techniques And allows respondents to answer questions without leaving their phone
Brand Fit Purchase How does the app fit with Impact the brand? Do consumers feel a natural fit? Is the app in line with other ATL and Does the app have an impact Opportunities BTL comms? Competitor on purchase? Consideration? Audience Context What is the ROI? & BarriersWho are they? Are they keytarget? Does the app only How does your app compare What prevents engagementappeal to brand loyalists or to competitor apps? Does it with the app in the short and are you attracting a new longer term? How do you audience User Benefit have better engagement? Are the prospects for use Brand Impact minimise barriers and longer term? maximise opportunities? What is the app’s ultimate How is the apps impacting on benefit? Has it delivered the brand? Is it positive? for the consumer or is it too What messages can it brand focused? What value deliver? Does it improve do users place on the Advocacy customer engagement? app? Are respondents sharing your app? Are they talking about it? To what extent? And where? 8
Diagnostics Performance feedback determining the impact on key message take WoM amplification out, brand metric shifts, perceptions Benchmarking Evaluating the extent to which your and behaviour Comparison against our database to experience & the information is give extra context. Comparing results shared amongst participants & people to similar campaigns. Aggregated so they talk to. How far does it go? inputs remain anonymous Client Inputs OptimisationUsing data already collected by the Results delivered, where relevant, in aclient to enrich the findings & give timely manner to enablegreater context. E.g. existing brand improvement & optimisation whilst trackers for comparison the campaign is on-going User benefit & longer Buzz tracking term usage Using social media monitoring tools to Identifying the benefit to the user and provide additional context to the the longevity of an app is key to its campaign evaluation success Analytics ROI & outputs to dig even deeper into the Incremental revenue generation & £1 data. Identifying individual strands of for £1 return. Alternatively, softer the activity & their responsibility on returns based on shifts in brand the impact of the campaign metrics – e.g. loyalty scales
The world of mobile apps is hot news, there is no denying that. However we at EXP feel there is a real disconnect in terms of desired behaviour and consumers actual behaviour when it comes to app usage… Continue reading this article hereOr visit our blog by clicking on the logos below
A suite of evaluation tools specifically designedto measure the impact of branded experiences Delivered by a team dedicated to evaluating experiences Based around an inherently flexible model EXP can be used to evaluate experiences in their many guises Live, digital, B2B, meetings/conferences, retail Providing timely diagnostics on performance during a campaign through to optimisation techniques & ROI at its end
To find out more or to enquire about our benchmarkdatabase, case studies or find out how much an @2CV_EXPApp-titude study might cost, please get in touch http://exp.2cv.co.uk/ Experiential marketing measurement 35 King Street, Covent Garden, London, WC2E 8JG +44 (0)20 7655 9900