Apps are the new viral. How to create one and gain from it. (Lea Stanković, Communis DDB)
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This document provides tips for creating a mobile app and gaining success from it. It notes that over 2 million apps exist and that 70 billion apps will be downloaded in 2013. The document emphasizes that an app should fulfill a consumer need, properly define and measure success, understand the target audience, price the app correctly, promote and update the app regularly, and not copy other apps.
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Apps are the new viral. How to create one and gain from it. (Lea Stanković, Communis DDB)
- 1. Apps are the new viral. How to create one and gain from it. Lea Stanković
- 2. icon that you click on when you want to open “an something” programme that lets you connect to the “a internet” “a game”
- 3. BASICS OF COMMUNICATION ACCORDING TO BILL BERNBACH MOBILE APPS
- 4. 1.2 BILLION PEOPLE USE APPS 70 BILLION APPS WILL BE DOWNLOADED IN 2013 THERE ARE OVER 2 MILLION APPS
- 5. Advertising DOESN’T CREATE a product advantage. It can only CONVEY it.
- 6. A communicator must be concerned with UNCHANGING MAN.
- 7. SELF-ACTUALIZATION ESTEEM NEEDS SOCIAL NEEDS SAFETY NEEDS BASIC NEEDS
- 8. At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into HUMAN NATURE… what DRIVES a man, what dominates his ACTIONS…
- 9. SAFETY
- 10. SOCIAL
- 11. SELFESTEEM
- 14. Your idea has to SOLVE a problem, to FULLFILLa need
- 15. It has to do so BEAUTIFULLY
- 19. Don‟t RIP OFF
- 20. Make sure you DEFINE what „success‟ is
- 25. MEASURE and TRACK your progress constantly
- 26. SO, REMEBER... • • • • • • • An app should fulfill an existing need of the consumer Promote your app Define ‟success‟ Know your audience Price you app correctly Listen to feedback Measure and track progress
Editor's Notes
- An app means different things to different people.
- 6bn people have access to mobile phones4.5bn have access to working toilets58apps per person70 bn apps – ABI research
- Copying existing popular apps will not get you anywhere.Yes Angry Birds was a success because it offered something new and beautiful to the consumers. But it doesn’t mean Annoyed Giraffes will be – don’t underestimate your consumers, they are smart and quick and the moment they realize you are not offering them anything new they will be onto the next, better thing.
- Know what your targets are before you launch your app. Think about key metrics – from downloads, monthly active users, revenue per user to app launch/load time, user acquisition and so on. While it matters to you that your app is downloaded and used make sure you don’t forget what matters to the user – for example how long it takes them to download and launch the app.
- Know you audience and their needs.Targeting your app to the wrong people will make it very hard for you to succeed. Of course, you hope your app will be used by everyone out there.But unfortunately that probably wont be the case.So start by asking yourself –When will your app be usedWhere will your app be usedHow will your app be usedWho is your ideal customer for this appAnd this last question is closely related to my next point which is
- We are advertising people so we should know how to write copy.Your app should be optimized for the app store or Google play. The description should be simple, yet attention grabbing and it should make it very clear what your app is all about. Remember our attention span is getting shorter and shorter, so you need to make sure that a scan read of your description conveys all the necessary information.Besides this – use other channels at your disposal. A website for your app, user PR, make trailers or teasers for your app…
- We all love what we do but if you’re launching an app the chances are you want to make money from it.The key to this is pricing your app.And it’s a tricky business.Make it too pricey and no one will download it.Make it too cheap and you are undervaluing yourself.Either way you go, it will affect your revenue and downloads.If you are not quite sure think about launching a freemium or lite version of your app along with a priced one. Instapaper for example, famously dropped its free version from the app store and they found that purchases of the paid version actually increased. Freemium is a great model for gaming apps because getting more advanced means you will eventually finish all the levels on your free version and have to move on to the paid one. The paid version is just another step in the game path.Alternatively think about in/app purchases. If you app has a purchase element within it, this might be a revenue stream you might need to pay more attention to.And of course in/app advertising. A lot of free apps out there feature third party ads and this is a great way to create an ongoing revenue for your app. The logic is that more people will download a free app and generate revenue for you via afs, that will go for the paid version.But be careful – make sure your quest for revenue doesn’t annoy your bread and butter – ie your users. Balance ads with your content, since users generally expect free versions to have ads anyway.
- Make sure you listen to the reactions of your users.What they like, what they don’t like, what works, what could be better.More importantly, act on that information. The best thing about the internet and its products is that you can constantly improve them and give your customers a better experience. So be aware that like any other product an app is about the user experience and satisfaction. It is likely that you have put a lot of time an effort into your app and as such you are probably not objective about it. So listen to what your customer has to say.
- This doesn’t just refer to your success metrics.Study how you acquire users. How did existing users find your app – is it organic search, paid ads, in-app referals or word of mouth… Use that knowledge to understand how to reach your target audience.Marketing is something you have to do constantly. Once you have invested your time and money into building an app, try and get the most out of it. And remember – an app is for life, not just for Christmas.