The document discusses when it makes sense for a brand to develop a mobile app. It argues that most branded apps fail due to a lack of clear purpose, short-term focus, and engagement plans. Instead, it recommends developing a comprehensive mobile strategy focused on identifying and managing "mobile moments" - instances when users access mobile for specific information. A brand should determine how it can provide value during relevant mobile moments through various platforms and partnerships before considering developing a native mobile app.
Did you miss Facebook’s F8 this year? Worry not. In our webinar, we explore and discuss the latest trends emerging from the annual gathering bringing together developers, digital marketers and tech aficionados.
Care about learning 'Mobile App Marketing 101' You will find this deck presented by Binay Tiwari, Mobile Internet Evangelist during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Mobile Marketing for Lead Generation and MoreGlennEndriga
1. Anatomy of an Engaging B2B Email Campaign
2. Getting Started
3. Creating Email Copy
4. The Landing Page
5. Test and Measure
6. Continuing the Conversation
Why Your Business Needs a Mobile Strategy NowrapidBizApps
Did you know that 82% of smartphone users turn to their phones to help them make a decision?
Businesses who are able to provide answers to users at the right time are growing and creating new opportunities.
Does your business have a mobile strategy to make this happen? Are you tapping into the possibility of interacting with 2 billion mobile users across the world?
Here is a comprehensive guide on getting started building your own mobile strategy. Get started now.
What users want from mobile - Equation Research - July 2011Romain Fonnier
Executive Summary:
Mobile is reaching critical mass. According to Forrester Research, Inc., mobile
commerce will top $6 billion by the end of this year (2011) and is expected
to reach $31 billion by 2016. The ubiquity of mobile phones, improved
infrastructure, advances in device utility, overall market penetration and the hype
around the iPhone and applications are driving phenomenal growth.
eBay recorded close to $2 billion in sales on mobile devices in 2010 — expects close
to $4 billion in 2011.
Google mobile ads are now over a $1 billion business worldwide.
Amtrak attributes 2% of its revenue to mobile — $32 million — and notes growth is
staggering.
Marriott Hotels averaged mobile sales of $6 million per month in 2010 – up 100%
from 2009.
ASOS’s (U.K.) mobile revenues topped £1m in the U.K. during December — double
the retailer’s expectations.
1-800-Flowers.com tops $1 million in quarterly m-commerce sales — up 9,900%
from same quarter in 2010.
Worldwide, mobile commerce should hit $119 billion in 2015, according to
ABI Research. Despite the upbeat forecasts, a large number of businesses
are in the planning or early deployment phases of their mobile strategies, but
consumers want to connect on mobile devices today.
Did you miss Facebook’s F8 this year? Worry not. In our webinar, we explore and discuss the latest trends emerging from the annual gathering bringing together developers, digital marketers and tech aficionados.
Care about learning 'Mobile App Marketing 101' You will find this deck presented by Binay Tiwari, Mobile Internet Evangelist during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Mobile Marketing for Lead Generation and MoreGlennEndriga
1. Anatomy of an Engaging B2B Email Campaign
2. Getting Started
3. Creating Email Copy
4. The Landing Page
5. Test and Measure
6. Continuing the Conversation
Why Your Business Needs a Mobile Strategy NowrapidBizApps
Did you know that 82% of smartphone users turn to their phones to help them make a decision?
Businesses who are able to provide answers to users at the right time are growing and creating new opportunities.
Does your business have a mobile strategy to make this happen? Are you tapping into the possibility of interacting with 2 billion mobile users across the world?
Here is a comprehensive guide on getting started building your own mobile strategy. Get started now.
What users want from mobile - Equation Research - July 2011Romain Fonnier
Executive Summary:
Mobile is reaching critical mass. According to Forrester Research, Inc., mobile
commerce will top $6 billion by the end of this year (2011) and is expected
to reach $31 billion by 2016. The ubiquity of mobile phones, improved
infrastructure, advances in device utility, overall market penetration and the hype
around the iPhone and applications are driving phenomenal growth.
eBay recorded close to $2 billion in sales on mobile devices in 2010 — expects close
to $4 billion in 2011.
Google mobile ads are now over a $1 billion business worldwide.
Amtrak attributes 2% of its revenue to mobile — $32 million — and notes growth is
staggering.
Marriott Hotels averaged mobile sales of $6 million per month in 2010 – up 100%
from 2009.
ASOS’s (U.K.) mobile revenues topped £1m in the U.K. during December — double
the retailer’s expectations.
1-800-Flowers.com tops $1 million in quarterly m-commerce sales — up 9,900%
from same quarter in 2010.
Worldwide, mobile commerce should hit $119 billion in 2015, according to
ABI Research. Despite the upbeat forecasts, a large number of businesses
are in the planning or early deployment phases of their mobile strategies, but
consumers want to connect on mobile devices today.
Get into the new world of Mobile Marketing Campaign. Don’t feel discouraged by your late entry to the new era of Advertising platform.There are many who still deny it as the present and the future of promoting businesses and you are going to desert them.
Hard-Won Lessons in Responsive Email Design - ConvergeSE 2014Fabio Carneiro
Email is a big deal, and one of the most important ways to connect with your audience. With the majority of people now reading email on mobile devices, creating robust responsive templates is no longer an option. Unfortunately email design is still considered a dark art, and its steep learning curve can be daunting. In this talk, I present email design techniques that make the task of developing for email more simple, along with strategies for optimizing user experience in email clients that will get those emails read.
8 Ways to Personalize Your App (in Under 30 Minutes)Localytics
Personalization is the future of mobile. If your app doesn't offer a personalized user experience, you're at high risk of user churn. Here we showcase actionable, real-life app examples on how you can make quick optimizations to improve your app's personalization, leading to stronger user engagement and retention.
The time for big brands to get strategic about marketing their apps is now. Mobile apps are no longer standalone entities for big brands. What we’re now seeing is brands integrating mobile apps into their business models and their overall marketing strategies -- to build closer customer relationships and drive business.
It’s no longer enough for brands to just have an app (or a suite of apps) and promote it through traditional channels. Now that brands recognize the impact mobile apps are having on business, their focus is shifting to employ a strategic marketing approach to their apps.
All this means that big brands are starting to treat their apps as more than just another channel – they’re treating them as a business. And they’re getting serious about marketing their apps, by putting the marketing resources behind them and incorporating apps as part of their ongoing strategy.
Top-tier brands like Coca Cola®, Sephora®, Wal-Mart®, and many more are all publically talking about the central role apps play in their marketing strategy. Here, we’ll describe what some of those brands are doing, how they’re doing it, and outline 10 strategic moves brands are employing to get more strategic about their mobile apps.
Mobilizing a group of supporters requires more than communication. To effectively unite people around a common cause for social action, marketers face the task of creating a massive, engaged, online and offline community. Without numbers, the community’s voice lacks punch. Without engagement - both on the ground and the web - the community only thinks and talks about, rather than activating, change.
To build, engage and support this community, marketers need to capture supporters anywhere and everywhere. Communication need to be immediate in order to take advantage of any political or societal developments. Location data remains vital in order to pinpoint concentrated groups of followers. Above all, social-action organizations need to transform supporters into advocates and activists empowered by each other.
This webinar discusses how mobile addresses all of the above and enables development of an effective community with engaged constituents. Part of the Waterfall Industry Insights series.
MyEventApps (MyEventApps.com) presents "Mobile App Marketing 101: Tips to Market & Promote Your Event's App."
Congratulations on developing your very own Mobile App! You probably want everyone else to be just as excited as you are about your upcoming or existing app. We’ve created this guide to provide mobile app marketing best practices that will help maximize your number of app downloads and increase the level of app engagement.
Simply put, this guide will help you get the most of your event’s app. It includes details on the need for a web promo page, QR codes and short links, social media, offline, press releases, mobile contests, and so much more.
This presentation is brought to you by the team at MyEventApps, a feature-rich yet easy and affordable mobile app service for event based organizations. MyEventApps.com
50 Mobile Marketing Facts by Jeanne Hopkins, CMO of SmartBear Software & Jamie Turner, Founder and Chief Content Officer at The 60 Second Marketer
To learn more about mobile marketing, come to HubSpot's INBOUND 2012 conference in August 27-30 in Boston. For more details visit inboundconference.com or inbound2012.eventbrite.com.
Presentation about most popular tools and frameworks used nowadays in the mobile app marketing, importance of thinking about analytics in the early stages of development, with an intro that shows the current trends in the app ecosystem. Quick overview of the mobile growth loop and its three main phases: acquisition, retention and monetization.
If 2014 was the year of mobile, 2015 is most definitely the year of Rich Media.
Mobile ad spend is expected to increase 77%, in 2015. We will see sophisticated and creative collaboration in 2015, as content creators build audiences that rival those of pop stars and brands grasp just how powerful mobile can be. In order for brands to get the most ROI for their mobile advertising spend, they need to invest in Rich Media, to create immersive experiences, transforming their level of engagement with consumers.
In FreshDigitalGroup’s “Rethink 2015,” we take an in-depth look at the following Rich Media predictions in addition to forecasts for digital, mobile and social industries.
The Future of Mobile Marketing: 20 Expert Predictions For 2015Invoca
In this SlideShare, you'll find 20 predictions from business people with experience in various marketing disciplines - from search advertising and content marketing to product marketing and branding. As you flip through the pages, you'll find a common theme: today's customer journey is complex.
We hope that these predictions help you get in the #mobilemindset for 2015.
Mobile applications are a vital piece of our regular routine. As indicated by Statista, there are more than 2.7 billion mobile phone users on the planet.We utilize our mobile devices more often in a day and 90% of this mobile time is utilized for different applications.
To know more visit at https://www.thinktanker.io/blog/15-things-you-probably-dont-know-about-mobile-app-development.html
Get into the new world of Mobile Marketing Campaign. Don’t feel discouraged by your late entry to the new era of Advertising platform.There are many who still deny it as the present and the future of promoting businesses and you are going to desert them.
Hard-Won Lessons in Responsive Email Design - ConvergeSE 2014Fabio Carneiro
Email is a big deal, and one of the most important ways to connect with your audience. With the majority of people now reading email on mobile devices, creating robust responsive templates is no longer an option. Unfortunately email design is still considered a dark art, and its steep learning curve can be daunting. In this talk, I present email design techniques that make the task of developing for email more simple, along with strategies for optimizing user experience in email clients that will get those emails read.
8 Ways to Personalize Your App (in Under 30 Minutes)Localytics
Personalization is the future of mobile. If your app doesn't offer a personalized user experience, you're at high risk of user churn. Here we showcase actionable, real-life app examples on how you can make quick optimizations to improve your app's personalization, leading to stronger user engagement and retention.
The time for big brands to get strategic about marketing their apps is now. Mobile apps are no longer standalone entities for big brands. What we’re now seeing is brands integrating mobile apps into their business models and their overall marketing strategies -- to build closer customer relationships and drive business.
It’s no longer enough for brands to just have an app (or a suite of apps) and promote it through traditional channels. Now that brands recognize the impact mobile apps are having on business, their focus is shifting to employ a strategic marketing approach to their apps.
All this means that big brands are starting to treat their apps as more than just another channel – they’re treating them as a business. And they’re getting serious about marketing their apps, by putting the marketing resources behind them and incorporating apps as part of their ongoing strategy.
Top-tier brands like Coca Cola®, Sephora®, Wal-Mart®, and many more are all publically talking about the central role apps play in their marketing strategy. Here, we’ll describe what some of those brands are doing, how they’re doing it, and outline 10 strategic moves brands are employing to get more strategic about their mobile apps.
Mobilizing a group of supporters requires more than communication. To effectively unite people around a common cause for social action, marketers face the task of creating a massive, engaged, online and offline community. Without numbers, the community’s voice lacks punch. Without engagement - both on the ground and the web - the community only thinks and talks about, rather than activating, change.
To build, engage and support this community, marketers need to capture supporters anywhere and everywhere. Communication need to be immediate in order to take advantage of any political or societal developments. Location data remains vital in order to pinpoint concentrated groups of followers. Above all, social-action organizations need to transform supporters into advocates and activists empowered by each other.
This webinar discusses how mobile addresses all of the above and enables development of an effective community with engaged constituents. Part of the Waterfall Industry Insights series.
MyEventApps (MyEventApps.com) presents "Mobile App Marketing 101: Tips to Market & Promote Your Event's App."
Congratulations on developing your very own Mobile App! You probably want everyone else to be just as excited as you are about your upcoming or existing app. We’ve created this guide to provide mobile app marketing best practices that will help maximize your number of app downloads and increase the level of app engagement.
Simply put, this guide will help you get the most of your event’s app. It includes details on the need for a web promo page, QR codes and short links, social media, offline, press releases, mobile contests, and so much more.
This presentation is brought to you by the team at MyEventApps, a feature-rich yet easy and affordable mobile app service for event based organizations. MyEventApps.com
50 Mobile Marketing Facts by Jeanne Hopkins, CMO of SmartBear Software & Jamie Turner, Founder and Chief Content Officer at The 60 Second Marketer
To learn more about mobile marketing, come to HubSpot's INBOUND 2012 conference in August 27-30 in Boston. For more details visit inboundconference.com or inbound2012.eventbrite.com.
Presentation about most popular tools and frameworks used nowadays in the mobile app marketing, importance of thinking about analytics in the early stages of development, with an intro that shows the current trends in the app ecosystem. Quick overview of the mobile growth loop and its three main phases: acquisition, retention and monetization.
If 2014 was the year of mobile, 2015 is most definitely the year of Rich Media.
Mobile ad spend is expected to increase 77%, in 2015. We will see sophisticated and creative collaboration in 2015, as content creators build audiences that rival those of pop stars and brands grasp just how powerful mobile can be. In order for brands to get the most ROI for their mobile advertising spend, they need to invest in Rich Media, to create immersive experiences, transforming their level of engagement with consumers.
In FreshDigitalGroup’s “Rethink 2015,” we take an in-depth look at the following Rich Media predictions in addition to forecasts for digital, mobile and social industries.
The Future of Mobile Marketing: 20 Expert Predictions For 2015Invoca
In this SlideShare, you'll find 20 predictions from business people with experience in various marketing disciplines - from search advertising and content marketing to product marketing and branding. As you flip through the pages, you'll find a common theme: today's customer journey is complex.
We hope that these predictions help you get in the #mobilemindset for 2015.
Mobile applications are a vital piece of our regular routine. As indicated by Statista, there are more than 2.7 billion mobile phone users on the planet.We utilize our mobile devices more often in a day and 90% of this mobile time is utilized for different applications.
To know more visit at https://www.thinktanker.io/blog/15-things-you-probably-dont-know-about-mobile-app-development.html
1. Why B2B Marketers Should Take Mobile Marketing Seriously
2. The Case for B2B Mobile Marketing
3. Ways You Can Use Mobile to Educate Customers, Generate and Qualify Leads, and Create Brand Loyalty
4. Email Marketing Trends
5. The App Advantage
6. Connecting Through Social Media
7. The Power of Video
8. Don’t Forget Trade Shows
9. The Final Authority: Your Web Site
10. Best Practices for Mobile Marketing
11. One Stop Mobile Lead Generation
Role of e commerce applications in business growth by amritpal singh - jul,...FugenX
E-commerce applications are a bit misleading terminology because it leads to two possible understandings: one, where e-commerce is used as a marketing medium; Retail and wholesale; Auction; E-banking; Booking, and so on.
In this presentation, I tried to unleash every potential that mobile environment have. There are some "prediction" about future in mobile environment & apps too.
Best methods to improve app engagement & user retentionFugenX
With the benefits of the small platform, the mobile app industry has exceeded our expectations and many sectors have changed their approach to the mobile-centric market. With the growing growth of the mobile app industry, every business is moving towards smartphones for success.
Launching an app these days is tough. It’s critical that brands utilize best practices to give their apps a strong start.
This eguide provides simple, actionable advice to help you maximize installs, engagement and profitability for your apps.10 time-tested strategies and how to implement them, including:
- How to take a data-driven approach to app marketing
- Where to invest to get your app store presences right
- Why "quality installs" is the new industry manta
- How to measure and optimize your install process
Download this fast-reading guide now.
10 Best Practices for Brand App MarketingJim Nichols
Launching an app these days is tough. It’s critical that brands utilize best practices to give their apps a strong start.
This eguide provides simple, actionable advice to help you maximize installs, engagement and profitability for your apps.10 time-tested strategies and how to implement them, including:
- How to take a data-driven approach to app marketing
- Where to invest to get your app store presences right
- Why "quality installs" is the new industry manta
- How to measure and optimize your install process
Download this fast-reading guide now.
How much value does each user bring to your business? Do you want to increase it? This blog is a must-read then! https://webguru-infosystems.blogspot.com/2021/12/app-user-lifetime-value.html
Product guide for Solution Set providing advice on Developing a Mobile App
For more details visit:
http://ataresearch.alltheanalysts.com/infotech/develop_a_mobile_app.html
This step-by-step "Mobile Apps" Training System will take you by the hand and show you how to quickly skyrocket your business success in the shortest time ever by creating mobile apps
Retail Apps: Take your local business global.Instappy
Got something to sell? Take your business to the next level with a dedicated retail mobile app or showcase your products with a dedicated mobile catalogue app. Provide your customers the convenience of purchasing your products at their fingertips. Whether you own an export house, a niche fashion boutique, a superstore, or an exotic pet shop, your mobile commerce store is instantly ready with Instappy. You get run-time report generation to analyse and strategise product catalogue, along with inbuilt tools like unlimited push notifications to drive promos and offers.
Get yours at www.instappy.com
People carry their smartphones everywhere and all the time, so they are connected with the world always. To reach the mobile consumer you need to be present on their smartphones.
4 Top Trade Secrets to Increase App DownloadsOn Tap Growth
We have hundreds of mobile apps out there with perfect designs and neatly written code but how do we reach to the relevant target audience? How to market your perfect product which you think will revolutionize the industry? How to increase the popularity of your mobile app? Do not worry, We can help you to find answers to these questions and help you to learn a well planned Digital Marketing Strategy. Please feel free on Schedule a Meeting with our experts Mobile App Marketers on our website - www.ontapgrowth.com
You will learn:
– what is omnichannel marketing
– how to segment your app users and how to use that segmentation for communication in other channels
– how to acquire leads from the app
– what can you learn from geolocation data
– how to address multi-screening
– how to keep in touch with anonymous website visitors
http://www.ehppbuilder.com/ At EHppbuilder we provide the best service in apps design and development. We know what it takes satisfy your cravings as far as your app building requirement is concerned. At EHppbuilder, it does not take us months to get your app done with an astonishing user experience because we have a team of seasoned and experienced app developers who are ready to work as part of your team for a fast delivery..
Similar to Is there an app that tells you when your brand should build an app? | digital | campaign asia (20)
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Is there an app that tells you when your brand should build an app? | digital | campaign asia
1. Digital, Opinions
Nagendra Singh | May 6, 2016
Is there an app that tells you when your
brand should build an app?
Unfortunately, there's no easy formula to determine when it makes sense for
your brand to develop an app. Nagendra Singh of Blue Hive Asia describes
how to develop a comprehensive mobile strategy that may—or may not—
include an app.
Nagendra Singh
Never before in the history of advertising was there a time when people willingly
carried an advertising-enabled device almost everywhere. It’s the first thing they
check in the morning and the last when they go to bed, and the usage continues
throughout the day. This device knows more about them than they do about
themselves. It tracks their movement, things they like, what they are going to do in
future, and therefore in a position to predict what information they might need at a
specific period in time.
Is there an app that tells you when your brand should build an app... https://www.campaignasia.com/article/is-there-an-app-that-tells-...
1 of 11 2020/4/19, 5:50 PM
2. This should be enough to make the marketers jump with joy, for they finally have a
medium unparalleled in reach and impact. But very few seem to know how to make
best use of this device to the advantage of their brands.
Of course, it has to do with how people use their smartphones: Flurry estimates 86
percent of the total time spent is on apps, whereas only 14 percent is on browser. Out
of the total time spent on apps, 36 percent of is on gaming and entertainment, 32
percent on social media, and the remaining 18 percent goes to news, productivity,
utilities and other apps. Unless your branded app serves any of these purposes, and
does it better than users’ existing favourites, it is unlikely to get a share of their
attention, even if it gets downloaded. Considering 90 percent of the branded apps
have fewer than 10,000 downloads, the chances of success are slim.
This hasn’t deterred the marketers from building apps for their brands. As per
Salesforce, mobile apps were supposed to be one of the top three focus areas in 2015,
with 34 percent of marketers planning to launch at least one app. By the end of 2017,
market demand for mobile app development services will grow at least five times
faster than the capacity to deliver them, according to Gartner.
Technical aspects aside, some of the prominent reasons why branded apps don’t
deliver the desired impact are:
Lack of purpose
Users will only download an app if it provides considerable value in exchange for their
personal data and time. It must solve a problem, entertain them, or connect them to
their friends—and do it better than other available apps. Considering there are over
1.6 million apps on Google Play and 1.5 million on the Apple App Store (statista.com),
it is highly unlikely the brands will be able to come up with something of universal
value that doesn’t exist already.
Nevertheless, the quest for greater adoption makes brand move forward without
giving enough thought to their brand purpose, which defines their 'justified territory'.
They therefore go on to solve someone else’s problem, such as a power-saving app
from an automobile brand. More ambitious ones get bedazzled by the Facebooks and
Zyngas of the world, and undertake a hugely resource-intensive task like developing a
game or building a social network, completely forgetting even the internet giants
awash with money and talent have had limited success in this space. Remember that
Google has tried and failed to build a social network, not once, but thrice.
Short-term focus
Most marketers think of apps as marketing campaigns. This myopic view results in
apps making no progress on organic discoverability, and to overcome an already high
barrier of millions of apps, huge sums are spent to get downloads. Since the content is
usually not compelling enough, gratifications drive the engagement, and as soon as
Is there an app that tells you when your brand should build an app... https://www.campaignasia.com/article/is-there-an-app-that-tells-...
2 of 11 2020/4/19, 5:50 PM
3. things start to look good, the campaign ends and the app is abandoned—along with
the opportunity for sustained long-term engagement with the user. Successful apps
are adaptable to change. They require sustained investments to fix issues, introduce
new features, and continuously improve the user experience.
Lack of an engagement plan
App usage is bound to decline if it doesn’t incorporate well-thought-out content
interventions shared at the right time. These content interventions play to the
strength of the mobile and take advantage of spontaneous, geo-sensitive usage for
short period of time. Even apps belonging to popular categories like shopping have to
reach out to users through a mix of notifications, reminders and refreshed content to
remind them about their presence on the device. Statistics suggest that 95 percent of
apps are abandoned within a month. Loopholes in strategy notwithstanding, it is often
the execution that fails to engage users at an opportune time or win the dormant/lost
ones back.
A Forrester report nicely sums the situation and offers some way forward as well:
“Customers aren’t finding our apps to be compelling or convenient enough to
outweigh the inhibitors of discovering, downloading, installing, and customising
them. Consumers are, however, spending an increasing number of minutes each
month on mobile phones in apps that offer compelling utility or entertainment.
That doesn't mean you don't need an app. It means you must develop a mobile
strategy that goes beyond owning mobile moments to borrow, rent, and use them
from a broader ecosystem of partners.
”A comprehensive mobile strategy
A comprehensive mobile strategy largely consists of identifying and managing mobile
moments—instances in which a person uses their mobile to get specific information.
Customers typically have 150 mobile moments every day (KPCB, 2013 Internet
Report) over a total usage time of 177 minutes. Most of them may not be useful to a
brand as they pertain to personal activities like checking messages or posting updates.
In these moments, users are not necessarily looking to engage with brands. But there
are some moments where brands could play a role, especially when users are looking
for information. The key to success lies in taking a proactive approach to map out such
mobile moments first, understand the intent and the context behind them and build a
list of permutations and combinations of responses to be fed into an intelligent multi-
device system which is able to respond quickly across the purchase funnel in both pre-
purchase and ownership stages.
Pre-purchase stage
Is there an app that tells you when your brand should build an app... https://www.campaignasia.com/article/is-there-an-app-that-tells-...
3 of 11 2020/4/19, 5:50 PM
4. The pre-purchase stage is divided into two sub-stages: before the ‘need trigger’ and
after it. The need trigger could be induced by an event, or it could be a drawn-out,
multi-step, seemingly dormant process in which the customer leaves a lot of abstract
signals. These signals are complex and could change as per the product category,
individual preferences and the loss in offline-online transition. With the internet of
things (IoT) gradually becoming a reality, we should be able to sharpen the signals to
extract meaningful insights. Until that time, marketers will have to rely on data shared
by sensors on smartphone and other connected devices to make our responses more
targeted and relevant, such as businesses that have been using GPS location to push
localised offers.
The need trigger could come from offline or online sources, or a combination of both,
as simultaneous consumption of media is becoming more of a norm (Millward Brown
AdReaction, 2014). As a result of the trigger, the user is likely to engage in an
information/solution search through available channels. This initiation of search is
called the ‘Zero Moment of Truth’ (ZMOT).
At this stage, if customer awareness about a brand is low, most of the mobile moments
will be category- or competition-based searches. On the other hand, if category/brand
awareness is significant, the user is likely to search for brand terms or visit a brand or
ecommerce website. Depending on the stage of the user in the purchase cycle, the
intent could range from pure research to immediate transaction. Therefore, we should
prepare for a variety of response to deliver the best possible response to user’s query.
Is there an app that tells you when your brand should build an app... https://www.campaignasia.com/article/is-there-an-app-that-tells-...
4 of 11 2020/4/19, 5:50 PM
5. At this stage, building an app doesn’t make sense unless there’s a superb engagement
idea. A search-optimised mobile site should be able to cover all the bases, especially
the informational search queries related to the product. Therefore, the investment
should be channelled to improve the visibility (both paid and organic) of the website in
search engines through context-specific content.
Ownership stage
A customer’s positive experience with a brand gives the company more attention and
therefore a greater opportunity to drive engagement, especially in case of a high-
involvement purchase. Most marketers get greedy at this stage, and start building an
app, which looks good on their CVs but doesn’t deliver any significant business or user
value. There’s nothing wrong with the intent of getting more out of the relationship,
provided a sanity check is done against the three key reasons for failure mentioned
above.
Mobile moments in the ownership stage will be related to the customer trying to
understand more about the product, and seeking more proof points to justify his/her
Is there an app that tells you when your brand should build an app... https://www.campaignasia.com/article/is-there-an-app-that-tells-...
5 of 11 2020/4/19, 5:50 PM
6. purpose. They could also be related to potential issues or service. A brand’s role here
is to provide content that bridges any potential gap in customers' understanding and
lets them take the full advantage of the product features while building pride in the
ownership. ‘How to’ videos and interactive illustrations can be particularly helpful in
bridging the knowledge gap, whereas infographics and larger-than-life videos provide
customers with tools to flaunt among their social circles.
Again, most of the information needs can be fulfilled through a mobile-friendly brand
website or social-media platforms like YouTube and Facebook. The need for a native
app does not arise except in cases where the customer expects frequent interaction
with the brand, such as the financial category. However, discoverability of the content
could be a potential issue, especially when organic ranking takes time, and even then
may not get to the desired levels. In such situations there could be a case for
integrating such content into an app, which gets frequently refreshed and reaches out
to the customer as per the engagement plan.
Brands can also forge partnerships with existing popular platforms like WeChat to
‘borrow and rent’ mobile moments. This will not only save development effort for
multiple OSes, but also minimise user interaction and acquisition costs. Considering
platforms like WeChat are becoming ‘all-in-one’ destinations for all mobile moments,
it is prudent to take advantage of the existing organic traffic and build ‘lightweight
apps’ that sit within the platform, yet don’t require a separate download or login (a
major adoption barrier).
At present there are over 10 million ‘official accounts’ on WeChat, including
celebrities, banks, media outlets, fashion brands, hospitals, drug stores, car
manufacturers, Internet startups, personal blogs. Seeing the success of this model, the
world’s biggest instant-messenger WhatsApp may also follow suit and start offering
similar services to businesses. Why is it critical? Because it’s unlikely that your
customers who own a smartphone don’t have at least one of these apps installed.
Brands have been using social platforms like Facebook, which imitate the functions of
a website from awareness to conversions, and have invested huge sums to build these
communities. We also need to start considering assistants like Siri, Google Now and
Cortana in our digital engagement plans. Google Now was recently opened for brands,
and some proactive brands (like Shaadi.com matchmaking services in India) have
already got on the bandwagon. The only drawback this approach of ‘borrowing and
renting’ moments has is the lack of brand control in terms of design and data. The
platform provider will continue to define the rules of the engagement—something we
can live with in immediate term.
Beyond mobile moments
Engagement opportunities can also come from studying users' interaction with a
product, the context around it, and how such interactions can be simplified, enhanced
or made interesting using a mobile phone. I call them product moments. And to my
Is there an app that tells you when your brand should build an app... https://www.campaignasia.com/article/is-there-an-app-that-tells-...
6 of 11 2020/4/19, 5:50 PM
7. mind, they offer a more comprehensive, innovative and long-term solution to
sustained engagement. When we have such product moments mapped out in detail
and there’s a genuine value on offer to the user, building an app is recommended, as
such deep integration can only be achieved with a native platform.
Let’s consider a real-world case of a customer who’s just bought a car and spends a
significant part of his time in daily commute. After the initial curiosity around the
product subsides, he will initiate very few mobile moments related to the car, except
maybe, scheduling a service, keeping a track of service offers or finding the nearest
service centre. The customer will not go beyond these basic requirements, primarily
because they are the most important and frequent ones, and also because he doesn’t
know what else could be achieved with the mobile phone.
Here’s an example of how we can discover the product moments by studying his
typical weekday:
Obviously, achieving some of this would require product and process modifications.
Such opportunities may also vary as per the product/service categories. A cost-benefit
analysis should be done after exploring the product moments to assess whether
including any/all of these functions in an app makes sense.
Summary
'To build or not to build' an app is not the question. The real question is: what are the
specific brand challenges you’re trying to tackle, and how is a mobile app going to
achieve that for you—in ways better than other platforms. A comprehensive mobile
strategy based on mobile moments will definitely achieve greater impact than building
a standalone app. Having a permanent base in the most personal device of your
existing or potential customer is a grand vision worth chasing. However, it ultimately
Is there an app that tells you when your brand should build an app... https://www.campaignasia.com/article/is-there-an-app-that-tells-...
7 of 11 2020/4/19, 5:50 PM
8. Yes No
comes down to what value you’re adding to the customer's life.
Nagendra Singh is regional digital planner at Blue Hive Asia Pacific.
Source: Campaign Asia-Pacific
Tags
APP | DEVELOPMENT
Was this article helpful?
RELATED ARTICLES
Is there an app that tells you when your brand should build an app... https://www.campaignasia.com/article/is-there-an-app-that-tells-...
8 of 11 2020/4/19, 5:50 PM
9. ADVERTISING |
Mar 9, 2020
AnalogFolk encourages women to 'big up' language ...
DIGITAL |
Nov 26, 2019
Facebook launches paid research app after controvers...
ADVERTISING |
Aug 2, 2019
Google releases new ad tools for apps
NEWS |
Aug 2, 2019
Popular China social ecommerce app Xiaohongshu ...
Is there an app that tells you when your brand should build an app... https://www.campaignasia.com/article/is-there-an-app-that-tells-...
9 of 11 2020/4/19, 5:50 PM
10. JUST PUBLISHED
Is there an app that tells you when your brand should build an app... https://www.campaignasia.com/article/is-there-an-app-that-tells-...
10 of 11 2020/4/19, 5:50 PM
11. OPINIONS |
2 days ago
WFH diary: Cats, cooking and awkward team mukbang
ADVERTISING |
2 days ago
Google to waive ad serving fees and provide aid to ...
ADVERTISING |
2 days ago
Brand lessons from China: Digital responses to the ...
NEWS |
2 days ago
Here's how three auto brands are staying relevant ...
Is there an app that tells you when your brand should build an app... https://www.campaignasia.com/article/is-there-an-app-that-tells-...
11 of 11 2020/4/19, 5:50 PM