Mobile App as a Marketing Communication Tool
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How to use mobile apps to integrate into your marketing communication strategy. Do you need an IT guy or a creative strategist? Tips and tricks, case studies... Keynote was held by Andras Perenyi, Kürt Academy, Budapest, Hungary, December, 2013.
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Mobile App as a Marketing Communication Tool
- 1. MOBILE APP AS A MARKETING COMMUNICATION TOOL
- 3. ALTERNATIVES ? ? ? VIRAL MARKETING GERILLA MARKETING ONLINE VIDEOS CONTENTS MUST BE FUN CONTENT MUST BE PERSONALIZED! © 2013 - ANDRAS PERENYI
- 4. SMARTPHONE AS A MARKETING COMMUNICATION TOOL The media platform is in the pocket of the consumers © 2013 - ANDRAS PERENYI
- 5. SMARTPHONE AS A MARKETING COMMUNICATION TOOL The media platform is in the pocket of the consumers WE CHECK OUR PHONE MORE THAN 200 TIMES A DAY MORE THAN 6 MILLION MOBILE USERS ON EARTH MARE THAN 1 MILLION DOWNLOADABLE APPS IN THE STORES © 2013 - ANDRAS PERENYI THE AMOUNT OF BUDGET THAT 25% OF THE COMPANIES DOWNLOADED ALLOCATE FOR APPS ARE OPENED MOBILE MARKETING ONLY ONCE DOUBLES EVERY YEAR
- 6. SMARTPHONE AS A MARKETING COMMUNICATION TOOL The media platform is in the pocket of the consumers NAPONTA 200 ALKALOMMAL NÉZÜNK A TELEFONUNKRA 25% A LETÖLTÖTT TÖBB, MINT APPLIKÁCIÓKNAK 1 MILLIÓ CSAK EGYSZER LETÖLTHETŐ KERÜL MOBIL APPLIKÁCIÓ THE APP STORES ELINDÍTÁSRA GROWING NOISE 6 MILLIÁRD MOBILTELEFON FELHASZNÁLÓ VILÁGSZERTE IN © 2013 - ANDRAS PERENYI A MOBIL MARKETINGRE SZÁNT BUDGET ÉVENTE DUPLÁZÓDIK
- 7. SMARTPHONE AS A MARKETING COMMUNICATION TOOL The media platform is in the pocket of the consumers “A good app is useful, informative, fun.” 25% A LETÖLTÖTT NAPONTA 200 ALKALOMMAL NÉZÜNK A TELEFONUNKRA 6 MILLIÁRD MOBILTELEFON FELHASZNÁLÓ VILÁGSZERTE TÖBB, MINT 1 MILLIÓ LETÖLTHETŐ MOBIL APPLIKÁCIÓ APPLIKÁCIÓKNAK CSAK EGYSZER KERÜL ELINDÍTÁSRA NÖVEKVŐ ZAJ 1 NEEDED TO MAKE SENSE 2 MUST BE COMMUNICATED © 2013 - ANDRAS PERENYI 3 MUST BE UPDATED A MOBIL MARKETINGRE SZÁNT BUDGET ÉVENTE DUPLÁZÓDIK
- 8. GOALS TO ACHIEVE GET CLIENTS GROW SALES INCREASE BRAND AWARENESS © 2013 - ANDRAS PERENYI
- 9. MESSAGES
- 10. MESSAGES BASED ON WHERE ARE THE USERS AND WHAT DO THEY DO? PUSH NOTIFICATIONS Outside the applications Lead back users to the app (HappyHour, Groupon) LOCATION BASED IN-APP MESSAGES Inside the application, when you use it Targets loyal users (App Store Rating, Facebook Like) TIME BASED © 2013 - ANDRAS PERENYI
- 11. CASE STUDIES
- 12. IN-APP QUESTIONNAIRE © 2013 - ANDRAS PERENYI
- 13. UPDATE NOTIFICATION © 2013 - ANDRAS PERENYI
- 14. MISS YOU - NEW FUNCTION © 2013 - ANDRAS PERENYI
- 15. SPECIAL OFFER © 2013 - ANDRAS PERENYI
- 16. EARN REWARDS © 2013 - ANDRAS PERENYI
- 17. THE PROCESS CREATE AN ACTION PLAN
- 18. PLAN! CREATE AN ACTION PLAN What do you want to achieve? What are the goals? Who is the target? What kind of people you want to reach? What do you want the users to do? Why will they do that? How you will know that your strategy works? © 2013 - ANDRAS PERENYI
- 19. INTEGRATE YOUR APP MUST BE A PART OF YOUR MARKETING STRATEGY An app doesn’t download itself You need to communicate everywhere Communicate clear benefits Use social media © 2013 - ANDRAS PERENYI
- 20. COLLECT DATA Connect AND SEND RELEVANT, PERSONALIZED CONTENT... AND ANALYZE HOW YOU USERS ACT AND USE YOUR APP! © 2013 - ANDRAS PERENYI
- 21. TYPICAL MISTAKES YOU MUST WATCH OUT 1 2 YOUR APP LOST IN THE FOREST NO RETURN ON YOUR INVESTMENT 3 4 YOUR APP WILL GET FORGOTTEN NOT PROPER CHOOSE OF PLATFORM © 2013 - ANDRAS PERENYI
- 22. THE TOP 6 DO NOT ... use irrelevant content ... be pushy ... forget the updates (app and content) ... use boring design ... plan complicated UX ... forget test and pivot! © 2013 - ANDRAS PERENYI
- 23. CASE STUDIES MORE COMPLICATED MARKETING CAMPAIGNS USING MOBILE APPS
- 24. TESCO - KOREA QR Scanning Connecting real and digital world PRACTICAL / INNOVATIVE / HANDY WEBAPP + DIGITAL PRINT http:/ /youtu.be/nJVoYsBym88 © 2013 - ANDRAS PERENYI
- 25. IKEA Augmented Reality Connecting real and digital world INTERESTING / INNOVATIVE / CREATIVE 3D MODELING + AR + NATIVE APPS http:/ /youtu.be/dwt-mgxq_ao © 2013 - ANDRAS PERENYI
- 26. TAKE AWAY
- 27. TAKE AWAY 1 2 3 4 5 BE CREATIVE COLLECT DATA COMMUNICATE MEASURE PIVOT Traditional Marketing vs. Marketing w Apps © 2013 - ANDRAS PERENYI
- 28. CONTACT ANDRAS PERENYI CALL +36 30 637 1628 WRITE ANDRAS@PERENYI.ME FOLLOW WWW.WANTMYGUIDE.COM LINKEDIN LINKEDIN.COM/IN/APERENYI CEO iLandGuide Worldwide Inc. THANKS FOR YOUR ATTENTION © 2013 - ANDRAS PERENYI