Mobile Apps
The Route to Next Gen Mobile Consumer Engagement

Mobile Apps – The Route to Next Gen Consumer Engagement

1
Introduction
1

Introduction

2

Brand Alignment

3

App Engagement Uncovered

4

Case Studies and Examples

5

Push Techn...
Introduction
According to ABI Research the mobile app industry
is worth $27 billion, which proves that the market
has reac...
Brand Alignment
A business’ app is the personification of their brand;
it represents them in the mobile space, just as a

...
App Engagement
Uncovered
Amazingly, apps are reducing the use of even

• Show-rooming has become an almost staple part

mo...
App Engagement
Uncovered
Businesses are often only creating what could be

Another noteworthy fact is that of the 29 apps
...
Case Studies &
Examples
Having discussed the importance and relevance of a

Although the app is currently iOS only and req...
Case Studies &
Examples
One of the highlights of this app is the ability to

Other features include photo, allowing users ...
Push Technology
Push notification systems on mobile operating

Small means a limit of 256 bytes which equates to

systems ...
Push Technology
Further to this, push notifications are not usually
stored in an inbox, once clicked or dismissed they
are...
The Next Generation
It has become clear during this whitepaper that

Furthermore, simply delivering that content without

...
The Next Generation

purpose. It seems that in general consumers are

Businesses need to be able to tie all mobile (as wel...
Conclusion
This whitepaper has uncovered that the app

Simply delivering a nice looking app is no longer

industry is enor...
Conclusion
Creating solutions that save people time and energy

More important however, is the fact that even those

and m...
About Donky
There is a clearly demonstrated missing link within
the mobile industry, where brands simply aren’t
willing or...
About Donky
Rich Messages

Social Chat

The next generation of push messaging; create

Enable app users to communicate wit...
donky
Mobile Apps – The Route to Next Gen Consumer Engagement

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Mobile Apps - Route To Next Gen Mobile Consumer Engagement

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App downloads are predicted to hit 268bn per year by 2018, and smartphone users are now far more likely to use an app than mobile browsers; proving that apps are vital to any successful marketing channel.

Mobile agency Donky has put together this 17 page eBook that gives a few pointers on what you need to consider when developing an app fro your brand and how you can best serve your customers expectations and requirements. Plus learn how Audi & Starbucks implement their own App.

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Mobile Apps - Route To Next Gen Mobile Consumer Engagement

  1. 1. Mobile Apps The Route to Next Gen Mobile Consumer Engagement Mobile Apps – The Route to Next Gen Consumer Engagement 1
  2. 2. Introduction 1 Introduction 2 Brand Alignment 3 App Engagement Uncovered 4 Case Studies and Examples 5 Push Technology 6 The Next Generation 7 Conclusion 8 About Donky Mobile Apps – The Route to Next Gen Consumer Engagement 2
  3. 3. Introduction According to ABI Research the mobile app industry is worth $27 billion, which proves that the market has reached a level of maturity that demonstrates that not having an app makes a business one of the minority not the majority. Many businesses are now rushing to create an app to remain in the race, not willing to be the last over the finish line. Executive teams across the globe are pushing their teams to develop apps as fast as possible, often without a clear mobile strategy or plan in place. Unfortunately, this kind of behaviour can easily cause more harm than good with research by Harris Interactive showing that 90% of users had their experience of a brand tarnished by a poorly performing app; 75% described annoyance and 69% frustration. Typically these feelings are driven by Apps are becoming more and more of a requirement in consumers’ day to day lives, whether it’s checking sports results, playing games, looking at the weather or socialising; they are becoming reliant on the ever present technology contained in the device in their pockets. slow or difficult to navigate apps, where customers aren’t getting the information they want or expect If an app is not capable of meeting this expectation, at an acceptable speed. it is likely to fall behind in the eyes of the user, and if they visit the app again, it will be to uninstall it. In a world where broadband, Wi-Fi and even 3G or 4G speeds are consistent and often lightning fast, Users’ expectations of business’ online and mobile the user is expecting every interaction they have presences have been very high for a while now, and with their device to occur at the same speed and are forever on the up, alongside the expansion and with the same quality. development of technology. Brands need to focus on how to identify and meet those expectations across all their marketing channels. Mobile Apps – The Route to Next Gen Consumer Engagement 3
  4. 4. Brand Alignment A business’ app is the personification of their brand; it represents them in the mobile space, just as a • Surprise fans with birthday or special offers; go over and above what is expected shop or office does on the high street. Everything from the interior décor down to the packaging or • Staff training and product knowledge is incredibly bag the customer leaves with reminds people of the important to customer experience, when brand and so increases not only brand awareness customers visit, they need to trust the brand but positive feelings among their consumer base implicitly and target market. This sort of experience is key to creating a strong When building an app, a brand should be delivering fan base among the customers of the brand. this same level of care and attention to the user as Businesses everywhere are aware that fans are our they would an in-store customer. They must think most loyal supporters and are capable of doing far about how they would usually engage their more to market a brand than any advertising customer base and increase loyalty, for example; campaign could even hope for. By encouraging sharing and discussion between • Create a personal touch by starting direct conversations with customers consumers it is possible to introduce a great way to construct a fan base which will grow the business and its sales organically. • Build trust by rectifying mistakes in a timely manner and taking clearly communicated steps to prevent them occurring again • Ask their opinion, regular customer surveys can provide valuable feedback and suggestions as well as making consumers feel more engaged and needed Mobile Apps – The Route to Next Gen Consumer Engagement 4
  5. 5. App Engagement Uncovered Amazingly, apps are reducing the use of even • Show-rooming has become an almost staple part mobile browsers. A recent Nielsen study showed of our shopping experience; users are finding the that 87% of U.S. consumers spent the majority of best products and prices online or in app whilst their time on a mobile app rather than a mobile on the move. browser – up from 81% last year and 73% two years ago. So as more and more consumers want to According to a new study from Localytics, 26% of all spend time on their smartphones in-app, what are apps downloaded are opened just once, and then brands doing to deliver a rich and engaging app for never used again. To ensure an app doesn’t fall into them to use? that group, it’s imperative that it services a defined user need. It seems not enough, as many are consistently failing to recognise user behaviours and tailor their In the last 12 months 51.64% of top app downloads offering to match. have been gaming apps followed at some distance by productivity apps at 16.25%. Branded apps The following app behaviours can be observed in hardly features here at all, exposing their weakness everyday life, in ourselves, friends, family or even in not first understanding a user need before strangers, but how often do marketers pay attention developing their app. to what is happening around them? • Social apps allow us to stay up to date, not miss the latest news, photo or story to share with friends or family; interesting to note that 60% of twitter users access it through their mobile. • Gaming apps are addictive, creating a desperate need within us to complete the next level or compete with a friend; for example Angry Birds now has nearly 2 billion downloads. Mobile Apps – The Route to Next Gen Consumer Engagement 5
  6. 6. App Engagement Uncovered Businesses are often only creating what could be Another noteworthy fact is that of the 29 apps termed “outbound only” apps where users are installed on the average device, 10 are used each unable to engage with each other or the brand. The month and 8 are paid apps; showing that given the need for 2-way communications in every platform right set of tools or engaging content, users are has become patently obvious over the past decade, happy to pay. For example, the latest craze of Candy so why aren’t brands delivering this to their app Crush Saga by King.com has users spending vast users? quantities of money on a seemingly pointless game, just to beat the next level. Further demonstrating Interestingly, the variation between devices in terms the proposed analysis that users are addicted to of types of app used is huge: their phones, and all brands need to do is present them with something useful enough to latch onto. Mobile Apps – The Route to Next Gen Consumer Engagement 6
  7. 7. Case Studies & Examples Having discussed the importance and relevance of a Although the app is currently iOS only and requires mobile app for businesses, and how consumer the user to be connected to the internet to access it, engagement with apps is really reflected in most of it shows a distinct growth spurt in terms of their “outbound only” methodologies that don’t producing an application on the basis of fulfilling a reflect behaviours. It is important to note here, that user requirement as opposed to ticking the there are examples of businesses pushing the proverbial box. boundaries with their apps and creating new, interactive and engaging app experiences to help This interactive manual is a fantastic tool to allow develop their brand personality in the eyes of the users to lose their battered hard copies in favour of consumer. an entirely mobile alternative. However, the addition of a forum style connection with Audi might allow Below are just some of the examples that can be users to ask questions and request information from observed, of companies taking the next stage in Audi; increase the 2-way interactions within the app. terms of app development. Audi Augmented Reality Smart Starbucks The coffee chain has combined several key mobile The car manufacturer in partnership with Metaio has marketing features into its app. It all began with the created an interactive manual for their A1 and A3 store locator, which is still a large component of the products, allowing users to browse the features and program. functions of the cars as well as details of over 300 smartphone as a loyalty card, making it easier to different car parts. All the data for the app is pulled manage balances and reload money. In some stores, from the cloud, allowing it to be accessed at all the mobile device can actually be used to pay for times by the user. purchases. Mobile Apps – The Route to Next Gen Consumer Engagement The Starbucks app also uses the 7
  8. 8. Case Studies & Examples One of the highlights of this app is the ability to Other features include photo, allowing users to take create personalised drinks. It adds a game-like pictures with the phone, and then upload them to element that encourages shoppers to be creative their Walgreens photo album and pick up the prints and explore the full line of Starbucks products. For within the hour, along with more prosaic features, the health-minded, the app also includes nutritional like a store finder and coupon information. information about its food and beverages. It’s a good example of how brands can make details A great addition to such a 2-way and engaging app about their merchandise accessible in a fun, new would be a chat function, allowing users to way. communicate with the pharmacy to ask questions in a controlled, secure environment – or arrange By creating an element of gamification in their app, appointments. Walgreens could also consider using Starbucks has instantly enabled an additional rich advertising to promote offers for photography stream for users to further engage, they could or coupons. extend this by creating a user to user communication environment to allow consumers to share their newly created drinks with one another. Also the use of in-app rich advertising could promote seasonal drinks or offer coupons for frequent users. Walgreens Pharmacy Flurry chose the drug store chain's app for its "Refill by Scan" feature, which lets customers order prescription refills by scanning the barcode directly off the pill bottle. Users can also receive push notification reminders when prescriptions are ready to be refilled. Mobile Apps – The Route to Next Gen Consumer Engagement 8
  9. 9. Push Technology Push notification systems on mobile operating Small means a limit of 256 bytes which equates to systems act as a method of notifying the handset an 128 characters, and although sending a message installed application has data waiting for it from an this small is perfectly acceptable, in the case of SMS external system. It is referred to as push as the client for example; often businesses might have more establishes a connection into the push notification information to share with their users. servers and only has data pushed down to it when a notification is pending, therefore avoiding costly polling. In general data is pushed from external system to the mobile operating systems push servers and then down to the handset when available. For mobile marketers this means a way to push out updates, offers, promotions or news to their app. Not a new technology the service is available for all major smartphone operating systems and is completely optional for the end user. It’s reasonably simple to opt-in/out of any push notification from within the app settings. This means that it provides a great way to safely, and consensually communicate with an engaged mobile audience with outbound content. However, push is not without its limitations, it allows for a very short (small) message to be transmitted containing only plain text. Mobile Apps – The Route to Next Gen Consumer Engagement 9
  10. 10. Push Technology Further to this, push notifications are not usually stored in an inbox, once clicked or dismissed they are gone and the user cannot retrieve them if required. Providing this sort of feature within an app can dramatically increase engagement and re-visits; imagine if the service could offer 2-way communications. By triggering push notifications based on interests, location or time-zone (the simplest of targeting tools) a business can reach its customers with messages that are relevant and timely. When the user clicks on the notification they are brought to the app, where hopefully their attention will be held. There is no facility for driving consumers to a specific area of the app; they are just dropped on Push is also an outbound only solution allowing an app to transmit to the mobile but not allowing the user to respond. Another and usually unnoticed aspect of push technology is that it completely lacks any reporting. How are modern marketers managing without their usual in depth analytics and information? From the homepage as if they had launched it manually. Although push is a very interesting tool for increasing engagement and driving app usage it is reasonably limited in terms of how much it actually has to offer marketers and as a result, businesses should be looking for more alternative technologies to enthuse their customers. every campaign deployed there should be a simple expectation of reporting around how engaged our audience is, and how connected they are with our brand or offer. Mobile Apps – The Route to Next Gen Consumer Engagement 10
  11. 11. The Next Generation It has become clear during this whitepaper that Furthermore, simply delivering that content without apps are becoming more and more relevant in the a specific targeted approach, personal to the user wake of the smartphone revolution. Consumers will not create the same experience that the user don’t just like apps; they need them. They’re would receive if they were to visit a brand in person. entertainment, a news source and education. As Companies branching out into mobile now must people get busier, apps help them stay on top of find a way to bring the targeted nature of other things and keep them connected in a world that direct marketing techniques (email, SMS) to their moves as fast as they can tweet it. apps. Mobile app technology of the upcoming few years It’s interesting to note at this stage that research by must be capable of increased user interaction and SAP shows that men and women have different 2-way engagement instead of a one way delivery of expectations when it comes to apps. Women want content. simplicity and look for an easy-to-use interface that takes them to the end result as painlessly as possible. Men, on the other hand, are interested in functionality and whether an app properly serves its Mobile Apps – The Route to Next Gen Consumer Engagement 11
  12. 12. The Next Generation purpose. It seems that in general consumers are Businesses need to be able to tie all mobile (as well looking for an app that makes them more as other channel) communications together to productive, so there would be limited value (if any at create an omni-channel connection with their users. all) in producing an app that does nothing for the Once technology allows everyone to clearly tie the user. user of an app to a view on the desktop site or to a purchase in store, brands will be able to As well as helping businesses deliver and receive communicate effectively to their customers with one content from the user, mobile technology of the united voice. Avoiding a situation with some brands future must be capable of linking back all that at the moment, where customer experiences can be activity to a central CRM or marketing database, muddled by old data or duplication of contacts. from which all consumer analytics are calculated. Mobile Apps – The Route to Next Gen Consumer Engagement 12
  13. 13. Conclusion This whitepaper has uncovered that the app Simply delivering a nice looking app is no longer industry is enormous; its value is constantly being enough; businesses must meet these expectations contested between the two biggest players, Apple and in fact exceed them to please the user. and Android. iOS continues to lead the market and generates over two-thirds of the revenues for Customer service is hugely important to the success smartphone and tablet. This seems to expose that of any business in any sector, and it is the most although Android apps outnumber Apple apps, iOS appreciated users are much happier to part with money to enjoy consumers want to be treated well and are willing to their apps. pay for it. Two thirds of consumers say that a of all aspects of the business; positive customer experience caused them to spend Smart marketers need to drive their efforts towards more and eight out of ten would pay up to 25% those iOS users and meet their needs in order to more for a superior service (thedrum.com 2013). drive revenue and m-commerce through their apps. The current rush to develop an app to complete a Although these statistics reference the in-store retail task is not an effective way to deliver ground- space, it is not a huge stretch to assume that those breaking and engaging technology to the user, it is people would also be happy to part with more simply not going to meet their expectations and as money to improve the experience they get in app. has already been mentioned, do more harm than good. Current simple push technology is not enough to excite users; it isn’t going to help businesses build Users are expecting the same level of care and interactions like they would in email or in-store attention they would receive in store, they want campaigns and that’s what needs to be achieved. instant access and smooth, intuitive design and navigation. Apps need to work as well as the best There are many companies out there already desktop sites, if not better; as they are smaller, more working on creating apps that deliver the kind of compact interactivity the user is expecting, as covered earlier technology. and using a more sophisticated in this paper. Mobile Apps – The Route to Next Gen Consumer Engagement 13
  14. 14. Conclusion Creating solutions that save people time and energy More important however, is the fact that even those and make interacting with the brand not only useful, who are currently excelling, can be improved upon; but fun! there is always more to offer and brands that lead the way must always be looking for the next-gen Gamification like in the Starbucks app is a fantastic technology to deliver rich, exciting, engaging and way to engage users and keep a brand in the targeted content to their users, through their app. forefront of their minds; and more than that make them fans. Mobile Apps – The Route to Next Gen Consumer Engagement 14
  15. 15. About Donky There is a clearly demonstrated missing link within the mobile industry, where brands simply aren’t willing or able to tie their in-app experience to that of in-store. Donky is a new technology developed for in-app engagement to help businesses increase consumer engagement and interaction through their apps, and as a result customer loyalty. It also offers some particularly unique solutions to increase app lifespan and make an app one of the 10 that are downloaded and used every month (if not more). Simple Push Donky takes push a step further by using push notifications as a simple way to notify the user and 2-way Push Donky begins to demonstrate its power when this service is used. The “duplex push network” as Donky calls it, allows 2-way conversations to take place between the user and the business, using push channels as a wake up services as opposed to the delivery system. This feature is actually based on an OTT network. Top Features • Create conversations with users • Enable an inbox for users to send and receive from • Attach images to messages bring them back to the app where they can share, engage and communicate to their hearts content. By utilising Donky messaging, brands can create an in-app environment to build engagement, loyalty and trust with their users and ensure they continue to use that app over anyone else’s. Top Features • Wake up the phone with a notification that must be read • Drive traffic back to an app to increase engagement • Deploy to iOS and Android phones Mobile Apps – The Route to Next Gen Consumer Engagement 15
  16. 16. About Donky Rich Messages Social Chat The next generation of push messaging; create Enable app users to communicate with their personal, rich and engaging content to deliver to contacts over a dedicated OTT network through the customers. No need to involve a technical team; app. Drive increased engagement within the app simply use Donky’s Campaign Builder to create and encourage longer stays in-app by creating an HTML app pages containing media such as images, in-app eco-system where users can chat, share videos and coupons. content and socialise. Top Features Top Features • Send rich content out to app users and use • P2P in-app OTT network to allow users to replies to engage them • Create advertising or offers with HTML and images • Drop the prefabricated inbox straight in with minimal development time communicate with one another from within the app • User tracking and management to prevent fraud and trolling • Allow user to share and converse without ever leaving the app Mobile Apps – The Route to Next Gen Consumer Engagement 16
  17. 17. donky Mobile Apps – The Route to Next Gen Consumer Engagement 17

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