This is a presentation I gave at eTail Asia 2013 in Singapore that highlights the opportunities for brands to leverage on mobile devices and apps to drive sales and branding. There are interesting statistics that show how consumer behavior has shifted with mobile devices and insights from a survey I did on what makes a great mobile app. It also details three key rules when it comes to making mobile apps and some brand examples of great apps.
How Mobile Apps Can Be Used For Sales And Branding
A QUICK POLLA SHOW OF HANDS, HOW MANY OF YOU…
WOKE UP THIS MORNING TO THE ALARMON PHONE? “I hate my new phone. It keeps waking me up in the morning” *54% of smartphone users use their phones in place of an alarm Key Implication: Mobile phones are the first and (probably) the last thing you interact with daily
CHECKED THEIR PHONES IMMEDIATELYAFTER WAKING UP? *53% of people reach for their mobiles the first thing in the morning Key Implication: Mobile is now the first screen of choice. In fact, 50% of people in Asia access the web primarily or exclusively via their mobile phones
HAS SCANNED A QR CODE BEFORE? Rise in the use of QR codes in Singapore over the last 2 years Key Implication: Consumers are becoming more sophisticated in their use of mobile technology
SEARCHED FOR SOMETHING USING YOURMOBILE WHILE IN-STORE? *Over 60% of smartphone owners used their mobile phones to make local searches. And 70% of them make a decision in the same day (as compared to 30% on a PC) Key Implications: The right message at the right place and time can trigger consumer action
OWNS A TABLET? *31% of Singaporeans own a tablet. Globally, more web traffic from mobile devices are coming from tablets than from mobile phones (Adobe Study) Key Implication:. Brands need to ensure that digital/mobile experiences are designed and optimized for multiple devices
TAKEN A PICTURE OF YOUR FOOD,UPLOADED IT ONLINE BEFORE START YOUEATING? Some people spend more time documenting their lives than living it All these highlight a shift in how we behave with our mobile devices. This presents a great opportunity for brands as consumers are engaging with their mobile devices in a way that would allow us to better connect with them.
SMARTPHONE IS OUR SWISS ARMY KNIFE The ultimate convergence of devices because of apps “Always with you”
LET’S TALK ABOUT… HOW MOBILE APPS* CAN BE USED FOR SALES AND BRANDING *4 out of every 5 mobile minutes are spent on apps (vs. a mobile browser)
RESULTS: APPS ON PHONE On average The Most 50 200 *Nielsen did a survey in the US and found that most people had about 41 apps on their phone
RESULTS: APPS ACTUALY USE WEEKLY On average 8 That’s 16%. Which means that there are a lot of apps that people don’t use. In fact, only 26% of smartphone users use an app more than 10 times.
UNSURPISING RESULTS: TOP USED APP No surprise: Social/communication apps used the most often and on a daily basis
A CLOSE THIRD Mobile users also want something fun to entertain them, especially during their “me time” which makes up of 46% of their total time spent on their mobile devices
WHO REMEMBERS THIS? This reminds us that a mobile app needs to achieve two goals: Interesting enough to get downloaded (Gimmicks are fun) Useful enough to ensure they use it over again and again (Helps me solve a problem)
BRANDED APPS USED A variety of utility apps that help consumers solve a problem or save time
GREAT MOBILE APPS HAVE: Brand Brand Utility Experiences “Make my life “Entertain me” easier” Time Savers Brighten My Day With Fun
START WITH THE CONSUMER Brand Consumer purpose / Technology Need Business Solution Objective Killer App
RULE 2:NO ONE KNOWS, NO ONE DOWNLOADS Paid Media Earned Media Owned Media App Launch * Study by Deloitte show that 80% of branded mobile apps have been downloaded less than 1,000 times One of the top reasons cited was because they were not promoted well
RULE 3: KEEP THEM COMING BACK Standard Chartered Bank: The Good Life App
IN STORE: MEAT PACK HIJACK http://vimeo.com/44351185
REMEMBER: BAD APPS HURT BRANDS* 69% of users will develop a negative impression for a brand if their app is not useful or easy to use
MAKING A GREAT APP• Planning & Insights – Deﬁne objectives – Know your customers• Hybrid vs. Web vs. Native• User Interface• Adapt to a users needs• Monetization
MONETIZATION:OREO TWIST LICK DUNK * Oreo developed a mobile game that mimicked the brand behavior in which people consume Oreos (Twist, Lick, Dunk). The game contains in-app purchases as well as mobile ads which provide additional monetization opportunities to Oreo. It has had over 2 million downloads in just a few months and generated over US$50,000 in ad revenue
IN SUMMARY…1. Objective, strategy then tactics2. Make your app great3. Build to live, not to die
THINK 365, NOT 360Mobile apps provide businesses the unique opportunity to be omnipresent in aconsumer’s life everywhere he/she goes, every single day, providing we give them a reason to allow us in their lives Unlike traditional communications where we try to surround consumers with360 degree advertising at every touch point, mobile apps allow us to give our customers a reason to love our brand 365 days a year.
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