marketing and brading mobile apps and games
Post on 24-May-2015
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Mobile Branding and Marketing
Deepika BajajMarketing and Brand Management
What to do after you receive the sacred
“Your App Has Been Approved” email from Apple
BUILDING A ROCKING APP IS NOT EASY
You WORK Hard….
What’s MISSING?
HARD to get EYEBALLS
Apps MUST BE FREE
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.
Why are we talking about this?
Big brands are dying.
Little brands are doing great.
Branding is a weird gig.- Seth Godin
THINK a MICRO BRAND
WIKIPEDIA DEFINITION:A microbrand is a small-scale brand recognized only in a certain geographic location or by consumers in a specific micromarket or niche market.
Remember SOCIAL
WHY ARE THEY HERE?
YOU NEED
BUILD a MICRO BRAND keeping social in mind. People engage in a context.
CASE STUDY 1: Location, Location, Location
Loyalists are incredibly social and are great at word of mouth.
Carrabba’s Foursquare promotion Check-ins - 6,987 Mayors - 178
CASE STUDY 2:Tapping, not typing
Installs: 35,000 per hourSongs sold : 25 million +
CASE STUDY 3: SIMPLICITY
Apple users spend 65 million minutes per day
Ad-supported (Andriod)– Rovio Mobile + GetJarApple Store (iOS) – Paid via iTunes
NOW
THINK NIKE: PERSEVRANCEFocus on the main task your app helps achieve & keep your app’s look and feel simple as possible.
ON Unique proposition
Players = Fanatics = Brand Ambassadors
AREREWARDS
Share and Spread
Sticky Games/Apps ROCK
MEASURE ENGAGEMENT & RETENTION
Life Time Value
dbajaj@activegarage.com
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