how mobile apps can be used for sales and branding

A SHOW OF HANDS, HOW MANY OF YOU…

A QUICK POLL

WOKE UP THIS MORNING TO THE ALARM ON 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 IMMEDIATELY AFTER 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 YOUR MOBILE 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 YOU EATING?

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”

HOW MOBILE APPS* CAN BE USED FOR SALES AND BRANDING

LET’S TALK ABOUT…

*4 out of every 5 mobile minutes are spent on apps (vs. a mobile browser)

WHAT MAKES A GREAT MOBILE APP?

A STRAW POLL

RESULTS: APPS ON PHONE

The Most

200 On average

50 *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 Utility

“Make my life easier”

Time Savers

Brand Experiences

“Entertain me”

Brighten My Day With Fun

THREE RULES WHEN MAKING APPS

RULE 1: DON’T USE TECH FOR TECH SAKE

START WITH THE CONSUMER

Killer App

Consumer Need

Brand purpose / Business Objective

Technology Solution

RULE 2: NO ONE KNOWS, NO ONE DOWNLOADS

Owned Media

App Launch

Earned Media

Paid Media

* 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

SOME BRANDS THAT HAVE DONE IT WELL

NIKE PLUS

http://www.youtube.com/watch?v=BSWeAUA4uVk

UNIQLO WAKE UP

http://www.youtube.com/watch?v=9kQCeAxe_aI

WESTPAC IMPULSE SAVER

http://www.youtube.com/watch?v=M9v9HpR4qTU

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 tactics

2.  Make your app great

3.  Build to live, not to die

THINK 365, NOT 360

Mobile apps provide businesses the unique opportunity to be omnipresent in a consumer’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 with 360 degree advertising at every touch point, mobile apps allow us to give our

customers a reason to love our brand 365 days a year.

Thanks! [email protected]

@intersphere

http://themobileworkblog.com/

http://digitallabblog.com/

Content on this document is licensed under Creative commons attribution 3.0 license http://creativecommons.org/licenses/by/3.0/