Download Mobile….

Digital Communication
Week 6: Apps and Mobile
Dr Charlotte Carey
• Mobile
• Apps and history
• Apps within the marketing
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a marketing tool
apps and mobile
as product
apps and price – in app advertising
• Usability again
Mobile….
Some industry experts are saying that at long last
mobile has fulfilled its very long awaited marketing
potential
Do you agree and if so what has changed?
One reason it’s big business:
• According to analyst firm Gartner,
global mobile advertising spending is
forecast to reach $18 billion in 2014,
up from the estimated $13.1 billion
in 2013. The market is expected to
grow to $41.9 billion by 2017.
• In 2012 UK mobile advertising grew
132% in the first six months of this
year to £181.5m, with forecasts
putting UK mobile spend at as much
as £511m for the full year.
• Mobile search accounts for almost
three-quarters of all UK mobile ad
spend.
• The rise of mobile ad spend in the
UK
IAB (2012)
• Smartphone ownership nears 73% of the UK's adult
population
• And we look at them (on average) for 119 minutes
per/day! – that’s nearly 2 hours
• 15 mins social networks 24 mins search
(the Agency Global Ltd, 2014)
• Smartphone ownership hit 90% in Singapore
• 79% female and 73% males using instant messaging
daily
• Surprisingly, Email is more popular than messaging,
but gaming is most popular of all
(Today Online, Dec 28th, 2015)
Source: http://www.statista.com/statistics/271851/smartphone-owners-in-the-united-kingdom-uk-by-age/
Deloitte (2013)
Apps as a marketing tool
• As an advertising platform
• To amplify an existing message
• To engage the end user
• To enhance the customer journey
• Consider how you use apps
ACTIVITY:
• Have you any examples of how you feel an app you use
is fulfilling a marketing objective?
Business apps functions
• Push notification
• Push payload
• Loyalty cards
• Offers and rewards
• Gallery features
• Booking
• Transaction
• Others?
Examples of apps and mobile
• To enhance an experience
• Argos game
• Singapore Zoo
• O2 travel
• To amplify some advertising activity
• Chevy superbowl
Apps as a product
• Apps for charity
• For product checking
• Computer games (gamification)
Characteristics of a
good app
• The user interface needs to be as unobtrusive as it
can be
• Too many design elements can leave it feeling bulky
and will feel unintuitive
• Apple suggest:
“developers should focus on the primary task, elevate the
content that people care about, think about how a smartphone
screen is viewed in different environments, to give users a
logical path to follow and make usage easy and obvious – to
name a few.”
Marketing and usability considerations
• Fluid navigation
• Standard icons and buttons that a user will be familiar
with in other applications
• Communications, Spontaneous
• Geo-sensitive, Short periods of use and Focused
activity.
• Creating a successful app is one thing, maintaining is
important
• Know your market and their expectations of an app
Augmented reality cont..
• AR's success depends on people finding it easy to use and recognizing
value in interacting with videos and graphics.
"If the content isn't brining additional value, then mainstream
consumers [aren't] going to use it twice,“
(Tuong Nguyen, Gartner, 2014)
• Possible growth in industry e.g. where AR can help mechanics fix
equipment and warehouse operators find and keep track of inventory.
• AR companies are trying to make it easier for creative executives to
make the sort of content that will grab consumers.
• In the past few weeks, both Daqri and Blippar have released products
that can be licensed directly by brands and advertising agencies to build
and activate their own AR experiences.
(Rossman, 2014)
Two more examples:
Apps and price
• Free – how is it paid for?
• In-app advertising
• Nominal fee
• Expectations different
Mobile Messaging
Consideration should be given multi-channel approach to mobile communication - Mobile messaging
channels include:
• SMS (Short Messaging Service)
- Research by Ofcom shows that almost 94% of SMS messages are read within five minutes of being received.
• MMS (Multimedia Message Service) - up to 400Kb of rich media such as pictures, audio, or video
such as branded advertisements, mobile coupons, interactive surveys.
- Virgin Media have shown click-through rates greater than 80% when deploying MMS campaigns appropriately.
• Push Notifications sent directly to a mobile app on a smartphone eg product updates, coupons,
promotions. Improves ROI of app.
• E-mail - With smartphone penetration increasing, an increasing amount of e-mail campaigns are
optimised for mobile screens.
M Commerce
• Near Field Communications
• Vouchering/In Store
• CRM/Loyalty
• Mobile payments
Other means
• Content paid for by service users on
aggregated content e.g rightmove
Activity!!
Imagine that you are the Brand Manager for BCU
how can you use mobile communications to improve
the student experience and increase student
engagement?
Using your Mobile Device, make:
An Ad, or
Promotion Video (or 1 to 3 Photos)
Sell me as potential student on BCU / Marketing
• Consider:
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Content strategy
Functionality – what is the user experience?
How would you launch it?
How might it develop in the future?
• It is now easy to put an app together
• What does this mean in terms of content?
• How do you make your app compelling?
• Another area to consider the currency of attention
Summary of session
• Mobile devices
• A focus on app development
• Augmented advertising
• Content and attention