marketing and brading mobile apps and games
DESCRIPTION
Mobile application face the challenge of a fragmented marketplace. Mobile Marketers have the possibility to create a micro brand to target their loyalists. These people are very social and are great at word of mouth.TRANSCRIPT
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.
Red Bull Augmented Racing
Remember SOCIAL
WHY ARE THEY HERE?
YOU NEED
karate kid App
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
Angry Birds Rio Trailer