Do Consumers Need Branded Apps?Branded Apps?

By David BerkowitzBy David BerkowitzDirector of Emerging Media

360iJuly 16 2008July 16, 2008

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the problem

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the problem

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the consumer

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h h hthe guy who you have to listen to for the next few minuteslisten to for the next few minutes

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Other Outlets

My Company My BlogMy Company My Blog

Home

99Favorite Apps OtherApps

Wife

d f hagenda for howevermuch time i have leftmuch time i have left

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1. What’s the consumer value of marketing?

2 How are apps branded?2. How are apps branded?

3. Do consumers need branded apps?pp

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1. What’s the consumer value of marketing?

2 How are apps branded?2. How are apps branded?

3. Do consumers need branded apps?pp

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1. What’s the consumer value of marketing?

2 How are apps branded?2. How are apps branded?

3. Do consumers need branded apps?pp

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simple, right?

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let‘s begin

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The Consumer Valueof Marketingg

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INFORMATION

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INFORMATION

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INFORMATION

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UTILITY

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UTILITY

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UTILITY

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ENTERTAINMENT

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ENTERTAINMENT

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ENTERTAINMENT

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SUBSIDIZATION

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SUBSIDIZATION

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SUBSIDIZATION

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REWARD

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REWARD

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REWARD

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REALISM

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REALISM

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REALISM

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CONVERSATION

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CONVERSATION

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CONVERSATION

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EXPRESSION

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EXPRESSION

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EXPRESSION

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REVIEW

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How AreApps Branded?pp

*Note: it will be a loose definition of “branded”; this will show various ways marketers

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yparticipate with apps

My Garden: Entertainment, Subsidization, Communication

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Vampires: Subsidization, Reward

Sony advertised a horror

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movie on this popular Facebook app

Mob Wars: Subsidization, Reward

The ad here simply helps keep the app free; there are also special

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offers (for lead generation) that give consumers bonus points in the game

SuperPoke: Subsidization, Communication, Reward, RealismRealism

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What Jeans Are You?: Entertainment, Expression

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Parking Wars: Entertainment, Information

As a bonus, it helps you remember when the show’s on –

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though it’s also very easy to play the game and forget that

CokeTag: Utility, Communication, Identity

Just because it’s a utility doesn’t mean people use it;

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CokeTag hasn’t had more than 50 daily active users in weeks

Cities I’ve Visited: Expression, Communication

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NY Times: Entertainment, Information

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The Deductor: Entertainment, Information

This tax game for H&R Block was designed to increase

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gengagement on its page rather than solely live on its own

The Ideal FrankenApp

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Do Consumers NeedBranded Apps?pp

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Mostly, the Rich Get Richer O’Reilly: A small percentage of apps

t f th taccount for the vast majority of installs

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Facebook: Just for Fun Most Popular

Just for Fun apps dominate Facebook popularity; apps areFacebook popularity; apps are more about entertainment, and consumers have no shortage of entertainment options

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MySpace: Communicating, Fun, Dating

Communication apps are ppespecially popular on MySpace, followed closely by Fun Stuff

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My News Feed: Before Apps

Here’s an example of whatexample of whatmy News Feed may have looked like before apps were introduced; none are mentioned in the feed

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BEFORE

My News Feed: Before AppsHere’s an example of whatmy News Feed looks like now th t ththat there are apps; there are all sorts of things people are doingpeople are doing besides using apps; apps aren’t the chief reasonthe chief reason people are on Facebook

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AFTER

Get ready for the new Facebooknew Facebookdesign that relegates apps to a separate tab on pprofile pages

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Uncle Dave, let’s answer the questionthe question already!

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Okay, Ari.Okay, Ari. You tell me… do consumers need brandedneed branded apps?

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Uh-oh….

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6666Image courtesy unitedafa.org

You may be right, but hear me out for oneme out for one more minute…

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Fine.

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There’s Still Room at the Top

• New Top Apps Since 10/07 (O’Reilly)

O’Reilly Research shows how consumers do flock

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O Reilly Research shows how consumers do flock to a number of newer apps; several top apps have been introduced since March

Meanwhile, developers still need to

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, pmonetize these apps if they’ll keep producing these for consumers

So bring on the bling!

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Thanks!

David Berkowitzdberkowitz@360i.comBlog: MarketersStudio comBlog: MarketersStudio.comFB: http://profile.to/davidberkowitzTwitter: @davidberkowitz

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