Mobile App as a Marketing Communication Tool

MOBILE APPAS A MARKETING COMMUNICATION TOOL

OUTDOORPRESSTELEVISIONRADIOONLINE BANNER

© 2013 - ANDRAS PERENYI

ALTERNATIVES

?

VIRAL MARKETING

?

GERILLA MARKETING

?

ONLINE VIDEOS

CONTENTS MUST BE FUN

CONTENT MUST BE PERSONALIZED!


SMARTPHONE

The media platform is in the pocket of the consumers

AS A MARKETING COMMUNICATION TOOL



SMARTPHONE




WE CHECK OUR PHONE MORE THAN

200 TIMES A DAY

MORE THAN 6 MILLION MOBILE USERS ON EARTH

MARE THAN 1 MILLION

DOWNLOADABLE APPS IN THE

STORES

25% OF THE DOWNLOADED

APPS ARE OPENED ONLY ONCE

THE AMOUNT OF BUDGET THAT

COMPANIES ALLOCATE FOR

MOBILE MARKETING DOUBLES EVERY

YEAR


SMARTPHONE




NAPONTA200 ALKALOMMAL

NÉZÜNK A TELEFONUNKRA

6 MILLIÁRDMOBILTELEFONFELHASZNÁLÓVILÁGSZERTE

TÖBB, MINT1 MILLIÓ

LETÖLTHETŐMOBIL APPLIKÁCIÓ

25% A LETÖLTÖTT APPLIKÁCIÓKNAK

CSAK EGYSZER KERÜL

ELINDÍTÁSRA

A MOBIL MARKETINGRE SZÁNT BUDGET

ÉVENTE DUPLÁZÓDIK

GROWING NOISEIN THE APP STORES


SMARTPHONE




NAPONTA200 ALKALOMMAL

NÉZÜNK A TELEFONUNKRA

6 MILLIÁRDMOBILTELEFONFELHASZNÁLÓVILÁGSZERTE

TÖBB, MINT1 MILLIÓ

LETÖLTHETŐMOBIL APPLIKÁCIÓ

25% A LETÖLTÖTT APPLIKÁCIÓKNAK

CSAK EGYSZER KERÜL

ELINDÍTÁSRA

A MOBIL MARKETINGRE SZÁNT BUDGET

ÉVENTE DUPLÁZÓDIK

NÖVEKVŐ ZAJ“A good app is useful, informative, fun.”

1NEEDED TO

MAKE SENSE

2MUST BE

COMMUNICATED

3MUST BEUPDATED


GOALS TO ACHIEVEGET CLIENTS

GROW SALES

INCREASE BRAND AWARENESS

MESSAGES


MESSAGES

PUSH NOTIFICATIONS IN-APP MESSAGESOutside the applications

Lead back users to the app

(HappyHour, Groupon)

Inside the application, when you use itTargets loyal users

(App Store Rating, Facebook Like)

BASED ON WHERE ARE THE USERS AND WHAT DO THEY DO?

LOCATION BASED TIME BASED

CASE STUDIES


IN-APP QUESTIONNAIRE


UPDATE NOTIFICATION


MISS YOU - NEW FUNCTION


SPECIAL OFFER


EARN REWARDS

THE PROCESSCREATE AN ACTION PLAN


PLAN!

What do you want to achieve? What are the goals?

Who is the target? What kind of people you want to reach?

What do you want the users to do?

Why will they do that?

How you will know that your strategy works?

CREATE AN ACTION PLAN


INTEGRATE

An app doesn’t download itself

You need to communicate everywhere

Communicate clear benefits

Use social media

YOUR APP MUST BE A PART OF YOUR MARKETING STRATEGY


COLLECT DATA

AND SEND RELEVANT, PERSONALIZED CONTENT...

AND ANALYZE HOW YOU USERS ACT AND USE YOUR APP!

Connect


TYPICAL MISTAKESYOU MUST WATCH OUT

1YOUR APP LOSTIN THE FOREST

2NO RETURN ON

YOUR INVESTMENT

3YOUR APP WILL

GET FORGOTTEN

4NOT PROPER

CHOOSE OF PLATFORM


THE TOP 6 DO NOT

... use irrelevant content

... be pushy

... forget the updates (app and content)

... use boring design

... plan complicated UX

... forget test and pivot!

CASE STUDIESMORE COMPLICATED MARKETING CAMPAIGNS

USING MOBILE APPS


TESCO - KOREA

QR Scanning

Connecting real and digital world

PRACTICAL / INNOVATIVE / HANDY

WEBAPP + DIGITAL PRINT

http://youtu.be/nJVoYsBym88




IKEA

Augmented Reality

Connecting real and digital world

INTERESTING / INNOVATIVE / CREATIVE

3D MODELING + AR + NATIVE APPS

http://youtu.be/dwt-mgxq_ao



TAKE AWAY


TAKE AWAY

1

BE CREATIVE

2

COLLECT DATA

3

COMMUNICATE

4

MEASURE

5

PIVOT

Traditional Marketing vs. Marketing w Apps


CONTACT

ANDRAS PERENYI

CEOiLandGuide Worldwide Inc.

THANKS FOR YOUR ATTENTION

CALL +36 30 637 1628WRITE [email protected] WWW.WANTMYGUIDE.COMLINKEDIN LINKEDIN.COM/IN/APERENYI

mailto:[email protected]

mailto:[email protected]

http://www.wantmyguide.com

http://www.wantmyguide.com

http://www.linkedin.com/in/aperenyi

http://www.linkedin.com/in/aperenyi

Mobile App as a Marketing Communication Tool

Marketing

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