mobile app as a marketing communication tool
DESCRIPTION
How to use mobile apps to integrate into your marketing communication strategy. Do you need an IT guy or a creative strategist? Tips and tricks, case studies... Keynote was held by Andras Perenyi, Kürt Academy, Budapest, Hungary, December, 2013.TRANSCRIPT
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!
© 2013 - ANDRAS PERENYI
SMARTPHONE
The media platform is in the pocket of the consumers
AS A MARKETING COMMUNICATION TOOL
© 2013 - ANDRAS PERENYI
© 2013 - ANDRAS PERENYI
SMARTPHONE
The media platform is in the pocket of the consumers
AS A MARKETING COMMUNICATION TOOL
© 2013 - ANDRAS PERENYI
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
© 2013 - ANDRAS PERENYI
SMARTPHONE
The media platform is in the pocket of the consumers
AS A MARKETING COMMUNICATION TOOL
© 2013 - ANDRAS PERENYI
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
© 2013 - ANDRAS PERENYI
SMARTPHONE
The media platform is in the pocket of the consumers
AS A MARKETING COMMUNICATION TOOL
© 2013 - ANDRAS PERENYI
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
© 2013 - ANDRAS PERENYI
GOALS TO ACHIEVEGET CLIENTS
GROW SALES
INCREASE BRAND AWARENESS
MESSAGES
© 2013 - ANDRAS PERENYI
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
© 2013 - ANDRAS PERENYI
IN-APP QUESTIONNAIRE
© 2013 - ANDRAS PERENYI
UPDATE NOTIFICATION
© 2013 - ANDRAS PERENYI
MISS YOU - NEW FUNCTION
© 2013 - ANDRAS PERENYI
SPECIAL OFFER
© 2013 - ANDRAS PERENYI
EARN REWARDS
THE PROCESSCREATE AN ACTION PLAN
© 2013 - ANDRAS PERENYI
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
© 2013 - ANDRAS PERENYI
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
© 2013 - ANDRAS PERENYI
COLLECT DATA
AND SEND RELEVANT, PERSONALIZED CONTENT...
AND ANALYZE HOW YOU USERS ACT AND USE YOUR APP!
Connect
© 2013 - ANDRAS PERENYI
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
© 2013 - ANDRAS PERENYI
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
© 2013 - ANDRAS PERENYI
TESCO - KOREA
QR Scanning
Connecting real and digital world
PRACTICAL / INNOVATIVE / HANDY
WEBAPP + DIGITAL PRINT
http://youtu.be/nJVoYsBym88
© 2013 - ANDRAS PERENYI
IKEA
Augmented Reality
Connecting real and digital world
INTERESTING / INNOVATIVE / CREATIVE
3D MODELING + AR + NATIVE APPS
http://youtu.be/dwt-mgxq_ao
TAKE AWAY
© 2013 - ANDRAS PERENYI
TAKE AWAY
1
BE CREATIVE
2
COLLECT DATA
3
COMMUNICATE
4
MEASURE
5
PIVOT
Traditional Marketing vs. Marketing w Apps
© 2013 - ANDRAS PERENYI
CONTACT
ANDRAS PERENYI
CEOiLandGuide Worldwide Inc.
THANKS FOR YOUR ATTENTION
CALL +36 30 637 1628WRITE [email protected] WWW.WANTMYGUIDE.COMLINKEDIN LINKEDIN.COM/IN/APERENYI