1. How Brands Are Marketing With Apps
Branded Apps
Companion Apps
Revenue Apps
Mobile Ads on Apps: current debate on the topic
Suggested App of the Week
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2. Branded Apps
A mobile application that is created by or sponsored by a company to
increase its brand awareness, drive consumer interest and to market a
brand
Different types of branded app:
o Those that let the user engage with or purchase their product
(Starbucks, Zipcar)
o Those that provide a useful or entertaining service associated with the brand -
can "live" on its own but putting your brand on it brings an advantage to overall
brand equity (Nike+iPod, Stanley Level)
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3. Companion Apps
An app that can isn't your brand but can drive users to your brand
o Location-based service apps (Yelp, Urbanspoon, Layar)
o Product and Price Comparison apps (Amazon Price Check, Google Goggles)
o Entertainment and Lifestyle (Virtual Mirror)
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4. Revenue Apps
An app that the user pays for
The app itself is what's being marketed
Games are the most common type of revenue app
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5. Mobile Ads on Apps
iAd is the mobile version of Google Adwords and it’s owned by Apple Inc.
iAd can reach millions of iphone, ipad and ipod touch users around the
world in their favorite apps. Each ad is shown only to the right customers
that will be potentially interested in a specific brand.
iAd can be applied to both free and paid app.
iAd is not as much developed as internet advertising because it’s still at its
early stages.
The sure thing is that iAd is growing but it’s not certain yet what the destiny
of this platform is going to look like.
The most skeptical people about iAd are the developers because they don’t
see a ROI on free app.
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6. Debate on iAd
The entry barriers are very high, Apple set a very high price to be
considered as a iAd user ($1million). This cuts out a big portion of small
developers.
Beside the high entry barriers the debate that developers raised is that they
don’t want the App space to become like the internet (where users get
bombarded of unwanted advertising) since an app is an isolated portion of
web that provides info only of a specific topic users downloaded the app for.
Developers are also saying that there’s no short-term ROI on free app since
the company is paying to advertise an app that users can download for free.
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7. Suggested App of the Week
Bowers & Wilkins challenged Aurnhammer to develop a mobile experience that
would enhance the launch of their new product; the Zeppelin Air. Utilizing
Apple's AirPlay(R) technology, Aurnhammer designed and developed the
Zeppelin Air App. Now you can air your tunes, share your tunes and hear your
tunes like never before. The Zeppelin Air App creates a shared wireless playlist
between iOS devices, allowing users to build a social music community for the
Zeppelin Air. Although the Zeppelin Air App was built to extend the enjoyment of
the Zeppelin Air, the social music playlist works with most audio players.
http://www.aurnhammerllc.com/home.html
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8. Integrated Social Media Campaign:
Macy’s “Believe”
Annual ―Believe‖ campaign runs in stores across the country during the
holiday season to support the Make-A-Wish Foundation ®
Inspired by the editorial ―Yes, Virginia, there is a Santa Claus,‖ and the
animated holiday movie, ―Yes, Virginia.‖
Children bring letters to Santa Claus to Macy’s to drop into Santa letterbox
at special Believe Stations and Macy’s donates $1 to the Make-A-Wish
Foundation for each letter (up to $1,000,000).
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9. History of Macy’s “Believe”
and Social Media
Year Media Used Features of the campaign
Electronic Believe Meter, Downloadable
TV spots, print ads, full
letter kit with Santa letterhead, "Be
page reprints of the
2008 Claus" widget that allowed customers to
"Yes, Virginia" editorial,
upload a photo and design themselves as
Macy’s microsite.
Santa.
―Tell Us Why You Believe‖ short essay
contest where participants could enter in
TV spots, print ads,
2009 the form of letter, photo or video. Macy’s
Macy’s microsite
also gave gift cards to several parenting
blogs to award their readers.
Macy’s Facebook page fans could play an
online game (to raise funds for the Make-
TV spots, print ads,
A-Wish fundation). On the Macy’s
2010 Macy’s microsite
―Believe‖ microsite, they posted celebrity
+ FB page
letters to Santa which could be shared
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10. Appy Holidays:
Macy’s “Believe-o-Magic” App
This year’s campaign’s primary social media focus is an augmented reality
holiday app for smartphones and iPad
Lets you pose with fully-animated, life-size characters from Macy’s animated
holiday classic ―Yes, Virginia‖ at in-store Believe Stations
Choose characters, take photos and customize a virtual Christmas card
Share your photos and greeting cards to Facebook and Twitter and via email.
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11. Macy’s Believe Video Campaign
The featured video on Macy’s YouTube channel promotes the ―Believe-o-
Magic‖ app
Partnered with YouTube-launched celebrity Justin Bieber who Macy’s
partnered with for Black Friday events, donating $2 to the Make-A-Wish
Foundation for every Justin Bieber Someday perfume set sold
Media videos about the ―Believe-o-Magic‖ app are reposted on blogs and
YouTube
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12. Video Believe-o-Magic
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13. Macy’s “Believe” Facebook Campaign
The 2011 campaign uses Facebook to support The ―Believe-o-Magic‖ app
with a photo contest
Users who like Macy’s FB page can upload their Believe-o-Magic image to
the Facebook wall
Each week users will vote on their favorite image (by liking the photo).
The winning photo will be featured as Macy’s profile picture for the week
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14. Macy’s “Believe” Location-Based
Check-In Campaign
The ―Believe‖ campaign’s Santa Tour kicks off at the Macy’s Thanksgiving
Day Parade
Foursquare users that follow Macy’s and check in at the Thanksgiving
Parade unlock a Macy’s Parade badge and specials
This year Macy’s partnered with Aflac, who will sponsor the Santa Tour and
mobile check-ins.
For every consumer who checks-in at Macy’s via foursquare through Dec.
24, Aflac will donate $1 to The Aflac Cancer Center and Blood Disorders
Service of Children’s Healthcare of Atlanta.
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15. Suggested App of the Week
http://itunes.apple.com/us/app/macys-believe-o-magic/id473331010?mt=8
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16. Mobile App Metrics
Are consumers interested in your app? Are they using it?
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17. Mobile App Metrics
Are consumers interested in your app? Are they using it?
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18. Mobile App Metrics
Are consumers interested in your app? Are they using it?
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19. Mobile App Metrics
How engaged are users?
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20. Mobile App Metrics
How engaged are users?
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21. Mobile App Metrics
How can you increase engagement and better market to users?
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22. Mobile App Metrics
How can you increase engagement and better market to users?
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23. Mobile App Metrics
Are app users becoming new or more loyal customers?
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24. Location and Context-Aware Apps
The number of brands using location-based service apps and the
number of brand apps using location-aware features continue to grow
rapidly
Common location-based uses in apps: finding restaurants, stores,
friends, things of interest in the area, offering local specials
Brands use location-based apps to deliver relevant product information
and deals to targeted audience
To make marketing efforts even more relevant and targeted, we see an
increasing number of apps using location coupled with other context-
aware features (time, interests, gender, schedule, user connections,
user priorities)
– Foursquare gives recommendations based on where you are, other
places you’ve been, places your friends have been, and specials
offered
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25. Location and Context-Aware Apps
Alfred is a personal assistant app that makes recommendations based on
your preferences, location and time of day.
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26. Location and Context-Aware Apps
TaskAve is a new task-managing app that alerts you when you are near a
location where you can complete something on your to-do list
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27. Location and Context-Aware Apps
Next step for apps to integrate more contextual data and user
preferences to streamline information and give more relevant, targeted
experience
Proactive push notifications with information that will interest users
based on not only where they are, but what they’re doing and when
– Using more useful push notifications to drive users into stores
instead of back into the app
– Example: if you had an automotive app that sent a notification when
you are due for service, provided the service stations near your
current location, the current deal offers at those stations and what
users in your area are saying about the service stations
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28. Object Recognition and Augmented Reality
Augmented reality apps combine real world and virtual elements in real
time, overlaying meta-data on real life data
Closely related to the location-awareness trend as AR enables apps to
recognize user’s surroundings and objects of interest
There are now hundreds of apps that use object recognition and
augmented reality, but many brands use AR for novelty apps - the
―wow‖ factor
Brands are starting to figure out how AR can make apps useful and
informative, not just cool
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29. Object Recognition and Augmented Reality
Layar lets you choose a filter to apply to your real-world view — Wikipedia
entries, restaurants, Twitter users nearby — and point the camera at your
surroundings. You get a visual overlay of the results.
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30. Object Recognition and Augmented Reality
Snooth Wine Pro take a picture of a wine label to find brand, view maps
and directions of the stores closest to you that have the wine in stock, add
the wine to your Virtual Cellar, purchase the wine online through the
Snooth retail network, read expert and user reviews and post your own,
browse for similar wines by winery, region and more
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31. Object Recognition and Augmented Reality
Augmented reality isn’t mainstream yet, but may be headed that way
Numerous brands (Rayban, H&M, Chanel) are already using augmented
reality to let users virtually try on their products, and many brands are
using them to enhance print ads and billboards and further engage
(Volkswagen)
Next steps: move from generic space to more brands using AR in native
apps
Google is working on a facial recognition app that can grab a person’s
Google Profile user’s name, email address and phone number, as well
as pull up the person’s Twitter, Facebook, Flickr or other online photos
and data when a user snaps a photo of them with their device
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32. Mobile Commerce and Mobile Payments
Mobile Commerce is any transaction, involving the transfer of ownership
of rights to use goods and services, which is initiated and/or completed
by using mobile access to computer-mediated networks with the help of
an electronic device
According to comScore, up to November 2011, 38% of smart phone
users have used their phone to make a purchase at least once
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33. Mobile Commerce and Mobile Payments
There are two different ways of mobile payments:
– Those that utilize a mobile network to initiate or authorize a
transaction
– Contacless systems that utilizes a phone instead of a credit card or
NFC = near field communication
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34. Mobile Commerce and Mobile Payments
Starbucks has a successful story in M-Commerce
Less than a year after Starbucks launched an app that allows mobile
payments, it has hosted 26 million such transactions on iOS, BlackBerry
and Android, according to the chain. One in four Starbucks card
transactions is now executed via a Starbucks card and a portion of
those are done through mobile
In 2011 $110 million was done via Mobile transaction, compared to $2.4
transaction made through Starbucks cards.
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35. Mobile Commerce and Mobile Payments
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36. Mobile Commerce and Mobile Payments
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37. Mobile Commerce and Mobile Payments
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