NEW MARKETING REALITIES TO GENERATE REVENUE – MOBILE AND ITS APP

The market is dramatically different from even 10 years ago, with new marketing behaviors, opportunities and challenges. One of them is Technology.

• Number of mobile phones exceeded 500 million.

A popular health app for iPhone users like i Triage, launched by big companies like Boston Consulting Group with the rapid rise of e-commerce, the mobile internet and web penetration in emerging market

P&G uses latest Web based tools in 80 countries where it sells products. In 40 locations worldwide a massive business sphere can display real time market share, profits prices by country, region brand and product.

• One pilot study showed that merely by using iPads field salespeople increased revenue 1.5 % to show store customers the layouts of different floor displays.With its app the sales team can real time data entry, improving the quality of the data entered while freezing up time for other task

The previous school of thought “Information is power” is giving thanks to the new concept “Sharing data is power”

• A simple app can show the result of GE portable ultrasound scanner

·    American Airlines was one of the first companies to install phone handsets on plane to give-

1. Ultra high speed Wi-Fi service

2. 124 channels to watch

3. Audio to each passenger

• Telephone or Personal contact is the best way for Market Research to gather information as it is the most versatile method.

      If we talk about Analyzing Consumer Market– Social Factors play a significant role where the buyer or the merchandiser will directly move with one another through their business app.

     Now let’s talk about the Marketing Adaptation

 

     No doubts that these mobile apps are helping the ecommerce sites like Amazon, Flipkart etc. to get their revenue

      We can’t find any mobiles where these apps are not pre-installed

 

       The market leaders in entertainment Amazon and Netflix became the leader in market for digital movie download.

 

     In-app Purchase: T This methodology primarily uses the app as another sales channel. However it’s vital to notice that despite these offerings, the app ought to stay purposeful without digital upgrades. The add-ons must always facilitate the user to use the app a lot of well. In-app purchases will consult with in-app consumables, ad removal, add-on options, and virtual currency

      This works best when:

       • The in-app offerings provide real value to users

       • The additional purchases will enhance the user experience

       • Your basic app can stand without the extra fee, but the UX is impressive enough to encourage  users to buy add-ons

       Paid Apps:  If people want to access the app, they need to purchase it from the app store. Paid apps will vary from $0.99 to $999.99. This permits brands to earn cash direct with each new user. The key to succeeding during this monetizing model is to plug the app’s distinctive options, from practicality to user expertise.

     This works best when:

       • We have a valuable app that has stellar reviews and ratings

       • Our app boasts superior features and functionality with no (or minimal) competition

       • Our app is generally innovative in design, experience, and purpose

       If we name one company in all the Market leader within the several field – SAMSUNG - incorporates    a clear style philosophy it calls “Design 3.0”

      1. Simple and intuitive

      2. Effective and long lasting

      3. Adaptive and Engaging

       This comes with AN in-built printing app creating life easier for everybody!!

    They developed an imaginative mobile and social campaign “Life’s a photo: Take it” to push their Samsung Galaxy Camera and took the assistance of Social sites like Instagram and Tumblr that was viewed by 1.3 million times, brand awareness of the Galaxy camera improved 58% and buy intent increase 115%

      One of the examples is the company Zappos which makes its customers life easier through its app

      

      Another example is of OPENTABLE

      

       So Mobile Marketing (Among the 8 Marketing Communication Mix) nowadays is base of all Company  to push its product through Text Messages, on-line promoting and Social Media promotion

       Three distinguish characteristics of mobile marketing are:

      1. Timely : Mobile communication can be very time-sensitive and reflect when and where the  consumer is

      2. Influential: Information received via a smart phone can reach and influence consumers as they  are making a purchase decision.

      3. Pervasive: Consumers typically carry their smart phones everywhere, so mobile communication  is at their fingertips

      

      PLACE ADVERTING OPTIONS

    

        • Telephone or Mobile or its app a vital role here. It’s an out-of-home advertising including many  creative and unexpected forms to grab consumers attention where they work, play and of course shop.

        • The biggest advantage is being having many users and opportunity to give a personal touch.

        • Giving ads which can directly reach the consumer

       

      For example:

      

     

     Heineken sponsored one of the biggest James Bond films – Skyfall - using product placement, ads and a promotion as support. (Heineken advertised non-alcoholic brew in the ad)

    MANAGING DIGITAL COMMUNICATIONS: ONLINE, SOCIAL MEDIA and MOBILE

     We will discuss about the Mobile Marketing:

      Scope:

        Wharton’s David Bell notes four distinctive of a mobile device:

      1. It is uniquely tied to one user 

      2. It is virtually always “on” given it is physically carried everywhere

      3. It allows for immediate consumption because it is in effect a channel distribution with a payment  system

      4. It is highly interactive given it is allows for geotracking and picture and video taking

      Must recent interest increased for “Mobile Apps” – bite-sized software programs which will be  downloaded to smart phones.

     Functions of apps:

       • Adding convenience

       • Social value

       • Incentives

       • Entertainment and making consumers lives a little or a lot better

      For Example

     1. VW choose to launch its GTI in US with an iPhone app

     2. In Europe it launches as VW Tiguan with a mobile app as well as text messages and an interstitial website.

     3. Mobile app became an important part of Bank of America campaign for one of its Merill Lynch  products

     4. Merill Edges “Face Retirement” app to motivate young customers to think about their financial  needs especially at the time of retirement.

     5. Customers can track their visit to and purchases from a merchant and receive rewards.

     6. Retailers can send them location specific promotions when they are near shops or outlets.

     MOBILE MARKETING ACROSS MARKETS