Mobile App Market to Grow to $35 Billion by 2014 [REPORT]

International Data Corporation predicts that the number of mobile application downloads worldwide will grow from 10.9 billion in 2010 to 76.9 billion in 2014. The market intelligence company also anticipates mobile app revenues will surpass $35 billion in 2014.

IDC’s findings are based on company financials, product announcements and its quarterly survey of the Appcelerator mobile developer base.

Based on its research, the organization expects accelerated growth in the mobile apps market as even more applications make their way to tablets, Internet-connected TVs and other devices in the years ahead.

“Mobile app developers will ‘appify’ just about every interaction you can think of in your physical and digital worlds,” says Scott Ellison, IDC mobile and wireless research vice president.

Essentially, IDC is making the claim that mobile applications, and associated revenues, are here to stay. It’s a conclusion that seems reasonable considering how lucrative and popular apps like Angry Birds have been, and the current ubiquity of mobile applications. Previous research from the Pew Internet Project points to 24% of the U.S. adult population using apps, with app users having 18 apps on their device on average.

Still, there are some — RIM co-CEO Jim Balsillie, for instance — who believe that the “appification” of the web is a fad that is destined to flatline.

View original article at: Mashable/Mobile

An Argument for Mobile App Marketing

The height of marketing power right now may come in the smallest of forms; in fact, small enough to fit in the palm of your hand. Although marketers have been employing cell phones for years—via call surveys and even text message campaigns, for example—the newest and smartest way to engage on-the-go customers is now by creating mobile applications that smartphone users can download immediately and use indefinitely.

Can’t They See My Website Online?

Yes, but mobile apps load faster and provide a much more user-friendly experience for someone who’s viewing your data on a small screen, with the range of buttons available to them (as opposed to a full keyboard and mouse). With a mobile app, your menu can be tailored to services that people are most likely to be seeking while out-of-home. For example, your main page can reflect your directory and a map to your location. Or you can offer one-click sales without all the flash and graphics or the dense text information that’s available on your website. Plus, you’ll be listed among their favorite and most-used programs on their phone. It’s an automatic bookmark and frame of reference so they’ll never forget your name—or that cute little logo or icon that reflects your brand.

What Perks Does a Mobile App Offer?

The greatest single advantage to offering a mobile app is that you can interject your business at any time, anywhere and give your customers—or prospects—an immediate, direct connection to your products and services the moment they think of needing them. Besides that, constantly seeing your application and thinking of your brand keeps you top-of-mind. At the very least, because mobile apps are so prevalent, if you don’t have one, it’s probable that your competition will make one first.

How Can I Stand Out in the Crowd?

There are numerous jokes being made about the number of apps out there in the world; but the answer to making a big statement with yours is actually quite simple: Target your key audience. It’s not like your account is going to be the new Facebook and show up on the face of every cell phone; not every single person will want a direct route to your business information. But there is a group of niche individuals who will. The greatest task with mobile applications, as with most forms of marketing, is identifying and getting in contact with those who will benefit the most by communicating with you. Once the app is downloaded, it’s all downhill from there.

By tying in your mobile app with a comprehensive marketing campaign, you can direct interested parties to your mobile app and keep them connected. Once someone has you listed among their collection of valued apps, you can offer incentives that are only available through your mobile app and then consistently reward prospective customers for having it on their phones and checking in on a regular basis.

Written by admin in: Uncategorized | Tags: app, apps, argument, bookmark,brand, campaigns, cell phones, competition, downloaded, experience, icon, logo,map, marketing, mobile app, mobile applications, on-the-go, one-click, out-of-home, perks, sales, smartphone, surveys, user-friendly

See the original article at: Mad 4 Marketing Blog

Should brands focus on mobile apps?

John Shegerian, chairman and CEO of Electronic Recyclers International, Inc., and Tim McLaughlin, president and founder of Siteworx, debate.

John Shegerian
Chairman and CEO, Electronic Recyclers International, Inc. More than two decades of technology marketing experience

Mobile device use, and app usage, is growing at breakneck speed. As a result, smartphone applications have become valuable tools for brands, as they've realized mobile marketing is where they must focus their efforts to attract new customers and remain competitive.

The idea of incorporating apps into a corporate marketing strategy is still new, just as websites and social media pages started as innovative concepts.

Every brand now seems to have a website and social media page, but most organizations still do not have an app. Early adopters that create valuable apps can solidify a fan base and gain experience in this increasingly important medium, as well as glean valuable insight into mobile user behavior.

Despite these possibilities, many companies lack the confidence, knowledge or infrastructure to implement app-based initiatives.

This is unfortunate, because the launch of a mobile marketing campaign does not require a significant expenditure, but connects companies directly to consumers, delivering a complete online experience.

Apps also give companies the ability to engage with customers in an ongoing relationship, build brand loyalty, and create unprecedented advertising, sales and revenue opportunities. Think of it as a browser dedicated entirely to your brand, your interactive campaign and your content, with your customers directly connecting to you.

I learned the importance of mobile apps earlier this year when we made our "Eco App" exclusively available for the iPhone and iPod Touch. The app allows consumers to type in their Zip Codes, select their cities, and choose the items they want to recycle. Its goal is help consumers minimize their environmental impact locally by offering them a simple way to locate the nearest recycling center. We also made our other “My Recycle List” app available for the Android system.

This demonstrates the demand for simplification in the recycling process, but it also highlights the power of mobile marketing and its value for a wide range of industries.

Consumers who are given access to brands in valuable and simplified formats interact more. When this happens, brands have future opportunities for growth.

Tim McLaughlin
President and founder, Siteworx. More than 10 years' experience in digital technologies

Before spending time and money on native mobile applications, marketers should start by optimizing their traditional Web presence for the best mobile viewing possible.

Sure, apps have certain advantages. They can often give you better usability and performance, as well as access to more of a mobile platform's APIs.

On the other hand, they're difficult from a maintenance and content management perspective.

Most apps will have great difficulty leveraging your site's content management system, and they have to be separately designed for Apple, Android, Blackberry and Microsoft devices.

Most importantly, they'll reach only a small segment of your total mobile audience.

In December, if your mobile strategy is a holiday drink, apps would be your candy cane martinis. They're different. They're potent. But they're not for everyone.

A lot of people may never try them, and even those who do might not run back for seconds, as sustaining user interest in downloaded apps has been a significant struggle.

The mobile-optimized Web is your eggnog. It's the workhorse of the menu. It might not be as flashy as the candy cane martini, but it's easier to make, and it'll reach — and satisfy — a much larger audience. We're not surprised these days to see organizations with 40% to 50% of their Web traffic coming from mobile devices.

If you're still not convinced, there's also the issue of data collection, perhaps the biggest reason of all to put mobile Web optimization ahead of app development. Your mobile-optimized site will take in priceless information about your audience's mobile viewing habits — data that can later be used in an app's eventual, and more costly, development if you decide to embrace mobile applications. Conversely, mobile apps can have difficulty tracking user interactions beyond the initial download, putting them at a significant disadvantage compared to the Mobile web in terms of data collection.

To make a long story short, we rarely — if ever — recommend letting apps supplant the Web as an organization's primary mobile marketing channel.

DIRECT MARKETING NEWS DECISION:

Marketing apps are a good fit for brands that are household names, or those that offer truly innovative services for mobile devices. Large brands should embrace them, but up-and-coming marketers should think twice before focusing on apps instead of the mobile Web

Find the original article at: Direct Marketing News

A Few Pointers for Effective Mobile Marketing

Mobile Marketing Firm Shares Some Advice

By Chris Crum

There's no question that mobile is getting bigger, and is becoming an increasingly important channel for businesses to reach customers.

We had a conversation with Tim Nguyen, a sales manager for mobile marketing firm Trumpia, which has worked with plenty of small and large businesses in assisting them with utilizing mobile marketing to drive traffic and revenue.

"One of the most unique mobile marketing campaigns we have been a part of [is] definitely our recent work with Sony Pictures' new movie, Takers," says Nguyen. "This was unique in that we were not only working with one of the biggest companies in America, but we also had T.I., a very influential cast member and musician heavily promoting the campaign."

As the company said in a blog post about it, Takers had thousands of people text in their mobile keyword in les than a week, to enter a giveaway for tickets to a private screening of the film. Trumpia called this "a testament to how quickly and effective mobile keywords can be when marketed correctly."

The campaign manager called it a huge success, saying, "After a quick export and some segmentation we were able to see where people were visiting New Orleans from. Using users area code we were able to see what state they originated from, giving us a much deeper analytic view for our client."

That is certainly an added benefit to this kind of mobile marketing.

"Mobile Marketing much like any type of marketing will be ineffective if you are not providing substance or something of interest to your targeted market," Nguyen tells us. "Therefore, really to be effective you have to be cautious with what you're texting to individuals and make sure the message is relevant and carefully thought out."

We asked him about the differences in effective strategies between small businesses and large ones. After all, small businesses don't always have the resources the big boys do.

"Really no difference between the two because large or small they are trying to accomplish the same thing which is to bring in more revenue," says Nguyen. "This can easily be done assuming your marketing campaign is strong enough that it drives individuals to act upon your offer."

As far as advice for the small business with a tight budget, Nguyen says, "Don't hesitate to go mobile! Often times mobile marketing will be much cheaper than print ads, paid advertisements, mailers, etc, so one you will be saving money by going mobile."

"Two, text messages are delivered in real time and go directly to cell phones, which almost everyone in the United States has," he adds. "Therefore text messages will be read immediately and delivered straight to the source to increase conversion and the effectiveness of your marketing campaign."

He says that typically, not all businesses should worry about having their own mobile apps, because they can be expensive to develop. That doesn't mean you shouldn't be taking advantage of other existing apps. He names Facebook, Twitter, and Foursquare as places for your business to be found in apps. I'd suggest that you explore some app stores and see not only which apps are most popular, but which ones offer services that you can practically apply a use case for your business to.

"Mobile marketing is really on the rise, and at the end of the day it really is the most effective means of communicating with individuals today," says Nguyen. "You have to consider that almost every individual has a cell phone, which they check almost religiously! So it is impossible for someone to say they didn't receive your message or didn't know. Mobile Marketing is extremely effective in that it's easy to reach individuals immediately and effectively, at much lower costs than other marketing streams. I've never known a business [to] say no to a more effective way of marketing while at the same time saving money, it really is a business owners dream come true!"

View the original article: WebProNews

7 Ways Product Companies Use Apps

How will your dealership’s iPhone app measure mobile success?

With mobile traffic on a rapid rise, more and more dealers are evaluating their mobile marketing strategies. While mobile apps are not new, dealers are just starting to consider whether apps play a beneficial role in capturing mobile visitors. Before serious consideration for an app can be made, a dealer needs to identify a purpose for an iPhone app. Will my dealer app simply provide information? Does it exist as a brand enhancer? Is its purpose to motivate a visit? Is it a lead generator? Does it drive web traffic? Does it function as a post-sale tool? Is it a source of entertainment?

In my quest to answer the above I took a look at how companies large and small are using apps.

The Branding App:

Many larger companies use apps to brand. In many ways the apps are distinctly disconnected from the product. Oakley’s app “Surf Report” doesn’t mention sunglasses anywhere, rather providing surf swell direction, height, and tide information.[1] You won’t find blue jeans in Levi’s Fort Fader app, only music schedules, news, and more.[2]

The Information App:

There are a host of information-based apps out there. The House of H-D app, a Harley Davison dealer, provides a picture of the dealership, hours, and directions.[3] Not much more. Blow Salon & Spa, an Aveda concept salon in Laguna Beach, provides an app with hours, directions, and the ability to book an appointment.[4]

The Lead Generator App:

The Nationwide app prompts users to create a profile within the app. This profile aids in filling out forms throughout the rest of the app.[5] Many other well-designed apps bring lead generation into play by enticing users to sign up for a newsletter, schedule an appointment, or submit an inquiry.

The Digital Brochure App:

The Honda CR-Z app is an excellent example of a digital brochure.[6] The app allows the user to interact with the vehicle, telling a story during the entire process. Weber Chevrolet’s app features images, video, and 360 spins of each vehicle – making full use of the iPhone’s touch functionality.[7]

The Shopping App:

UGG Australia is a shop centric app.[8] Upon launch the app invites the user to start browsing currently available products, sizes, and colors. The app features a “my cart” function, allowing users with an UGG account to make purchases within the app.

The Entertaining App:

The Timberland Expeditions app puts a unique spin on the app experience by combining a fully featured game with a complete product showcase.[9] The Yamaha app allows the user to grip and rotate the iPhone like the throttle on a motorcycle.[10]

The Post-sale App:

What about after the sale? How can an app spur additional sales? Jeep has done an excellent job creating an interactive owner’s manual.[11] Everything from a warning lights reference to towing assistance is available through the app. The result for Jeep is increased app retention.

How do apps fit the dealer?

Which app type above applies to my franchised dealership? The automotive industry is as unique as any other and I believe we’ll have a better idea in the next 9 months. As we speak hundreds of dealers have released different types of apps to the iTunes store. Some fit a single app category; others are a combination of those listed above.

As I see it, an app should be an accessory to a well-rounded mobile marketing mix. Companies successfully implementing apps seem to follow a basic set of rules:

1.When your customer types your website URL on their mobile device, give them the option to download your app. They won’t search the app store.

2. Provide a unique user experience. This is why they downloaded the app in the first place!

3. Have a call to action. Give your user a way to make the next move.

How are you implementing an app with your dealership? Do you see apps having a place in the dealer market? I’ll be following this closely in the next few months.

About the Author

Ben Anderson is the President of AutoMotionTV, a Minneapolis based marketing company specialized in automotive video. You can reach Ben @ 612-353-4125.

---

[1] http://itunes.apple.com/us/app/surf-report/id295405621?mt=8

[2] http://itunes.apple.com/us/app/levis-fader-fort/id359332458?mt=8

[3] http://itunes.apple.com/us/app/house-of-harley-davidson/id356683180?mt=8

[4] http://itunes.apple.com/gt/app/blow-salon-spa/id335043672?mt=8

[5] http://itunes.apple.com/us/app/nationwide-mobile/id311627534?mt=8

[6] http://itunes.apple.com/us/app/the-honda-cr-z-experience/id388789191?mt=8

[7] http://itunes.apple.com/us/app/weber-chevrolet/id378486441?mt=8

[8] http://itunes.apple.com/us/app/ugg-australia-mobile-shopping/id381125931?mt=8

[9] http://itunes.apple.com/us/app/timberland-expeditions/id329506682?mt=8

[10] http://itunes.apple.com/us/app/ride-yamaha/id337268487?mt=8

[11] http://itunes.apple.com/us/app/timberland-expeditions/id329506682?mt=8

Relevance Rules

Posted 3 months ago by David Murphy

It’s no secret that relevance is the Holy Grail when it comes to effective marketing. Beer commercials during football games, diaper ads in parenting magazines - the messages that brands deliver to us are typically in direct correlation to the content we’re consuming.

With the birth of the internet and cookies, the targeting equation evolved. Not only could ads be aligned with content, but also with behaviors. With the so-called “death of the web ” potentially upon us, meaning a shift from browsing for information to grabbing it via apps, marketers might be wondering how they will apply this same formula to the evolving mobile medium.

Early adopters
Early adopters are already using mobile devices to guide their buying decisions. Applications such as Yelp and Fandango are helping consumers pick restaurants and movies. Yet, according to Nielsen, a quarter of early adopters are not using data on their smartphones at all, but sticking to voice and text messaging. Nielsen reasons that “operators have to do a much better job of conveying the value and utility of these powerful devices.”

If the future of the internet is on mobile devices, marketers need to quickly figure out how to best target today’s mobile consumer. Making relevant offer and content recommendations is key, and figuring out specifically what to deliver, when, for whom and where, is paramount to solving this dilemma.

The solution lies within telecom operator data. Operators need to start turning their customer data into intelligence, and turning that intelligence into action, if they want to deliver a more personalized, relevant customer experience. A superior customer experience that means customers are pitched products and services they want, apps they need, and messages they actually welcome.

We’re not there yet. At this early stage of mobile advertising, engagement with a brand is triggered by a consumer behaviour such as search - which is the opposite of more traditional advertising such as TV. After all, you didn’t ask to see that beer commercial during the football game. The next step for mobile advertising is for operators to leverage the information they have to allow brands to proactively connect with consumers, based on real-time contexts. So you don’t go to your Yelp app when you’re hungry; rather the Yelp app comes to you.

Leveraging intelligence

The exciting part of all of this is that mobile allows marketers to be more relevant than was ever possible before. Operators collect a wealth of data on their users that, when put to good use, provides insights that most marketers can only dream of. By leveraging intelligence about one’s usage, purchases, social networks, location and movement, downloads, adoption tendencies, lifestyle, and interests, an operator is able to determine the particular context in which a subscriber is most likely to respond to an offer or recommendation.

For example, Angie has never tried mobile TV. But we know that someone she is highly connected with, who we have identified as a key influencer, is a mobile TV subscriber. Based on this fact alone, Angie is four times more likely to try mobile TV than the average customer.

But that still leaves an open question - what is the right context for presenting Angie with the mobile TV offer? We know that Angie is most likely to respond to a free trial, that she is a commuter, and that she is most likely to respond to an offer via MMS during her commute home in the evening on any weekday except Thursday or Friday.

Carriers are thrilled about the promise of contextual marketing, seeing that customers receiving a contextually relevant offer are opting out 50 per cent less frequently than those receiving a targeted, but non-contextually relevant offer. After all, what carrier wouldn’t want to establish an ongoing medium for customer communication and product cross-sell and up-sell?

The bottom line is that operators need to start applying their data to drive the next phase of mobile internet consumption. Understanding the right customer in the right context for recommendations and offers will help carriers define the most contextually relevant targeting opportunities, which in turn will help them deliver the personally relevant customer experience we’ve all been waiting for.

Get to the Point With Your Mobile Marketing

"Make it Quick" If You Want to Reach 5 Billion Potential Targets

I probably don't have to tell you that mobile marketing is incredibly complex. Why is this? Because mobile encompasses nearly all other forms of media in one. Mobile is talking on the phone, the mobile web, images, video, radio, interactive apps, location, etc.

"The challenge here is: how do we balance scale with engagement?" said Jeff Plaisted MicrosoftAdvertising National Specialist Sales Manager. Here at ad:tech NY, Plaisted, along with Adam Hughes, Digital Media Supervisor at Starcom, discussed a campaign they worked on for GMC.

We won't get into the whole case study here, but just a couple takeaways. "Make it quick," said Plaisted. "Get to the point really quickly and deliver that value."



This is probably good advice for marketing through mobile or through any other channel. While there are certainly exceptions to the rule, it's getting harder and harder to command consumers' attention these days, if for no other reason than the fact that there are so many entities vying for it through all different channels.

That's why the GMC campaign used an in-app calculator that asked consumers to answer just a few quick questions, rather than a whole bunch of questions. If you're lucky enough to get them there, don't drive them away by threatening to use up too much of their time.

The real reasons to increase you mobile marketing efforts are that mobile is "universal" and "insanely personal", as Michael Becker of the Mobile Marketing Association pointed out.

According to Becker, there are 6.8 billion people on planet and over 5 billion mobile subscriptions. In the U.S. there are 277 million subscriptions, with 233 million unique users. Is that enough reasons?

Read the original article at: WebProNews