We are living exciting days where the most people are having answers to all type of questions at their fingertips. Unusual as it was several years ago, our society is now facing changes in different stages, among others, learning, getting things done or taking decisions are usually influenced by any nearest device they have around. 40% of time spent using phones in outside phone, 80% of people are using a smartphone, more than one type of device is used by 57% of people, 27& uses a smartphone only and only 14% uses computer.
The purchasing journey has suffered so many changes lately and as we all know due to this hyper competitively, this branding noise around so many products has influenced marketers to reinvent all this. One of the most brilliant theories I have heard is that of the micro-moments which it seems to be mandatory in order to create stories that influence decisions, stories to be used throughout all the devices needed in your marketing strategies, this also includes channels, formats, etc.
So as we saw, approximately according to Google, 40% use smartphone daily as an average consuming day to satisfy their needs, therefore is easy to imply then that every day and more most of daily Google searches seems to happen more on smartphones than desktop PCs.
From a corporate perspective if the business development and innovation management is not well established then the tightening race in this hypercompetitive world of so many brands in the market will swallow your startup or new venture. Integrating this new customer value in due time into corporate level, same as competitive strategies and value management procedures is the most intelligent move we can do. Let’s all apply the Competence-Based Strategic Management (CBSM) framework, which was an approach started by Sanchez and Heene in the end of the 90’s and still useful for many startups.
As far as mobile apps innovation is moving on these days, we marketers recognize certain types of mobile app brands.
There are Mobile apps which main aims is to provide to end users a much smoother browsing experience. For example, Google Maps, Shazam, Foursquare will fit into this category.
Brands that have been consistent in the offline and have conquered certain level of positioning or defined their offline strategies move into the app world now and soon start delivering a successful user experience or performance experience to the users.
Tips to implement a good branding into mobile apps
First, try to understand branding is not just to design nice and colorful app designs. It is more than that. Branding is one of the most important key factors to structure different elements of a company, mostly linking corporate levels, executional levels, operational levels, artistic levels and obviously marketing levels.
Always remember your target. This whole journey and micro-moments is planned and conceived from the customer to the customer, nothing less nothing more, even shareholders are swept way from here. You can’t or should not ignore them. How fun to use is your mobile app, what value bestows, what experiences ignite? What solutions would help to provide or at least to guide into.
Usability and needs. Mobile app is just a channel just like search, display, video, etc., this means they are part of your marketing plan. Analyze where does it fit and what needs will fill up? What will be the motives for end users start using your mobile app? This is branding in its core.
Strengths and weaknesses of your mobile platforms. How unique is it? Or are you thinking if it offers something unique? It is easy for internet users find all type of solutions/answers online it is easy to get it online nowadays. How is your mobile app functionality? Are you testing at the same time? Have you experimented with different targets? Tests must be done thoroughly before submitting it to an app store. Please, understand end users will feel disappointed if the mobile app is all the time freezing or crashing. This is detrimental to your brand image.
Engage. Engage. Engage! The promised value trade of your brand, how is it represented? In what ways will engage with the user? How consistent is with your company’s value proposition?
Into the market! AIDA (Attention, Interest, Desire, Action) model is used when building a mobile app branding. Start working with a fresh design according to your target, highlight the main functionalities by combining software development and design. Try to create an unforgettable design in order to help with the engagements processes and micro-moments. Test different designs with your target.
Measure everything! Create and build an analytics platform or console and start ordering the main attributes, behaviors and attributes of your mobile application and start following your metrics religiously as a daily ritual. Implement measuring scripts into the application and follow every movement around the net. Make a report and act based on that! Program updates or possible further software (R&D) development will be adjusted solely on metrics reports.
Try to make users to rate your mobile app, this is of tremendous help when dealing with mobile app branding. Remember, word of mouth marketing is still one of the most influential factors when building your mobile app branding. Higher and positive ratings, increase the popularity and this way increase the positioning among others.
From a corporate perspective, R&D department or related employees (I call them intrapreneurs in all the sense of its meaning) should develop the innovative attitude into the company’s resources and into new products, services or success-relevant business processes, it is important that this culture is not inhibited by line management and department boundaries, for this upper management team should take care this doesn’t happen. These intrapreneurs should be empowered to use such resources hand in hand with the help of process or product innovation teams, could be sometimes as well via corporate venturing activities.
So, from a holistic point of view and a corporate perspective, top management must and have to implement employee incentive programmes whether innovation based bonuses, business plan or great ideas competitions, or the classic job promotion incentive programmes in order to create this innovation culture within the organization.
Finally, from a branding perspective. Information and inspiration via people’s mobiles will help to use micro-moments to build your mobile app branding. Quoting Google: “These I-want-to-know, I-want-to-go, I-want-to-buy, and I-want-to-do moments” are the internet of now stuff marketers should always keep in mind in order to influence purchasing decisions.
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