Mobile Branding and Marketing

Deepika BajajMarketing and Brand Management

What to do after you receive the sacred

“Your App Has Been Approved” email from Apple

BUILDING A ROCKING APP IS NOT EASY

You WORK Hard….

What’s MISSING?

HARD to get EYEBALLS

Apps MUST BE FREE

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.

Why are we talking about this?

Big brands are dying.

Little brands are doing great.

Branding is a weird gig.- Seth Godin

THINK a MICRO BRAND

WIKIPEDIA DEFINITION:A microbrand is a small-scale brand recognized only in a certain geographic location or by consumers in a specific micromarket or niche market.

Red Bull Augmented Racing

Remember SOCIAL

WHY ARE THEY HERE?

YOU NEED

karate kid App

BUILD a MICRO BRAND keeping social in mind. People engage in a context.

CASE STUDY 1: Location, Location, Location

Loyalists are incredibly social and are great at word of mouth.

Carrabba’s Foursquare promotion Check-ins - 6,987 Mayors - 178

CASE STUDY 2:Tapping, not typing

Installs: 35,000 per hourSongs sold : 25 million +

CASE STUDY 3: SIMPLICITY

Apple users spend 65 million minutes per day

Ad-supported (Andriod)– Rovio Mobile + GetJarApple Store (iOS) – Paid via iTunes

NOW

THINK NIKE: PERSEVRANCEFocus on the main task your app helps achieve & keep your app’s look and feel simple as possible.

ON Unique proposition

Players = Fanatics = Brand Ambassadors

AREREWARDS

Share and Spread

Sticky Games/Apps ROCK

MEASURE ENGAGEMENT & RETENTION

Life Time Value

Angry Birds Rio Trailer

dbajaj@activegarage.com