Marketing and Brading Mobile Apps and Games

38
Mobile Branding and Marketing Deepika Bajaj Marketing and Brand Management

description

Mobile application face the challenge of a fragmented marketplace. Mobile Marketers have the possibility to create a micro brand to target their loyalists. These people are very social and are great at word of mouth.

Transcript of Marketing and Brading Mobile Apps and Games

Page 1: Marketing and Brading Mobile Apps and Games

Mobile Branding and Marketing

Deepika BajajMarketing and Brand Management

Page 2: Marketing and Brading Mobile Apps and Games

What to do after you receive the sacred

“Your App Has Been Approved” email from Apple

Page 3: Marketing and Brading Mobile Apps and Games

BUILDING A ROCKING APP IS NOT EASY

Page 4: Marketing and Brading Mobile Apps and Games

You WORK Hard….

Page 5: Marketing and Brading Mobile Apps and Games
Page 6: Marketing and Brading Mobile Apps and Games
Page 7: Marketing and Brading Mobile Apps and Games

What’s MISSING?

Page 8: Marketing and Brading Mobile Apps and Games

HARD to get EYEBALLS

Page 9: Marketing and Brading Mobile Apps and Games

Apps MUST BE FREE

Page 10: Marketing and Brading Mobile Apps and Games
Page 11: Marketing and Brading Mobile Apps and Games

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.

Page 12: Marketing and Brading Mobile Apps and Games

Why are we talking about this?

Page 13: Marketing and Brading Mobile Apps and Games
Page 14: Marketing and Brading Mobile Apps and Games

Big brands are dying.

Little brands are doing great.

Branding is a weird gig.- Seth Godin

Page 15: Marketing and Brading Mobile Apps and Games

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.

Page 16: Marketing and Brading Mobile Apps and Games

Red Bull Augmented Racing

Page 17: Marketing and Brading Mobile Apps and Games

Remember SOCIAL

Page 18: Marketing and Brading Mobile Apps and Games

WHY ARE THEY HERE?

Page 19: Marketing and Brading Mobile Apps and Games

YOU NEED

Page 21: Marketing and Brading Mobile Apps and Games
Page 22: Marketing and Brading Mobile Apps and Games

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

Page 23: Marketing and Brading Mobile Apps and Games

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

Page 24: Marketing and Brading Mobile Apps and Games

CASE STUDY 2:Tapping, not typing

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

Page 25: Marketing and Brading Mobile Apps and Games

CASE STUDY 3: SIMPLICITY

Apple users spend 65 million minutes per day

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

Page 26: Marketing and Brading Mobile Apps and Games

NOW

Page 27: Marketing and Brading Mobile Apps and Games

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

Page 28: Marketing and Brading Mobile Apps and Games

ON Unique proposition

Page 29: Marketing and Brading Mobile Apps and Games

Players = Fanatics = Brand Ambassadors

Page 30: Marketing and Brading Mobile Apps and Games
Page 31: Marketing and Brading Mobile Apps and Games

AREREWARDS

Page 32: Marketing and Brading Mobile Apps and Games

Share and Spread

Page 33: Marketing and Brading Mobile Apps and Games

Sticky Games/Apps ROCK

Page 34: Marketing and Brading Mobile Apps and Games

MEASURE ENGAGEMENT & RETENTION

Page 35: Marketing and Brading Mobile Apps and Games

Life Time Value

Page 36: Marketing and Brading Mobile Apps and Games
Page 37: Marketing and Brading Mobile Apps and Games

Angry Birds Rio Trailer