Investing in Mobile Apps for Marketing: Scope and Challenges

Shailendra More

Shailendra More – Mobile Developer Lead

Mobile Apps are not just representative of cutting-edge digital technology, they have also revolutionized the face of business marketing worldwide. With an increasing number of users relying on internet-enabled mobile devices, there is a high-potential consumer base in mobile phones, for marketers across all niches. Needless to say, this realm is of course plagued with intense competition, and it often becomes a debatable topic whether it is monetarily worthwhile to invest in mobile apps for marketing, despite its various challenges. Here’s a quick look at them:-

Challenges in Mobile Apps Marketing
  Choice between a site or an app
The biggest question while designing the mobile strategy is if you should go for an app or a mobile site to promote your business. Many players fail to take consumer behavior into consideration when implementing their strategy.

Delivery of mobile content
The content that is delivered through mobile apps or marketing should optimize the user experience. The biggest challenge is when the sites are not compatible with the screen size of the device that can mean loss of business.

Privacy concerns
The marketers using the mobile platform need to be extra sensitive towards the privacy of the users. They must seek permission before they involve the users in any promotional activity.

Tough Navigation of the content
The mobile screen has a small size with no external hardware like a mouse which means that the navigation can be a bit of a challenge. Some of the ads may not even be viewed because of the hassles involved in screening the content.

Myriad Benefits and Scope

A smart marketer will aim at overcoming the aforementioned challenges to reap the myriad benefits of investing in Mobile Apps.

Quick Results
Most of the users will receive your marketing message as soon as it is sent. The message will be received even if the mobile phone is on standby mode. This is the reason the mobile marketing methods show instant results.

Budget Friendly
It is comparatively more economic to design images and content for mobile viewing that a full fledge website. This is why the mobile marketers can share part of their profits in the form of incentives for using their mobile app or site. This promotional technique can be used effectively to push the business to your end customer.

User Friendly Interface
To make the site or the app user friendly, the content developers need to limit the size of the content as per the screen size which is much easier to work with. The content is basic and uncomplicated for the users to get information quickly.

Reach out to your customers directly
The mobile marketing strategy has been designed in such a way that it interacts with the use directly. This makes the ad and promotional activities more personalized with greater propensity to show results.

Easy to track the response
The marketers can easily track the effectiveness of their mobile campaign which helps them in analyzing the user behavior. This can further culminate to enhancement of services and user experience.

Success Stories
While we’ve assisted many of our clients in the realm of Mobile App Development, the Golden Bonds Mobile App for Pidilite (https://play.google.com/store/apps/details?id=com.scriptlanes.goldenbonds&hl=en), is definitely noteworthy of mention. With its stimulating layout, easy to navigate pages and excellent compatibility, it has been tailor-made to assist architects and interior designers in the process of choosing substrates for surfaces. There has been overwhelming positive response from the Pidilite Consumer Base, ever since the launch of this app in January 2014. Yet another innovative app is the Racold’s “Steam a Doodle” App (https://itunes.apple.com/in/app/racolds-steam-a-doodle/id824151734?mt=8) that allows users to create, save and share steam doodles!

The greater the innovation, the greater is the success as far as the intensely competitive zone of mobile apps is concerned. It’s definitely a zone worth treading for every digital marketer!

 

Mobile Strategy: A Must in Every Digital Marketer’s Agenda

11

Sanil Pradhan – Technical Head

With potential buyers inherently pressed for time and marketers clamouring for their attention nevertheless, it doesn’t take much effort to comprehend that your marketing messages have greater chances of reception only if they are precise, quick and distributed well. Almost all purchase decisions are made at a drop of a hat and airline, movie bookings are done within a matter of seconds. It is in fact this paucity of time and instant accessibility that has suddenly gotten all marketers to reach out to market segments using the single-most powerful devices of this era- Smartphones and Tablets.

Internet enabled mobile devices have taken marketing initiatives to an all new level in business-consumer interaction. The need for infinite access to the information on our fingertips is what is fuelling this trend in an upward progression. Here are some of the common reasons why mobile has become a buzzword in the digital marketing fraternity.

Understanding the Contemporary Consumer Psyche

Based on a survey conducted by the Mobile Marketing Magazine in June 2014, at least 59 percent of smartphone users regularly use the search function on their phones, while a sizeable 25 percent of all search queries are now directed via mobile phones. (Source: http://mobilemarketingmagazine.com/25-per-cent-searches-now-on-mobile)

With regard to Mobile Media Consumption, UK-based Content Discovery Platform has recently revealed that Mobile Media Consumption is on a constant rise. An attempt was made to study this development by means of a worldwide survey. Interestingly, football ranked as the number one content category sought-after by consumers across several countries. Other popular topics included Movies, Celebrities, Crime News, TV, Entertainment and Nutrition. (Source: http://mobilemarketingmagazine.com/infographic-mobile-media-consumption-around-the-world/)

Creating an effective mobile strategy

Mobile advertising done right can be a game changer for your business. These simple and basic principles can help you get started on the mobile strategy bandwagon on the right foot.

Be mobile friendly
Did you know that 89% of consumers use their smartphones to access Google or any other search engine? The reason to choose your product or service over your competitor has a lot to do with design of your website, length of the videos that you post online, quality of your images etc. This is the reason, it is highly recommended that don’t just join the herd and go mobile. Responsive design of your mobile webpage is compatible with any device and will auto-adjust as per the screen size. Only those businesses can flourish using mobile strategy that optimizes the user’s mobile experience.

Observe the Consumer Behaviour
The way your content looks on the phone affects the consumer’s decision at many levels. Track the behavioural patterns of your consumers to get an insight into the decision making process and make the adjustments to your website accordingly.

Follow the Holistic Approach
Integrating your marketing platforms will assimilate smooth customer experience across all channels. The content on these channels must perform well across all mediums to leave an impact on the user.

Simplicity is the key
Make your website simple, easy to use and something that serves the purpose. Take the odds a tad higher by providing an incentive every time they download the mobile application corresponding to your webpage. Simplification is very important as the customers are on the move and your message should be easy to understand and quick to load.

Empowering our valued clients with powerful mobile marketing platforms
As a full-service Digital Marketing Agency, we have successfully streamlined the mobile marketing efforts of many of our clients:-

  • Kotak Mahindra Bank – http://nri.kotak.com/mobile
    We successfully created a responsive web design for Kotak Mahindra, with a user-friendly interface, thereby providing their customers with fully secure, 24×7 access to their bank accounts through their mobiles.
  • Amino Collagenhttp://www.aminocollagenindia.com/
    BC Web Wise empowered Amino Collagen with an e-commerce platform that works seamlessly on any mobile device.

Rising with the Tide
It is quite evident from the industry trends and growing popularity of the mobile phone user base that an effective marketing strategy can make your business scale heights. With the right in-sights and intuitive thinking, you can reap huge benefits from this mobile marketing tide that has hit digital marketing lately!

Video Marketing: A Lucrative Opportunity for Digital Marketers

Shayesta

Shayesta Shahzabeen – Account Director

We all receive a number of marketing messages through the day- from Print Ads in our Morning Newspapers to TV Commercials, Billboards, Emails, Promotional SMSs and more. In this never-ending stream of marketing messages directed at us 24×7, only a handful actually strike a chord with us. Why is that so?

As marketers, it is critical that we make a profound impact in the few seconds of attention that the average time-starved consumer can give us. And this is possible only if your content is highly innovative, engaging, precise and quick. This is where video marketing is extremely effective and often scores higher than other formats of content dished out to consumers today.

A Look at Global Trends

Video watching is a fast-growing trend today. The most sought-after video content categories start from Entertainment, and go on to Lifestyle, News, Social Services, Sports, Technology, Finance, Health and Travel. While certain statistics indicate that millennials are largely associated with this upward trend, the remaining age-groups also have a sizeable chunk of avid video-viewers. This is evident from the fact that the practice of global video watching has doubled in the last three years, which is no mean feat, and cannot be solely attributed to a particular age-group.

As a Digital Marketer, this content format offers a plethora of opportunities to explore. Above all, the sheer enormity and diversity of the user-base in itself is the single-most motivating factor that is propelling marketers towards utilizing online video marketing.

Here’s a look at the comScore Video Metrix Report of July 2014 pertaining to segments of video viewers in India as well as a cross-country comparison:-

Sl No. Age Bracket Average Videos per Viewer Male Female
1 15-24 66.8 14.2 8.5
2 25-34 62.8 13.8 8.4
3 35-44 57.3 5.6 3.8
4 45+ 53.2 3.1 2.1

 

China Russia Brazil India
Video Audience (million) 447 69 74 59
Videos (Billion) 47 15 19 3.7
Minutes per viewer 695 1440 923 414

Phenomenal Success Stories in the Realm of Video Marketing

Imagine a small or medium-sized business that generates 50% of its customers from video marketing! This is definitely not an exaggerated figure, as is evident from the YouTube case study of Rokenbok, a San Diego-based manufacturer of robotic toys and construction systems. (https://static.googleusercontent.com/media/www.youtube.com/en//yt/advertise/medias/pdfs/yt-advertise-casestudy-rokenbok.pdf)

The modest beginnings of Staci, an Austin-based avid knitter who started ‘VeryPink Knits’ on a small scale, has seen phenomenal success today with the aid of online video marketing. Her success story can be viewed on

Our Take

As a full-service digital advertising agency, we have always focused on the use of innovative videos to empower our brands online. As part of HUL’s Project Sunlight, the following 2-minute social experiment captured on video spread the intended message of sustainable living, in an extremely powerful and impactful manner. The simple message communicated through the
https://www.youtube.com/watch?v=Krm8jLZxPmA”>

‘Can kids influence change our world?’ drove across a point that no other marketing medium or channel could possibly bring about.

Likewise the series of videos created for the launch of Sunsilk Thick and Long and the deep and lasting impact on strengthening brand identity is reflected in this

Another example worth mentioning is the Recycle Effect

created for Fevikwik which deftly uses animation to put across a powerful message and demonstrates that you don’t always need big budgets to create impactful videos.

Advantages of Cashing in on the Video Opportunity as a Brand

If you’re one amongst those who are yet to incorporate videos in your marketing campaign, here’s a quick look on the top reasons why you must begin right away!

  • High Engagement Levels as compared to any other form of content
  • Wide Reach – Unlike traditional marketing avenues, videos know no boundaries, and can reach out to a global audience
  • Easy to Share on Social Media
  • Prompt and Precise in message- Enables you to communicate within a very short time span, thereby keeping the message short and to-the-point
  • Ample Room for Creativity- Interview Videos, Ad Videos, Game Videos, Brand Videos, How-to Videos, Vlogs, Vines, Case Study Videos, Event Videos, Presentations and many more options for creative marketers.
  • Establishes an Emotional Connect with the audience when strategized thoughtfully