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The Emerging Role of Mobile Applications in the Digital Marketing Mix

Mobile – Social Media – Apps – Traffic Building


CONTENTS - Introduction - The opinion of the experts - Primary Research - Market Situation

- Mobile Apps in detail - Apps in different Industries - Social Media

- Conclusion & Recommendations


Message from the editors About us: We are Future Proof Comms, four students studying Digital Technologies for Marketing. Our focus is to critique the traffic building techniques in the emerging role of marketing applications in the digital marketing mix.

Work allocated:

Ian Adams 21028547

Sairish Chechi 21111456

Ian: - Apps in different industries - Driving traffic to mobile apps Sairish: - Introduction - Apps in different industries - Mobile apps in detail

Eddie Ekanem 21129535

Eddie: - Primary research - Apps in different industries Robert: - Market Situation - Apps in different industries

Robert Damasdi 21111715


Introduction The aim of this report is to critique and to analyse the different types of traffic building techniques within mobile applications in the digital marketing mix. Also the way different industries use mobile applications will be demonstrated by using primary research and analysing secondary research also. Finally the report will assess how the digital marketing mix is incorporated into this.

Traffic building “The web is different. Instead of one-way interruption, web marketing is about delivering useful content at just the precise moment a buyer needs it. What visitors really want is content that first describes the issues and problems they face and then provides details on how to solve those problems.� (Meerman-Scott 2007). In order for a website to achieve its business objectives, it needs to be generating traffic. This can only be done if the business has a successful building traffic strategy. The following are the three main aspects that have to be considered when planning to generate the traffic wanted on the website:

Targets: Traffic building objectives are essentially tactics that are to be achieved in the wider emarketing objectives. These common traffic targets include the quantity, quality and the cost of traffic. The quantity is the amount of customers that visit the site. This can be varied as building traffic does not implement only towards your own website but also to third-party websites. Traffic quality can be assessed by asking only two questions about the site visitors. For example, one question could be whether they are the target audience for the website and the other; whether they respond in line with the communications objectives. Also, visitor engagement has to be considered with the content that is on the website .Bounce visits increase the volume of traffic, however are not important in business terms. Cost can be considered in terms of the cost of getting the visitor to the site, and the cost of achieving the outcomes during the visit. Marketers must control their traffic building through managing the cost per acquisition (CPA). This depends on context and market as CPA may refer to different outcomes.


Techniques: The method involves a combination of new online digital media channels and traditional offline communication techniques to promote the website proposition and therefore it will encourage visits. It is vital to achieve the correct mix of traffic building techniques, although is difficult. For example, using a web analytic tool such as Google Analytics shows the range of traffic sources and also narrows down to find individual sites or search terms. The different types of online digital channels include PR, search engine optimization (SEO), viral marketing, op-in email and interactive advertisements. The promotional mix for traffic building typically includes a range of these online/offline techniques, each with their own strengths and weaknesses. Timing: Business and marketers have to make sure that there is sufficient investment in order for them to carry on in continuous marketing activities. Smart emarketers include both specific campaigns, such as launching a new site, or products and promotions. The main factor marketers need to be thinking about is that online customers are searching for products, experiences and services throughout the year, not just when a campaign is running live.


Primary Research A survey was distributed to 50 individuals in High Wycombe and surrounding areas in order to gain insight on the development and effectiveness of Mobile Apps. The survey consisted of the following questions: 1. What is your gender and Age Range? Male Female 16 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+ 2. What is your current employment status? Employed (Full Time 30+ hours a week) Employed (Part time less than 30hours a week) Student Unemployed Retired 3. In a typical week how often do you use mobile apps? 0 – 3 hours 3 - 6 hours 6 – 12 hours 12 – 16 hours 16 – 21hours 24+ Hours 4. Which one of these mobile apps do you use the most? Twitter Facebook Google+ Starbucks Instagram Other 5. Why do you use this app in particular?

6. What mobile/tablet device do you use to access this app? IPhone/Ipad Blackberry Samsung Android RIM


4. Which one of these mobile apps do you use the most? Twitter Facebook Google+ Starbucks Instagram Other 5. Why do you use this app in particular?

6. What mobile/tablet device do you use to access this app? IPhone/Ipad Blackberry Samsung Android RIM


Analysis & Conclusion Primary Research According to the research conducted, analysis has led to insight which suggests that the use of mobile apps is popular within individuals of our everyday environment and is indeed on the raise. This survey was distributed to fifty ‘normal’ individuals in High Wycombe, both male and females. 38 males completed this survey in contrast to that of 22 females. Looking at Figure.2, 16 of the respondents are working fulltime 30+ hours, as well as 11 working part time with less than 30 hours a week, whilst 12 of the respondents are students, leaving 7 with their current status as unemployed and 4 as retired. This indicates that the results gathered from this survey are reliable, as various social classes are represented within this survey.

Employed (Full Time 30+ hours a week) = 16 Employed (Part time less than 30hours a week) = 11 Student = 12 Unemployed = 7 Retired = 4

Figure.2


Q: In a typical week how often do you use mobile apps? Looking at Figure.3, the analysis suggests that mobile apps are used frequently within society and are regarded as the norm as 19 of the respondents use mobile apps 12-16 hours in a typical week, as well as a combination of the respondents using mobile apps for 16 – 21 hours and 24+ hours in a typical week resulting in 11, in contrast to those 7 respondents who use mobile apps for 0-3 hours. Technology is constantly on the rise, and mobile apps are following in the footsteps of this development, insight suggests that individuals tend to find it easy to use mobile apps instead of traditional methods of media, i.e. Laptops/Desktops.

0 – 3 hours = 7 3 - 6 hours = 7 6 – 12 hours = 6 12 – 16 hours = 19 16 – 21hours = 6 Figure.3

24+ Hours = 5


Figure.4 suggests that popular mobile apps Twitter and Facebook are still dominating within the mobile app market sector with the majority of the respondents indicating that they use these apps regularly within a typical week. This also suggest that there is room within the mobile apps market sector as it is developing and growth, leaving opportunities for brands and companies to express themselves within this market. Q: Which one of these mobile apps do you use the most?

Twitter = 17 Facebook = 11 Google+ = 2

Figure.4

Starbucks Coffee App = 1 Instagram = 3 Other (Please specify) = 16


Firgure.5 indicates that Apple have asserted domination within the mobile marketing sector, with the majority of respondents indicating that they own or use and Apple iPhone to access mobile apps. Blackberry & RIM where also poplar within the respondents, as well as Samsung products and Androids. Mobile apps are effective as they function well on a variety of mobiles and tablets to the satisfaction of the consumer. This is also successful as it enables users and individuals to use these apps on the go, which is effective as in this day an age we live in a very busy environment where people are constantly on the move. Mobile apps also work in favour of brands and companies as it enables them to in cooperate themselves within the everyday society, raising both brand awareness and products, as well as the different aspects of their organisations. Effectively the primary research conducted suggest that mobile marketing Is indeed an effective tool within the marketing industry.

iPhone = 20 Blackberry = 7 Samsung=6 Android = 9 RIM = 8

Figure.5


Linkedin

Farhan Thawar's ca.linkedin.com/in/fnthawar

Named one of “Toronto’s Top 25 Most Powerful People,” Farhan Thawar is a well-known and respected figure in the Canadian tech community. Before joining the Xtreme team, Farhan held positions of Chief Software Architect at Achievers, the Head of Search & MSN Platform for Microsoft Canada and Technical Lead at Trilogy Software. In addition to being a programming and engineering guru for Xtreme Labs, Farhan also uses his wealth of industry and mobile expertise to mentor aspiring mobile and tech startups.

March 15 2013

The Breakout Year for Mobile Commerce The Rise of Impulse Commerce Fluid pricing and mobile apps are coming together to catalyze impulse commerce. StubHub is profiting enormously from impulse buying and ticket sales: its 2011 mobile sales were a whopping 500 percent year over year. Post-Purchase Mobile Commerce: The New Engagement Tool It’s the dawn of a new era of post-purchase offerings for mobile commerce. Ticketmaster uses a consumer’s purchasing history and physical location to suggest other events they may want to attend and sell related products from brand partners. Recommendations like these capitalize on data that is already being collected and help companies find new ways to generate revenue. Ticketmaster is reaping the rewards of this strategy, as it saw a year-over-year mobile sales increase of 158 percent in 2012. The Consumer Has Spoken: Shopping as the Definitive Feature for Retail Apps Consumer feedback is fueling a movement among retailers to focus their mobile apps on commerce rather than ad-revenue or general awareness. Still, in our own proprietary research of the top 100 U.S. retailers, we found many are missing out on an opportunity to engage with their customers via mobile experiences. A whopping 30 percent of retailers have neither an iOS nor Android app, while only 56 percent have an app on both platforms. For retailers with apps on these platforms, consumers rated the top 100 brands an average 2.9/5 stars on iOS and 2.2/5 stars on Google Play. Consumers expect apps to supplement their in-store shopping experience, but many iOS and Android applications are lacking. Shoppers assume that applications like IKEA and Michaels would allow them to not only browse inventory, but also purchase items directly from the app. The lack of such features contributes to negative reviews for many brands. One of the biggest consumer complaints for apps across platforms is performance, specifically the frequency of application crashes. Thirty-three percent of users listed this as the top issue on an Android app, while 23 percent listed the same issue for iOS devices.


Market Situation Market Trends One of the worrying trends in the mobile application market is people’s tendency to download free applications. This is a worrying trend for some businesses as it can then make it difficult to make money. Many companies in the modern world will use an application to promote the brand to then further influence the consumer behaviour purchase decisions. According to Mintel research 24% of people have downloaded a free app compared to only 9.5% who have paid for one. The worrying thing is only 0.6% of people only download paid-for apps which suggests than the majority of consumers expect to get the same quality apps without paying for them. The pie chart on the left also supports the popularity of free downloadable applications. It also shows that the higher the price of the app the less likely a person is to buy it. The majority of the higher paid apps run on a subscription basis whereas the lower spend would typically include additional levels on gamin apps. Just over six in ten consumers who have downloaded applications onto their smartphone, tablet computer or portable media player (62%) have not made any in-app purchases in the last 12 months. This statement proves how hard it is for app developers and businesses to make money through app channels. This has given rise to the ‘freemium’ revenue model, whereby applications are offered initially for free, with the option to then purchase further content, features or functionality at a later date. Some 80% of mobile application downloads in the UK are likely to be free or freemium rather than paid in 2012, according to Mintel’s Mobile Application Gaming – UK, February 2012 report. It all comes down to consumer behaviour and if an app is free with good reviews and overall rating then there is no risk in obtaining that app. Also with the large amount of apps available to consumers there is a freedom of choice, along with the fact that many will download apps purely for entertainment purposes. The challenge for some major app makers is to ensure the app is one which engages the customer and aids in building a particular affiliation with the brand.


Market Share Mobile applications have come into prominence since smartphones have been introduced. Smartphones have allowed mobile users to now use applications which can be used as a part of everyday life. The number of applications available to consumers has rapidly increased giving a single mobile device more functions than ever before. Applications have become such a fundamental part of day-to-day life that now businesses are using them to their advantage. Mobile device application downloads depend for their growth on a substantive base of hardware onto which they can be installed. Both Google (Android) and Apple (IPhone) have a large number of apps available for consumers to use. This is due to the fact that the software available on these devices has allowed developers to build apps which they can then target to consumers. Developers of apps are then more likely to design apps specifically for both Android and iPhone because they can potentially make more money. The dominance of both IPhone and Android means it is a lot harder for the other companies to compete in the app market. It also means other companies cannot offer the full range of apps limiting the choices for the consumer. This app dominance also has a negative result on companies like Nokia and Blackberry because they don’t have as many apps to offer which could then influence a consumer when deciding whether to buy a Nokia or an iPhone. For example, the graph shows the continual growth of both the Apple App Store and the Android Market. This growth has seen them lead the way in terms of applications. This then aids the companies as such a large number of apps are a major selling point of their devices. This high rapid growth is fuelled by developers who search for ways to sell apps to large numbers of people within a short time period. The popularity of Blackberry phones has decreased and a lot of this can be due to the fact of lacklustre development of the Blackberry App World. This shows why consumers not only expect a phone with expected capabilities but they also want it to be This graph shows that people are more likely able to provide them with a wide to interact with an app when downloaded on variety of apps to choose from. an iPhone. Factors influencing this are that consumers of the iPhone tend to be on a higher income with money to spend on apps, spending money on an app then increases usage of the app. Another factor of this is that iPhone apps tend to be approved to have met a required standard ensuring quality, quality apps get more usage.


Market Factors Demographic Segmentation

Mobile phones have a large target audience as more people are now purchasing smartphones with app downloading capabilities. Key analysis shows the majority of people with a higher annual income prefer iPhones as their mobile device of choice. The trend clearly shows a gradual increase of iPhone device ownership in direct correlation with the amount of income received. In contrast to this android phone ownership tends to more common amongst the lower income demographic. This is a natural result of a number of manufacturers adopting the Android operating system. Competition between these manufacturers results in a lower price for all but the most top-end Android handsets, making the devices more accessible to those on lower incomes.

Both of these mobile devices have a large app store but the major difference is iPhone users are more likely to spend money on apps whereas Android users are more likely to get them for free. In terms of the age demographic Blackberry is clearly the device of choice for 13-17 year olds who tend to prefer the social aspect of the blackberry with Blackberry messenger. Although the Windows 7 phone has a low demographic share it is spread evenly on all incomes and ages. This potentially shows that it appeals equally to all consumers and with further development this growth could slowly increase. App purchasing habits are primarily influenced by device user demographics so in order for a certain application to be successful it must be more targeted at a specific audience on the right mobile device.


Apps in different Industries ….How do they get customers to engage through their app channels? Introduction River Island is a high-street fashion brand, which operates in a number of worldwide markets. The rationale for choosing River Island is that its the leading fashion app in the sector.

Marketing Mix Product: - Quality: The app is fully functional and offer customers a simple shopping experience on their mobile. - Image: The style of the app compliments the shop image. - Branding: The brand is extended through the app and is stretched onto more platforms. - Customer Service: in order to purchase, must have an account and sign up where bank details are required. Email support, order tracking, returns, FAQs will be available with an account.

Price: -Payment methods: Security measures also take place protecting customers

Promotion: - Marketing communications: Optin feature to notifications on the mobile; providing customers with information on new ranges, discounts ect.

People: -Staff support: Not available through the app, in-store staff will have easily accessible support and information. “River Island is relatively late into developing international online sales compared to some of its fashion rivals but it is well ahead in social media which it sees as generating considerable momentum and sales for the brand.” (Mintel, 2011)

Strategy Not only do River Island already have a chosen online marketing strategy; which is to develop and to implement a functional website to match their competitors , they also build traffic into their store with their mobile application. This boots their brand image and also increases sales by giving customers the choice of online/offline channels.

Objective River Island aims to catch-up with its major competitors , who have been quicker off the mark establishing multichannel operations. By the company having its own mobile application, it provides customers with the latest information regarding their products , sales, mark-downs and previews of next seasons fashions.

Traffic Building Traffic can be built to store online/offline in many ways. Mobile application is convenient for customers that are on the go to make quick purchases. Offline, the app can entice customers to wanting to have a look at the products in store, make enquires face to face, which will increase the stores traffic offline.

Conclusion River Island want their mobile application to have the same experience as visiting the store or website. It drives traffic through online and offline. The marketing mix has a major impact on River Island’s brand image and app.


Apps in different Industries ….How do they get customers to engage through their app channels? Strategy Introduction

Nando’s is a food and takeaway restaurant founded in 1987, based in the UK and 29 other countries. It specialises in chicken dishes with a variety of spices available. The rationale for choosing Nando’s was that the focus group outlined Nando’s as a ‘cool’ brand.

Marketing Mix Product: - Quality: The app must be easy to use and benefit the customer in the desired way. - Image: The app has a clear logo and colourful pictures which reinforce the image of the company. -Branding: The app should represent the brand and reflect on the nature of the company. -Customer Service: in order to purchase, must have an account and sign up where bank details are required. Email support, order tracking, returns, FAQs will be available with an account. Price: The app has a list of the menu with all the prices. Promotion: The app promotes through locating other Nando’s of which the user may have not previously been. People: In store staff are not available through the app but friends and family might recommend the app. Place: The app is available via both the android and iPhone marketplace.

With an online website and social media presence Nando’s utilised their app to build on their current brand and further promote the company. With a Crackalaka Boom Christmas app the company was able to bring the fun of Christmas into an app. Such apps create a positive image of the company. Find it Nando’s app aims to help customers who need to find the nearest store. This location based apps are useful to build traffic into stores.

Objective Nando’s main objective is to compete with competitors whilst providing existing customers with a quality service delivering food that delights them. Nando’s want to build a loyalty with customers which means customers will build an affiliation with the brand. By having an app Traffic Building Both the apps aim to build traffic directly to stores. Location based apps to find stores primary objective is to build traffic while helping customers locate the nearest restaurant .

Conclusion In conclusion the both the apps are useful. The Crackalaka Boom app helps promote the whole fun idea of christmas while the Find it Nando’s app is useful for the function it is intended for.


Apps in different Industries ….How do they get customers to engage through their app channels? Marketing Mix Introduction

Product:

Starbucks is a coffee shop chain with 739 outlets across the. It is also number

The app is a service tool, lets the user exolpre the range of products that are on offer at the starbucks outlets . The starbcusk app lets the users customise a their drink and then pay for it through the loyalty card system.

Strategy Starbucks and the agency Giantant media has made this app with convenience at its core. The app lets the user have a rich depth of knowledge at their finger tips.

Objectives • Ease of access to information on the products available at Starbucks outlets. • Use screen technology to let the user order and pay for that order. • Data capture of the user purchase history • Use location based information to target existing customers effectively.

Marketing activity for traffic building The other channels of marketing communications includes interactive advertising on the their Starbucks website, also with paid banners ads on coffee websites and blogs. The use of op-in email marketing to inform the users of the new app and also they keep users updates when the app has changed in a new way or available on another platforms. Off line activity was used like in store print posters, flyers. Also in store training.

Price: -The price of the app itself is free .

Promotion: -Through out the year starbucks will have offers like Christmas specials, the application will support this actvey with discounts to drive consumers to the outlets. When the application was relased discounts where on offer.

People: -The staff within the outlets know the technology that can be used. They enjoy when a user comes in with an interactive phone because in more cases its quick and easy the process of ordering and paying in one quick clean swipe of a smartphone.

Place: The application also uses location data, so when the user is near a Starbucks a notification pops up with POS messages.

Conclusion


Apps in different Industries ….How do they get customers to engage through their app channels? Introduction

Strategy

iTunes is a media player and media library application developed by AppleInc. It is used to play, download, and organize digital audio and video on mobile devices as well as desktop PC’s and laptops.

Apple already have a chosen online marketing strategy; which is to allow costumers and users to purchase and download music, video as well as other multifunctional applications safely and effectively to match their competitors who have been identified as pirate websites which provides ways of downloading content illegally. This boots the Apple brand image and also increases brand

Marketing Mix Product: Functions within the app are fully working and offer a simple and user friendly experience for its users, allowing customers to use application with ease. The overall app image is clear allowing users to understand and link both company Apple and brand together ‘iTunes’, which is indeed successful.

awareness within the mobile market industry.

Objective Overall, the app aims to encourage the comfortable and confident usage of its functions by consumers. They aim to do this by constructing the elements of these apps to be userfriendly, which indeed will encourage the future usage of the app by its consumers. Information on display must be clear and concise, in order to allow the consumers to digest the information on display with limited effort. In a similar manner, instructions are set out clearly with distinctive fonts in order to promote flow experiences for its users allowing them to navigate their way around the different sections and functions of the Mobile application. Also allowing the consumers to search for particular apps, from which they can purchase or install them onto their mobile devices.

Price: Payment Methods: Security measures are in place to ensure payments are made and taken securely. Users require an account with Apple in order to be able to make purchases within the mobile app. This works as it assures that their details are not at risk.

Promotion: Daily emails and messages are sent out regarding the different available services and apps on the iTunes store Mobile app. Other applications do tend to advertise that they are available for download via the iTunes mobile store, which again is indeed promotion for the company and brand.

People: Support is not available via the app, however is available through email as well as in store. The different functions and instructions within the app are kept simple in order to promote flow experiences by its user which will indeed encourage the future use of the app.

Traffic Building

Conclusion Overall, within the music industry or market sector iTunes is the most recognised and indeed most used app. In terms of competitors, pirate sources have been recognised as Apple’s main competition.


Mobile Applications in Detail The benefits: Mobile applications allow companies to engage with their customers on a personal level. Consumers who use a mobile app of a particular brand regularly are more likely to use that brand in real life. The main advantage of such apps is that they are interactive and build a customer’s relationship with the brand. It also provides businesses an opportunity to engage consumers providing them with deals and incentives that are exclusive and personal to them. Mobile apps provide companies with a much more cost-effective means of advertising because it is personal compared to TV and other forms which are more a one size fits all approach.

What applications are companies developing? The majority of all companies are developing applications for their companies. The more these companies spread out onto wider platforms, the greater the brand awareness. This drives more traffic and consumers are becoming more conscious of what is out there. The companies keep the consistency of their company image as much as possible so it does not confuse the consumer.

Branding Apps: “Branded mobile apps are becoming a particularly powerful form of engagement. A recent research study by Indiana University reported that interactive apps for mobile devices are becoming the most powerful forms of advertising yet. According to the research, businesses who develop apps overcome the challenges faced by the rapidly declining influence of mainstream media for brand advertisers (Vodafone, 2013) .”

The mobile app industry is exploding and businesses of every kind are looking to create a mobile presence with smart phone apps….


Enrich and Engage Apps: Mobile apps commonly come under two categories, enrich and engage. Enrich strategies main focus is on providing the consumer an enhanced affiliation with a brand. Such apps strive to build a greater customer interaction, having interactive apps which strengthen the relationship between brand and consumer. Engage apps are more transaction based and aim on providing information about a brand which will directly result in a purchase at some point. For example, the Oreo app is an engaging game which brings out the brand at the same time. It creates brand awareness of the product by enticing it into an interactive game.

What do people download the most? According to the survey results, games (38%), social networking (35%) and music (29%) are downloaded the most, while social networking (31%), games (29%) and utilities (25%) are used the most often.

Social Apps: These are apps based on the online social networks like Facebook, Linkedin etc. They’re not normally as comprehensive as the full site and do come with limitations to what you can do. However, they enable you to keep in touch on the go.

Company Apps: These apps have been created by a company to share content or updates with their clients/customers. This is a way of ensuring that they will be with their audience long after the audience have left their site, and keep in touch on a more regular basis. Of course, this can have a positive or negative impact on the experience of the user. If you create an app for company it’s important to understand how and why people would use it, and how it can add value rather than just replace your site.


Driving traffic to mobile apps ….How Brands drive traffic for mobile downloads Control This is defined as who (agency/company) controls what and how the data is used. When driving traffic There needs to be a clear plan and who does what on each stage of the plan. This may include factors; • ‘How is budget allocated’ this can effect what type of content available to the campaign • ‘How is the contribution of different promotional tools calculated’ Depends on what activity has been selected for example articles that have been used for online PR, how will this be measured through what ad severs . • ‘What is the cost acquisition?’ This for example might be the ‘PPC’ pay per click ads and links like Google absence program. • ‘The definition of traffic quality’ This is the definition of the types of users visiting the driven site, are organic users that have visited first time and returning costumers. This data needs to be analysed and by who for more effective targeting. When control has been established the effectiveness of each medium needs to evaluated with a simple model. Medium (online/offline) – Budget (%) – contribution to overall (%) Example of bad placement

Interactive advertising Interactive advertising is defined as a visitor to a website who clicks on and then referred to another. The traditional model of (banner ads) has lost credibility because of posentage of spam false adverting on the internet.

Interactive Customisable Contextual Entertaining Playable Useful

Interactive advertising needs to be trusted, this will only be passable if the core function of the ad is fully understood. The role and relevance of the advertising is key, the understanding of who is on the site, why are they here and what platform they are on. These questions that build insight will help advertising become more attractive to the visitor. The Google Ad words works on an in-house algorithm to utilised ads on relevant websites relative to the advert. This is done with correlating the ads key works and phrases to that of the websites.


Driving traffic to mobile apps ….How Brands drive traffic for mobile downloads Offline traffic building Relevant offline mediums that drive online traffic are covered by the Smith and Taylor communications model (2004). There is large array of different offline mediums to use to drive traffic. For example the most effective influencer is the power of WOM word of mouth with referral from friends and family still the most effective driver. ‘Have you seen this site?’ ‘have you see then cool app’ Offline media being used to drive traffic, can be interactive TV ads. Shazam an app for smartphone listens to the users TV audio and then refers them to a website. Other platforms like print that has simple URLs or even a go if the website push is social media many readers will know what a twitter or facebook logo means. This also works with showing an smartphone, if the target audience is a digital native.

Online partnerships Just as offline partnerships are important to show build brand identity . The area of partnership needs to be managed in a different ways because of the platforms it is afflicted with. Management of Link-building this can be a number of area like organic link-building by the visitor, this might be adding it to their own blog, social networking site. Management of link-building for one-way links. The of affiliate marketing pros of partnerships is that it can gain more visibility, this can also bring in other segments of audiences not typically the target audience. Partnerships can also help to gain a different range of content then usual . A good example of partnerships is charities, they help the overall brand image of an organisation. A partnership Tesco the supermarket chain with Cancer research UK. The Tesco website used by shoppers were placed advertising mentioning emotive messages like see on the left. ‘Help use beat cancer’ Partnerships can also reduce risk, because if a campaign doesn't work or has gone wrong it can be dealt with from both parties involved.


Focus Group and usability study Qualitative data Focus group The purpose of the focus group was to find out what a sample of the public are using in the mobile space. • The effect of mobile applications on the purchase decision. • The publics perceptions of mobile apps the key uses and how this effects the brands image.

The effect of mobile applications on the purchase decision. Through out this section the where main uses that came up. While shopping • Price comparison while shopping • Find Deals, offer coupons to use in-store • Find product reviews • Browse the stores website • Communicate with friend • Find other colours or options • Share posts via social media • Find item elsewhere The publics perceptions of mobile apps the key uses and how this effects the brands image. The core uses of applications as mentioned by the group Social media and communication They explained that they will use their phones to check social networking sites like Facebook and twitter while on the move, more then then the desktop versions they said. They said they also chat to people through these social media apps while out and about, moving away from text messaging. Games They said that to fill time they will play games, this might be on trains to the commute to work. One user explained how she liked when brands make games like Oreo, she said that she bought the cookies because the game was good. Entertainment and browsing internet The members of the group found they were starting to fill time with reading the news of their phones, like the telegraph or bbc news. They said with faster internet and reasonable data charges they would watch more video content. They use brands content if its good, they don’t like content given to them in the wrong context. For example a user explained he was reading about a football matches results and he was given an ad on his mobile about john Lewis Sunday roasts, he said ’it was so out of place, my wife handles the dinners’ Information All the members agreed they use their phones to gain information, this could be news, GPS info on the best way to get home, track stocks or handle banking.


The Importance of Mobile Sites As more and more consumers use mobile as a way of accessing the internet on a daily basis the amount of mobile traffic online is increasing. Consumers are now more likely to interact with a company website via mobile than ever before. This then stresses the importance of having a mobile optimized site, making browsing a lot faster and easier on different mobile devices. The frustrating thing for consumers is that when a site is not optimized for mobile then results in tricky navigation, slow loading times and lack of clear readable content. The more worrying aspect of this is that frustrated consumers are less likely to want to use a website that isn’t easy to use, meaning they are likely to then go onto other sites and use their services. Essentially companies who do not run a mobile friendly version of their site are losing customers and potentially money. Shoppers are more likely to buy from mobile optimized sites: This is simply because mobile optimized sites are easy and convenient to use when on the go, consumers who use a company’s mobile site are more engaged and are therefore more likely to spend money. This also creates a stronger bond with the company as you are able to access its services through different media. Another key point to having an effective mobile site is that users are then much more likely to use the site again and even recommend it to friends and family. If your site isn’t optimized for mobile shoppers will go elsewhere: Shoppers have a variety of choice in the modern digital age so if a site they come across isn’t optimized for mobile then they will quite happily go elsewhere rather than accessing your site from their computer or laptop. Bad experience damages brand: As with any aspect of business if a consumer has a bad experience they are less likely to use the service again. This is no different in mobile as consumers can feel angry and frustrated when a site is not optimized for mobile. The key aspect for companies to remember is that mobile sites are more effective if they are simple. Users want a site which is clear and easy to navigate where they can get what they want within a few touches. It is also essential for companies to understand what their consumers want when accessing the mobile site and ensure that it serves its primary use.


Mobile Marketing Search Engine Optimization As with desktop computers, Search Engine Optimization is a key part of modern business. It essentially means by increasing your companies visibility and rank on search engine website such as Google and Yahoo you are able to drive more traffic to your online website. This is no different to mobile, as more and more consumers are using their mobile primarily for internet search purposes, having a high ranking on a Google search can be essential in creating more business for the company. As mobile users are more engaged and also more likely to interact with a mobile optimized website it is important that a company provides this. For a company to utilise SEO successfully on mobile they must ensure that they have a high ranking and a mobile optimized website SMS Marketing This stands for short message server, also known as text messaging. In marketing terms it covers the idea of a company sending brand messages to consumers via text message. It is a more personal form of marketing so a trust has to be established before a consumer is to give their mobile number. Done well SMS marketing allows companies to target consumers on a more personal level, sending texts offering the latest deals and offers available to them.

Opt-in Email Marketing In the modern age many consumers will now view their emails using a mobile phone device. This is a way in which brands can target consumers. Opt-in email marketing is about gaining consumers consent to then obtain their email address unlike SPAM which is illegal. Like with SMS marketing, email marketing is a personal direct form of marketing. Used effectively it can keep customers up to date with the latest deals and offerings while enhancing the brands image. Creative- The email must look good and stand out to draw the attention of the consumer as they receive numerous other emails daily. Relevance- It should offer some sort of relevance in what it is offering to the recipient. Incentive- The email should have some kind of reason behind it, i.e. offer the customer a discount or savings. Targeting and Timing- The email should be targeted to certain consumers with a specific incentive, with relevance to them and the creative aspect should draw them in to the email. Timing relates to the time of the day, day of the week, point in the month to which the email is sent. Integration- An integrated email should comply with other marketing campaigns, it should reinforce the brand message and brand image. Copy- This relates to the creative aspect; covers how it is written, the structure and style of the email with relevant hyperlinks. Attributes- Assess the message characteristics like the subject line, from address, to address, date and time which are all essential. The email should also be in both text and HTML format to suit the receivers’ preferences. Landing Page- This relates to links and pages on the email of which the recipient can click through, i.e. sends a direct link to the company website showing sale items.


Conclusion and Recommendations Market Situation The market situation in terms of mobile and mobile apps is that both online and app usage of mobiles is on the rise with the increase of smartphones. With users now using mobile more it is essential that businesses create apps to utilise this new trend in the market. The market for apps is still growing with a large number already available to consumers, ‘branded apps’ will be the direction of which many companies in the retail, food and coffee sectors will make money. There is a strong favouritism to free downloadable apps with the android platform. iPhone users are more likely to spend money on apps with a degree of quality so these markets are where brands could make money. Traffic Building Techniques Mobile Apps Mobile apps are now becoming more important in business. They enable to company to enhance its brand. Companies who spend time on creative and entertaining apps are allowing consumers to engage on different levels. Mobile Marketing Mobile marketing is now a common part of business practice. It is effective as it is a personal way of targeting consumers directly. The importance of Search Engine Optimization is increasing as more people use their mobile as a mobile search portal. High rankings will result in more sales and this side of the business is becoming more competitive. Making your mobile site more visible can now be the difference between beating your competitors and enhancing the company brand. The role of SMS is still important and that constant contact with consumers can easily drive sales. Mobile Sites Mobile is rapidly overtaking desktop PC’s and laptops as the preferred method to access online websites. This is due to its convenience when people are on the go also along with the fact people who engage in online activities using their mobile device want information quickly. Mobile optimized websites are now becoming an essential part of modern business, a simple way in which businesses can improve the brand image by ensuring they have a mobile friendly site. Within the sectors of coffee, food and fashion, websites with a mobile version are already gaining an advantage over their competitors. Consumers want to get what they want quickly and are not afraid to use over brands that have a mobile friendly site.


References • E-marketing, Excellence, Dave Chaffey (2013) • Mintel (2012) Mobile Phone Apps. London: Mintel Mintel Group plc. • Mintel (2012) Social Media: Food. London: Mintel Mintel Group Ltd. • New Media Angels (2013) Different types of apps for business [online]. New Media Angels. Available from: http://newmediaangels.com/2012/04/differe nt-types-of-apps-for-business/ [Accessed: 3 October 2013]. • Vodafone (2013) News [online]. Vodafone. Available from: http://enterprise.vodafone.com/insight_new s/2013-01-23-how-can-mobile-apps-be-usedto-improve-customer-engagement-andultimately-increase-revenue.jsp [Accessed: 15 March 2012].


The Emergence of Mobile Applications