With so much competition across the app stores, it’s essential for businesses to consider their marketing strategy long before the planning and build of their app, not just as an afterthought.
There are a huge number of apps out there. The market leaders, Apple and Android, have nearly 800,000 in their individual app stores.
The Windows Phone Store now has over 150,000 and BlackBerry announced 70,000 apps at the Blackberry 10 launch in January.
With so many apps to contend with, it’s essential for businesses to be conducting target audience analysis and competitor analysis right from the beginning in order to stay ahead of the competition.
The call for participation in Econsultancy's Top 100 Agencies Report is now open.
With 2013 being the year that digital truly goes mainstream in business, and the multitude of predictions on themes to watch along the way, this series of Q&As with marketing heads agency-side will bring analysis and commentary ahead of the report to our blog.
Here Marco Scognamiglio, CEO of RAPP UK, discusses using data properly in marketing, RAPP's mobile platform offering, and key upcoming trends across the industry.
With billions of mobile devices in use by consumers around the world, and with those devices getting more and more capable every year, it's no surprise that many industry observers believe the future of mobile marketing is bright.
How bright? Some have gone on to suggest that mobile ad spend will eventually overtake that of television. A bold prediction given that brands spend well over $100bn globally on television ads ever year -- magnitudes of order more than they spend on mobile ads.
At the end of every year, executives and pundits put pen to paper (or fingers to keyboard) to project how their industry will change in the months ahead.
Some years that change is downright incremental. In others, there’s a significant shift in how people do business, reach their customers, and make money.
2013 is one of those years.
The electronics industry just wrapped another CES, where the latest innovations in televisions, wearable tech, and mobile computing were out in full force.
What can digital marketers infer about the future media landscape from the hardware giants and new startup entrants in consumer hardware manufacturing?
Here are five trends and thoughts on why they are worth following.
The use of mobile devices while watching TV is on the rise and with this increase in ‘second screening’ has come an opportunity for marketers to expand their TV ad campaigns to mobile.
TV ads are an effective medium for marketing, but once the ad is over, it’s up to the viewer to remember it and do something about it.
Shazam, the sound recognition app, is one service which is helping brands to extend the reach of their TV adverts through mobile and therefore harness the power of second screening.
Was 2012 the year of mobile? No, and in reality trying to say that any 12 month period can be heralded as the 'year of mobile' is nonsense in an industry that is already well established yet also constantly evolving.
But that doesn't mean there haven't been any important trends and innovations in the mobile industry this year.
For example, we've seen more brands start to realise the importance of operating a mobile optimised site, a growing awareness that tablets are a vital part of ecommerce and a move towards embracing responsive design, particularly among publishers.
To shed more light on the most important mobile trends from 2012 and do a bit of future gazing to next year, I spoke to several mobile industry experts...
Mobile marketing is predominantly used for customer acquisition and brand awareness, according to new research from Forrester and Velti.
The survey of 150 US mobile marketing professionals found that 86% of respondents use the channel for customer acquisition, while 79% use it for awareness.
A further 78% said they use mobile for loyalty and retention and 66% for customer satisfaction.
The report suggests that by focusing on upper-funnel branding and promotions marketers are missing out on the personalised engagement opportunities offered by mobile marketing.
As it stands, Google Play and Apple’s App Store have around 700,000 live apps each, followed by Windows with 126,530 and Amazon with just over 50,000 apps. As app numbers continue to increase, so is the competition for search-friendly and visible apps.
A number of people are starting to talk about app store SEO as developers and marketers look for ways to ensure their apps can be found across the app stores.
We’ll be focusing on both the App Store and Google Play for this post, solely because there currently isn’t enough research on SEO for Windows Marketplace or Amazon's Appstore.
QR codes continue to be the hot potato within the marketing industry and this was especially apparent during Econsultany’s recent Digital Cream Sydney event, not least on the mobile table.
Arguably QR codes seem to invoke a general divide amongst marketers – you either love or hate them – and they’re something that Econsultancy has written about more than numerous times, ranging across great examples in practice, through to the shockingly bad.
But what’s the consumer appetite for QR codes?
In association with Toluna, Econsultancy surveyed more than a thousand Australian consumers to explore this question and, despite a general enthusiasm amongst marketers for the mobile channel, it turns out that the majority of consumers seemingly don’t even know what a QR code is...