Blog

Mobile Innovation Millward Brown: how to create mobile application for a brand

May 12, 2014

As far as it concerns Angry Birds, this brand has developed for the amount of multibillionaire franchising business. Today, brands create their own mobile applications without any help from outside. You will be surprised having known how much of them exist: according to BrandZ™ Top 100 Most Valuable Global Brands 89 brands have developed and launched at least one own application or even more.

Marketing experts confirm that the world of mobile applications is the important sphere where it is necessary to exist. But the fact of having an application is not the success yet. It is necessary to understand and estimate the power of influence of such applications on your brand. In other words, if we consider an application as a new form of the creative, so how can we follow the way the mobile application influence the target audience?

It is also important to understand that in the case of mobile applications there are other rules of audience involvement. Although the main principle stays the same (brands want to interact with their customers where the customers are and where they spend their time), the technology of interacting with mobile applications has its own specifity.

Me and my phone

Our relations with modern mobile phones don’t have precedents in the past. Mobile devices became a part of our private space which we are trying hard to protect. With the development of the mobile phones’ functions our dependence on them is increasing. In Millward Brown Ad Reaction Mobile Study, 2012 the interactions of users and their phones were studied and one of the participants said: “I always take my smartphone with me. If I forget to take it, my life stops.”

Sounds a bit extremely? Perhaps. But the point is that we waste much more time every year for communication with our own mobile devices and much less time on watching TV, listening to the radio or reading the printed press. And this tendency will be more and more popular in future. We often see that children know how to use their iPhones better than their parents. Babies tap the TV screen and become amazed that this action doesn’t influence the picture. Mobile world became the second place of living for young generation.

That is why the rules of the game as far as it concerns mobile applications are changing. Applications face the situation which is not typical for other media. The owners of mobile devices “communicate” with them almost constantly.

But in fact the brand should earn the place on the screen because it has a lot of competitors such as angry birds and other popular apps. So how brands can increase the chances of their applications to become long-term on the users’ screens?

Applications for joy

Chipotle’s Scarecrow application is an arcade game where 4 different worlds and 20 levels exist. The aim of the game is saving City of Plenty from a powerful Crow Foods corporation. The application uses the familiar game tactics (points, status, awards, jumping to the next levels) to involve users. It is interesting that there are such awards as “second purchase for free” which a customer can use later in Chipotle restaurant.

Why we like it

The indices and gameplay of Scarecrow are amazing: this application will be profitable against similar applications. It shows the essence of the brand: the stimulation of the technologies of the stable agriculture. Moreover, it demonstrates the substandard approach. Chiptole could develop an application which would allow users to scan the menu or order food, but instead the company revealed the essence of the brand with the help of an interesting game. Within the frame of the big marketing company this application shows that mobile segment has to be the part of the whole marketing mix and not only an additional experimental project.

Informative applications

Freestyle application of  The Coca-cola company helps people to find and use unique machine with beverages, which The Coca-cola company started to sell in 2009 (these machines appeared on the markets in Great Britain, Canada and Japan lately). The application allows users to become familiar with all the functions of these machines, create a wishlist of the drinks and even their own ones. The function of localization not only shows where the nearest machines are situated but also shows special offers which can be available in a district. In some places users can scan QR-codes to connect the machine and copy their favourite drinks on it.

The application also offers to accomplish different tasks from time to time. Those users who managed to accomplish them get a chance to take part in the weekly lottery and win prizes.

Why we like it

The initial idea is simple: get acquainted and experiment with new flavours of the drinks and then find Freestyles machines to try them. This scheme proves that a good application not always should be complicated. This application has the corporate red and white colours, handy interface and it is easy in usage. With the help of this application The Coca-cola company brings two messages to the audience: happiness can contain different flavours and Coca-cola helps each person to find his own.

Application with practical use

An awarded special application of Walmart company helps users to save time and money. This application helps not only to look through products proposed by a retailer but also to create a list of purchases keeping control of the total purchase sum. Using such application in the store allows to know price with the help of imbedded scanner and then find the products in the store. Meanwhile there are special ads and information about special offers in this store.

Why we like it

The application described is not just mini version of the Walmart’s site. It was developed with additional functions which works only using a mobile application, for example search of the appropriate row in the store, barcode scanning and ads referring to the store. This application is handy and easy-to-use because it is similar to the Walmart’s site. Moreover, the amount of special functions and advantages makes customers use this application on and on. The application is well branded and brings the main message of Walmart: “save money, live better.”

The estimation of the applications’ effectiveness

So how do we estimate the effectiveness of the popular brands’ applications? One thing is for sure – we should take into account something more than the number of downloads or the type of the target audience. Of course, these indices are important too, but they give only the half of the whole picture. As it was said before, if we consider the application as a creative element, then we can rely on the basic conceptions, taken from the advertisement sphere:

  • Can the application involve the audience? Is it attractive for users and do they use all their experience in it?
  • Does it impose the audience and make the impression related to the brand?
  • Does it make the audience do the things the brand expects them to do?

However, there are some specific aspects, which have to be taken into account:

  • Which is the role of brand in the application?
  • How handy is the application in use from the point of users’ view? Is it initially understandable? Can the users find the thing they’re searching for?
  • Is the application good enough from the users’ point of view?

Is it sustainable enough? Can it work in the way users want it to work?

So the effectiveness of the aplication can be estimated only after answering on these questions and also taking into account the downloads of it and the statistics of the audience.

What it means for brand-managers and marketers

Applications give brands new opportunity for communication and the interaction with customers. However the potential of this new media channel can be carried out only by those brands, which can create the application which will be really popular among the users and which will give them something really important. Moreover applications should be created taking into account the person’s perception to their mobile devices.

For reaching a constant success the creating of the application shouldn’t be a one-off project. It is important to update the application in order to save the interest of the users and keep the place on the mobile application market. It is necessary to check and double-check the application’s functionality in order to guarantee that the each version of the application can offer the customer the maximum of possibilities and make the positive impression on the brand’s perception. Good news is that the users are ready for such interaction. Many of us got accustomed to receiving of the updates on the mobile phone. Every time receiving the updates we ask ourselves: is this application still important and necessary for me?

As big brands continue to make innovations in the sphere of applications we continue to monitor their success and failures, victories and defeats. We think that the effective application can conduce the growth of the brand capitalization, but only time can show the importance of this factor for different brands and categories. Now we are waiting for the opportunity to meet and experience new creative technologies applications creation and usage, with the help of which brands are trying to attract their audience and interact with their customers.

Push-notifications as a new mainstream of mobile marketing

April 28, 2014

The driving force of the mobile marketing is websites of a high quality and user-oriented applications. However, there are another ways when with the help of push-notifications a company pays attention to a direct user, but not to all audience.

Two main ways of marketing that companies use are notifications in mobile applications and mobile messages. “Such way of advertising attracts attention of potential buyers”, — Cezar Kolodziej executive director of Iris Mobile says. Push-notifications tell users about the latest specialties in the applications and about promo offers. Kolodziej also said that push-notification often becomes the reason to open an application.

“However there exists one minus, the ability of switching off push-notifications” — he said. Usually, marketing department works with push-notifications and it becomes easier for them to work due to the development of the new instruments. For example, Mixpanel recently launched a tool which uses a vision editor for sending push-notifications. “All that marketing expert needs is to upload a picture through interface, type the text of the message and choose the list of the receivers.”  — The Next Web reports.

According to Hubspot, users read 90% of text messages in first 3 minutes after the receiving, it means that SMS-marketing is still popular. “Mobile messages are used as one of the marketing instruments. Moreover, it is much easier to enter the market using SMS-marketing, not notifications in apps.” — Cezar Kolodziej said. — But on the other hand, it is necessary to have an audience to make a mailout.

Experts think that marketing through mobile application for message exchange will become more popular than SMS mailouts. 2.5 billion of users are expected to use mobile applications for message exchange up to 2017.

The development of mobile application by a personal order

April 9, 2014

The functions of a basic mobile application:

  • Page with News/Special offers/Promotions. These are special notifications which users receive on their mobile phones. Any mailout won’t be able to inform users as effectively as notifications can. 
  • Online request. Your clients will be able to make online requests using their smartphones. Such requests are saved in your personal account or can be sent to a stated e-mail address.
  • About you. The page with all the information about your company.
  • Gallery. Photos that can characterize your company.
  • Contact information. Your address, contacts, working hours, etc. You can state several addresses with an ability of constructing a route to every of them.
  • Guestbook. The possibility for users to leave reviews and comments about your company.
  • Making a call. Your clients can connect you by making a call using the application.
  • Online catalogue of goods and services with the ability of ordering online.
  • The possibility of additional functionality development which will be necessary for your company.

 

                                             The example of a ready-to-use application

                                              Mobile application for Business Logistics, LLC

 

Personal account

All our customers have an access to a personal account where all the functions of the mobile application are:

  • Managing the content: creating, managing and deleting of every page of the application
  • Managing news mailouts, special offers, news that arre sent to all users of the application.
  • Managing services and goods list. Creating, managing and deleting of every position.
  • Managing the received requests
  • Statistics of application using
  • Monitoring users’ reviews

 

         Technical support

We provide all our clients with constant technical support by phone. We always help you to solve any technical question.

         The cost of the development

The cost of mobile application development in our company will be lower because we offer a ready-to-use one. You can learn the price right now.

         Terms of the development

If you are planning to buy a mobile application with basic functionality and simple design then we can provide you with such application within 7 working days. The deployment of additional functionality or designing an application according to your corporate style will take much more time.

          Platforms

We develop mobile applications for mobile devices operating on iOS (iPhone, iPad) and Android.

         Additional functionality

Any additional functionality can be implemented in compliance with your order.

 

Mobile application for a Restaurant

April 9, 2014

You need this application if:

  • You want to start home delivery of the food and take orders via a mobile application.
  • Your customers start surfing internet using their smartphones or tablets while waiting for an order to be ready. And you didn’t even think about mobile application development.
  • You need to stay in touch with your clients. Sending notifications on your client’s smartphone which is always at hand is the most effective way of it.
  • You care about your image and want to go with the times. The smartphones’ sales will highly increase so you will definitely need the development of a mobile application.

Profit for you:

  • Sales increase due to food delivery.
  • The forming of the audience loyalty. Your audience will get notifications about your special offers and discounts on their smartphones. 
  • Improving your service quality with the help of feedback of your clients. 
  • The development of a mobile application is a modern PR stunt which will help you to attract clients and remind them about your restaurant.

 

The creating of a restaurant menu on iPad.

The creating of an electronic catalogue is becoming more and more popular. So we offer you to create one in order not to waste money on reprinting the ones that are outdated. Call us and we will provide you with all the necessary information about this service.

                                                The example of a ready-to-use application

                                                   Pizza Sprint – great pizza and fast delivery

  • News/ Special offers/Promotions. These are special notifications which users receive on their mobile phones. Any mailout won’t be able to inform users as effectively as notifications can.
  • Table reservation. Before going to a restaurant your clients can reserve a table using an application.
  • Menu with an order possibility. Now your clients are able to scan your menu being home and make an order with one tap.
  • Guestbook. The possibility for the users to leave reviews and comments.
  • Making a call. Your clients can stay in touch with you using the mobile application.
  • Contact information. Your restaurant’s address, your working hours, etc. You can state several addresses with an ability of constructing a route to every of them.
  • Gallery. Photos from your parties or nightclub interior photos.
  • Information. The page where all the information about your company is written.
  • The possibility of additional functionality development which will be necessary for your restaurant.

 

Personal account

All our customers have an access to a personal account where all the functions of the mobile application are:

  • Creating, managing and deleting of every page of the application
  • Managing of news mailouts, special offers and events to all users of the application.
  • Managing the menu
  • Managing of users’ orders
  • Statistics of application using
  • Monitoring users’ reviews

 

          Technical support

We provide all our clients with constant technical support by phone. We always help you to solve any technical question.

         The cost of the development

The cost of mobile application development in our company will be lower because we offer a ready-to-use one. You can learn the price right now.

         Terms of the development

If you are planning to buy a mobile application with basic functionality and simple design then we can show you such application within 3 working days. The deployment of additional functionality or designing an application according to your corporate style will take much more time.

          Platforms

We develop mobile applications for restaurants on iOS (iPhone, iPad) and Android.

          Additional functionality

Any additional functionality can be implemented in compliance with your order. 

Mobile application for Beauty salon

April 8, 2014

Mobile application for a Beauty salon allows you to:

  • Increase the customer flow thanks to discount, special offers, and coupons
  • Make appointments to all the services and procedures of your salon
  • Improve service quality with the help of feedback of your clients
  • Inform your clients about  new services of your beauty salon

 

Functions of a mobile application available to your clients:

  • News/ Special offers/Promotions. This is the most effective way to get information about any changes in your beauty salon via special notifications that user gets on his mobile phone.
  • Appointment. Your client can make an appointment with one click.
  • Coupons. With the help of the application your clients can get special discount coupons.
  • Services. All the services can be found in the price list of the beauty salon.
  • Guestbook. The possibility for the users to leave reviews and comments about your center.
  • Making a call. Your clients can connect you by making a call using the application.
  • Contact information. Your address, contacts, working hours, etc. You can state several addresses with an ability of constructing a route to every of them.
  • Gallery. The photos of your salon, personnel.
  • Information. All the information about your beauty salon.
  • Inquires. You can keep in touch with your clients using the inquires with such questions as “Which services would you like to have in our club?”, “Do you like the service?” etc.

The creating of a hairstyle catalogue for iPad

We offer you to create an electronic catalogue of hair styles in order not to waste money on reprinting the ones that are outdated. With the help of our service you can create an electronic catalogue of hairstyles and other services for your beauty salon. Enter the era of high technologies and learn the additional information from our manager by phone. 

                                         The example of a ready-to-use application

                                 Mobile application for a beauty salon chain – Beauty studio

Personal account

All our customers have an access to a personal account where all the functions of the mobile application are:

  • Managing the content: creating, managing and deleting of every page of the application
  • Managing news mailouts, special offers, news to all users of the application.
  • Managing services list. Creating, managing and deleting of every position.
  • Managing  the received requests
  • Managing the appointments
  • Statistics of application using
  • Monitoring users’ reviews

 

       Technical support

We provide all our clients with constant technical support by phone. We always help you to solve any technical question.

       The cost of the development

The cost of mobile application development at ours will be lower because we offer a ready-to-use one. You can learn the price right now.

       Terms of the development

If you are planning to buy a mobile application with basic functionality and simple design then we can show you such application within 3 working days. The deployment of additional functionality or designing an application according to your corporate style will take much more time.

       Platforms

We develop mobile applications for auto showrooms, cartraders and car service stations on iOS (iPhone, iPad) and Android.

       Additional functionality

Any additional functionality can be implemented in compliance with your order.

 

© 2010 - 2014 All rights reserved