I recently had the privilege of participating in the MobileX series of conferences and contributed to a panel discussion on how brands should be using mobile.
The discussion centered around innovative and not so innovative mobile applications developed by brands and their agencies. There were also some interesting thoughts on how brands should develop and execute their mobile strategies.
An additional point, which I touched on was why brands should be building and charging for mobile products and how your mobile marketing activities can be a profit center, rather than a cost center.
I thought I would I expand on the concept.
Build Something People Will Pay For
I find many brands and agencies drifting towards the same old awareness building campaigns with their mobile applications. Most are sharp enough to include some utility, but generally it doesn’t appear most brand’s mobile applications go far enough to deliver compelling utility.
One of the best measures of utility is a simple question.
Would you pay for it?
If it’s not something you would pay for your customers probably won’t either. A next fair question is - why would someone pay attention? The wow factor of a brand having a mobile application is over and differentiation like everyone else is a must.
Delivering something useful that aligns with the brand is the best way to differentiate.
Mobile Marketing: Solve Pain or Entertain
Utility should do something useful. Mapping the pain points around the world your brand exists is the easiest way to identify an opportunity to create something useful.
If you’re an airline you know your world is surrounded by pain. Getting to the airport can be a pain, sitting around and waiting on a missed connection can be a pain, finding a hotel can be a pain, and so on and so on.
Brands that truly solve a problem become heros. Being a hero is the best way to market in my opinion.
Aside from utility, building entertaining mobile applications is another approach to brand building. Some brands, in particular movies have taken this approach with some modest successes.
Entertainment and building something that is truly fun can be more challenging than building something useful.
Additional Questions
Can the brand support any customer service issues?
How can the mobile application integrate with other marketing efforts?
Is there a way to generate publicity for the mobile product?
What are competitors doing in the mobile space?
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What thoughts do you have?
How can brands build tasty mobile products?
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Photos by Flickr/ Nick Bilton
I recently sat in on http://www.dayofmobile.com/ in Chicago. The base attendee was development focused, but most had a compliment of entrepreneurship. This thread reminded me of the ideas of segmentation given in a talk from Mark Murphy of CommonsWare.
While the talk is focused on developers and their construction of mobile applications, I think there are some cross-over ideas represented between your post and the slides at this link.
That’s a great slide show. Mark had some interesting ideas on taking app development beyond the freemium model, which is one direction I’m suggesting as well.
I like the idea. I had not thought of this but often if its free its too easy to create a crappy experience. When you are charging for it there is a higher level you need to reach.
Good thoughts.
Yep Joe, that is the thought I was driving at.
A product development focus can help the brand weed out those crappy experiences that go with building something just to build it and release it for free.
Hey Jon!-
Great post!
To kind of work alongside your questioning, I think it’s important for brands to consider these marketing environments not as two but as one. A lot of them are enthralled by the niftiness of gadgetry and the new concept of the digital realm as an actual place. Yet the traditional model of marketing where tons of money is pumped into atrocious and invasive out of home campaigns that produce a maximum fractional return. I just dont think many brands are as up to date as they need to be. But these questions and points are important ask and make.
Publicity comes in primarily one form… WOM. A brand must do something outrageous and unique to stand out and in “today” that’s tough. It’s especially tough to offer something of actual value that lasts. I think a few brands have perfected the ‘picnic table’ concept. Offer something that is completely on par with your core objectives and run it through res/dev/test - a trillion times before release. Once released wash hands and do not repeat. If a brand has something to offer that is going to actually be valuable and utilitarian, then the constituency will wait. And wait with eager anticipation. So I agree with your thought on the pump and dump for free concept. It dilutes the market and shames the industry. Not to be so duntduhdaduh about it, but it’s kinda true!
I still think competitors are weening into the digital realm. One may offer something just a little different and keep making add ons but it’s the ones that truly focus that succeed. I’ll be interested to see how and if Coke will respond to Pepsi’s charity as marketing.
Let me know if you have some free time after sxsw…. I’d love to sit and chat about some new ideas… hope you’re well!
Great thoughts Matt!
I would also add, that for brands to do something that engages people it will become more and more about - emotional hacks, How do you design products and marketing that are on brand and how do they create something that emotionally resonates.