By Ian Naylor
JESHOOTS / Pixabay
The app store is now flooded with branded apps that few people use. This overcrowding of overt promotions has lead industry leaders to claim that branded apps are dead. There is even a Tumblr out there, Crap Brapps, dedicated to showcasing bad and often hilarious examples of how brand have screwed up. Trust me, this is a list that you don’t want to get on.
I still believe that a company can use mobile marketing successfully through apps if they can create more value for their customers. After all, isn’t that the tried and true principle of all marketing? Here, we examine three types of values propositions that branded apps can bring and how three brands exemplified these values.
Apps that enhance the product
Your consumers are more likely to spend time on their mobile devices than on their desktops. Developing a holistic cross-device mobile strategy is key to your product’s success. I want to highlight how a large brand has incorporated new technologies, Augmented Reality (AR), into their mobile marketing campaign to great success. Apps that have some sort of AR functionality often work in conjunction with the physical product to make sure that the consumers can get the most of out what they purchased. As AR, Internet of Things (IoT), and other emerging technologies mature, we can expect a lot more growth in this space.
L’OREAL Makeup Genius
The innovative L’OREAL Makeup Genius app takes away the overwhelming choices in purchasing cosmetics. Using AR technology, L’OREAL Makeup Genius is the first app of this kind to let consumers try on makeup without the hassle of actually going to the store and physically trying products on. The in-app purchase option streamlines the sales process and takes the guesswork out of purchasing cosmetics. Because this app was first to market, the launch of the app picked up a lot of PR attention ranging from the New York Times, to Fast Company, to Vanity Fair, further driving the success of this mobile campaign. To date, over 10 million people have downloaded the app and tried on over 65 million different L’OREAL products. The scale at which L’OREAL increased people trying their products would have been impossible without a mobile strategy.
Apps that entertain the users
Most people look to mobile for entertainment and many established social media platforms are trying to be the all-in-one entertainment centres. We can see this trend through Instagram developing Snapchat capabilities through Instagram Stories. There is a growing market for apps that can up the entertainment value for consumers and can capture existing users of behemoth social media channels.
Kevin Hart is one of the most successful comedians in the past few years and is striving to create his own entertainment empire through HartBeat Production which created the KevMoji App. As a comedian, Kevin Hart’s is known for his expressive face. This app lets users send stickers of his face in lieu of standard emojis and Go to the full article.
Source:: Business 2 Community