By Kate Hawkes
2017 has been a busy year for apps. Estimates suggest that there will have been 197 billion app downloads, and in 2018 there will undoubtedly be even more. But before you pop the bubbly and welcome in the new year, there’s still time to take a look back over 2017 and learn from some of the hits and misses in the world of mobile marketing. Below are 5 of the most inventive and effective uses of apps that we’ve seen this year, each showing that a little creative thinking and a strong foundation of industry know-how go a long way.
1. WeChat and Destination DC
Chinese messaging app WeChat has over 900 million users, and with increasing numbers of Chinese tourists visiting the United States, that adds up to a huge opportunity to enhance visitors’ experiences. That’s precisely what Destination DC realised too, partnering with WeChat to produce an in-app tour experience that could be a stepping stone to future collaborations outside of Washington DC. The use of messaging apps outstrips even the use of social media apps, and as the recent launch of WeChat’s ‘Mini Programs’ shows, they can be a way of delivering services right where people will use them most.
Mini Programs are a range of add-on features that integrate into WeChat, and some of the most useful ones link to offline objects and activities, making it easy for users to engage with the world around them without leaving the app. The main attractions of the DDC Mini Program are the interactive maps which point out places of interest, which are equipped with walking directions and an audio guide in Mandarin, and if users get the urge to tell all their friends where they’re having dinner, the involvement of WeChat means that social sharing is completely integrated.
Destination DC have recognised that localization involves more than just translation. Collaborating with a social app that tourists are already familiar with means that users will be more likely to engage with the new feature, and the information being shown can be optimised for the Chinese market, from selecting popular attractions to approaching users in a way they’ll be receptive to.
2. Lemonade Insurance, ‘Insurance powered by AI’
We all know the saying: when life gives you lemons… get those lemons insured, and do it in under five minutes. The plan behind Lemonade is two-fold: use chatbots to do away with lengthy paperwork and phone calls spent on hold, and set a fixed 20% fee on premiums that means the rest can be donated to charity. This isn’t just to give customers a warm feeling inside – the theory is that by choosing a cause to donate to and investing emotionally as well as financially, customers will be discouraged from making false claims.
The real selling point for Lemonade, however, is that everything is done in-app. Studies suggest that 89% of mobile media time is spent in apps, and only 11% Go to the full article.
Source:: Business 2 Community