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With half of Britain now owning a smartphone, mobile apps are becoming increasingly effective marketing channels. But is a listing in the App Store really essential? Crafted’s Tom Gillman will help you determine if an app is the best investment for your company and offer insight on securing maximum return for your mobile strategy.
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EASILYDIGESTIBLEDIGITALINSIGHT
#digitalbites @digital_bites
I need an app for that, don’t I? presented by Tom Gillman
Ipswich-based integrated digital marketing agency
EASILYDIGESTIBLEDIGITALINSIGHT
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The rise and rise of the mobile
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4 billion mobiles in use globally Source: marketing.anchormobile.net/blog/bid/202428 /Mobile-Marketing-Statistics-2013-That-Will-Blow-Your-Mind
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Over half of Britain owns a smartphone (Ofcom)
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31% of site traffic in the UK is from mobile (Mobify)
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More time is spent on mobile media by adults, than they do on newspapers and magazines combined Source: marketing.anchormobile.net/blog/bid/202428 /Mobile-Marketing-Statistics-2013-That-Will-Blow-Your-Mind
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Mobile browsing is expected to overtake desktop browsing by 2014 (Microsoft Tag)
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Mobile consumer spending is predicted to double by 2014 (eBay)
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40% of email is now opened on mobile devices (Knotice)
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More people own a mobile than own a toothbrush! Source: marketing.anchormobile.net/blog/bid/202428 /Mobile-Marketing-Statistics-2013-That-Will-Blow-Your-Mind
App stats
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40 billion app downloads
from the App Store (followthatapp)
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On average smartphone
users run 43 apps Source: mobileapptesting.com
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Gaming & social networking are the most popular type of app Source: mobileapptesting.com
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25-34 year olds is the largest smartphone user group Source: mobileapptesting.com
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Over 2 hours per day on average is spent on mobile apps Source: mobileapptesting.com
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Consumers have a preference of
convenience, speed & UX Source: mobileapptesting.com
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Meet company A � Sell exclusively online
� Established successful eCommerce platform
� Extensive product range
� Same day despatch USP
� Current website not mobile friendly
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I need a mobile website for that
� Accessible to search
� Improved user experience over desktop site
� A single platform
� Likely to be more affordable
� 25% of UK consumers have purchased via mobile
Source: Econsultancy
If your goal is to attract more customers and increase conversion, then consider a mobile website:
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Meet company B � A long-established player in the wine beer
and spirits sector
� Wants to increase brand awareness amongst consumers
� Known as an investor in new technology
� Wants to create ‘enjoyable and memorable’ customer experiences
� The brand is considering a promotional game
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I need an app for that � Works offline
� Talk to your customers (push notifications)
� Better ‘front of mind’ reference
� Access to device specific functionality (camera, accelerometer)
� App store – rules, reviews and revenue
� 1 in 4 apps abandoned after initial use
(www.mobileapptesting.com)
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Round-up � There is no one-size-fits-all approach
� Type of content or service?
� Project goals?
� Needs of your end-user
� Budget
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Responsive design a different perspective � Extend user experience
� Increase reach
� Increase sales & conversion
� Increase visibility
� Find out more at the next Digital Bites!
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Food for thought…
Thank you � Next Digital Bites – 23rd May
� Would you like to be a speaker?
� Subscribe to the Crafted Edition
� Follow @craftedmedia