- Date October 21, 2010
- Category Weekly Update
- Author Doug Schumacher
- Tags apple, apps, facebook, gaming, google, insights, ipad, iphone, mobile, social, trends, video
The latest in content development trends for digital marketing:
going by the wayside. In fact, when tightly aligned with content development efforts, it should be even more effective, as you’ll have both tighter continuity between your advertising and your real brand experience. You’ll also have a likely stronger conversion offering, as content is one of the big reasons for anyone following, or Liking, a brand.
There’s a lot of curiosity out there around how much you can make from a mobile app, so it’s nice to see someone spit out some hard numbers. These aren’t enormous figures, either. While it will certainly squeeze small developers, there’s a big opportunity for brands to develop many of these apps. Or even buy them out from existing developers, and rebrand the app. For many apps, the real value is in the concept. The backend technologies can easily be replicated, and user experiences can be greatly improved through time and access to good creatives. Both of those are areas brands should be able to excel in. And by pricing them at free, brands can increase the odds of both existing and new customers participating in a tight brand experience.
As more stats come on Facebook usage, we’re seeing that consumers are not only open to ongoing communications with brand Pages, but they seek out the content. And it’s not surprising that the majority of them are looking for sales and promotions. As brand loyalists, they should be the first to know about any special deals or limited supply merchandise. And close behind the % who want promotions is people looking for good content, often in the form of entertainment. This is both the big opportunity for brands, and where many of them could completely lose it. If they take their fans for granted, or don’t spend enough effort understanding their customer’s content interests, it’s easy for them to move their relationship to another brand.
While much of this demo is targeted to the publishing industry, i think there’s a big opportunity for brands to put various types of information into this format. From an auto company’s brochures, to a store’s catalog, to a hotel’s guest guide. It’s an impressive demonstration, especially considering publishing from a PDF is a matter of a day or two. Techs like this could breathe new life into PDFs.
While the creator of this Chrome browser extension explicitly states that this wasn’t backed by his employer, Google, it brings up an interesting situation. The idea of companies creating tools and apps that help people stop using their competitors products. And while I’d advise any brand out there to focus on what they can do to be better, versus a more negative approach, in a crowdsourcing world where large brands can probably find someone out there to build something like this, it could introduce some pretty ugly scenarios.
There aren’t many categories in this economy with growth charts like this. What’s also interesting — and a big plus for creative marketers — is that mobile display advertising is slated to surpass text messaging in revenues this year. Text advertising, by it’s very intrusiveness, has limited capacity, so my guess is display will pass it convincingly.
Good examples of mobile experiences across a number of industry categories.
Lodged somewhere between absurdist humor and functional product demonstration, I seriously like the understatement that product demo’s don’t have to be dry as burnt toast. The two I saw were both highly memorable.
It’s interesting to note that iPhone users don’t seem to be clicking on ads the same rate that Android users are, although they don’t qualify that claim. More impacting is the hassle with which developers go through in Q/A for the various Android devices, which are seeing more and more fragmentation as the platform continues growth. Looking at past parallels, that fragmentation didn’t stop Windows from blowing away Mac years ago. But that also had a big difference in that Windows gained an early platform lead. iPhone still has more overall users than Android, but recent trends have Android selling more phones per quarter.
The description of this as the digital version of the community cork board in their stores is a great vision for where this will go. Right now, it doesn’t seem to have the localization of that cork board, but then again, they’ve just rolled it out, and it makes sense to roll out with content of national interest for the efficiencies of scale. I like the explanation for why they’re doing this. To create engagement, because consumers have a choice. Whether you call it engagement, experiential marketing, or content development, the principle is the same. This is the way marketers are now choosing to make an impact with their current and potential customers.