Upload
text-republic
View
1.683
Download
2
Tags:
Embed Size (px)
DESCRIPTION
The KILLER APP is here (and it isn't an iPhone App!). Enter SMS marketing.
Citation preview
The The KillerKiller appapp
The The KillerKiller appapp
(And why it won’t be an iPhone App)
Marketers are Marketers are falling over falling over
themselves to get themselves to get on the smartphone on the smartphone
band wagon and band wagon and find the “killer” appfind the “killer” app
We still haven’t
found our killer app!
We still haven’t
found our killer app!
We have an APP now!
We have an APP now!
Will pay €10,000’s
for an app
Will pay €10,000’s
for an app
Now we have an app we
are doing the whole
mobile marketing
“thing”
Now we have an app we
are doing the whole
mobile marketing
“thing”
Wait Wait Just Just
AAMinuteMinute
Some Some important important questions are questions are going unasked going unasked about this app about this app
hysteriahysteria
Such as...Such as...
How frequently How frequently will they use it?will they use it?
What are the incentives What are the incentives to use itto use it
How big How big is my audience?is my audience?
How much How much will it cost?will it cost?
Maybe we should take a look them
then?
Maybe we should take a look them
then?
1How Frequently How Frequently will they use it?will they use it?
iPhone app usage over iPhone app usage over timetime
25%25%
20%20%
15%15%
10%10%
5%5%
0%0%
1 da
y1
day
11 d
ays
11 d
ays
21 d
ays
21 d
ays
31 d
ays
31 d
ays
41 d
ays
41 d
ays
51 d
ays
51 d
ays
61 d
ays
61 d
ays
71 d
ays
71 d
ays
81 d
ays
81 d
ays
91 d
ays
91 d
ays
iPhone app usage over iPhone app usage over timetime
25%25%
20%20%
15%15%
10%10%
5%5%
0%0%
1 da
y1
day
11 d
ays
11 d
ays
21 d
ays
21 d
ays
31 d
ays
31 d
ays
41 d
ays
41 d
ays
51 d
ays
51 d
ays
61 d
ays
61 d
ays
71 d
ays
71 d
ays
81 d
ays
81 d
ays
91 d
ays
91 d
ays
Days After Download
iPhone app usage over iPhone app usage over timetime
25%25%
20%20%
15%15%
10%10%
5%5%
0%0%
1 da
y1
day
11 d
ays
11 d
ays
21 d
ays
21 d
ays
31 d
ays
31 d
ays
41 d
ays
41 d
ays
51 d
ays
51 d
ays
61 d
ays
61 d
ays
71 d
ays
71 d
ays
81 d
ays
81 d
ays
91 d
ays
91 d
ays
Days After Download
iPhone app usage over iPhone app usage over timetime
25%25%
20%20%
15%15%
10%10%
5%5%
0%0%
1 da
y1
day
11 d
ays
11 d
ays
21 d
ays
21 d
ays
31 d
ays
31 d
ays
41 d
ays
41 d
ays
51 d
ays
51 d
ays
61 d
ays
61 d
ays
71 d
ays
71 d
ays
81 d
ays
81 d
ays
91 d
ays
91 d
ays
Only Only 1%1% of of
apps are apps are
used 90 used 90
days after days after
downloaddownload
Source: Pinch MediaDays After Download
So there is an So there is an 80% 80% chancechance that your that your smartphone app’s smartphone app’s first day with your first day with your
customer...customer...
Will be Will be it’s it’s lastlast Y
OU
R A
PP
YO
UR
AP
P
2What are the What are the incentivesincentives
It’s unfortunate It’s unfortunate but...but...
It’s unfortunate It’s unfortunate but...but...
People don't wake People don't wake up thinking about up thinking about
your brand!your brand!
They think about a They think about a lot of things...lot of things...
They think about a They think about a lot of things...lot of things...
They think about a They think about a lot of things...lot of things...
Your Brand Your App
They think about a They think about a lot of things...lot of things...
These aren’t These aren’t one of them!one of them!
Your Brand Your App
Why?Why?
Why?Why?They don’t have They don’t have
any incentive to do any incentive to do so...so...
And a smartphone And a smartphone app with app with nnoovveellttyy
value isn’t going to value isn’t going to prove an prove an incentive incentive
for brand interaction for brand interaction for too long!for too long!
3How big How big is the is the audienceaudience
When considering When considering the best medium the best medium through which to through which to conduct mobile conduct mobile
marketing...marketing...
We should think We should think about about how many how many
people can receive people can receive our messageour message
Let’s take Let’s take the Irish the Irish mobile mobile phone phone market as market as an examplean example
Let’s take Let’s take the Irish the Irish mobile mobile phone phone market as market as an examplean example
Smartphones make up about 50% of the market
Smartphones make up about 50% of the market
50% of phones can’t interact with
your app
50% of phones can’t interact with
your app
Smartphones make up about 50% of the market
Smartphones make up about 50% of the market
50% of phones can’t interact with
your app
50% of phones can’t interact with
your app
Smartphones make up about 50% of the market
Smartphones make up about 50% of the market
But it gets worse!
Those 50% aren’t even on Those 50% aren’t even on the same operating systemthe same operating system
Those 50% aren’t even on Those 50% aren’t even on the same operating systemthe same operating system
So you need multiple apps just to So you need multiple apps just to reach 50% of the population!reach 50% of the population!
That’s a That’s a LOTLOT of money of money and a and a LOTLOT of of
development!development!Smartphone share will undoubtedly rise – but the fact remains that apps will always be restricted to reaching a portion, rather than all, of the population
4How expensive How expensive will it bewill it be
Do you have one Do you have one of...of...
These?These?
Maybe one of...Maybe one of...
These?These?
If not then you If not then you probably can’t probably can’t afford an app!afford an app!
When Bloggers When Bloggers boast about:boast about:
When Bloggers When Bloggers boast about:boast about:
“How we built an “How we built an iPhone app for iPhone app for
$4,873” $4,873” and call it and call it a a “shoestring”“shoestring”
You know its going You know its going to be to be priceypricey!!
Ok... I hear you. How
can I conduct mobile
marketing then?
Ok... I hear you. How
can I conduct mobile
marketing then?
Let me tell you!
Let me tell you!
IntroducingIntroducing
The KILLER The KILLER app!app!
IntroducingIntroducing
The KILLER The KILLER app!app!
RE-
Although SMS has Although SMS has been around the been around the
block...block...
It hits all the It hits all the targets!targets!
1How Frequently How Frequently will they use it?will they use it?
You get to decide!You get to decide!
You get to decide!You get to decide!
You can send your You can send your customers alerts to customers alerts to promotions, offers, promotions, offers, deals deals AS THEY AS THEY HAPPENHAPPEN
Hi
2What are the What are the incentivesincentives
Incentivising is Incentivising is easyeasy
&&It’s customisableIt’s customisable
You could send an You could send an SMS with a text SMS with a text
couponcoupon
You could send an You could send an Invitation to a Invitation to a special eventspecial event
You could send an You could send an SMS detailing SMS detailing
exclusive offersexclusive offers
You could send ... You could send ...
Pretty much Pretty much anything!anything!
3How big How big is the is the audienceaudience
Here is the real Here is the real beauty...beauty...
You have the You have the potential to potential to
reach...reach...
Audience
100% 100% of of
PhonePhoness
4How expensive How expensive will it bewill it be
SMS Marketing is SMS Marketing is cost effective and cost effective and
very much very much affordable to the affordable to the average businessaverage business
And doesn’t And doesn’t require eitherrequire either
And doesn’t And doesn’t require eitherrequire either
oror
So...So...
If you have been If you have been looking for the looking for the
“killer app”“killer app”
It’s already hereIt’s already here
To find out more To find out more about how you can about how you can use SMS for mobile use SMS for mobile
marketing...marketing...www.textrepublic.com
http://www.textrepublic.com/mobile-marketing-blog/