Jami Lawrence, diretora associada de Mobile Marketing da Publicis Modem & Dialog, deu entrevista (em inglês) sobre estratégias para aplicativos móveis.
Apesar da entrevista estar focada no mercado alimentício, os reflexos de planejamento e estratégia podem ser aplicados universalmente. Seguem alguns trechos:
Marketers need to ask themselves that question: Why would a consumer want to engage with their brand on a mobile device? What is the incentive? There are two sectors through which consumers would want to engage with a brand through an app. One is time-killers; these are for entertainment, building brand awareness, equity and engagement.
In the second bucket are time-saving convenience-oriented apps. For example, a lot of CPG apps fall into the recipe realm—offering recipes, storing recipes and meal-planning tips.
Games, delivery of information, brand loyalty programs. Notifications are a big push into the brand loyalty piece for apps because they communicate regularly with consumers and brands can use them to update apps with different functions.
You can’t launch an iPhone app without supporting it. You must support it on the mobile channel and particularly with paid mobile media and paid search. You can garner 100% of your audience.
Cobrir o ciclo completo do produto e da ação sempre. Não deixar o cliente escapar, justificar todas as etapas e funcionalidades do projeto.
Neste ramo, vencer é planejar e justificar criteriosamente cada passo dado no mobile device (“nova casa” do consumidor moderno).
Fonte eMarketer