Leo Burnett - Cultural Fuel

There are several good articles out now about the race to create applications (apps) for mobile phones, with the iPhone leading the charge for most agencies in the rush to create branded applications.

Ad Age: Insisting on an iPhone App? Not So Fast

Media Renaissance@mediablog.com: Going Ape over iphone apps: will the trend last?

These articles all tend to point to the somewhat obvious conclusion that apps don’t kill people, short-sighted marketing plans do.  In other words, too many marketers skip the step of making sure that their app has a reason for being before setting it loose upon the world and expecting to be on everyone’s phone tomorrow.

I think the outcry is a little exaggerated (after all we’ve really only started to see examples of obvious app abuse - there likely will be much more), but there are some basic considerations that do need to be put in context to have a successful trial of app technology.  For the most part, what we are seeing is still people testing the waters, given the lower penetration of the types of phones that run apps.  But the articles are dead-on about one thing - there are many more coming.  In a few years every phone will be app-capable, and campaigns without an app will get scoffed out of the room.  <shudder>  Yes, get ready for that to be added to the checklist, kids.

The Ad Age article at least has a smart collection of 5 reasons you might want an app:

Engagement 101. If done right, an app is an opportunity to deeply involve the consumer and a way to extend dialogue after a campaign has ended.

It can raise brand loyalty. The more times consumers interact with a brand, the greater the chances they will gravitate toward it when they’re ready to buy.

You’ll be ready when the app market really explodes. Within five years, In-Stat expects handset makers to ship a total of more than 100 million units that are app-compatible, so now is the time to gain some experience.

It’s where the eyeballs are. The numbers are compelling: some 800 million downloads from the iPhone App Store.

IPhoners have great demographics. Their income specifically makes them a very desirable target, and they’re ravenous multimedia users. According to AdMob, iPhone generates half the smartphone traffic in the U.S.

As we covered in TechCheck last year, mobile applications are going to keep exploding, and first movers will generally have the advantage, especially if they really focus on creating smart value for the user, and make sure that the use of the app resonates with their Brand.  Our opinion and recommendations to clients remain rooted in human behavior:  what we do must be relevant for the person, feel like the Brand, and have a clear reason for being.  (I’m not sure how the iFart app rates on these items, but it’s funny as hell.  For about a week.)

Tweet This Post