Every new medium that gets introduced in the media mix presents new challenges for marketers. After the global financial crisis, marketers have to be more accountable than ever before for every dollar they spend to promote their brands.
The launch of iPhone 3G in 2008 heralded a revolution in the world of smartphones. One of the most attractive features of the iPhone is the App Store that gives developers and corporations a unique way to interact with iPhone users. The gold rush of applications has transcended platforms such as Android, Nokia, Blackberry, and Amazon Kindle, and has mushroomed into an industry of its own.
With over 75,000 apps available for the iPhone, the medium seems to be crowded. However, there is still immense opportunity for the right app to stand out from the crowd. By keeping a few ground rules in mind, it is possible to differentiate an app and demonstrate success:
- Establish a strong association to the brand's value proposition
- Add value to the consumer's lives (entertain them or help them do things faster, better etc.)
- Set the right KPIs to measure success (app rank, downloads, leads, trials)
- Choose the right category for your app (relevance and competitive intensity)
- Promote the app at every touch-point
Let me illustrate these points with an example. In June 2009, Johnson & Johnson launched the ACUVUE Eye Suite to reach and engage potential contact lens wearers. For a relatively small brand like ACUVUE, the iPhone presented a unique opportunity to have a conversion with its target audience.
The app used the above principles in the following ways:
Brand association: The Eye Suite has three games linked to the eyes, therefore making a clear connection with the brand and its key benefits.
Adding value: The app features a mash-up of Google maps and allows users to find an optometrist near them. In addition, consumers can download a free trial voucher from the app to experience the brand first-hand.
KPIs & tracking: An integrated backend was built to track the number of Eye Suite downloads, leads and conversions on a daily basis. This helped the marketing team optimize the campaign by allocating resources to the right media.
Finding the right category: At launch, the Eye Suite was listed in entertainment category. Due to the intense competition in that category, it was hard to differentiate the app. Based on these learnings, we repositioned the Eye Suite to the healthcare and fitness segment, thus increasing relevance and performance.
Promoting the app: Through the use of CPC and CPM ads on the AdMob network, we were able to target iPhone users. The app was also promoted across all branded media like websites, eDMs, print and outdoor ads.
As a result, the Eye Suite was downloaded 5,000 times in two weeks. It was ranked 14th among free apps and led to 250 trials. The unique idea and clear business focus of the app led to it being featured in The Sydney Morning Herald and Brand Republic.
Next steps are to use push SMS functionality to inform Eye Suite users of the latest promotions from Acuvue.
Let me close by saying that the iPhone is revolutionizing the way consumers interact with brands. However, the abandonment rate for apps is extremely high so it is vital to differentiate your offering to keep it sustainable. Entering the medium with clear objectives and metrics will help organizations maximize the engagement with the target audience and drive strong ROI through the same.
Mandeep Grover is head of marketing, Johnson & Johnson Vision Care, for Australia and New Zealand.
