The world is coming down with ‘content creators’ these days – so much so that many brands are just ploughing out reams of information with little thought as to who is seeing it or what its intended purpose is! Read More
As a member of the Marketecture PR team I know that the media can make and break brands and that reputation protection is just as important as positive media promotion – however in the modern online omni-channel environment of instant news and citizen journalism – this can happen in seconds.
There’s an App for pretty much everything these days. While I love having Apps for the things I use the most – from Facebook and the indispensable Google maps, to mobile banking, ordering taxis and the weather (in Manchester a weather App is a must!) – have we reached App overload?
So relentless are Apps for consumer brands that I often forget that I’ve even downloaded them, and it seems I’m not the only one. Dubbed ‘App-nesia’, a large number of people are downloading Apps for one-off uses. Sound familiar? You’re prompted to download the App when visiting a website, and then rarely engage with it again, or at worst you delete it and cut off contact with the brand.
So what’s the purpose of Apps in our fast-changing digital world? Apps should encourage a deeper engagement with your brand, after all, the user has gone to the trouble of downloading the App in the first place so must be sufficiently interested in what you have to offer.
So with this in mind, how can you avoid the dreaded App-nesia?
– Purpose: develop Apps that serve a specific, offer useful and relevant functionality for the user, whether that’s ease of ordering for your customers, reading content on-the-move, sourcing information and networking before an event, or ease of adding CRM data for your sales team while out on the road.
– Remind: try using push notifications on a sufficiently regular basis to remain in front of your users, for example offers and promotions, or new products and services based on their browsing behaviour.
– Quality: sounds obvious, but make sure you develop a high quality App in the first place so that customers can’t forget about you. Don’t develop an App for Apps sake – start by thinking about the true value it will deliver to the user experience.
Apps haven’t really taken off in b2b marketing in the same way as they have for consumer products and services. And that’s perhaps understandable due to the niche markets that b2b brands often operate in, the more transactional nature of Apps versus the longer buying process in b2b, and the comparative cost associated with developing and maintaining an App and its content, compared to say a mobile-responsive website can be a big commitment.
However, this could be set to change as mobile browsing begins to overtake desktop browsing and, as discussed previously on this blog, more b2b buyers are taking work home, and browsing work ‘business’ on their tablets and mobiles during their downtime.
Apps can work well for a b2b environment, given some careful consideration. Some good examples we’ve seen lately include product selectors, Apps for fast and efficient sample ordering, tracking functions for the logistics sector, providing the latest news and updates to the legal sector, cost calculators and comparison Apps, and networking spaces for b2b events. In the near future, our online project management tool, which we use to track and share work with clients could even be made into an App for on-the-go client access and easy file sharing. Watch this space…
Are you using an App within a b2b environment successfully? If so, it would be good to hear from you to share your experience – good and bad.
I suspect we all know one, the business leader, marketer or agency bod who is better at promoting themselves than the company, products or services they actually represent. You know the type – they have a high industry profile; they by-line themselves rather than their boss; they pop up regularly on the local business speaker circuit; they blog obsessively; and they tweet for England, Scotland and Wales at all times of day and night in the hope that their disciples will give their ego the ‘likes’ they crave. In a nutshell, they live in a bubble of self importance, and they’re usually also very self-unaware.
Yesterday at Google I/O, the Big G announced some smart improvements for its already impressive Google Now app as part of its upcoming Android M release. Going beyond being able to open Spotify and play songs, it’s now able to work more contextually as part of your app ecosystem.
Persuasion is a powerful tool, and as marketers we use it every day; whether selling a story into a trade journalist, or helping to convince b2b prospects that they should purchase our goods and services. The science behind persuasion, i.e. psychology, and marketing are now inherently intertwined. We examine b2b buying behaviour all the time, via web and e-marketing analytics, ‘big data’, CRM systems, or simply by profiling our clients’ customers and market segments in order to understand which of their needs, motivations and pain points we can ‘tap’ into as part of our promotional offer development and sales nurturing process.
Spam. What is it? A delicious tin of precooked meat product introduced in 1937 and the stuff which people went mad over in the war. By 2007 seven billion cans had been sold. If you’re interested it’s apparently got more than a trace of pork shoulder and ham in it.
But of course, I’m not talking about Hormel Food Corp’s fleshy treat – incidentally it’s much better fried. I’m talking about unsolicited emails. According to Wikipedia, a Monty Python sketch depicting Spam as ‘ubiquitous and inescapable’ is to blame for the connection.
Emails have become such a regular staple in our B2B marketing communications cupboards that I’d almost forgotten to question them and check them out as a viable, ROI delivering mechanism to communicate our client’s precious communications. Ideas that are weeks in the making. Ideas that we proudly let sail into the business world like a duckling ushered from its nest. Read More