Budget for mobile
In this coming year to reach
High, sought-after goals
by Tim Aaron
Aurnhammer Philosopher and Social Media Strategist
Her stare cut across the room, slashing each obstacle in its path to its lifeless end, until her eyes met with mine. Soon to be the prey of this onlooker’s affection, I stood with my scotch in hand, waiting for a refill from the robotic server that only a “Future-of-Mobile” Conference Chairman would employ. But, before the robot could demonstrate its delicate expertise, my new admirer’s legs picked up where her stare had left off, as she moved across the room with sinuous grace, picking up a glass of scotch along the way. There was silence. The sweet aroma of honey-suckle perfume filled my nostrils. Then finally, in my presence and well within earshot, my doter raised her glass to mine and said, “I see you’ve budgeted for a Bulgari tie and a Brooks Brothers’ suit, but my question is, have you budgeted for mobile in this coming year?” To which I replied, “Tell me please, in what way would my having budgeted for mobile reward me?”
Let’s look at the facts. If you’re a brand, consumers expect you to have a mobile app on the market, case closed. What with 91% of the top 100 brands exhibiting a mobile presence, according to reports from mobile analytics firm, Distimo, if your app isn’t on the charts your brand is going to have a much harder time reaching the consumers’ hearts.[1] So then, in the spirit of welcoming a prosperous new year, let’s take a look at two quality reasons why it is prudent to budget for mobile in 2013.
1) A mobile app allows your brand to engage with consumers in real time, everywhere.
Wouldn’t it be great to be able to inform consumers about new deals and upcoming events right when such deals and events are imminent and happening? Well, now mobile apps give brands the ability to do so. Using push notifications, brands can notify consumers of new messages through their branded app, without requiring the consumer to even have the app running. With this non-intrusive and functional way to reach consumers, whether they are in bed, in transit, on a date, or even using the restroom, mobile provides an innovative avenue through which to keep consumers engaged.
2) A mobile app increases brand awareness and presents a new prospect for your brand to go viral.
Remember that app that your friend told you about that you just had to get? Well, that could be your brand’s app too. Developing a mobile app that has genuine utility and or entertainment value is a great step towards going viral and increasing both brand exposure and sales. Don’t believe me? Ask Domino’s. Within a month of the release of its pizza-tracking app for iPhone, Domino’s app aggregated $1 million in sales. Three months later, the app achieved more than $1 million in sales in just one week.[2] Now, if that’s not an example of increased brand awareness and sales as a direct result of the creation of a mobile app, I’ll buy you a pizza.
The scent of honey-suckle gave way to the herbal and garlicky smell of traditional Italian red sauce. I glanced towards the Hors d’oeuvres that the robotic server was now distributing and when I turned back she was gone. All that remained now was an image in my mind and the thought that budgeting for mobile might have a greater significance in my life than I ever could have imagined.
Now that you have some food for thought, investigate some of the reasons why it would be prudent for your brand to exhibit a mobile presence and let us know YOUR findings. Only through collaborative discussion will we advance knowledge and achieve enlightenment.