Archive for the ‘Strategy’ Category

Mobile App Utility: The Secret to Winning the Hearts & Habits of Consumers

According to the Pew Research Center’s Internet & American Life Project, the share of adult cell phone owners who have downloaded an app to their phone nearly doubled in the past two years – rising from 22% in September 2009 to 38% in August 2011. Couple that with Pew’s data from a May 2011 survey that showed that 35% of adults in the U.S. owned smartphones, and you have a picture of just how important using Mobile applications are becoming to consumers. High usage breeds high competition by app developers, as well as the brands who wish to capture consumer attention in the growing mobile and tablet marketplace. It seems like everyone is pitching and buying apps these days. Utility is The Secret It wasn’t until I started hitting the gym again that I fully appreciated an application like Spotify. It’s powerful in that it’s a utility that’s found a way to work itself into my normal daily routine. Instagram seems to have taken hold of iPhone users much in same way. Suddenly, app users have become polished amateur photographers, using Instagram to share moments of their life in with a bit of artistic flare and the convenience of social connectivity. You might even lump Evernote into the same ‘utility’ category. Positioned as an extension of a users memory, Evernote users easily creates habits and behaviors in the routines of it’s user base. So how have applications like these become engrained in the lives of their users? There’s three key areas to consider that will help you and your company think about your application as a utility, rather than simple mobile brochureware. 1. Focus on increasing the frequency of how often your audience uses your mobile app. Applications like those above have something in common — they stay true to the meaning of the term “application software”  –  an application or an “app”, is simply software designed for helping an end user [...]

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Case Study: Go Viral on YouTube with Shock & Awe Content

I was turned 0n to this video on YouTube when I sat on a panel at a co-branded Columbus AMA and AdFed event a few weeks ago. Since that time, I’ve been much more aware of wearing my seat belt on every drive. It works because it’s shock and awe content. Watch. Case Study: Go Viral on YouTube with Shock & Awe Content This is incredible video content production work to support the Embrace Life campaign being executed by the Sussex Safer Roads Partnershipover in the UK. It’s an incredible example of the how to harness the power of shock and awe in your content. While that approach isn’t right for every message, it’s indeed appropriate for the point SSRP is working to drive to their audience Here’s some reasons why I love this production and why I think it’s an effective use of shock and awe: If you look closely, you will see this video has been kept to a modest production budget. I think my friend Eric would agree that there’s not much to it. A few camer angles, some basic editing and slow motion and a few easily produced graphics. The music choice is mysterious and fits the style of the video as well as the dramatic use of slow motion. The talent selected for the video was spot on.  What’s fascinating to me is that the entire story is told through physical motion and facial expressions. There are many levels of messages and positions weaved into the storyboard. For instance, the little girl in her wings reminds the viewer of angles.  The opening perspective of the driver look at his family drives home the point that seat belts not only protect you, but also protect your family from loosing you. Whoa. Deep thinking there. It’s a visually pleasing production. All the details are there. The producer [...]

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