The path to achieving excellent Brand apps

Brand App definition:

Applications created by the brand owner for promotion purposes. Unlike App Consumer apps for users, Brand APPs must have a clear return for a Brand owner's investment, increase product sales, or be close to new consumers.

First, it should be clear that the Brand App is an investment by the Brand owner/Advertiser. Like buying media or holding public relations activities, this investment needs to be accurately planned and its results must be strictly monitored, finally, a reasonable assessment is obtained. We believe that the life cycle of a Brand App starts from planning until its online influence consumption ends. We are concerned about how to determine whether a Brand App is excellent or not? And finally find a set of "standardized procedures" that can be used repeatedly ".

TIDMM-create passwords for excellent Brand apps

We believe that a good Brand App will be affected by the following factors. Its importance is the same as that of the Process:

1. Personnel team)

2. Creative idea)

3. design)

4. market marketing)

5. monitor)

TIDMM is a set of process flows and an insight into "excellent. It ensures that the App with AD genes is not independent from the existing brand strategy, not only in order to meet the brand's mission, the functions and presentation modes are consistent with other existing advertising activities/materials. Brand apps are part of integrated marketing. However, these products in the current market have a low marketing effect because they are different from the Brand's own tonality. TIDMM aims to change this situation and improve the marketing effect of Brand apps.

Starting from human Team)

The brains behind a Brand App are comprehensive:

The brand manager and product sales manager represent the requirements of the brand.

Market research experts need to point out the characteristics of target users.

Mobile Application experts understand the rules of applications used by users.

The advertising creative group contributes to App creativity by looking at various needs and patterns.

App product managers interpret ideas and make plans to turn ideas into reality.

Designers and interaction experts make sure the App is pleasing to the eye.

Program experts, using the most efficient technical solutions, will lead the technical team to complete the App.

From our experience, similar meetings in the past often lack the brain, which has little effect. The absence of mobile application experts and interaction experts makes the final application look rigid. Do not complain about the launch time of the App. This is the case if the product manager is missing. But the most serious issue is the absence of research experts and mobile application experts! The lack of insight into the target group-consumption habits and application habits will make the entire application unavailable.

Now you need a spacious meeting room, projector and whiteboard to let this group of brains work. Work Together !!!

Creative idea) bounded

Apps provide a unique stage for brands: interaction, real-time, location tracking, etc. Not every idea is suitable for performing on this stage. According to our Group Research, Brand App has limited entry points. Based on the categories on iOS App Store, the most popular application types except IM/Social applications are:

Utilities tool class)

Productivity)

During group surveys, the two types of applications recommended by users are full of wisdom. They are also unprecedented, such as Nike +. Users can obtain sports information and provide fitness guidance by using mobile phones to perceive vibrations. Or simplified, such as Starbucks. The Management Center stores various coupons at your fingertips. Or it is quite embarrassing, such as Yijia, to simulate the effect of placing furniture in the room through AR technology. The addition of new technologies can increase the App color, but from the perspective of product production, we also need to consider their increase in project difficulty.

Surprisingly, simple games are not recognized by users. After in-depth communication, we found that such applications are prone to fatigue and therefore have a short life cycle. We do not recommend that you consider Brand apps from a game perspective.

As mentioned earlier, good idea comes from the cooperation of various minds, especially various research results, which ensure that the idea of this investment is promising.

Design) is everywhere

Brand App introduces a series of materials that need to be designed, including pictures and texts. You cannot ignore the following:

App logo

Product Introduction page

Introduction page on App Store

Banner used for promotion

Before users reach the Brand App, they will first obtain the above information. It is common that there are several Brand App-related products in the App Store. In some cases, their rankings are even higher than those of the zhengping army. In this case, the user may be judged based on an App logo. our respondents said they refused to install apps that look a little "fake" and hoped that you would make a good impression on them in the App Store.

The design of the program itself is the key, which is the result of collaboration between the visual designer and the Interaction Designer. The application of a brand must be highly consistent with the brand tone, which requires the brand to provide adequate support to designers. A complete set of CI shortate Identity files and Ad Design drafts for the same period can help designers quickly grasp the tone of Brand apps.

We suggest using Brand apps as part of traditional advertising materials, so that designers can join the traditional Brand visual process, rather than regard them as emerging humans.

With market marketing) to have a market

After the Brand App is created, it means that things have just started. It requires enough channels to meet users. Although our research proves that a good Brand App is self-propagation, we believe that the trend of no users wishing to be disturbed by advertisements will not change. For the promotion of mobile Internet, there are several channels that must be adhered:

Social: Both Weibo and new Social channels are gathering traffic quickly. By purchasing these traffic, the Brand App can quickly meet users on mobile devices.

Blog: a Blog is the source of high-quality content in current social channels. They attracted a large number of loyal fans with their sharp points of view. 6 hours after the ifanr reader was launched, the third place in the free category of App Store news can gain a glimpse of the influence of the blog media.

Mobile AD: it is a direct and efficient way to promote applications through applications. At present, a considerable number of mobile Internet advertising networks can undertake this task.

Like traditional Internet Advertisements, Brand apps also need to keep new faces. Therefore, a reasonable arrangement of product function updates has become another way of self-promotion. The user will think that "you are dead" if the Brand App has not been updated for one month.

Successful Brand apps are easier to promote, But promotion is still necessary and we cannot expect it to be inexplicable. What do you think of yuanfang?

Monitoring monitor) returns

Once launched, the Brand App will generate data, which may be:

Downloads from various channels

Activation Volume of each channel

User Activity

Stay time

Area views

User personal information

Some information can help us get more users, some data can help us retain users, and some data can be converted into consumers. The biggest return on investment of Brand App is that it can continuously provide data for interpretation. As a product of the big data era, the Brand App helps Brand owners collect user data instead of purchasing data from third parties. This means that you can customize information in depth and trust it highly.

We use data monitoring as the end of the Brand App because it is the most important channel for advertisers to withdraw their investment.

An excellent Brand App is the result of the Team's efforts guided by the correct methodology. The TIDMM system is a sort of this field.