Let’s say you spent the money to develop the best, most awesome mobile app ever to teach people about, oh, I don’t know… the weather. But no one is downloading the app. How? Why?
Before dropping some money on a digital media campaign, have you considered:
The App Category
You may feel your ebook app features educational content because it teaches readers about thunderstorms and where snow comes from… but will potential customers be looking under educational or under… books?
Think about how your users will want to find your app.
Based on the idea of helping your users find your app, consider keywords and key phrases they would use to look for a weather ebook and use them as part of your app description. If you’ve managed to get any reviews on your app, be sure to include snippets to help users decide.
Does the picture used to demonstrate your weather ebook app really show what the app’s all about? Is it a compelling image? Is it misleading?
Have you charged a reasonable amount for your app? Have you done any promotional sales to help draw new users who were on the fence?
Doing a competitive analysis of apps that are similar to yours (and those most popular ebooks) can give you tips and tricks on how to write your description, what keywords to use and where to get your new customers. Don’t automatically pull up Angry Birds and consider that as your competition, unless you’re creating an addictive mini game. Use other books in the category, consider similar topics, themes and features for your competitive analysis.
Try these steps before spending money on your digital ad campaign to give your app the best chance in an overcrowded market, or email us. We can help expand this strategy to ensure all your bases are covered.
The City of Toronto announced an app today to help citizens reach its “311″ information service, and it’s being promoted as an easy way to take a picture graffiti and send it to the government so it can be cleaned up.
The app costs $1.99.
While a portion of the money will go to support the library, you may ask yourself “why on earth would I pay $2 to download an app when I can do it for free?”
The most important thing to ask yourself with any digital endeavour is WHY. If you cannot answer the WHY, the product should not be made.
Why would someone download this app when your Apple iPhone will easily take pictures and attach them to outgoing email?
Why would someone download this app over calling Toronto’s information line: 311?
Why release this app only on iPhone?
Why would a citizen report graffiti on their iPhone when the average person who may complain is elderly and may not feel comfortable sending information via their mobile?
At least it’s not a QR code campaign.
This one-hour video highlights how some television companies sync their TV content with apps downloaded on a mobile. If you don’t have time to watch it right now, I’ve got some highlights below, and a tip on how to make it work for your audience:
The most popular new app technology that syncs a handheld with a TV show is Nielsen’s Media Sync. This technology created buzz last February when ABC launched its Grey’s Anatomy app, where users were encouraged to open the app while watching the episode.
How it works
Using Nielsen’ audio watermark, which embeds audio triggers throughout a TV show to gather Nielsen television ratings, show content can be picked up by the microphones on smartphones to launch episode-specific activities, such as behind the scene footage, polls, and other additional content.
The video above shows two different examples of the application, and it does present a lot of opportunities to allow your audience to easily interact with the content, which is important because Yahoo! reported in January 2011 that 86% use their mobile while watching television.
How to Make this Work for Your TV Show
To make an app like this work with your TV show means considering the user experience and providing value for the interactivity.
This type of application seems like a natural fit for sporting events or live reality shows, but what can be accomplished to engage the user of a dramatic series like Grey’s Anatomy beyond providing trivia and poll questions?
As this technology grows, content creators and TV producers need to understand how the content they put into this application will be used by the user, and identify what will make their viewers want to participate each time the show is broadcast.
Producers and broadcasters must also be willing to admit when this type of interactivity may not be a natural fit for their TV program. To maximize this potential (or recognize its usefulness early), it’s important to consider the content implications during the development and scriptwriting phase, in order to properly exploit its opportunities. By engaging in this technology at the earliest stage, there are opportunities to create your own audio watermarks to make the audience do something with their iPad and create a truly interactive experience.
BBC.com has reached profitability two years ahead of schedule, according to its BBC Worldwide blog today: BBC.com reaches new heights | BBC Worldwide Blog.
Their success comes from three key areas:
- Understanding their international audience, by bringing in local stories balanced with a global perspective
- Tailoring its editorial and product offering to expand across multiple platforms, such as mobile and smart TV apps
- Building sales and marketing capability to lure in local clients. “We still had to assume that the medi buyer we were pitching to in, say Chicago had never heard of us before.”
In the coming weeks, stay tuned to this blog as I’ll show you how investing in Content Strategy can help you achieve revenue growth and a better understanding of BBC.com’s 3 key areas for success: audience; tailoring content; and marketing.
Each month, I spent 2 minutes tops using the iPhone to speak to other people. The other 43, 220 minutes I spend using my iPhone as:
- my new book library. I installed Kobo and thanks to some regularly appearing coupons in my email, it’s my new book store. Books were getting annoying to move all the time, anyway. While it doesn’t have everything I’d like to read, I can only assume it will one day.
- my fitness guide. I use the Nike+ system with my shoes to know how far I’ve run and the speed, and it automatically updates my running progress on my Twitter acct (ask to follow for now!). I use RunKeeper Free to help calibrate my Nike+ system with its GPS tracking of my runs. I also use the Nike Training app when it’s a kajillion degrees below zero outside. And finally, I track my chocolate consumption with Livestrong’s Daily Plate app.
- my notetaker and to do list. I have too many projects on the go, always, with more being added on a regular basis. I was a pen and paper gal when I needed to create to do lists (for the rewarded check mark upon completion) but so far the very popular Things app is helping keep me paperless and less encumbered during meetings. I’m not sure if it qualifies for my day to day work (where I often need to keep 48 things on the top of my head at any given moment) but it’s good to keep me focussed on one project at a time.
- my guitar tuner thanks to Guitar Toolkit and a fun music maker with Groove Maker and of course, autotunetastic I am T-Pain. I can also see song lyrics and locate who’s listening to the same tunes as me on TuneWiki
- my game console. Tons of games – what’s your fave?
- my weather guide
- my news guide
- etc etc etc
How do you use your iPhone outside of dialing up?