25 September 2015

mobile app market places

The two biggest app stores are Google Play for Android and App Store for iOS.

Google Play
Google Play (formerly known as the Android Market) is an international online software store developed by Google for Android devices. It opened in October 2008. In August 2014, there were approximately 1.3+ million apps available for Android, and the estimated number of applications downloaded from Google Play was 40 billion.
According to statista  In May 2012, the number of available apps in the Google Play Store surpassed 1 million apps in July 2013 and was most recently placed at 1.6 million apps in July 2015.

App Store
Apple's App Store for iOS was not the first app distribution service, but it ignited the mobile revolution and was opened on July 10, 2008, and as of January 2011, reported over 10 billion downloads. The original AppStore was first demonstrated to Steve Jobs in 1993 by Jesse Tayler at NeXTWorld Expo.
These milestones follow a record-breaking 2014, in which billings rose 50 per cent and apps generated over $10 billion in revenue for developers. To date, App Store developers have earned a cumulative $25 billion from the sale of apps and games. The introduction of iOS 8, the most significant iOS update ever, gave developers the ability to create amazing new apps and offers innovative features which proved wildly popular with App Store customers around the world.
According to statista there are about 1.5 million apps on Apple App store as of June 2015.

Other App stores
Below mentioned are the other app market places.

 Amazon App store
 Blackberry world
 Nokia (Ovi)
 Windows store
 Samsung Apps
Image shows App downloads and App revenues by the two major App stores


24 September 2015

Internet-of-things(IOT) – A win-win opportunity for Digital Marketers

Imagine a customer who presses the start button of a new device five times in a row, facing trouble in operating the device, could be offered a real- time support chat or an instructional video via their mobile device or a screen on the product itself. A toothbrush guiding consumers on how effectively they are brushing their teeth and when do they need to change it.

A fridge which is the focal point of many households helping the marketers to collect consumer data based on the storage pattern of consumers. Though it sounds impossible but the latest digital trend which has had the biggest hype over the past year i.e IOT is making it possible in forthcoming years.
And why not?? According to Cisco, about 50 billion devices will be connected by 2020, turning this into a reality. The IOT is the idea of physical objects, devices, or even people being connected to one another and to the internet. It has the ability to change how everything physical in our life works. In essence, it refers to everyday devices that are able to automatically exchange information over a network.

More and more devices are being built up with Wi-Fi and sensor technology. As the internet becomes more widely available throughout the world, costs associated with technology are decreasing. These devices that are effortlessly sharing data include fitness wearables, cars, lamps, smartphones and many others.


Brands who are successfully Implementing IOT(IOT-Examples)

1. Rolls-Royce: Rolls-Royce has embedded jet engines with sensors that transmit real-time data about their condition, allowing them to be monitored and maintained remotely. This turns a physical product into a connected information service.

2. Hilton hotel chain: is rolling out smartphone-based check-in and room key functionality across its entire portfolio of 4,000 plus properties. This combines visible innovation in the front-of-house service experience with more efficient back-end operations.

3. Mc Donalds: McDonald’s partnered with Piper, a Bluetooth low-energy beacon solution provider, to greet customers on their phones as they enter the restaurant. Through the app, consumers are offered coupons, surveys, Q&As, and information about employment opportunities. McDonald’s get out lots of data out of it. When customers enter comments, their feedback is routed to the appropriate manager who can respond to the request before the person leaves.

4. Tesla Motors: When Teslas wall chargers were overheating Tesla just updated the software of each car effectively eliminating the problem in all of their products. As reported by Altimeter, a customer recently submitted a request for a crawl feature that allows the driver to ease into a slow cruise control in heavy traffic. Tesla added this feature to their entire fleet of cars with just one software update.

Video on What the Internet of Things Means for Local Marketing

IOT – A path to Smarter Marketing

IOT has an enormous impact on the way marketers think. The concept of IOT is increasing the number of digital channels providing more tracking features. The increased volume of data will give vast opportunities to the marketers for tracking and analyzing prospects and customers ultimately allowing marketers to create personalized marketing strategies.

Real Time Analytics

The value of data is lost when it’s not analyzed and used at a proper time. Marketers and R&D department invest in crores for data collection. For especially large companies capturing, managing and analyzing data is of utmost importance. IOT can make it much simpler. With the help of smart devices, we can have all the information pertaining to every sale (location, demographics, reason of purchase, etc.), details regarding every social media page/webpage (areas with high traffic, age group, location, time of surfing, etc.). All these can be achieved in real time. This would save much of the R&D costs, would require decreased workforce and the promotions could be directed to a specific segment and that too in real time. An instant feedback at the same time will also lead to instant solution with the help of IOT. It would be possible to make every second of every day count towards resolving issues and serving them the right information that will nurture them to ultimately close a deal.

Rebirth of Devices

The devices would now be able to measure its own performance and regularly maintain and diagnose. Currently we have self-diagnosing signals which is a clunky method; like in automobiles, smart phones, Televisions which gives inexact signals. These devices within seconds of such signals either malfunction or stops immediately.  With power of IOT, this down time can be eliminated and the device itself would be able to upgrade or replace itself. It will also search for new software installs and upgrade it whenever most needed without human intervention. The customer doesn’t have to wait for the company personnel to come and fix their machine.

Predictive Social Media

For a Digital Marketer social media is an important platform to get connected to target audience. When FB and Twitter was innovated marketers did not think that such social media sites could be used as a port of branding and marketing. Today social media sites are like a soul to marketers. Today automated posts and notifications which are generated by n number of devices connected to internet gives a clue that future is not far when IOT will play an important role with respect to social media. IOT devices connected with social media will allow marketers to identify and take advantage of its peculiar characteristics.

No more irrelevancy

Imagine a 100% CTR leading to 100% ROI invested on banner ad. IOT can make it possible by tracking the reader’s behavior and showing only relevant banners and popups. No longer the marketers have to be dependent upon the stale ads and irritate the customers.

This will bring a new world of advertising where both the marketers and consumers will experience change.

More of Pull Marketing

An assumption that, the era of interruptive marketing can slowly vanish would not be wrong. An age where the marketer will have a constant watch on customers behavior(without interrupting them) can any time improvise the advertising strategies and their products or services. Advertisement will have 100% chances to align with their interests, behaviors, and past purchases. As increasing numbers of our once-unconnected devices and objects are being fitted with sensors with the help of constant network accessibility, the possibility increases.

The perfect illustration of this digital marketing potential is “ AtYourService “technology unveiled at the 2015 Consumer Electronics Show (CES). This new technology will be embedded in select GM car models and allow communication through GPS, Wi-Fi and other security features to deliver driver real-time promotional offers. The goal is to provide drivers relevant promotions based on where they are traveling. GM has partnered with several large brands, including Dunkin Donuts and the popular coupon site RetailMeNot.com.T

OnStar AtYourService Brings Commerce to Connected Cars
Ethical or Unethical????

The brands will be able to process the customer’s information and personalize them. There may also be the need for an increase in data analyst roles in marketing departments. There are high chances where customers can find it highly intrusive. Marketers will know us more than ourselves. The subject of concern will be “Am I being monitored 24x7??” It will be important for marketers to come with different strategies in order to tackle this problem like incentivizing or benefitting them with various offers. This will also be a challenge for the developers to come u with more security features with any IOT application.

Digital Marketing efforts need to focus on
  • Privacy conscious personalization
  • Predictive analytics
  • Intimate brand/product engagement
The concept of “INTERCONNECTEDNESS” as far is not vague. Its reality and marketers are spending hugely on R&D predicting the bright future of marketing with IOT. The win-win  concept where advertising can be positioned as a need to customers is possible to a great extent via IOT.

Related Links:

22 September 2015

Mobile App Market in India

India’s telecom and Internet market have been growing exponentially for the last few years, especially with the introduction of low-cost smart phones and 3G/4G network. This has led to many Indians accessing data services on high end smart phones as well as on very low cost mobile devices.As a result, the increasing penetration of smart phones, tablets, and mobile internet has triggered an app market revolution in India.

Mobile app trend in India heavily inclined toward entertainment categories including Bollywood,cricket, music, social media, instant messaging
India’s mobile app downloads are expected to grow six fold by 2015, according to a KPMG report on media and entertainment industry.

India has been the fastest growing mobile app market in 2014, a trend that continues from the previous year. “It is predicted that mobile app downloads will globally triple and grow six folds in India by 2015,” said the report.

According to a Deloitte report, the Indian app industry is likely to see around 9 billion downloads in 2015. In 2015 the revenue from paid apps is estimated to be over INR 15 billion (US$240 million) against INR 9 billion (US$140 million) in 2014, indicating a constant rise in the download of paid apps.

Below list shows, India is among top 5 countries by downloads from google play for 2014 

Source : App Annie Index – Market Q2 2014

Start Content Marketing RIGHT NOW with simple and effective steps

Customers - Don't control me, I'm SMART

Today customer wants to control everything rather than them to be controlled. As a buyer who doesn't get tired of receiving cold calls, T.V commercials i.e Push-Style Marketing. A bill board interrupts drivers irrespective of its mind blowing creativity and capability to grab customer's attention. Investments in such ads are huge but survival duration is too low.

The web is no more optional now. Similarly the content that reaches to customers is also not optional. Web has totally changed the rule of marketing and WHY NOT? IAMAI- KPMG report says India is expected to have 236 million mobile internet users by 2016. It further projects that mobile internet user base will reach 314 million by 2017. With more than 300 million internet users, India has second largest internet user base in the world.

 Whether its B2B or B2C the tech savvy, the smarter consumer is moving towards the internet for each and every detailed information. It doesn't matter whether a hairpin or a real estate product is being sold via the content, the moment they don't like the content, they either delete or unsubscribe.

CONTENT-MARKETING definition says "Content marketing is a strategic marketing approach focused on creating and distribution valuable, relevant and consistent content to attract and retain a clearly defined audience and ultimately to drive profitable customer-action".

Content-marketing provides media-type contents in exchange to customer's attention, permission to market a product to them, customer's valuable time. Various types of contents are:

 1. Blog Post:  Articles posted on your blog that speaks topics related to product, your company or  areas of subject matter expertise.

  2. Videos: A short video related to industries, product, services or it can also be used as a quick tip sharing, process related and a product demonstration.

  3. Ebooks, guides, whitepapers:  An electronic document to educate audience.  Generally its more visual with  graphs and charts.

  4. Webinar/Podcast: It’s a virtual seminar using webinar software tools such as Go To Webinar or WebEx. Podcast are similar but its audio only.

  5. Emails/Newsletters: It can be used to promote webinar, ebook, announce new case study, etc.

  6. Infographics/Images: Generally visually stimulating images containing graph and statistics. It can be used to communicates trends and share research results.

 Customers have either free access or paid to these contents that possess value.

Building Foundation for Content Marketing

Content-Marketing is a pull Strategy as opposed to a push Strategy. Our prospects and customers are not interested in our vision, mission statements or accolades; they just care about their needs, interests and businesses. The share-worthy information, relevant, valuable, educational content keeps audience-engaged. The foremost opportunity with content-marketing is that you get to show what you think. You have a tool to consistently connect with your customer by writing informative blog articles and sharing industry news. Your content should be so magnetic that it should always create a smart and loyal customers. Content-Marketing doesn’t help in creating lead but it nurtures a lead. It has the ability to keep audience engaged throughout the buying cycle. Content-Marketing’s work does not end at the point of sale. Your content should cover each of these stages showing your expertise and adding value to the relationship.

Picture shows the stages of buyer cycle source http://blog.marketing.ai/wp-content/uploads/2013/03/buyer-cycle.png

The video below will help you to know more about content-marketing

The power of word-of-mouth is immense. The goal of up selling and cross-selling can be easily achieved through it. The content should have a scope of the mentioned goal because its cheaper to sell to an existing rather than selling to a new one.

By publishing content for your valuable customers you can attract customers, prospects, journalists, influencers, bloggers and more. Advertising is losing its effectiveness because search engines and social networking sites are making easy reach.

Understand your audience: A research is mandatory in order to identify your customer’s problem or questions. The needs, wants and interests vary in each customer. 
The content should suffice the need of each and every customer going through your content.

Content-marketing is story telling. It is communicating with customers without selling. 

“Always the customer first” is content-marketing.
Sharing “the relevant” and  “the  valuable” is content-marketing.
CUSTOMERS CHOOSE YOU” is content-marketing.

Personified content: Content should speak face to face, but for this we need to ask 
   1. Target customers
   2. Their Interests
   3. Where do they go for information?
   4. Their pain points?
   5. Where they go for information?
   6. Barriers in making a decision?
   7. Which language and format they prefer?
   8. Gaps in information?

Personified Keywords: Keyword research is must here. Eg: “piano class instead of musical class”. The customers very well know the specific use of keywords which they sought in searching too. Choose keywords as a direct answer to their search. 
   Identify goal: 
   1. Branding
   2. Awareness
   3. Attracting new customers
   4. Building credibility
   5. Educating prospects/customers
   6. Converting leads
   7. Enhancing Customer Service 

Metrics for Measuring Success

To measure ROI in content marketing, there are KPIs(Key Performance Indicators) which are specific and quantifiable. Irrespective of whether objective is achieved or not, these KPIs will throw a light on each step of content marketing.
                                                      Content Marketing Metrics

There are guideline principles for content marketing to get the most out of it. 
  • Give what the customers need – Lots of people have their own business blogs. Customers are least interested in knowing someone's business. They just want is a valuable content in exchange for their attention that can be knowledgeable, educating, entertaining etc. 
  • Help, Don’t Sell– People seek for article that benefit them, not that benefit the company or a brand. Occasionally we can promote a product  depending upon the circumstances. 
  • Jumping without a strategy -  Many companies make the mistake of skipping past the strategy and starting with the tactical. Avoid this by doing research on resources, metrics and your content’s role. 
  • Cornerstone Content -  Cornerstone content is content that can be categorized and archived in a way that’s easy for customers to find. The best part about cornerstone content is that it greatly increases the ROI of your content production. Each article brings a return on your investment over a long period of time. 
  • Educate customers for free – Give the value in advance. Go to some extra miles. 
  • Think niche -  Define a Target Audience and then develop a relevant content. The business who follows this are the winners. Tell a Good Story – Covey the message in a story form and connect the audience with reality.
  • Commit to Quality – Always aim for excellence content deliver. In the world of saturated data only such content works.
  • Don’t Fake – Be genuine, share real facts, be sincere and be authentic. Results will be at your doorstep.
  • Follow the rule of third -  To get the right amount of content types to your audience remember the rule of third. 1/3rd of your content should be original, 1/3rd should be licensed and  1/3rd should be user generated or influencer based. It can be adjusted as you move.
  • Winning with Visual content – Audience process visual information 60.000 times faster than text. Pairing text with appropriate visual content gives opportunities to win audiences.
Pitfalls in Content Marketing
Doing right thing at right time matters. Lets have a look at some pitfalls in content marketing.
  • Lack of Consistency – Content marketing is a long process that keeps on changing as per the circumstances. One needs to be consistent in delivering value without missing a moment.
  • Poor Quality– “Digital Sloppiness ” is unacceptable. Quality should be high and production should be rich.
  • Missing the entire Lifecycle – Content should be created to continuously engage your audience throughout the entire customer lifecycle, past the point of sale—from awareness to advocacy. Because ultimately, the end goal of content marketing and the reason for addressing each stage of the customer lifecycle is to continuously deliver valuable content that solidifies profitable, long-term customer relationships and brand advocates. 
  • Don’t view Content Marketing as means for SEO-  It’s true that content marketing done right can and will increase search rankings and drive web traffic. But SEO is an ancillary benefit of content marketing—a subset of your program.
  • Picking the wrong content type – Two key questions before starting up writing is 1) What sort of content will help me achieve my final goal? 2} Based on my and market analytics what type of content will keep audience engaged? Audience’s preferences matter here rather than personal preferences.
  • Failure to measure – It it difficult to measure your   content marketing’s effectiveness unless you measure its performance. If the goals are clearly  defined measuring ROI also becomes easier. Ultimately metrics will determine the rate of  success and failure.
  • Making content hard to access – Don’t make the visitors wait for too long to access your content.  Simplify the process for them to reach without any delay. 
  • Not Distributing your content – Effective distribution always helps in making campaigns successful. Don’t just post it on website. Do social media sharing, invest in SEO .
  • Not Engaging after Publishing -  Follow your content and keep track. Don’t just post and forget. Monitor your lead generation forms and check social media accounts. Make sure to include call to action in content itself.
  • Launching without clear goals – Before starting up with content writing, clearly define goals. Goals can be educating about product & services, lead conversion, brand awareness, shares, selling etc. Content without goal is just an art not marketing.

If a drop of water falls in a lake, there is no identity. But if it falls on a leaf of lotus, it shines like a pearl. Same is the case with content marketing. If a proper research is done to frame your content for the target audience and if they accept it full fledge your content can do wonders.  The benefits will not be all of sudden, its gradual but yes It would be life time.