Using an App as part of your Content Marketing Strategy

lavinia baciu irelandGuest post by Lavinia Baciu

With over 12,000 downloads to date the new Irish Red Cross First Aid app is a great example of an approach to content marketing,

The app links perfectly to what the Red Cross believes – ie that everybody can learn basic first aid – and the App aims to get that message out there and make first aid more accessible to the general public.

When it comes to its inbound marketing benefits, this newest a

ddition to their content marketing family is really working. From a lead generation perspective they have already received inquries about first aid training courses – increasing their reach in terms of those who know that they provide this service.

The Analytics tool within the app is allowing the Red Cross learn more about the demographics and behaviour of their users. Analytics information is also used to tailor Social Media posts with content related to content that is popular on the app. Therefore offering consumers more of the content they want to see.

The same information from Analytics was used to optimize Adwords and Facebook ad copy. Initially the ads had the general sound of ‘download your app’. But soon the ad copy was optimized to reflect why the user should download the app-‘Would you know what to do if someone was bleeding?’

It’s been only a few weeks and the app is already sitting at the head of the table of content marketing at the Irish Red Cross. People don’t get all their news from the TV or radio anymore, but increasingly rely on their phone to instantly deliver them important information. The Red Cross, along side its role in disaster relief, is an active player in preparedness matters, eg notifying the public of various emergencies. The push notifications functionality of the app allows just that –deliver useful content to those who need it and also in a real-time fashion, thus bringing the organisation much closer to its audience.

The biggest take-away from this project was how useful app Analytics can be for the marketing and communications teams if thoroughly checked and compared with other stats from Email or social media campaigns. Even more, being able to track which campaigns or traffic sources triggered the app is pure gold and it allows for proper analysis of referral sources and also budget changes so as to suit the better working referral channels.

download the app

Users three times more likely to engage with video on mobiles than desktops

dot rising reported last week that “new data reveals that those who view videos on smartphones are nearly three times more likely to click through to a brand’s website than if viewing videos on laptops or desktops.”

The report by Unruly revealed new stats that show CTR on desktop at 5.45%, compared to a 13.64% on mobile. As well as this, the data highlights that interaction rates for mobile are up a massive 105.63% to 22.64% in Q3 2013.

dot rising comments that “The continual reports regarding the rise in popularity of mobile highlights that now, more than ever, brands must ensure their sites are successfully optimised for mobile and tablet users. As well as this, branching into the realm video marketing is also of utmost importance for companies looking to stay on-trend and relevant for consumers”

Smart mobile ad

I saw this on Best Ads and thought it was pretty smart:

To promote LG’s new smart phone G2, M&C Saatchi, Stockholm created a whole new way of making banners relevant to mobile users. The banners detect what phone you are using, compare it to the LG G2 and customize the message. The banners appeared in Scandinavian HTC’s, Samsungs and iPhones on the 4th of October, 2013.

Snapchat and you – what to do.

18.6% of iPhone users have the Snapchat app making it the ninth most popular iPhone app there in terms of usage.

So what is Snapchat?

Snapchat is a social photo app that allows users to send photos and videos up to ten seconds to a friend before the file self-destructs. Never to be seen again. Yeh – its like the mission impossible app!

So how can your brand use it?

Well in one of their handy e-books HubSpot suggest the following uses:

  1. Send discounts and coupons
  2. Host a contest
  3. Go behind the scenes at your company
  4. Sneak peak new products

What are the risks?

Snapchat has been criticised for encouraging sexting and despite message self destructing people have been saving images and sharing them on other social networks (i’ll let you google image search this one yourself!). Brands like Karmaloop are active on the platform and Megan Knisely, Karmaloop’s marketing director, said she’s willing to let her brand occasionally show a little skin to get the attention   “Our snaps are not for the faint of heart—you got to be ready for a little bit of boobs and butt,”. Taco Bell are also active on the site, but they aren’t going the boobs and butts route.

Snapchat Stories

So snapchat is all about the moment, so its there and gone, but recently they introduced Stories. Stories allows you to add a “snap” to a feed for 24 hours before it vanishes. This clearly seems like a move that will help them monetize the platform and get more brands on board, but is it not a change in direction. I wonder will this impact the platforms popularity?

So what now?

Snapchat is certainly one to watch. But when we are looking at your resources and allocation of budgets, unless you are in the Taco Bell, Coca Cola (global brand, big spend space) this is probably all it is for now – one to watch. If you are a big brand in an emerging snapchat market, there could be merit in talking to them about a campaign that could get you a first mover/early adopter advantage.

Need to explain Digital to your colleagues?

gregpou

I found this presentation from Greg Pouy on adverblog and thought it would be good to share. Sometimes we do need to explain digital to people who may not quite get it, and most times its ok that they dont, but sometimes it helps you manage processes and expectations if they do understand some of the elements.