tag:www.econsultancy.com,2008:/topics/native-apps Latest Native Apps content from Econsultancy 2016-09-01T11:16:08+01:00 tag:www.econsultancy.com,2008:BlogPost/68253 2016-09-01T11:16:08+01:00 2016-09-01T11:16:08+01:00 Four key talking points from our mobile marketing roundtable Rob Thurner <p>However I can say that the session was joined by marketers from a variety of industries, including financial services and travel.</p> <p>Each of the brands get more than 50% of their site traffic from mobile, and each has at least one native app.</p> <p>As the moderator I’ll use this blog to pick up on the main challenges the group face. We split the session into four topics: developing strategy, video content, driving value from apps and managing efficient mobile advertising campaigns.</p> <h3>Mobile strategy – are you managing expectations? </h3> <p>The group agreed that mobile strategy is all about “creating mobile experiences which consistently provide value to the user, and using analytics to learn where users are finding most value.”</p> <p>Whether managing apps, responsive sites or messaging platforms, the real challenge is deciding who owns the strategy, and making sure both marketing and development teams have a shared vision of what customers like or dislike, and how to provide the best user experience.</p> <p>This group was well versed in using analytics to track the features which users love most, but there was a surprising lack of face-to-face focus groups to get feedback direct from users.    </p> <p>Managing expectations is the big issue here – particularly when managing app projects.  </p> <p>If the chief executive expects to see all app investment deliver big returns (e.g. additional sales, repeat usage) it’s important to push back and point out that essential maintenance and responding to feedback is equally important - to keep users on board, and to get the best ratings and reviews.   </p> <h3>Video content – one size fits all or personalised video?</h3> <p>With Mary Meeker predicting that 74% of all internet traffic will be video by 2017, and with mobile watch time on YouTube already surpassing desktop, video was sure to feature in our discussion.  </p> <p>Developing ideas for branded content and coming up with ways to create trully customer-oriented content is the easy bit.</p> <p>We heard about an excellent personalised video created by Thomas Cook with staff at a Greek hotel recording a thank you video for their guests, ending with an invite to come back next year. That works wonders for repeat bookings.</p> <p>[Editor's note: Thomas Cook gave us permission to break the Chatham House Rule on this occasion]</p> <p><img src="https://assets.econsultancy.com/images/0007/8684/thomas_cook.png" alt="" width="556" height="418"></p> <p>The group has got to grips with streaming services like <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/">Facebook Live</a> and Meerkat, so video is delivering on many fronts.  </p> <p>But one wrinkle exists – download speeds and data costs still prove a barrier to video adoption, particularly for users abroad, and those with no WiFi access.  </p> <h3>Driving value from apps </h3> <p>We started by discussing the business case for developing native apps – what can a native app deliver that can’t be delivered through the browser?  </p> <p>Developing a stellar app is just the start. What sets apart the successful apps with a long lifespan from those which hit an early retirement is an engagement plan to reward users for their time and loyalty.  </p> <p>We heard an example of newly launched app supported by a search, PPC and YouTube campaign.</p> <p>Download results were rapid and could be clearly attributed to the app marketing channels used. The success was rewarded with an eight-fold uplift in marketing spend.  </p> <p>Other apps lacked marketing support, and saw usage numbers flatline.</p> <p>In the retail space, app commerce company Poq tracks the most effective ways to boost engagement and spend in its <a href="http://poqcommerce.com/app-commerce/2016/07/poq-app-retention-report/">App Commerce Report</a>. </p> <p>For example, adding a ‘Wishlist’ button can inspire repeat purchases. Users who add items to their wishlist have a 1.8x higher conversion rates than average, and spend 3.6x longer browsing.</p> <p>Furthermore, adding share buttons can boost referrals.</p> <p>Shoppers who use social sharing are twice as likely to keep using the app, and deliver over 3x higher conversion rates than the average.</p> <h3>Managing efficient mobile advertising campaigns </h3> <p>Of the topics discussed, mobile advertising presented the widest range of views.  </p> <p>While some saw the obvious upside in carrying ads on their sites and apps, there was a strong sense that the spread of pre-roll video ads and interstitials are invasive, and not welcomed by their customers.    </p> <p>We ended by <a href="https://econsultancy.com/blog/68026-programmatic-advertising-why-the-trend-for-moving-it-in-house/">weighing up the case for outsourcing mobile ads</a> to third-party trading desks and building in-house capabilities, which stirred <a href="https://econsultancy.com/blog/65860-13-interesting-quotes-from-our-programmatic-marketing-panel/">recurring questions about transparency and trust</a> with agencies and trading desks. </p> <h3>Last word </h3> <p>We’d love to hear from you with recommendations for video compression tech and partners.  </p> <p>If you can share experiences of app marketing which builds loyalty and revenue, please leave your comments.</p> tag:www.econsultancy.com,2008:BlogPost/68190 2016-08-16T15:10:27+01:00 2016-08-16T15:10:27+01:00 Apple to launch iOS App Store Ads: An interview with Doubledown's Brett Patterson Evan Dunn <h3 dir="ltr">How will Apple’s iOS App Store Ads work? How will they fit into the bigger picture of app marketing?</h3> <p dir="ltr">These will function much like Google’s promotional ads in Google Play: advertisers can pay for their apps to rank at the top of search results.</p> <p dir="ltr">Users search for ads, and advertisers pay to show up at the top of specific keyword searches.</p> <p dir="ltr"><em>Google Play search ad</em></p> <p dir="ltr"><img src="https://assets.econsultancy.com/images/0007/8075/Goole_Play_search_ad.png" alt="" width="448" height="459"></p> <p dir="ltr">This is going to be a game-changer for apps that bring in revenue with iOS devices. This new inventory of ads will be extremely low funnel for advertisers and highly relevant to consumers.</p> <h3 dir="ltr">How will Apple’s platform differ from advertising in Google Play?</h3> <p dir="ltr">I imagine the look and feel of iOS App Store Ads will be similar to Google Play, but the big advantage for advertisers will be direct access to App Store inventory, no strings attached.</p> <p dir="ltr">With Google, advertisers must bid on Google Search inventory to be able to bid on Google Play inventory.</p> <p dir="ltr">Google does not provide a way to separate out inventory or provide analytics to show how much of your paid search traffic came from either source.</p> <p>The no-strings-attached nature of iOS App Store Ads gives advertisers new levels of freedom in their app promotion strategy.</p> <h3>This could mean big things for the startup world. Who do you see will benefit the most iOS App Store Ads?</h3> <p dir="ltr">Apps that seek new customers via iOS traffic will benefit most. Big brands - and brands with media budgets in general - will get the quick wins because they have the budget to cover more search keywords.</p> <p dir="ltr">Brands like these should be able to quickly figure out what keywords are going to bring returns, and then can push out smaller competition with market saturation.</p> <p dir="ltr">If you are a search marketer, the skills you’ve used in other <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">paid search</a> environments should translate well.</p> <p dir="ltr">Apple’s move into app store ads is representative of the growing number of search-based paid media marketplaces (like Pinterest Ads for example).</p> <p dir="ltr">Brands will look more to search marketing experts, as your bidding and keyword expertise is much more relevant than the skills of your display counterpart. </p> <h3 dir="ltr">But not everyone’s going to be happy, I imagine…</h3> <p dir="ltr">No, you’re right. All search vendors (Google, Bing and Yahoo) will feel the pinch as portions of budgets are redirected to the iOS App Store, which will be more direct-to-consumer.</p> <p dir="ltr">Bing and Yahoo risk losing traction more than others. They don’t have a direct source to an app marketplace, so they lack critical mobile acquisition features like “click-to-install”.</p> <p dir="ltr">Apple will probably take a significant share of app advertisers’ budgets from these two search engines.</p> <p dir="ltr">Incentivized Display Vendors - such as Tapjoy &amp; NativeX, for example - might feel a sting as well.</p> <p dir="ltr">IDVs used to drive iOS App Store rankings because advertisers will no longer feel pressure to send cheap traffic to their iOS store pages in order to game organic search rankings.</p> <p dir="ltr">Taking advantage of iOS App Store Ads will likely have the same effect, but with more measurement and opportunities for optimization. </p> <p dir="ltr">Advertisers with small budgets won’t be able to compete with the budgets of their larger competitors.</p> <p dir="ltr">If they don’t play the game early and with some clever keyword selection and bidding strategy, their apps will most likely get pushed farther and farther down the rankings.</p> <h3 dir="ltr">What response should app advertisers have towards these ads?</h3> <p dir="ltr">If you are a buyer, you should take advantage of Apple’s creation of a new source of premium inventory. You are going to love it.</p> <p dir="ltr">The introduction of the ads feature should lead to a wave of premium installs and conversions.</p> <p dir="ltr">You’ll be able to control this inventory with the same precision you get with Adwords, but the value for apps will be much higher than a typical Google search ad.</p> <p dir="ltr">This is going to be one of the best sources of iOS traffic (if not the best) out there and you need to assign the resources to pivot quickly once Apple launches the function.</p> <p dir="ltr">Apple has stated that this should be rolling out in Q3/Q4 with some sort of Beta. I imagine it will invite the folks with deeper pockets first, so small brands won’t even get a crack until early 2017.</p> <p dir="ltr">If you are not planning incorporate iOS App Store Ads into your media strategy, you should be.</p> tag:www.econsultancy.com,2008:BlogPost/68144 2016-08-08T02:30:00+01:00 2016-08-08T02:30:00+01:00 Five things you should know about Snow (Asia's Snapchat) Jeff Rajeck <p>Launched in Asia in September 2015, Snow is a video chat app which is now available globally.</p> <p>It has all the signs of being a smash hit with the selfie-obsessed generation, but there are a number of other things that digital marketers should know about it.</p> <p>Here are five key points to get you started.</p> <h3>1) Snow is a lot like Snapchat</h3> <p>Snow is available like any other mobile app on both the <a href="https://itunes.apple.com/us/app/snow-selfie-motion-sticker/id1022267439">Apple App Store</a> and via <a href="https://play.google.com/store/apps/details?id=com.campmobile.snow">Google Play</a>.</p> <p>In the app stores, Snow is described as a 'Selfie, Motion sticker, Fun camera', but it might as well be called 'Asia's Snapchat'.</p> <p>Reason being that Snow has all of the basic features of Snapchat - like chat with disappearing photos and video - but it was developed and launched in Asia, initially.</p> <p>Crucially, Snow features the photo and video lenses that everyone loves so much on Snapchat.</p> <p>Some of these lenses are familiar...</p> <p><img src="https://assets.econsultancy.com/images/0007/7661/snapchat2.jpg" alt="" width="497" height="452"></p> <p>..others are quite different...</p> <p><img src="https://assets.econsultancy.com/images/0007/7662/snow.jpg" alt="" width="488" height="447"></p> <p>and still others seem to <a href="https://www.facebook.com/snowapp/videos/680065395465226/">push the current limits of selfie-taking</a>.</p> <img src="https://assets.econsultancy.com/images/0007/7665/snow2.jpg" alt="" width="488" height="266"> <p>Overall, though, the app is slick, its interface is intuitive and Snapchatters will find it very easy-to-use.</p> <h3>2) Snow is growing fast</h3> <p>Snow was only launched in September 2015, but as of July 2016 it has had 40m downloads. </p> <p>Though it's a bit early to discuss meaningful statistics such as user demographics and monthly active users (MAUs), its growth is phenomenal. It took Facebook over two years to have that many users.</p> <h3>3) Snow's parent company has big plans for the app</h3> <p>Snow was built by CampMobile which is currently a subsidiary of Korean firm Naver.</p> <p>Naver is well-known to those in Asia as the company which built LINE, the main chat application in Japan with a big following in Thailand and Indonesia as well.</p> <p>In a July 29th investor conference call, <a href="http://www.kita.org/global/ecoView.do?seq=17319&amp;searchWrd=&amp;pageIndex=1">Naver said that it aims to spin off Snow</a> so that the app might follow the path of LINE.</p> <p>For those unfamiliar with LINE, it is a chat app originally built by Naver, but created for the Japanese market. LINE was subsequently spun off by Naver and LINE recently IPO'd in New York and Tokyo in July. LINE, on its own, is now worth over $6bn.</p> <p>The reason LINE has been so successful is that it has crossed over from chat app to a platform with integrated services (taxi, grocery, etc.) and mobile payments. LINE also has 8m users who regularly buy stickers and 1.6m users who pay for LINE branded games.</p> <p>Econsultancy subscribers can read more about LINE in our <a href="https://econsultancy.com/reports/the-japan-digital-report">2016 Japan Digital Report</a>, but suffice it to say that Naver has already launched a very successful app platform and are looking to do it again with Snow.</p> <p><img src="https://assets.econsultancy.com/images/0007/7668/LINE.jpg" alt="" width="513" height="298"></p> <h3>4) Snow works in China, Snapchat does not</h3> <p>This is possibly the most important, yet under-reported, aspect of Snow.</p> <p>The Chinese internet regulators have blocked Snapchat in China and so Snapchat's app does not work there. Snow, however, does work and so it is likely that it will take Snapchat's place in the country.</p> <p>There is no consensus on why Snapchat has been blocked and Snow has not, but some speculate it is because Snapchat uses Google Cloud, which is blocked in China as well. Also, Snapchat may not be providing the access to data required by the Chinese government.</p> <p>Regardless, if Snow gains traction in China then it will have access to hundreds of millions of users that Snapchat does not.</p> <h3>5) Snow is another sign that the West is not winning in China</h3> <p>Before Snow, Snapchat may have enjoyed a first-mover advantage in China for its disappearing video chat. Now, even if it is allowed by the Chinese regulator, Snapchat will be forced to compete feature-by-feature with a regional firm.</p> <p>Recent events tell us that this is very bad for Snapchat. </p> <p>Looking at all of the Western vs. Chinese digital services showdowns recently, it seems that the Chinese firm wins every time.</p> <ul> <li>For ecommerce, <strong>Alibaba and Tmall have taken the place of Amazon</strong> in China.</li> <li>In search, <strong>Baidu now has 3 times the market share of Google</strong> in greater China.</li> <li>And for taxis, <strong>Didi Chuxing just bought all of Uber China's assets</strong> effectively kicking them out of the country.</li> </ul> <p>(For more on China's digital players, subscribers should have a look at Econsultancy's <a href="https://econsultancy.com/reports/the-china-digital-report">China Digital Report</a>)</p> <p>The narrative for each defeat seems to be similar. A US firm develops a new web service, proves that it has a viable business, and then, when it is launched in China, is beat out by a local firm.</p> <p>Admittedly, Snow is not a Chinese firm and so it may suffer the same fate. But the fact that Snow is not blocked shows that the regulators in China prefer Naver to Snapchat for the time being.</p> <h3>So...</h3> <p>Snow is available for everyone now and it is a great app. </p> <p>Naturally, most Westerners will not have a large group of friends on the app network, but as a way to take new and interesting selfies, it's quite good and worth a download anyway.</p> <p>In the longer term, however, it looks possible that Snow will be the preferred video chat app in Asia and so its worth getting to know and keeping an eye on.</p> tag:www.econsultancy.com,2008:BlogPost/67895 2016-06-01T11:44:43+01:00 2016-06-01T11:44:43+01:00 How Wish uses 'aggressive' automated email in ecommerce Ben Davis <h3>Day three: basket abandonment</h3> <p>Below is the second email I received (the first on day one was a welcome email and chiefly for email address verification). It points me towards an item I left in my basket.</p> <p>One slight problem with Wish's time sensitive offers is the fact that here is a product <a href="https://assets.econsultancy.com/images/0007/5259/instant_2.PNG">I had viewed at £8</a> when I used the app a few days ago. Now Wish is pushing it back to me at £9.</p> <p>Granted, both prices are fairly reasonable, but it does show a potential downside to the discount model.</p> <p>Elsewhere in the email, it's interesting that Wish has attached a YouTube haul video. The video shows a makeup haul, which isn't best suited for me.</p> <p>Wish knows my gender, it asked me during the signup process, but has likely added this video to all such emails, regardless of gender.</p> <p>The retailer may well be promoting its YouTube content here to re-emphasise its value proposition. The haul videos stress that the products are cheap but their quality is adequately good.</p> <p>For a new(ish) platform with a slightly unusual UX, <a href="https://econsultancy.com/blog/65722-18-highly-effective-examples-of-social-proof-in-ecommerce/">social proof</a> is important to tempt first-time users back into the app.</p> <p><img src="https://assets.econsultancy.com/images/0007/5482/Screen_Shot_2016-05-31_at_13.43.45.png" alt="wish email" width="450"></p> <h3>Day four: browsing follow-up</h3> <p>I had browsed a range of trainers on the Wish app, so was slightly surprised this follow-up email focused on sandals. Indeed, the showcased products seem to be mostly shoes.</p> <p>Despite this slight confusion in categories, I liked the format of the email, with simple product images that are all individually linked to product pages, or the option to see the full collection.</p> <p>Notice the email subject tackles the topic of 'creepiness' head on, telling me what I've been browsing. This is smart - recognising the elephant in the room means Wish mitigates any customer unease.</p> <p><img src="https://assets.econsultancy.com/images/0007/5483/Screen_Shot_2016-05-31_at_13.46.59.png" alt="wish email" width="450"></p> <h3>Day four: trending products &amp; recommendations</h3> <p>On day four Wish also sent me the email below, which I've split into two images.</p> <p>It's a classic bit of <a href="https://econsultancy.com/reports/email-census/">email marketing</a>. Some gender-specific products are surfaced (the wallets category), as are recommendations similar to my wishlist (where I had liked a watch strap) and links to other categories are provided.</p> <p>The footer promotes the Wish app, which by day four I had deleted.</p> <p>As far as I'm aware, there's no way to find out if a user has deleted an iOS app, but I can't rule out Wish having some kind of work-around here.</p> <p><img src="https://assets.econsultancy.com/images/0007/5500/Screen_Shot_2016-05-31_at_14.23.20.png" alt="email from wish" width="300">  <img src="https://assets.econsultancy.com/images/0007/5494/Screen_Shot_2016-05-31_at_14.23.42.png" alt="wish email" width="300"></p> <h3>Day six: more trending products and recommendations (effectively a non-open resend)</h3> <p>Another recommendation email next.</p> <p>Though I didn't engage with the first email, <a href="https://econsultancy.com/blog/63747-why-more-emails-at-christmas-almost-always-means-more-money/">studies have shown email resends to non-opens</a> to be a successful tactic, so Wish obviously sees the same with its testing.</p> <p>This isn't a resend per se, but the email layout and half of the content matches very closely to day four's email.</p> <p><img src="https://assets.econsultancy.com/images/0007/5503/Screen_Shot_2016-05-31_at_15.06.30.png" alt="wish email" width="300">  <img src="https://assets.econsultancy.com/images/0007/5502/Screen_Shot_2016-05-31_at_15.06.54.png" alt="wish email" width="300"></p> <h3>Day six: wishlist reminder</h3> <p>I had added a watch strap to my favourites and six days later Wish sent me the email below.</p> <p>The delay was smart, being time enough for me to have potentially bought the watch strap. Sending a reminder too soon may have put me off.</p> <p>The email subject line is impressive, personalised to the product I had favourited.</p> <p>If these <a href="https://econsultancy.com/blog/64878-45-words-to-avoid-in-your-email-marketing-subject-lines/">subject lines</a> are automated, there must have been extensive copywriting or <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/">a machine learning algorithm</a> involved in the original setup.</p> <p><img src="https://assets.econsultancy.com/images/0007/5504/Screen_Shot_2016-05-31_at_15.13.54.png" alt="wish wishlist reminder" width="450"></p> <h3>Conclusion</h3> <p>Though I have called Wish's automated email 'aggressive' I don't think that's a bad thing. The retailer's whole strategy is about encouraging time in app as well as impulse buys.</p> <p>As we know from some studies, <a href="https://econsultancy.com/blog/62997-send-more-email-make-more-money">more email means more money</a>. </p> <p>It's an effective channel that, though it may serve to annoy the one-off customer, does much to encourage <a href="https://econsultancy.com/blog/64481-finding-your-best-customers-with-the-rfm-matrix">high-value customers</a> to purchase.</p> <p>From a marketing automation point of view, it's great to see a retailer investing heavily in this area given that many <a href="https://econsultancy.com/blog/67815-why-marketers-are-failing-to-make-the-most-of-automated-emails">marketers are failing to make the most of triggered emails</a>.</p> tag:www.econsultancy.com,2008:BlogPost/67866 2016-05-20T11:51:44+01:00 2016-05-20T11:51:44+01:00 Five implications of Android Instant Apps for marketers Ben Davis <h3>A game changer for NFC?</h3> <p>The whole debate around customer experience with <a href="https://econsultancy.com/blog/67705-what-s-now-next-for-digital-technology-in-retail-stores/">iBeacons</a> comes down to the app. Marketers can only target those with their app installed and the challenge is providing genuinely useful functionality that also happens to be interruptive.</p> <p>So far, iBeacons haven't been a success. But in the world of Android, neither has <a href="https://econsultancy.com/blog/65307-five-retailers-using-nfc-and-rfid-to-enhance-shopping-but-do-they-work">NFC</a>.</p> <p>Yes, NFC has different use cases, downloading an app or launching a web page with customer intent (they need to tap). But problems still exist - the user has to trust the web experience will be seamless.</p> <p>Implementations of NFC thus far haven't always been successful.</p> <p>But one of the demonstrations of Instant Apps from Google is the parking meter shown below. The experience is started by NFC, which launches the Instant App, and allows a customer to pay for parking within a slick 'native' environment.</p> <p>The implications for NFC could be dramatic, providing implementation is as smart as this example.</p> <p><img src="https://2.bp.blogspot.com/-mVhKMMzhxms/VzyKg25ihBI/AAAAAAAADEM/dJN6_8H7qkwRyulCF7Yr2234-GGUXzC6ACLcB/s800/Park%2Band%2BPay%2B-%2BDevice%2Bwith%2BMeter%2B%2528Final%2529.gif" alt="nfc launch app" width="360" height="728">  </p> <h3>A gamechanger for payment?</h3> <p>One of the beauties of launching an Instant App is the ability for customers to pay via Android Pay.</p> <p>This is part of what makes the example above (the parking meter) even more compelling. Payment details are already stored and checkout occurs quickly.</p> <p>Allowing Android users to pay within apps they have never installed opens up a world of services. Think of the convenience in mobile commerce.</p> <h3>A gamechanger for app discovery?</h3> <p>No navigating the app store. No waiting for download then cancelling.</p> <p>Metrics such as the percentage of downloaders still using the app after a set time period should improve because the user can preview the app and have more of an idea of whether they like it or not.</p> <p>Most importantly though, the GIF below shows what a boon this will be to <a href="https://econsultancy.com/blog/66977-eight-reasons-to-kill-your-native-mobile-app">app discovery.</a> The users will potentially do the job for you, sharing an Instant App link with friends via a social network or messaging app.</p> <p>And, of course, the app creator can also promote in this way, sharing the link through <a href="https://econsultancy.com/reports/email-census/">email marketing</a>, brand messaging, SMS etc.</p> <p><img src="https://2.bp.blogspot.com/-q5ApCzECuNA/VzyKa9l0t2I/AAAAAAAADEI/nYhhMClDl5Y3qL5-wiOb2J2QjtGWwbF2wCLcB/s800/BuzzFeed-Device-Install%2B%2528Final%2529.gif" alt="messaging android app" width="360" height="728"> </p> <h3>A gamechanger for UX? </h3> <p>Apps are more immersive, use more smartphone functionality and are often more beautiful. The problem is that we can't be bothered with them.</p> <p>According to <a href="https://econsultancy.com/blog/67783-five-key-findings-for-marketers-from-ofcom-s-media-report/">Ofcom's recent media usage study</a>, 42% never download new apps (see below).</p> <p>Now that we might be bothered, using Instant Apps to access modular functionality, will the days of poor mobile experiences be forgotten.</p> <p>And what will Tim Berners Lee think? Is this open web or not?</p> <p><img src="https://assets.econsultancy.com/images/0007/4277/Screen_Shot_2016-04-25_at_13.06.11.png" alt="ofcom stats" width="615"></p> <h3>A gamechanger for customer service?</h3> <p style="font-weight: normal;">I'm not entirely sure about this, but I needed a fifth point.</p> <p style="font-weight: normal;">The messaging GIF above, what if that was an interaction with a brand (e.g. through <a href="https://econsultancy.com/blog/67864-vr-messaging-or-assistant-which-is-the-best-bet-for-google/">Allo</a> or Facebook Messenger)? The brand could use Instant App links to better serve customers.</p> <p>For instance, a bank could offer a link to a loan calculator in-app. I can't think of too many examples of this, but it does seem like a possible improvement to cross-channel service, above and beyond deep linking. </p> tag:www.econsultancy.com,2008:BlogPost/67614 2016-03-07T11:58:30+00:00 2016-03-07T11:58:30+00:00 Start Me Up! Tunsy is the 'Tinder' marketplace app for fashion Ben Davis <h3>In one sentence, what is your product/service?</h3> <p>Tunsy is the ultimate shopping app. It learns from your choices to push you more and more products you may love thanks to our machine learning algorithm.</p> <h3>What problem(s) does it solve?</h3> <p><strong>1. Learning what you like and don't like:</strong></p> <p>Emmanuel &amp; I are not what we may call fashionistas but the fact is we want to look great.</p> <p>The problem is that we do not have the time and patience for shopping, whether we still know what we like or not.</p> <p>That’s where Tunsy arrives. The more we swipe, the more the app learns about what we like and don’t like.</p> <p>So, the more you use the app, the less you have to search for something you may like.</p> <p><strong>2. Multi-retailer shopping:</strong></p> <p>We are a marketplace working now with big brands but we want to be accessible to every retailer.</p> <p>If you have three products in your cart (one from Macy’s, one from ASOS and the last one from Topshop), you won’t have to pay three times.</p> <p>You just pay once without leaving the app (ever) and receive all your products from these retailers. </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2673/02_onboarding_01-blog-flyer.jpg" alt="tunsy" width="300"></p> <h3>What were the biggest challenges involved in building the tech or growing your team?</h3> <p>The biggest challenge is all about making the app as easy as possible even if the tech side is really complicated. That’s what we love: making things look simple.</p> <p>I find myself really lucky with the team we have.</p> <p>We've come through good and bad times together and I wouldn't change this team for anything in the world.</p> <h3>How will the company make money?</h3> <p>That’s the best part of Tunsy.</p> <p>Since we focus all our efforts on making the app user-centric, our business model is going this way too.</p> <p>We want no commission and no margin on the products we sell. We’re aiming to build a perfect retail platform focused on data.</p> <p>To explain that in an easy way, we want to be the Facebook ads of retailing by selling visibility and allowing retailers to target their products to the audience who might like it (again using machine learning).</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2674/04_homepage_02-blog-flyer.jpg" alt="tunsy app" width="300"></p> <h3>Where would you like to be in one, three and five years' time?</h3> <p>In a year we want to start promoting the app with a dedicated budget and making it more social by updating and <a href="https://econsultancy.com/blog/67249-a-beginner-s-guide-to-a-b-testing/">A/B testing</a> the features we have already designed.</p> <p>In three years, we want to be able to plug in any retailer who wants to join Tunsy, allowing smaller retailers to gain online visibility, to test their products and to sell them. </p> <p>In five years comes the interesting part. One of our board members (CEO of one of the biggest clothing brands in the world) has got a problem. He needs to drive people from digital to physical stores, <a href="https://econsultancy.com/blog/67038-11-ways-to-track-online-to-offline-conversions-and-vice-versa">connecting online and offline</a>.</p> <p><strong>Storytelling time again:</strong></p> <p>You swiped a Lacoste shirt to your wishlist and maybe forgot about it or maybe your size was out of stock online.</p> <p>You’re walking along the high street and arrive in range of a Lacoste store (300 metres). You get notified - <em>The Lacoste Shirt you liked is available in your size at the Lacoste store 300 metres away</em>. </p> <p>The Lacoste store gets notified too and is able to prepare everything for your arrival - <em>Ben is on his way to the store for the Lacoste Shirt size X, please show him some love, Tunsy.</em></p> <h3>Who is in your team?</h3> <p><a href="https://www.linkedin.com/in/emmanueldurancampana">Emmanuel Duran Campana</a>, co-founder and CEO. <a href="https://www.linkedin.com/in/mehdiboumendjel">Mehdi Boumendjel</a>, co-founder and CCO.</p> <h3>Other than your own, what are your favourite websites/apps/tools?</h3> <p>I’ll make this one quick, there's one app that I really love (and it took me some time to fully appreciate it). <a href="https://econsultancy.com/blog/67257-15-reasons-your-brand-should-be-on-snapchat">Snapchat</a>.</p> <p>What I love is not just the communication system but how they made it look so simple. It's easy to use and addictive.</p> <p>I have lots more to say about it, probably too much, you should just follow me on Snapchat (@madouche) if you want to know more. :)</p> <p><em>For more on Tinder UIs in ecommerce read <a href="https://econsultancy.com/blog/67563-how-tinder-has-changed-ecommerce">How Tinder has changed ecommerce</a>.</em></p> tag:www.econsultancy.com,2008:BlogPost/67600 2016-03-03T11:26:00+00:00 2016-03-03T11:26:00+00:00 Missguided launches Tinder-inspired app experience: review Ben Davis <h3>Tinderisation is lots of fun (but sometimes 'interesting')</h3> <p style="font-weight: normal;">Let's start with the headline-worthy feature. Missguided has included a tab called 'swipe to hype', allowing users to 'nah' or 'love' products.</p> <p style="font-weight: normal;">Loved products are then added to my wishlist within the app.</p> <p style="font-weight: normal;">It's not immediately clear if there's a sophisticated algorithm behind this. Does the feature learn from my loves?</p> <p style="font-weight: normal;">Even if it doesn't, the feature is compelling but I found strangely when I started using it that I was presented with at least 15 plus-sized products in a row.</p> <p style="font-weight: normal;">I've given the app no indication as to my body shape, indeed at this point I hadn't even visited any product pages, so I'm unsure exactly why this happened.</p> <p style="font-weight: normal;">We recently ran an article about <a href="https://econsultancy.com/blog/67563-how-tinder-has-changed-ecommerce/">the Tinderisation of ecommerce</a>, and it's rapidly becoming an expected part of fashion apps. Not only is it fun, but it provides a whole host of data should the retailer wish to use it.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/2583/IMG_2661.PNG" alt="missguided app" width="300">  <img src="https://assets.econsultancy.com/images/0007/2584/IMG_2663.PNG" alt="missguided app" width="300"> </p> <h3>No need to register (but a tiny UX gripe)</h3> <p>The app doesn't force users to sign in or register, which is a great move, allowing customers to 'skip' and quickly browse without presenting any upfront barriers.</p> <p>However, I did have the smallest of gripes when I tried to register via the app.</p> <p>As you may be able to see from the screenshots below, once I had filled in all the fields on screen, the 'next' button on the keyboard did not change to a 'done' or 'enter' button, but back to the traditional 'return'.</p> <p>Although I eventually found that this 'return' button did remove the keyboard and allow me to hit 'submit', I spent a while unsuccessfully trying to scroll down and wondering how to complete.</p> <p>This might seem an inconsequential detail, but it's the type of thing that can be thrown up in <a href="https://econsultancy.com/blog/65276-10-insightful-gov-uk-blog-posts-on-service-design">user testing</a>.</p> <p><strong>Update 08/03/2016:</strong></p> <p>Poq has been in touch and this has been amended, ready for the next app release.</p> <p><img src="https://assets.econsultancy.com/images/0007/2570/IMG_2651.PNG" alt="missguided app" width="200"> <img src="https://assets.econsultancy.com/images/0007/2587/IMG_2671.PNG" alt="missguided app" width="200"> <img src="https://assets.econsultancy.com/images/0007/2586/IMG_2670.PNG" alt="missguided app" width="200"></p> <h3>Filters</h3> <p>The <a href="https://econsultancy.com/blog/62864-nine-tips-to-help-improve-your-product-filtering-options/">product filters</a> offer a very clean UX, with a full screen UI including colour and size, as well as a price slider.</p> <p>Perhaps a slight improvement could be sought by indicating which filters have been selected, once the user returns to the results page.</p> <p>However, this can be difficult to do with little screen real estate, and is something that not all desktop sites do, let alone apps.</p> <p><img src="https://assets.econsultancy.com/images/0007/2576/IMG_2653.PNG" alt="missguided app" width="300">  <img src="https://assets.econsultancy.com/images/0007/2577/IMG_2654.PNG" alt="missguided app" width="300"> </p> <h3>Shoppable features</h3> <p><a href="https://econsultancy.com/blog/65982-three-best-practice-tips-for-fashion-ecommerce-editorial">Shoppable editorial</a> is now a mainstay of ecommerce, becoming fairly common over the past two to three years.</p> <p>The Missguided app has a simple and usable take on this feature, with a sort of lookbook of different styles, often accompanied by 'shop the look' calls to action.</p> <p>Featured products slide up from the bottom of the screen when a user clicks. These can be favourited or the user can visit the product page.</p> <p><img src="https://assets.econsultancy.com/images/0007/2579/IMG_2656.PNG" alt="missguided app" width="300">  <img src="https://assets.econsultancy.com/images/0007/2581/IMG_2658.PNG" alt="missguided app" width="300"></p> <p><img src="https://assets.econsultancy.com/images/0007/2580/IMG_2657.PNG" alt="missguided app" width="300">  <img src="https://assets.econsultancy.com/images/0007/2582/IMG_2659.PNG" alt="missguided app" width="300"></p> <h3>Checkout</h3> <p>The checkout is fairly functional. I like the 'pay securely' call to action and it's nice that you can select a billing/delivery address from your contacts.</p> <p>I saw no evidence of 'fingerprint' checkout, which the Poq CEO has mentioned at launch, but this could be a feature on compatible phones only (my iPhone 5C doesn't have fingerprint unlock).</p> <p><img src="https://assets.econsultancy.com/images/0007/2593/IMG_2672.PNG" alt="missguided app" width="300">  <img src="https://assets.econsultancy.com/images/0007/2594/IMG_2674.PNG" alt="missguided app" width="300"> </p> <h3>Summing up</h3> <p style="font-weight: normal;">Overall this is a solid entry to the app marketplace. Despite the talk of <a href="https://econsultancy.com/blog/67056-facebook-and-the-battle-for-mobile-discovery/">app content being unbundled</a> into search and the OS, apps are proving popular in ecommerce at the moment.</p> <p style="font-weight: normal;">Missguided's loyal customers have long called for an app, which seems like a must for an online-only retailer.</p> <p style="font-weight: normal;">The editorial and Tinder-style features are compelling and I can foresee high engagement. If Missguided is able to feed data from this activity intelligently into its <a href="https://econsultancy.com/blog/64545-what-is-crm-and-why-do-you-need-it/">CRM</a> and contact strategy, it could pay dividends.</p> <p><strong>Update 03.05.16:</strong> Missguided's Head of Ecommerce got in touch to clarify that the slight bug in the 'swipe to hype' feature has been fixed. </p> <p>He said, "We had an issue with the algorithm which displayed products to the user, which wasn’t present during pre-deployment testing. It’s now fixed, and you should see a much better selection of products if you reload the app today :)"</p> tag:www.econsultancy.com,2008:BlogPost/67539 2016-02-17T15:18:04+00:00 2016-02-17T15:18:04+00:00 Six trends the new Quartz app has joyfully piggybacked Ben Davis <h3>Messaging</h3> <p style="font-weight: normal;">Messaging apps such as Facebook Messenger are widely expected <a href="https://econsultancy.com/blog/67056-facebook-and-the-battle-for-mobile-discovery">to be increasingly utilised by third parties</a>, such as retailers and media outlets, to serve customers.</p> <p style="font-weight: normal;">This may reduce current problems of app adoption, provide a familiar (and pleasing) user interaction and allow for more regular communication.</p> <p style="font-weight: normal;">Quartz's app uses a messaging style to update its users on the latest news stories. As you can see below, it quite obviously apes a familiar format.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/2012/IMG_2593.PNG" alt="quartz app" width="300"></p> <p>Here's what Kevin Delaney, editor in chief of Quartz, <a href="http://www.theguardian.com/media-network/2016/feb/11/quartz-kevin-j-delaney-editor-in-chief-iphone-app">told the Guardian</a>:</p> <blockquote> <p>It’s a format that readers are familiar with. It’s also relatively unexplored from the perspective of: how do you turn a newsroom towards publishing directly on to this interface? So that’s part of it.</p> <p>We think about this in the context of messaging platforms as well and while we’re not doing anything along these lines we’re creating content that clearly could also live on other messaging platforms. The team is learning to interact with readers through messaging to see the extent that there are opportunities for media organisations on existing and future messaging platforms. </p> </blockquote> <p>Interestingly, as Zach Seward, VP of Product at Quartz, tweets below, the messaging format is inspired in part by lifestyle app <a href="http://www.web.lark.com/#top">Lark</a>.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/patricktrack">@patricktrack</a> Thanks. Yes. Definite inspiration: <a href="https://t.co/pXRwQyibtp">https://t.co/pXRwQyibtp</a></p> — Zach Seward (@zseward) <a href="https://twitter.com/zseward/status/697774945837789184">February 11, 2016</a> </blockquote> <p><img src="https://assets.econsultancy.com/images/0007/2000/Screen_Shot_2016-02-17_at_11.02.37.png" alt="lark app" width="615" height="600"></p> <p style="font-weight: normal;">Despite the slightly misleading tech coverage around the Quartz app launch, users can't simply text back with their own questions, rather the Quartz app gives a couple of options (as seen above) for a 'reply', which then triggers the next piece of content delivery.</p> <p style="font-weight: normal;">One App Store reviewer, quoted below, feels this is a little misleading, and could bring bias into news reporting.</p> <blockquote> <p style="font-weight: normal;">Also I can’t “converse” with it using my own words, but instead it puts words in my mouth. I have two choices: “so what’s the Fed’s mistake?” and “anything else?” Really?</p> <p style="font-weight: normal;">Thats a great way to completely bias my interaction with the news. Also, it leaves me with a STRONG feeling of the shades of Clippy. “I see you’re reading the news! Can I spoonfeed that for you?”</p> </blockquote> <p style="font-weight: normal;">However, my own view is that this format could be good for engagement; users signed up to the daily digest email are often reluctant readers, and this app interaction (using everyday language) could be a new way for those readers to catch up in a relatively pain-free way.</p> <p style="font-weight: normal;">On the point of bias, news is rarely without it, and sometimes it's a product of dumbing down, found in colloquial language.</p> <p style="font-weight: normal;">If greater engagement leads to accusations of bias, I'm sure that's a relatively small price for Quartz to pay, though something to keep an eye on with this new method of reporting.</p> <h3>Sponsored content / Ad light experiences</h3> <p>The whole experience is brought to you by MINI. There are no ads in the app, apart from this message that occasionally displays when you've caught up with all the stories.</p> <p>This is an ad light experience that will relieve many a reader.</p> <p>(Related: <a href="https://econsultancy.com/blog/67508-10-publishers-that-want-you-to-disable-your-ad-blocker">10 publishers that want you to disable your ad blocker</a>)</p> <p><img src="https://assets.econsultancy.com/images/0007/2016/IMG_2601.PNG" alt="quartz app sponsored by mini" width="300"></p> <h3>Completion</h3> <p>Seeking new readers who are reluctant to purchase full subscriptions, newspapers behind paywalls, such as The Times of London and The New York Times, have <a href="https://econsultancy.com/blog/67479-times-of-london-weekly-fantastic-app-but-i-want-it-in-london">released apps that populate with a smaller sample of content</a>.</p> <p>These apps are designed to appeal to the more casual reader. They almost gamify news reading by encouraging 'completion', letting the user know when they are 'all caught up'.</p> <p>Though Quartz is free for readers, this concept still makes sense as a way of getting light readers to engage.</p> <p>As you can see below, the app let's you know when there's nothing new to read, in this case giving me a quiz question instead, keeping me curious. I liked this touch.</p> <p>The answer is Atlanta, by the way.</p> <p><img src="https://assets.econsultancy.com/images/0007/2018/IMG_2603.PNG" alt="quartz app" width="300"></p> <h3>Snackable content</h3> <p>Yet again, some App Store reviewers don't like the fact that a messaging format inevitably encourages a light-touch engagement with big issues.</p> <p>Here's a strident fellow:</p> <blockquote> <p>Teenagers who don't like reading the news? So they'll turn to some automated chat thing that makes it 'look' like you're texting someone? Kids who don't like to read the news, won't read the news. If you're an actual news reader, this app isn't for you because you're getting little fortune cookie bits of info, then have to go to the full article because you'll inevitably feel you want to read more, when you can just read full articles through another app or website.</p> <p>If you aren't a regular news reader, this app isn't for you either because this app doesn't give you anything more than just going to a news website or app, and scrolling through some headlines... It's a cute gimmick. </p> </blockquote> <p>What this reviewer has missed is:</p> <ol> <li>It's silly to underestimate the appetite for a dumbed down product.</li> <li>This is a work in progress, designed to capture a whole gamut of readers (including young ones).</li> <li>Clicking through the the article in full is easy and quick to do, so the messaging interaction becomes a different flavour of the filtering a reader does on a more conventional app (which article to choose and engage with?).</li> <li>This 'gimmick' may provide an endorphin rush, similar to that experienced during gaming or social networking, which could improve interaction rate.</li> </ol> <p><img src="https://assets.econsultancy.com/images/0007/2013/IMG_2598.PNG" alt="quartz app" width="300"></p> <h3>GIFs / Emojis</h3> <p>A pre-requisite for many demographics. They're here in spades and create an accessible, memorable and distinctive approach to news.</p> <h3>Social</h3> <p>Quartz content has gradually evolved to be more social, learning from BuzzFeed that content from Twitter can offer valuable context and colour to news stories.</p> <p>This is brought to the app, too. Below, Quartz includes some of the best <a href="https://twitter.com/jebbush/status/699706718419345408">Jeb Bush gun-tweet</a> reactions, as seen on social.</p> <p><img src="https://assets.econsultancy.com/images/0007/2015/IMG_2599.PNG" alt="quartz app" width="300">  </p> <p>Overall, the Quartz app feels like a minimum-viable product that will hugely benefit the business, regardless of whether it succeds or fails. </p> <p>If you're interested in learning more about the future of media, Vice UK's Mark Adams will be talking at <a href="https://econsultancy.com/events/future-of-digital-marketing-london/%20">The Future of Digital Marketing</a> in London, 7th June 2016.</p> tag:www.econsultancy.com,2008:BlogPost/67483 2016-02-04T14:53:00+00:00 2016-02-04T14:53:00+00:00 What is Peach & should marketers even care? Jack Simpson <p>Firstly, it isn’t the physical manifestation of a soon-to-be-billionaire teenager's bedroom hobby, as so many of them are (I’m generalising here). </p> <p>Peach was created by <a href="https://econsultancy.com/blog/66465-10-practical-vine-and-instagram-video-tips-for-brands">Vine</a> co-founder Dom Hofmann, someone who knows a thing or two about launching a new social network. </p> <p>Secondly, it involves Gifs. And at Econsultancy we are massive fans of those. Seriously, it’s the primary form of communication in our office. </p> <p>I thought I’d check out this new social network to see whether it’s any good and explore the potential opportunities for marketers, if any.</p> <h3>What is Peach?</h3> <p>Hoffman describes it as:</p> <blockquote> <p>A fun, simple way to keep up with friends and be yourself.</p> </blockquote> <p>But such <a href="https://econsultancy.com/blog/66631-20-banned-words-from-the-econsultancy-blog-and-their-alternatives">marketing guff</a> doesn’t tell us much about anything, so let’s get down to brass tacks. </p> <p>The app revolves around what it calls ‘magic words’. When you type one of these words you can tap to take a specific action.</p> <p><img src="https://assets.econsultancy.com/images/0007/1399/magic-words-800x519.jpg.jpg" alt="list of magic words on peach app" width="700"></p> <p>‘Song’, for example, uses your phone’s mic to share what you’re listening to, while ‘draw’ invites you to draw and share a picture. </p> <p>Clicking ‘gif’ enables you to search a database of Gifs that you can publish with one touch. Or you can create your own.</p> <p><img src="https://assets.econsultancy.com/images/0007/1834/DK5Bvg5.png" alt="peach app mobile" width="250"><img src="https://assets.econsultancy.com/images/0007/1835/r1sU7Kx.png" alt="peach app upload gif" width="250"></p> <p>The same applies with ‘images’, ‘movie’ and so on. </p> <p>The good part is you don’t have to type the whole word. Simply put in the first letter of the magic word and an autocomplete function does the rest. </p> <p>You can add other information to your posts like a rating from 1-5 (‘rate’). You can do pretty much anything from add your location (‘here’) to display your phone’s current charge (‘battery’).</p> <p>I’m not sure what the point of the latter is. All I know is you can do it. </p> <p><img src="https://assets.econsultancy.com/images/0007/1836/DHtSR1C.png" alt="peach app gif" width="250"><img src="https://assets.econsultancy.com/images/0007/1837/dGWz6pF.png" alt="Peach app gif" width="250"></p> <p>Whatever you choose to post, it will appear in your ‘space’, which is Peach’s fancy word for a timeline, where people can like or comment on it. You can view a stream of updates from your connections’ spaces, tapping posts to reveal more. </p> <p>Similar to Facebook’s classic ‘poke’ feature, users can communicate with each other in any number of mildly irritating ways.</p> <p>You can wave, ‘boop’, blow a kiss, ‘put a ring’ on someone, ‘hiss’ at them, or ‘quarantine’ them if they’re pissing you off. </p> <p><img src="https://assets.econsultancy.com/images/0007/1410/Edited_1.PNG" alt="Peach app communication options" width="250"></p> <p>When you initially sign up to the app it takes you through a nice little walkthrough that explains all of the above, starting with adding a photo.</p> <p>I’ve included some screenshots below to show you. </p> <p><img src="https://assets.econsultancy.com/images/0007/1838/Ncp9Nhn.png" alt="peach app image" width="250"><img src="https://assets.econsultancy.com/images/0007/1839/EjhDipH.png" alt="Peach app magic word image" width="250"></p> <p><img src="https://assets.econsultancy.com/images/0007/1840/lwwmAV7.png" alt="peach app draw magic word" width="250"><img src="https://assets.econsultancy.com/images/0007/1841/PlW1xMl.png" alt="peach app tv magic word" width="250"></p> <p>‘What’s the point?’ I hear you asking. </p> <p>Does everything have to have a point? Oh, it does? Well, err, let me get back to you on that one then...</p> <h3>The opportunities for marketers</h3> <p>So why should marketers care? Well apart from the fact they should be aware of and familiar with any new platforms appearing regardless of personal gripes, the app could offer some opportunities in future. </p> <p>Merriam Webster, for example, while lacking an Instagram or Snapchat account, seems to be thriving on Peach. </p> <p><img src="https://assets.econsultancy.com/images/0007/1411/IMG_6919.png" alt="Merriam webster on Peach app" width="250"><img src="https://assets.econsultancy.com/images/0007/1412/IMG_6926.png" alt="Merriam webster on Peach app" width="250"></p> <p>Perhaps this is because the app lends itself to more to words than pretty imagery, something that will have obvious appeal to a dictionary brand. And it offers a more permanent playground than Snapchat. </p> <p>Something exciting about it is the potential for brands to get really creative but in a stripped-backed way.</p> <p>More Vine than <a href="https://econsultancy.com/blog/67020-why-instagram-should-be-the-channel-of-choice-for-marketers">Instagram</a>. Like <a href="https://econsultancy.com/blog/67257-15-reasons-your-brand-should-be-on-snapchat">Snapchat</a> but without the transient nature. You get the picture...</p> <p>And that’s part of the appeal for brands, I think. Because Peach caters for pretty much any kind of content, it is inclusive. There’s something for everyone. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">11 points on PeachBall. <a href="https://twitter.com/peachdotcool">@peachdotcool</a> is a sandbox of a social app. It's literally everything. It's so sweet! <a href="https://t.co/FT0PixZICl">pic.twitter.com/FT0PixZICl</a></p> — Matt Fogarty (@itsMattFogarty) <a href="https://twitter.com/itsMattFogarty/status/694918043907047425">February 3, 2016</a> </blockquote> <p>But that still doesn’t fully answer the question of whether brands would want to spend their time on Peach in the first place. </p> <p>At the moment it’s impossible to say, especially as the app is still very much in development.</p> <p>Peach is constantly posting updates on its Twitter feed, so who knows where it could go in the next few months?</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">sneak peek at our upcoming release notes<a href="https://t.co/JjKNOiPI4F">pic.twitter.com/JjKNOiPI4F</a></p> — Peach (@peachdotcool) <a href="https://twitter.com/peachdotcool/status/690300594679070721">January 21, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">A "mini"update just in time for the weekend! <a href="https://t.co/nDdr73cK8q">pic.twitter.com/nDdr73cK8q</a></p> — Peach (@peachdotcool) <a href="https://twitter.com/peachdotcool/status/693245063636344832">January 30, 2016</a> </blockquote> <p>Peach’s value as a marketing platform will depend entirely on whether it manages to break through the incredibly noisy world of new social media apps and build a big enough audience for brands to care. </p> <p>But if it does manage to do that then I think marketers looking to engage with a younger audience will have plenty of opportunities to do so via Peach.  </p> <p>I can imagine the big players paying an enormous amount of money for their own ‘magic words’ to appear. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">update tonight featuring PEACHBALL! Use the magic word PLAY to start a game, then share your scores here! <a href="https://t.co/Fto8nByVQe">pic.twitter.com/Fto8nByVQe</a></p> — Peach (@peachdotcool) <a href="https://twitter.com/peachdotcool/status/695057660136312832">February 4, 2016</a> </blockquote> <p>Perhaps the biggest selling point for brands, if Peach can manage it properly, is the sheer amount of <a href="https://econsultancy.com/reports/value-exchange-from-data">data</a> the app collects about people. </p> <p>It gets to know your favourite books, films, music, location, likes, dislikes, all the usual creepy stuff. </p> <p>And unlike Twitter, everything on Peach is self-contained within the app.</p> <p>According <a href="https://medium.com/@profcarroll/peak-peach-413739752a2e#.i1eskykd5">to David Carroll</a>, Professor of Media Design at Parsons School of Design in New York:</p> <blockquote> <p>Peach is a proprietary platform in every way, perhaps more than anything we’ve seen to date in the evolution of social media apps. It diverts our attention away from the Open Web and into a privately-owned walled-garden. </p> <p>It (is) fun and playful with clever magic words that induce you to share more meta data.</p> </blockquote> <h3>Is it just another fad?</h3> <p>It’s easy to talk the app down because it’s got a silly name and it’s all a bit fluffy, but I actually think it will stick. And here’s why...</p> <p>The app’s creators clearly understand many of the trends developing in the content and social media space and the way people – particularly younger people – increasingly like to express themselves online. </p> <p>Peach lets users curate their own content from various sources and users can customise and put their own spin on everything. </p> <p>I’m not even its target audience but even I have to admit I’ve had quite a bit of fun playing around with it.</p> <p><img src="https://assets.econsultancy.com/images/0007/1842/3hsF9g6.png" alt="peach app shout magic word" width="250"></p> <p>Crucially, though, it has put an enormous amount of focus on <a href="https://econsultancy.com/blog/67314-what-will-be-the-biggest-ux-trends-in-2016">user experience (UX)</a>, streamlining the posting process to just a couple of touches in many cases. </p> <p>It uses autocomplete, so for ‘game’ you need only type the first two letters, and for ‘gif’ you only need to type ‘g’, and so on.</p> <p>In short: it caters for laziness. And whether we like to admit it or not, our laziness as internet users is increasing at an exponential rate.</p> <p>Take the Safari command as a perfect example. Type the letters 'Sa' into the app and a button appears that takes you to the browser with one touch. </p> <p><img src="https://assets.econsultancy.com/images/0007/1843/Xjb0vOC.png" alt="peach app safari magic word" width="250"></p> <p>Copy a URL, click ‘back to Peach’ in the top left and paste it in. You can see I've given this link a well-deserved five-star rating, too.</p> <p><img src="https://assets.econsultancy.com/images/0007/1844/lT30mbb.png" alt="peach app safari magic word" width="250"><img src="https://assets.econsultancy.com/images/0007/1845/5GGIImd.png" alt="peach app rate post" width="250"></p> <p>It’s so easy I think it would even pass the ‘Jack Simpson’s parents’ test, which I use to determine whether anyone is likely to struggle with a piece of tech. </p> <p>And it’s this streamlined UX, and the fact that it’s so easy to customise whatever you’re posting with just a couple of extra touches, that people will really like about the app. </p> <h3>Conclusion: where there’s an audience, there are marketing opportunities</h3> <p>Unlike many people who’ve already commented on this app I do actually believe Peach has the potential to build a large audience.</p> <p>Why?</p> <ul> <li>Users can post a huge variety of content.</li> <li>Content is highly customisable.</li> <li>The app is incredibly quick and easy to use (even for Jack Simpson’s parents).</li> <li>It’s – dare I say it – fun.  </li> </ul> <p>Of course it’s far from perfect, but it’s also incredibly new. And all the above elements, coupled with its creator’s track record, mean it has a fairly good chance of catching on, particularly with a younger audience. </p> <p>If that happens, brands will be interested. Very interested. </p> <p>Only time will tell, of course, but I’m willing to put my gold-plated journalistic reputation (*cough cough*) on the line and say I think this one is going to be big. Not Facebook big, but certainly a significant player. </p> <p>I mean, as soon as I saw the phrase ‘Assemble your squad’ I felt the need to immediately delete the app in protest, but apart from that...</p> <p><img src="https://assets.econsultancy.com/images/0007/1413/Edited_2.PNG" alt="peach app assemble your squad" width="250"></p> <p>What do you think?</p> tag:www.econsultancy.com,2008:BlogPost/67328 2015-12-16T10:23:52+00:00 2015-12-16T10:23:52+00:00 The biggest trends in mobile from 2015 Jack Simpson <p><img src="https://assets.econsultancy.com/images/0006/9970/Nokia_evolucion_tama_o.jpg" alt="Old mobile phones" width="374" height="280"></p> <p>So what have been the biggest trends in mobile in 2015, according to our panel of experts?</p> <h3>Mobile overtakes desktop</h3> <p><strong>Carl Uminski, COO and Co-Founder of <a href="http://www.somoglobal.com/">Somo</a>:</strong></p> <p>Mobile is now in the late majority in terms of usage. It is the primary screen for most digital interactions and as predicted is clearly becoming the remote control to our lives, connecting us with the world around us. </p> <p>Meanwhile, the velocity of adoption for connected devices grew throughout the year, which will only increase the importance of mobile.</p> <h3>Virtual reality has come a long way</h3> <p><strong>Carl Uminski:</strong></p> <p><a href="https://econsultancy.com/reports/a-marketers-guide-to-virtual-reality">Virtual Reality (VR)</a> has come a long way this year, especially as it no longer requires a powerful computer. </p> <p>We now have devices like the Samsung Gear and even Google Cardboard that can be run simply from a smartphone. This is a huge step forward for the potential consumer and enterprise uptake of VR.</p> <p><strong>Dan Thornton, Founder of <a href="http://www.thewayoftheweb.net/">The Way of the Web</a>:</strong></p> <p>The release and promotion of Google Cardboard is a great way to introduce virtual reality at an incredibly low cost, and it's interesting that journalism is slightly ahead of the consumer for once when it comes to VR. </p> <p>The New York Times included Google Cardboard with all home newspaper deliveries in November, promoting the NYT VR app.</p> <h3>The changing world of mobile SEO</h3> <p><strong>Richard Baxter, CEO of <a href="https://builtvisible.com/">Built Visible</a>:</strong></p> <p>After Marshmallow was released, the pace of mobile evolution really seemed to pick up this year, especially in our space: search. </p> <p>We've felt a huge increase in requests for projects for mobile-first content development and general mobile site audits for SEO (especially companies with complex international desktop and mobile site configurations).</p> <p>I expect to see that trend to continue to grow into 2016.</p> <p>We’ve seen mobile search change drastically, with search engines tolerating non-mobile friendly sites less and less.</p> <p>And we've seen ranking boosts in mobile search for mobile-friendly content and the diversity of the results themselves expand into ’in-app content’ depending on the device and OS making the query. </p> <p>Through Google’s App Indexing (&amp; the Google App Indexing API) mobile marketers have been given the opportunity to open up the content contained within their apps for search engines. </p> <p>This content not only influences organic search directly, but can also be resurfaced via OS features such as auto complete searches or via the recent roll out of Google Now on Tap, and Bing's equivalent, ‘Snapshots’.</p> <p>App content visibility can be extended even further via the use of Schema.org markup to satisfy certain user actions such as listening to a specific song, watching a video or opening a specific app from any web page. </p> <p>So I would say that this year we've seen quite a few new options open up for marketers, many of which require a good foundation in technical search to fully understand.</p> <p><strong>Dan Thornton:</strong></p> <p>The biggest event in mobile in 2015 has to be that <a href="https://econsultancy.com/admin/blog_posts/new/(https:/developers.google.com/app-indexing/?hl=en)">Google began indexing content from selected mobile apps</a> to show it in search results, and is opening up that functionality for more brands and developers. </p> <p>There are three big implications: </p> <ul> <li>Firstly, mobile apps and search will now be more closely linked in terms of search engine rankings. </li> <li>Secondly, we only use a handful of the apps we download, so it's a way to surface those we've ignored on our phone when we actually need them. </li> <li>And lastly it reinvigorates the debate around <a href="https://econsultancy.com/blog/64392-responsive-adaptive-mobile-or-native-what-s-the-best-option/">mobile and responsive websites versus app development</a>. </li> </ul> <h3>A growing need for speed...</h3> <p><strong>Gary Elliott, Head of Strategic Services at <a href="https://www.rocketmill.co.uk/">Rocketmill</a>:</strong></p> <p>Speed has become increasingly important. The Accelerated Mobile Pages (AMP) Project has reminded us all that mobile experiences need to be fast.</p> <p><iframe src="https://www.youtube.com/embed/4Z-m32PukPU?wmode=transparent" width="560" height="315"></iframe></p> <h3>Mobile payments</h3> <p><strong>Carl Uminski:</strong></p> <p>Mobile payments have undergone huge developments, with Apple Pay, Samsung Pay and Android Pay all allowing for seamless transactions in 2015.</p> <p>Apple’s use of its fingerprint scanner, TouchID, for authentication was particularly important and set the bar high for the competitive products.</p> <h3>New technology has made mobile more useful</h3> <p><strong>Gary Elliott:</strong></p> <p><a href="https://econsultancy.com/blog/66975-what-is-the-realistic-future-for-wearables">Wearables</a>, connected homes and cars have extended the usefulness of our mobile devices, and beacons have allowed brands to make physical experiences more personal. </p> <h3>But the Apple Watch fails to impress… </h3> <p><strong>Carl Uminski:</strong></p> <p>One of the year’s major disappointments has to be the <a href="https://econsultancy.com/blog/66181-one-of-the-more-sarcastic-apple-watch-articles-you-ll-read-today">Apple Watch</a>, which has failed to solve any specific consumer need. </p> <p>Consumers only seem to find the fitness functionalities useful, so with the Apple Watch at a far higher price point than the vast array of other fitness trackers on the market, it will have to further differentiate itself to compete long term.  </p> <p>There is no doubt that the Apple Watch has potential, though, particularly in the enterprise world. </p>