Nike Personal Trainer. Image: Nike.
Successful PR, media strategy, creative and advertising executives from Forbes Agency Council share trends and tips.
Mobile apps are a difficult art to master, but when done right can offer your customers a way to interact with your brand on the go, furthering your value and seamless integration with their busy lifestyles.
When determining a mobile app strategy, it’s best to look at how some of the world’s biggest brands are doing it, and learn from their secrets. While your app may not achieve the virality and mass consumption of Uber or Snapchat, these giants can teach you a thing or two about meeting the needs of your consumer in a way that’s both interactive and intuitive.
Below, seven agency executives from Forbes Agency Council discuss the brands they see having impeccable mobile app strategies, and offer their advice for replicating their ”secret sauce” for your own.
Wishbone is a mobile app that allows you to compare anything, such as whether Taylor Swift’s mansion is more glamorous than Kylie Jenner’s. While the comparisons are provocative, the app has primarily gone viral because it creates a daily habit in users by inviting them into the app twice daily to vote and see how friends vote on comparisons. This, in turn, creates a never-ending viral loop of users. – Kristopher Jones, LSEO.com
2. United Airlines
I travel a lot and find the United Airlines app to be one of the most helpful digital tools around. In real time, I can check my flight status, check in for my flight and book flights in a matter of minutes. For companies that are looking to develop or enhance their current app, they can learn a lot from United Airlines’ simple design, functionality and customer service. – Laura Cole, The Berry Company LLC
3. Kim Kardashian: Hollywood
The Kim Kardashian: Hollywood app gives a behind-the-scenes look at the Kardashian lifestyle while maintaining a sense of humor. The success of the game can be attributed to Kardashian sharing information about new updates and features directly to fans on her social accounts. Brands can emulate this concept by implementing a cross-channel strategy that delivers messaging multiple ways to ensure their message is heard. – Jenna Gross, Moving Targets
4. Rocket Mortgages by QuickenLoans
QuickenLoans designed a product solution in a highly effective mobile app. The concept of the product and the platform used for its delivery are congruent. To replicate, marketers and product managers need to start with the end in mind to create ideal UX experiences on mobile, then transform existing processes to meet the UX needs of mobile. – Russell Kern, KERN Agency, An Omnicom Company
Snapchat is one of the most successful apps because it is continually changing and adding new features that re-interest its users. A business can replicate this success by constantly changing along with the trends to keep their users engaged. – Leila Lewis, Be Inspired PR
6. Nike+ Running App
The Nike+ Running app is not trying to sell anything to its users. Rather, it is a fitness training app that assists runners with planning, measuring and tracking their running routines to become better runners. The reason this application is successful is because it provides value. If a business wants to replicate this success it needs to follow the same rule: Provide value to consumers, and don’t think about branding. – Ayelet Noff, Blonde 2.0
Uber comes to mind immediately. Uber’s most recent collaboration with the Yankees even offered riders had a chance to win tickets to games. Following Uber’s footsteps, businesses need to target smaller customer bases through relevant events, which will slowly win a loyal customer base. We have seen Lyft imitate this with their campaign for Halloween. – Jordan Edelson, Appetizer Mobile LLC