Improving upon brand awareness has been shown to be one of the most powerful ways to boost customer loyalty, build upon recognition of a business, and help to reach new trusting customers through word of mouth, and today, in a world that has gone mobile, one of the biggest ways to improve brand awareness is through branded mobile applications. By creating an app for your business, your brand can stay mobile, just like your customers.
2013 Mobile App Stats to support the brand awareness opportunity
Brand awareness is created when users interact with the app and connected with it on an emotional basis. Smartphones, tablets and the apps installed on them appear to be glued to consumers 24/7, 365. They are with us when we wake, work, exercise, eat, play and yes, even when we sleep. That is the perfect situation to connect with the customers, keep them engaged and raise brand awareness. Here are the 2013 stats to undermine the impact of mobile apps on users and opportunities for brands:
- Users spend an average of 158 minutes each day on smartphones and tablets.
- Two hours and seven minutes of that is in an app, and only 31 minutes is in a browser, surfing the old-school web
- From 2012 to 2014 the number of downloads grows by 120% to 140 billion
Let’s take a look at some key examples of how mobile applications can improve your brand awareness.
Brand Awareness Example #1: Coca Cola
Coca Cola is considered to be one of the largest soft drinks companies in the world, and you’ll be hard-pressed to find somebody that doesn’t instantly relate soda to Coca Cola’s sparkling drink. However, even larger companies are finding that they need to get with the times, and a recent new app shows clearly how even Coca Cola can build upon its brand awareness through a mobile application targeted at children and young teens.
The app in question is called Crabs and Penguins; a free game app with simple mechanics and very simple gameplay that’s easy to get into and play at any time.
At the time of writing, Crabs and Penguins have over 50,000 downloads on the Google Play store, and whilst this may not seem like much compared to other popular game applications, it’s a clear sign that this kind of application has managed to help Coca Cola reach out and make a younger target audience more aware of Coca Cola, and trust it as a fun and friendly company.
Brand Awareness Example #2: Virgin Media’s V Festival
Whilst the main function of the Virgin Media Festival Buddy app was to provide information and help to those visiting the V music festival, a lot of the app also focused on improving brand awareness through deals, e-shops and other services within the app itself.
For example, owners of the app could look at stage times, plan who to see, and when, but whilst doing this, they could also check out branded gear from the artists they wanted to see and receive alerts when certain bands hit the stage.
This kind of application appeals to those at the event because it provides information to those attending, but it also builds upon the brand awareness of Virgin Media and all of the artists playing at the festival through various mobile merchandise stores.
Brand Awareness Example #3: Carling
Here’s an example of something simple and stupid that managed to gain a lot of traction and a huge amount of brand awareness for Carling, a beer producer. We all know the phrase “something to show your friends at a pub,” and Carling’s iPint app became just that.
Through the use of an iPhone’s accelerometer, owners of the app could pretend to drink a virtual iPint out of their iPhone as they tipped it up. This quickly became a chart success on the free iPhone app chart, and it shows how Carling managed to take the average pub environment and focus it on the iPint application, and more specifically Carling themselves, even if it were just for a few seconds.
The applications that are most successful in providing brand awareness involve a way to engage a business’s target audience and keep them interacting with the business whilst on the move – if you are considering developing a mobile application to help build brand awareness, you’ll need to think about your target audience and what the best way would be to engage them via the application.