20m : Quiz #3 Recap, discussed the Midterm (scheduled for next week)
20m : Discussion RE: Chapters 15-17
A mobile app is not a mobile website. If your mobile app only offers what you can find on your mobile website, you should strongly consider not investing the time, energy and money into creating an app (this was the direction we went with regarding a redesign of Moorhead Public Schools’ mobile-friendly website). The Nerdery’s presentation : Design Science: OMG. We Need a Mobile App! offers a great flowchart and reasoning for whether or not your business needs a mobile app, as well as what type of app and what platforms you should develop for :
If you’ve decided your business could benefit from a mobile app, you’ll need to determine what kind of app is right for you, keeping in mind the types of apps that also get the most usage (see also Figure 15.1 in the book).
Generating ad revenue from iAds or AdMob advertising in your app are a potential revenue stream opportunity, but understand that the odds of getting rich on ad revenue are slim to none, unless (possibly) you’re in the top 1% of apps downloaded and used.
Building your own app will require that you hire developers that know how to code apps, and not all app developers know how to code for all platforms. In fact, you’ll generally find app developers that specialize in either Android, iOS or Windows. Cross-platform devs are like unicorns, especially those that are good at it. This supply-demand is one of the reasons why app development can be very expensive, and another reason why, if you have a need for a custom app or apps, you might want to consider partnering with an app development company or firm. There are alternatives to native apps, but beware that there is no one-size-fits-all solution, and much like using automated software to build a mobile website, using an automated solution for app development can be very risky, depending on what you’re trying to ultimately achieve.
QR and bar codes are great in the fact that they can hold a lot of information, but in the mobile realm, using a 2D code to direct someone to another location (such as your website) is only as good as that followup and those workflows are set. Another failure point for 2D codes is that they can become damaged or unreadable (such as printing one on a surface that is too textured or glossy for the phone’s camera to read).
2D codes are for more than just coupons, maps, your app or more photos or information. They can be used for payments, boarding passes, connecting people to your wifi, creating an email or calling someone, and sharing contact information. Most importantly, used in conjunction with other mobile marketing opportunities, they can be an important step in your mobile marketing plan.
There are 2D and QR code generators online – many free – that you can use to create your own code.
Best practices for 2D codes includes providing clear instructions, driving users to mobile-friendly websites and information, and using your campaign in areas where 2D codes can be easily scanned (good cell-phone coverage or public wireless access, and not where people are physically moving). Also, the information or link your 2D code leads to should add value to the user and you should track your results and conduct tests to make sure your 2D code (and the process leading to and following it) work well for users.
Since the book was written, tablets have become much more ubiquitous and manufacturers other than Apple have jumped into the market to provide users with cheaper options of all different sizes. People use tablets for different purposes than phones, and your mobile marketing strategy needs to take that into consideration. The fact that tablet users are more likely to convert to sales is one thing to consider, although with the recent emergence of ApplePay and users getting used to Google Wallet and other mobile payment solutions, sales via a mobile phone might just catch up or surpass tablet conversions on regular goods (not including apps, digital music or e-books).
Tablets are gaining a huge presence in areas within a business such as payment cash registers, inventory and asset tracking, patient monitoring and driving heavy machinery or flying airplanes.
There are a plethora of tablet apps today, and a quick search on Google yielded the following and many more : 132 Awesome apps for Android Tablets (August 2014) or Lifehacker Pack for Android Tablets: Our List of the Essential Apps
10m : BREAK
30m : Split class into groups. In-class project work time.
In Class Project : Mobile Apps!
I will split the class up into groups of 3-4 and assign each with a different Business Type. Within your group, each of you will be Role-Playing One Business Owner, One Project Manager, and One to Two Production Crew Members
- The Business Owner must kick-off the presentation to the class, but they also get final say on all group decisions.
- The Project Manager organizes and delegates tasks.
- Production Crew creates visuals for the presentation.
- You get 5 minutes at the end of class to SHOW YOUR WORK!
Can use paper, pens, markers, post-its, etc. (I provide).
Can use any tools at your disposal : SWOT, 20 Questions to identify Brand Differentiators, Four P’s and Five C’s, Identify Target Audience, Define Goals, Devise Campaign Strategies, Incorporating Other Media etc.
- As a group, make up a Name, Tagline and Logo/Branding for your business. Remember, the designated Business Owner gets final say on these decisions.
- Plan and Design your mobile campaign centered around your Mobile App. Define your objectives and identify your target audience. Devise campaign strategies and determine the length of your campaign. How will you get users to download your Mobile App? Determine if and how you will incorporate supporting media (online or offline) (NOTE : You must include a Mobile App, but including any other mobile media is optional). Create Workflows, Use-Cases, etc. Draw mockups of the Mobile App and other mobile marketing in context. Finally, how will you track your results? What statistics are you most interested in to verify the success or failure of your campaign?
Extras if you have time!
- Identify and List your Competitors. Research them and identify at least one Brand Differentiator. You can use a SWOT, 20 Questions to identify Brand Differentiators, etc.
20m : Show your work – In-class presentations.
10m : BREAK
30m : Guest Speakers Jordan and Alison from Myriad Mobile
Jordan is an NDSU graduate and User Interface Designer, Alison is a Graphic Designer and a recent graduate of MSUM. They talked about and showed images of their Process – including sketches and lo-fi and hi-fi wireframes they do at the beginning of the project. They also explained that they are usually brought into the process toward the beginning of a project, but usually after some use cases have been established and they have a fairly clear set of goals for functionality.
There are 3 main platforms they create graphics and interface workflows for – iOS, Android and Windows, and part of their job is to keep up on trends and changes regarding the user interface and interaction elements.
Regarding marketing for mobile, they’ve been developing apps lately (such as the new Scheels app) that incorporate NFC and iBeacons. They also talked about how ad banners on mobile are awkward and one innovative approach being used recently by Snapchat is to make ads short videos that the user can choose to view.
- SURVEY : There is a Mid-Semester Course Evaluation in D2L. This assessment is completely anonymous, and your feedback will be used to help improve the course. Please complete it by the end of next week’s class!
- STUDY : Required Midterm Test next week!
- READING : None!