Tag: IKEA

The Rise Of Branded Apps?

If someone were to ask you, what are the things that you seriously can’t live without? I’m pretty sure majority of you will answer ‘my phone.’ Mobile phones have become such a necessity in our lives. These technology items have so many features that are designed to fulfil our needs of communication, socialisation, entertainment and many more aspects.

With the fast pace move towards mobile technology, companies are now embracing mobile marketing to continue to raise their figures and stay on top of the market! According to the 2018 Mobile Marketing Report, there are over 3.5 billion mobile users. Looking at these statistics, you’d be crazy to not adopting mobile marketing into your strategies!

There are plenty of types of mobile marketing: location-based marketing, SMS, MMS, Bluetooth, location marketing, QR codes and loads more. There has been one type that has been adopted by countless brands and that is:

App-Based Marketing, in particular the development of their own apps

Companies have been developing their own apps to improve customer engagement, build customer loyalty and create value in a different way while still staying on top of the trend of ‘mobile marketing.’ However, since there are a ton of branded apps, businesses have to try to make their apps stand out in order to attract their consumers. Curious to see how some companies stood out with their own apps? Here are two examples of businesses who have had great results adopting this marketing strategy. 

Starbucks Card Mobile App

Starbucks App

I’m sure that majority of you know that Starbucks created a free app for their customers. This was developed in 2011, to attract their consumers into purchasing more of their goods. This app alone captured a high value from its customers with the app users spending 3 times more than the average Starbucks customer. Why is it so successful? One main point was their rewards program. Customers are able to collect stars and through purchasing their drinks and from there, they can gain rewards such as free or discounted drinks and food. Cool right? Even I sometimes get influenced to buying an extra drink so that I can be one stop closer into getting that reward. Users are also able to order on the app, pay through the app and pick it up at the nearest store. In addition, to keep their consumers updated, they have a ‘what’s new section’ for them to discover new offers and promotions!

IKEA’s Place App

IKEA has always been on top with their marketing, but their IKEA Place app consists of a combination of innovation and usefulness. In 2016, this Swedish furniture company launched an virtual reality app where it allows you to ‘digitally’ place their products in your home space. Confused? Watch the video down below to see how it works!

IKEA’S Place App

It’s amazing right? Customers are able to discover thousands of the company’s products and virtually place them into their space to see if it fits with their existing home! IKEA claims the app to give the customers ‘an accurate impression of the furniture’s size, design and functionality.’ This app is designed to be easy to use by simply placing and moving the desired furniture anywhere by dragging and dropping it on a specific location. This app is the second most popular augmented reality app on Apple’s AR (augmented reality) development platform based on the number of downloads. This app is ranked higher than many AR games and it is the most popular free non-gaming app with having a 4.7 rating out of 5.0 in the Apple store.

These two apps are completely different yet are both successful. Are you wondering why they were so successful? They all have these common features to it that make it desirable and attractive to consumers. They all have a purpose to their apps, whether it was for convenience to buy or to solve a problem of whether or not they should buy this particular furniture. The IKEA app is updated frequently to add new features. A recent update they had was the ability to save your layout. Lastly, the apps very easy to use and free to download! All of these features are the reason why the apps performed so well.

Overall, with the rise in mobile marketing and the development of branded apps, it is very important for brands to stand out and design apps that provides the needs of their consumers while trying to bring up their sales!

Lastly, my ending question for you guys today is: Do you personally use branded apps? Do you think this type of mobile marketing strategy is an effective one?

IKEA’S PEE AD IS ONE OF THE BEST CAMPAIGNS IN 2018?

Looking back at the marketing campaigns in 2018, there were countless of campaigns that were successful and created quite a buzz. One particular campaign that should not be left out of the ‘Best Marketing Campaigns in 2018‘ category is IKEA’S Pee Campaign, according to ‘AdWeek’, rated as number 6.

For those who don’t know about the company, IKEA is a Swedish furniture company established in 1943. IKEA transformed from an unknown Swedish company to becoming one of the major retail companies that consumers can experience all around the world.

To individuals who are lost and have no idea what the ‘Pee Campaign’ is about and are questioning why I am even talking about this bizarre thing. Simply, IKEA released a magazine advertisement, encouraging the reader to literally ‘pee on it’. If the reader ‘pees on it’ and is pregnant, the ad strangely changes colour, acting like a pregnancy test. Shocking right? This then offers the reader a discounted price on a crib.

IKEA’s Pee Ad Magazine

This unusual ad was deemed to be a brilliant ad and the general public was loving its creativity. This spiralled around the Internet, letting people have a great laugh while still delivering its idea. Not only that but at the Cannes Lions, the ad won two gold lions in the print category. Are you wondering why this campaign was so successful?

One word: Emotions

Emotions? This is a principle that has been taken from an approach by Jonah Bergers. Jonah Bergers is an author of the book ‘Contagious’ which explores on why ideas spread and the concept of word of mouth. He proposes that there are 6 principles (also known was the STEPPS Approach) that can be used on their own or in conjunction to have a successful campaign and spread the word around effectively. The ‘Emotions’ principle talks about where the level of arousal that a message triggers, it affects on the sharing aspect. Indicating that the higher the arousal: positive or negative, it is more likely to be shared.

IKEA’s campaign such a viral campaign as they triggered an amusement and humorous reaction which lead to the audience in wanting the share about the ‘ridiculous yet funny’ advertisement to everyone. IKEA created such a stand out advertisement that not only created laughter and enjoyment but it actually aligned with the brand itself.

Ultimately, I can see why IKEA’s marketing campaign ad was one of the best marketing campaigns in 2018 due to the use of the emotion principle of the approach. It makes me wonder what kind of marketing campaigns IKEA will release and will they cause the same effect and reactions as this particular one?

What are your thoughts of IKEA using through this approach? Do you think IKEA’s idea would’ve been spread virally if they had utilised a different approach to their campaign?

Leave any comments down below and I’d love to hear what you think about this topic!