Making Money With Your Phone: The Mobile Internet Marketing Revolution

Chapter 17 APP Marketing: One Entrance to Solve Everything (2)
In 2002, Starbucks Coffee conducted new research on the market in order to further enhance its brand influence.After long-term market research, Starbucks found that the core customer group who come to Starbucks to drink coffee is mainly young people aged 25 to 40.This core customer group comes to Starbucks for coffee an average of 18 times a month.In response to this situation, they formulated corresponding strategic goals: on the one hand, to increase the number of visits by customers, and on the other hand, to find ways to make customers stay longer each time, so as to attract them to drink more coffee and improve performance.

Considering that more and more young customers will bring laptops to drink coffee, in August 2002, Starbucks launched a service strategy to provide fast wireless Internet access in 8 stores.Customers use laptops or PDAs, that is, digital notebooks, to surf the Internet wirelessly, receive and send letters, and so on.This service quickly received a good response from customers, and the number of people visiting Starbucks has increased significantly compared to before.

The free Internet service that seems commonplace now, for Starbucks in 2002, was the pioneer of experience service.Many companies have proved in marketing that when the market share reaches a certain level, excellent service is better than marketing operations.Service is one of the most important components of a product, and consumers buy more than just the physical part of the product.Just like people come to Starbucks not only to drink a cup of coffee, but also to enjoy the experience of working in Starbucks coffee shop and surfing the Internet.Starbucks will always provide customers with better experience and services as the secret of its everlasting prosperity. Since 2004, Starbucks' annual financial revenue has continued to grow at around 20%. In 2004, Starbucks stock rose by 2003% compared with 56, and compared with the market value of Starbucks' initial public offering in 1992, it increased by 30.28%, reaching a record high.

The series of cases of Starbucks let us deeply realize how big the development space of experiential services is. Enterprises can start to solve the potential needs of users, and can also help users improve their living habits. In short, only enterprises that are 100% attentive to customers can change 100% loyalty from customers.

6.4 IKEA: Perfect Combination of Catalog Marketing and APP

6.4.1 Catalog marketing is a magic weapon for the home furnishing industry
In traditional marketing, there is a marketing method called catalog marketing, which is to sell by mailing catalogs to carefully selected consumers or equipping shopping malls with catalogs.After receiving the catalog, consumers can choose according to their preferences, and put forward order requirements through written order forms, telephone or computer, such as product numbers, specifications, sizes, colors, etc., and provide their names, mailing addresses, Zip code, etc., in order to facilitate the receipt of the purchased goods.

Home furnishing giant IKEA is well versed in catalog marketing. For IKEA, distributing catalog brochures to locked consumer groups is far cheaper and more effective than overwhelming advertisements.IKEA's catalog is exquisitely crafted, integrating home fashion and home art. It can be said to be the pinnacle of IKEA's self-packaging; it is also very suitable for busy people who have no time to go shopping on the street. You can shop at the lowest price by squeezing the store, which is loved by many new middle-class people.

The inexhaustible marketing magic weapon of the IKEA catalog is a useful guide to the new middle-class lifestyle and a constant wave of price cuts to promote sales.Every September, IKEA launches a new product catalog, almost as thick as the Yellow Pages of a telephone.IKEA not only promotes sales through catalog marketing, but more importantly, through this exquisite catalog, further consolidates the brand image, enhances brand reputation and customer loyalty.

IKEA's product catalog manual has become a major feature of its brand. It not only has a beautiful appearance, but more importantly, it provides customers with a lot of practical product information, which is convenient for customers to choose and buy.A successful product catalog not only contains a lot of information, many types of products and services, but also has a clear layout, which is convenient for customers to compare and choose; paper catalogs are generally beautifully printed, and electronic catalogs are generally beautifully produced to make customers pleasing to the eye. It is conducive to prompting customers to generate emotional appeals and make them make purchase decisions, and customers may save the catalog out of love and future use, thereby enhancing the promotional effect of the catalog.

6.4.2 Mobile APP Activation Directory Marketing 2.0
After achieving impressive sales results through catalog marketing, IKEA didn't stop there.With the rapid rise of the mobile Internet and the mobile phone APP becoming a new marketing position, IKEA immediately followed up and developed its own "IKEA APP". This APP allows consumers to create their favorite home style through mobile phones without leaving home. .This is an APP dedicated to improving the pre-sale experience and stimulating the desire to buy. At the same time, it is also a digital upgrade of IKEA catalog marketing.

The IKEA APP is consistent with the experiential marketing style of IKEA in reality, but due to the advantages of digitalization, users can enjoy a smoother selection and shopping experience than offline physical stores.

First of all, the IKEA APP is a constantly updated IKEA catalog, through which users can obtain all information about IKEA products, delivery services, and promotional activities.The APP also makes full use of the mobile map function to provide you with the location of nearby IKEA and the route to IKEA.What's more intimate is that before going to the physical store, you can also check the regional distribution of the physical store, business hours, promotional activities and other information through this APP.Of course, you can also directly select your favorite product on the APP, put it in the shopping list, check the inventory of the product, self-service pick-up point, and so on.

Secondly, the APP is also a DIY design tool.Many customers have a question when they buy IKEA products in physical stores, that is, whether the furniture will be inappropriate in size or not in line with the decoration style of the home after they buy it home.According to IKEA survey: 14% of customers have bought the wrong size of furniture, and 70% of customers do not know what size the furniture they need.The APP makes full use of augmented reality technology to infer the actual size of the furniture based on the standard size in the product catalog, and then matches the furniture with the real scene at home, so that you can clearly see on the screen of your phone if the furniture is What would it be like at home.Through this APP, users can "design" their own home without leaving home.

For example, if you want to buy a table but don't know how it will look in the living room, after downloading the APP and scanning the product on the IKEA catalog, put the IKEA catalog on the table you want Put the position of the table, and then take a photo of the catalog with your mobile phone, the catalog will become a real-sized three-dimensional table in the photo, so you can clearly see the table in your living room What's it like here.

Through the app, users can experience what it would be like to be a home decorator before buying furniture.If you are satisfied with your design and really want to buy the corresponding product, you can place an order directly on your mobile phone.

This APP of IKEA covers every link of product display, parameter provision, home decoration simulation and online payment, and truly allows users to complete furniture purchase smoothly without leaving home.

From the traditional exquisite catalog to the mobile APP combined with the catalog, IKEA has been trying to build a more convenient product experience platform for customers.The return of this effort is the support of users. The app has been downloaded tens of millions of times soon after its launch. IKEA not only saved sales and publicity costs, but also further consolidated its reputation among consumers.

6.5 Siemens: It’s Not Kitchen Utensils, but Emotions
At the beginning, APP only participated in mobile Internet business activities in the form of cooperation with third-party applications, but as the mobile Internet became more open, the profit model of APP began to be valued by more Internet tycoons. The favor of APP stems from its huge user base, and for smartphone users, the reason why mobile APP is inseparable is not only because of its convenience, but also because its rich functions bring them practical and entertainment.

6.5.1 Why Users Use Your APP
For APP users, its practicality is the most important.No one likes their mobile phone screen to be filled with all kinds of useless icons. Therefore, mobile phone users will carefully choose which apps to keep. Even if the unpractical apps are downloaded by some users, they will be deleted after a period of trial. .Most mobile phone users hope that the APP they download can bring convenience to their study, work and life.Therefore, apps such as social communication, reading information, and navigation maps have always been the most popular.

Siemens, one of the world's largest electrical appliance companies, has set its sights on mobile apps for marketing. How to combine electrical appliances with practical apps?Siemens decided not to directly promote its own electrical appliances, but started with "eating" and quietly implanted its products into the recipe introduction.

(End of this chapter)