Marketing and Communication

Want to know where digital marketing is going? Follow the communication trends.

For example:

Mobile phones initially only had text messaging and ringtones. Advertisers found both.

Then smartphones emerged with rich messaging (emojiis) and apps (Instagram/Vine). Advertisers followed.

Now everyone has a smartphone with multi-media messaging (gifs, videos) and several messaging platforms (Snapchat, WhatsApp, Facebook). Notice that apps outside of messaging apps have fallen away. Advertisers are currently trying to understand how to ride this wave.


Why Goal Setting Apps Don't Work

Most goal setting apps don't work, because most people don't know how to set a goal. They have a goal in mind - find love, get healthy, make money, but most are at a loss for how to break those larger ambitions into small discrete doable steps. The app that works will let people enter a larger goal and then give people the steps to achieving them while allowing for users to choose which seem doable to them and in what time frame.

Apps Are Not Necessarily Companies

Mobile apps are not necessarily companies. Finally, people who seem to understand that! Here's a post from Om Malik about a fund that is offering a new kind of financing model specifically tailored to mobile apps: Om's post After spending a year advising a number of mobile app start-ups I'm predicting that a lot of the angels who funded them won't get washed out by subsequent financing but they will lose money when the flips they counted on don't materialize. Why? Well, very few mobile apps are well-designed products that either consumers see value in and are willing to pay for, or companies value and want to bring into their fold.

Further, those mobile apps that are decent products usually are not companies - meaning they only produce a small revenue stream and usually not enough to cover lots of employees, big marketing budgets, etc.

Why I like this new financing angle is that apps behave a lot like music singles. Only a few are immediate break-out hits, but many apps, like songs, have long tails.