When Facebook purchased Instagram last year part of the rationale was that Facebook was lousy with mobile and the acquisition would help. This was no frivolous thing, with mobile uptake and activity on Facebook outstripping browser-based action, and a majority of ad revenue coming from its browser-based activities Facebook could see writing on the wall.
Remember when we all used to salivate at the thought of the next Apple convention? What did Steve have up his sleeve? What amazing piece of kit would he reveal that would have us all ignoring Apple’s rather large price premium and just slap down our cash to have a slice of that amazing Apple cool? Year after year, product after product they seemed to do it – iPod (multiple versions); iPhone (fewer versions); Macbook Air; iPad… the list was amazing and made even Mac-sceptics like me feel the urge to just get me one.
What Apple Did Well
There wasn’t much secret to it, in true Apple style it was simple, they just made fantastic products that worked in perfect harmony with each other backed up by a beautiful OS. The trick is that it’s really hard to do well. Google (with Android) for all of its dominance was far too fragmented to match Apple in that compelling human way. Its OEMs were far too focused on that bane of the OEM – features. Bigger screen this, faster processor that, brighter, more colourful etc etc etc. People bought these things certainly, but deep down really they just wanted an Apple because their devices worked better.
The Features Folly
The Benefits of… umm… Benefits
Firstly, let me apologise for writing yet another post that mentions Facebook; I promise, this will not become a Facebook-focused blog. In my defence though, there’s an awful lot happening with it as a business and much of it is incredibly interesting for new age marketers – ie. app developers. So on that note…
There’s been a lot of ink (both real and virtual) expended in recent weeks analysing the current and future performance of Facebook, and putting aside its rollercoaster IPO, much of that ink has been devoted to the performance of Facebook in the advertising realm. A quick whip around the news sees stories about: declining revenues; inability to get mobile right; the loss of GM’s business just prior to the IPO; and of course comparisons with business like Google who did get their advertising model right prior to IPO. Most, if not all the analysis warns that Facebook hasn’t got their advertising model right and that with its weakness in mobile it’s falling further behind. Firstly, this is fairly obvious, but as the actions of GM show, some marketers, some commentators, and perhaps even Facebook itself, seem to have a misunderstanding about how advertisers can make best use of Facebook’s facilities – the key here is considering how users interact with Facebook.
It’s definitely a fascinating development.
As you may have guessed, this blog covers marketing for apps. The title is derived from the first common mistake of app developers – expecting your app to “go viral” is not a marketing strategy. If your app does go viral and you make a billion dollars then good luck to you, you probably don’t need to read this blog. That is unless you’re a potential investor in other apps, in which case you do need to read this blog because marketing apps is going to become the biggest single challenge for app developers in the future. So just to be safe, everyone with any involvement in apps should read this blog.