Marketing y Aplicaciones Móviles

Del mismo modo que la presencia en las redes sociales y la interacción con los clientes se ha convertido en el nuevo factor a considerar en los planes de marketing de las empresas, las aplicaciones móviles han demostrado ser un instrumento muy eficiente para la promoción y consolidación de productos y marcas.

Su integración en los dispositivos móviles más personales y, por tanto, su capacidad para generar en el usuario una emoción o experiencia positiva son un factor que no pueden dejar pasar cualquier producto o marca en su afán por diferenciarse.

Aplicaciones Moviles y Marketing - Zippo

Veamos unos ejemplos:

  • La conocida marca de mecheros Zippo tuvo la brillante idea de crear Virtual Zippo Lighter, una aplicación móvil muy sencilla pero que transmitía perfectamente una serie de valores y modo de vida asociados a su producto. Se trata de una aplicación que muestra en la pantalla de nuestro móvil la llama lúcida y brillante de uno de sus mecheros, ideada para que sus usuarios la prendan figuradamente su llama en los momentos más emotivos de los conciertos de música a los que asisten. Esta simple experiencia no sólo asocia la marca a la emotividad, sino que infunde una idea de seguridad y fiabilidad para la marca que hubiera sido difícil transmitir de otro modo.
  • Aplicaciones Moviles y marketing - BBVAEl BBVA se está destacando en España del resto de entidades bancarias por la diversidad e intensidad de sus iniciativas móviles. Además de BBVA Móvil, su aplicación de gestión financiera para clientes, ha creado otras que transmiten su compromiso con la cultura y el deporte en España. Conocida de todos es el patrocinio que el banco mantiene desde hace varios años de la 1ª división de la Liga de Fútbol Española, actividad que ha extendido al mundo móvil con una aplicación que permite el seguimiento de resultados, calendarios y noticias que rodean al mundo del fútbol. En otro ámbito, el BBVA creó una interesante aplicación sobre el Camino de Santiago que no sólo ofrece información sobre uno de los acontecimientos culturales más importantes del país, sino que proporciona mediante su uso relevante información para los peregrinos, convirtiéndola en un asistente importante durante este viaje.
  • Sin salirnos del mundo de las finanzas tenemos el llamativo ejemplo de BarclaysCard, un servicio bancario que permite el pago en comercios mediante móvil gracias a la tecnología NFC (Near Field Communications).  Barclays acompañó el lanzamiento de esta aplicación de un llamativo anuncio en el que un consumidor se deslizaba camino a casa por varios establecimientos en un tobogán acuático, pagando lo que compraba a su paso por cada uno de ellos sin tener que detenerse gracias a BarclaysCard. Gracias a la repercusión que alcanzó dicho anuncio, los directivos de marketing decidieron propagar aún más esta idea de facilidad de uso, eficacia y comodidad mediante Waterslide Extreme, un juego para móviles que lo replicaba, en el que un comprador consigue puntos mientras pasa por diversos sitios sin bajarse del tobogán.

Aplicaciones Moviles y Marketing - BarclaysCard

Es evidente que la tecnología móvil pone en manos de las agencias de marketing y las empresas un arma poderosa para multiplicar el impacto de sus campañas y objetivos. No sólo se trata de que los dispositivos móviles vayan a ser los más vendidos en los próximos años, sino de que su uso diario y personal supone un marco excepcional para hacer llegar a sus usuarios los mensajes adecuados.

Una vez más, una adecuada estrategia de movilidad dentro de los planes de marketing de la empresa puede multiplicar ostensiblemente los resultados de las acciones planeadas y, por tanto, un mayor retorno de la inversión.

 

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