Why is it with mobile applications and services that often more goes into creating the application than goes into the marketing? There are so many applications that are similar. People seem to think that just ‘being there’ will get them a share of customers. They are usually wrong. Even those that are innovative don’t seem to let everyone know in an meaningful way.

As almost everyone knows, success usually depends on having some edge, unique selling proposition (USP) or call it whatever you want. So many mobile projects have no ‘raison d’être’. Think about the company you are working for now. What makes it stand out from the crowd?

Even when there’s some reason for the company to be in existence, I think that many find it difficult to communicate this to potential end users. Again, people tend to know the need to emphasise benefits and advantages for the end-user. However, they tend to use over-used words and phrases to describe their product or service such as ‘high quality’, ‘easy to use’, ‘inexpensive’, ‘useful’.

Some marketers use personification to help turn boring attributes into something that has more meaning and excitement for end users. This entails describing your product or service in terms of its affect on people. Some even go so far as to use a real person to represent the qualities they wish to portray. People react better to more human adjectives/qualities such as happy, vivacious, exciting, energetic and sincere. It’s all about influencing perception.

This entry was posted on Thursday, January 7th, 2010 at 5:06 pm and is filed under Mobile. Both comments and pings are currently closed.