The purchasing journey has suffered so many changes lately and as we all know due to this hyper competitively, this branding noise around so many products has influenced marketers to reinvent all this. One of the most brilliant theories I have heard is that of the micro-moments which it seems to be mandatory in order to create stories that influence decisions, stories to be used throughout all the devices needed in your marketing strategies, this also includes channels, formats, etc.
So as we saw, approximately according to Google, 40% use smartphone daily as an average consuming day to satisfy their needs, therefore is easy to imply then that every day and more most of daily Google searches seems to happen more on smartphones than desktop PCs.
From a corporate perspective if the business development and innovation management is not well established then the tightening race in this hypercompetitive world of so many brands in the market will swallow your startup or new venture. Integrating this new customer value in due time into corporate level, same as competitive strategies and value management procedures is the most intelligent move we can do. Let’s all apply the Competence-Based Strategic Management (CBSM) framework, which was an approach started by Sanchez and Heene in the end of the 90’s and still useful for many startups.
As far as mobile apps innovation is moving on these days, we marketers recognize certain types of mobile app brands.
There are Mobile apps which main aims is to provide to end users a much smoother browsing experience. For example, Google Maps, Shazam, Foursquare will fit into this category.
Brands that have been consistent in the offline and have conquered certain level of positioning or defined their offline strategies move into the app world now and soon start delivering a successful user experience or performance experience to the users.