Video provides athletes with a visual and audio resource that can be used to send and receive information coaching information. Despite this, risks exist as the effectiveness of video in coaching is still debated against traditional ‘in person’ coaching as many believe ‘usefulness’ is dependent on knowledge, skills and experience of user (Weiler, 2015). Research into the use of video in mobile coaching apps suggests that niche sports can utilize this technology through video demonstrations; useful video demonstrations are helpful for skill development and safe exercise execution (Modave et al., 2015). Video demonstrations can be utilized effectively by niche sports businesses in particular given the limited availability of accredited coaches.Authors Modave et al (2015) point out some considerable barriers to standard approaches to coaching including the disparity in face-to-face access to professionals, resources needed for a personal coach, and lack of knowledge of exercise principles necessary for someone to design their own training regimen. All of these barriers create an opportunity for niche sports businesses to capitalise on the video technology available.
How Phones have evolved with Marketing…Mise en scène; Imagine you are in town waiting for a bus. It’s evening time, so of course the bus stop is packed out with dreary commuters trying to return home. There are a vast number of differences between each of them, for example, attire career, salary, home, family etc. But the majority of the time, they do share a common trait. They are preoccupied. Sure they may glance up occasionally to check how long they will be idle for, but the majority of the time they will be on their mobile phone or tablet.There is no doubt mobile phones have revolutionised the fabric of our society, for the better, right? Surely the main purpose of the mobile phone is to help individuals and better society? (Insert iRobot reference) Perhaps not, especially in the eyes of the older generation. This post is essentially delving down into how and why society has become addicted to looking down. Are phones the proverbial wolf in sheep’s clothing as Tenner (1997) believed, And how are businesses cashing in on this?
According to this source, in July 2015 there were over 1.6 million Android apps and 1.5 million Apple apps available to download, with the largest percentage (22%) being games and those for food and drink, such as restaurants, coming in at 2.72%. It seems that these days every business has its own app, but do the benefits outweigh the costs when it comes to developing one for an independent restaurant? What are the benefits to having an app? Having your own mobile app would give a huge presence on a person’s phone, always sitting there rather than the customer needing to open a browser to access a website. This means that the business will always be in the mind of the phone user
Source: Digital Marketing
Not to be confused with the Olympic sport nor divide that prevents your neighbours prying eyes, geo-fencing applications have grown from strength to strength. Since it’s first appearance in academic literature from Munson & Gupta (2002) geo-fencing has been used for a wide range of functions across multiple industries.
The location based advertising firm Verve reports marketing campaigns that utilise location based technologies receive an average click through rate of 1.21% compared to 0.61% without. Verve also found that consumers who received a geo-fenced advertisement were 3.9 times more likely to visit the advertisers store and 23% less likely to visit a competitors.
It has to be said that companies would be foolish not to somehow take advantage of these figures. So here are 3 examples of ways brands have used geo-fencing to boost sales.
it is important that if you are going to release an app, it is done properly, otherwise that itself is risky and you’re more than likely going to do more bad than good. An example of the company that got theirs completely wrong was boots, they have only got one star rating on apples App Store with many reviews claiming they would no longer shop there. So, what are the key points to success?
So what is the difference between a ‘mobile web app’ and a ‘native app’?
Mobile Web App – This is an internet enabled application that has specific functionality for a device such as a tablet or smartphone. It can only be accessed through a phones web-browser (which for an iPhone would be ‘Safari’) and therefore does not need to be downloaded and stored on the device. (Viswanathan. P, 2015)
Native App – This is an application that has to be downloaded onto the device, usually downloaded from an ‘app store’ (Viswanathan. P, 2015). They can be charged for or they can be made free for download but either way they are stored on the devices memory.
This blog has been influenced by the research of Ross (2011) who is the creative strategist at e-Dialog International. He explains how the digital revolution means that mobile and social are now the most essential tools for marketers.
With the digital marketing industry being a rapidly changing one, I think it is important for companies to keep up to date with the latest technologies as their competition will be doing this! This includes the use of mobile marketing and social media.
E-mail campaigns still tend to be the less intrusive form of marketing, as I personally am still finding cookies very intrusive as I may have been looking at a holiday on Booking.com’s website and then when I go onto Facebook, there is an advert for it (And nowadays I tend to find an e-mail in my inbox as well). Although intrusive, this is clever marketing in my opinion, so definitely worth considering in a marketing strategy.
The past decade has seen a rapid increase in smart phone and tablet usage which has subsequently given rise to the prominence of mobile marketing. Six in ten UK adults now use a smart phone, up 54% than in 2012, with nearly all 16 – 34 year old’s operating online via a range of devices, (Ofcom, 2014). Mobile devices can be seen as an extension of ones self, acting as a personal manager from which the user can socialise, purchase goods/services and work on the move.
Kaplan (2012) divides the dialogue between companies and consumers between push and pull communications. Push communication is initiated by the company and pull by the consumer. Kaplan’s Matrix below defines four types of consumers depending on the interplay between communication initiation and degree’s of consumer knowledge.
According to Rowntree (2015) mobile apps provide scope for huge amounts of customisation and a service that is fully built around the mobile experience, giving deeper, more tailored engagement for mobile users. Some argue a mobile site will do the job just as well and cheaper too (more on this later) but Haselmayr (2014) argues that apps are not just for big businesses, more and more small to medium sized firms are following the mobile trend and understanding that an effective mobile strategy means more than just a mobile-friendly site.
An increase popular option for companies that are looking to move into mobile, but lack the budgets to support separate apps for each mobile platform and without the needs of something more complex such as mobile web App. However, if you offer an existing web service for users logins and account management, a mobile app is probably going to be a worthwhile investment, as it will provide tremendous performance benefits over using mobile web (Warren, 2013).