Blog 3

Advantages and Disadvantages of Mobile Applications for a Business

 

The previous blog post looked at necessary guidelines and recommendations in order to create a successful mobile application for my company of choice; Bobbi Brown. This blog post will assess the pros and cons attached to the presence of an in-depth mobile app with various different possibilities.

 

Advantages:

 

  1. An entertaining platform for customers: The idea of the mobile application for Bobbi Brown mainly consisted of implementing an Augmented Reality system where users would be able to try specific products straight onto their faces. This idea would provide an entertaining activity for customers and encourage them to browse through dozens of products, and have the possibility to purchase them instantly through the app. Furthermore, a mobile app can provide different services such as the usage of GPS location to be informed of location based promotions or rewards.
  2. More convenient user experience: It is easier for customers to simply browse through products on their phone rather than having to take time to visit a physical store. Some people have busy work lives and may not have the time to do so. A mobile app gives them a convenient alternative.
  3. Higher profits generated through the application: Having an AR system where users can try on products specifically on their faces will certainly increase the amount of online sales through the application, which in result will generate higher profits for the company.
  4. Spread awareness of the brand: This mobile app can be linked to other social media platforms such as Instagram or Facebook, and this will attract more people to the app, which will spread awareness of the online AR option the company provides.
  5. Additional security for customers: Mobile applications go through a thorough approval system before they are allowed to be present within an app store. This ensures customers that their personal information is safe.

 

Disadvantages:

  1. High costs: Although building a sophisticated mobile application has its advantages, it also means the company must spend a lot of capital to have an efficient system. For example, there must be two versions of the application developed, one for Android and another for Apple phones. Furthermore, this sort of advanced app most likely means a specific new team of professionals is required in order to develop the AR system. This sort of technology is expensive.
  2. Complex app development and maintenance process: It takes a significant amount of time, research, and accuracy in order to provide a well-functioning app to customers. If the app fails to function properly, this will only create a negative impact for the company. Furthermore, after the app is developed, frequent updates are required in order to keep up to date with mobile phone compliances.
  3. Profit sharing with app store: Unfortunately, a portion of the profits generated through mobile applications go towards the app store in which the application is located.
  4. Additional efforts towards marketing: Excessive amounts of marketing are required in order to spread awareness of the new features of the application.
  5. Personal Data Risks: Although there is regulation of personal data safety to a certain extent, several companies have faced issues regarding the leakage of user information through 3rd It is important to take the necessary steps to prevent this sort of scandal which can seriously harm the reputation of a company.

References:

Jain, A. and Shanbhag, D. (2012). Addressing Security and Privacy Risks in Mobile Applications. IT Professional, 14(5), pp.28-33.

Kim, M. and Lennon, S. (2008). The effects of visual and verbal information on attitudes and purchase intentions in internet shopping. Psychology and Marketing, 25(2), pp.146-178.

Victoria Magrath, Helen McCormick, (2013) “Marketing design elements of mobile fashion retail apps”, Journal of Fashion Marketing and Management: An International Journal, Vol. 17 Issue: 1, pp.115-134, https://doi-org.ezproxy.brighton.ac.uk/10.1108/13612021311305173

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Bobbi Brown Cosmetics

BLOG POST 2

Bobbi Brown Cosmetics Marketing Strategy

 

The approach that I have proposed to take is in regards to the cosmetics company Bobbi Brown. The previous report suggested a mobile application that consisted of not only an online shopping and production selection section, but mainly having an interactive service where users will be able to use Augmented Reality to try on different products onto their faces. The main objective of this would be to enhance the overall customer experience. A set of several secondary sources (journal articles, news articles, 1 photo, 1 video) have been analysed in order to create a set of guidelines and recommendations that will play a large role in creating a successful and popular mobile app.

 

The Mobile Advertising Effectiveness Framework provides us with a general insight on the workings of a mobile application. The app’s outcome metrics, as seen below, will not only consist of improving customer experience, but also increase purchases of BB products, create awareness, create a sharing platform (because users will be able to share their makeup looks on social media), and create a large scale of digital Word of Mouth (Grewal et al, 2016).

 

(Grewal et al, 2016)

 

 

  1. Customer insights: the company must ensure to have a system where they can acquire insights in real-time by implementing an in-app user behavior analytics solution. This analytics system will allow for them to analyse opinions, experiences, and help them identify where there is room for improvement (Berkowski, 2015). Social signals are a key part to successful marketing.

 

  1. Keeping it simple: the KISS model shows that the simpler something is, the easier it will be to use. This is especially important in the digital world (Inapptics, 2017).

 

  1. The importance of high quality visuals: must ensure the app is aesthetically pleasing and attracts the customer to want to surf through the app.

 

  1. Ensure that the app is responsive: it is important that the app is compatible with several different devices, but most importantly iOS and Android as they are the most popular.

 

  1. Price: place a cheap price on the app or perhaps even make it free in order to attract more users to use the AR system and increase overall app interaction and even sales (Fulgoni & Lipsman, 2016).

 

 

The goal overall is to create an omni-channel marketing strategy. Users will be able to browse products, try on products via AR on their face, receive news and offers about the brand, and any other information all through the notification of the mobile application. This is also a pull strategy, meaning that it generates planned purchases, and also creates possibility for a prolonged relationship between the brand and the customer (Andrews et al, 2015). The new Augmented Reality idea also creates customer interaction. Implementing customer interaction has many benefits; when “customer satisfaction is increased, the retailer is able to begin building and enhancing the individual buyer-seller relationship” (Magrath & McCormick, 2013).

 

 

As with any online platform, there are certain security risks that arise with a mobile app. One of these is the risk of exposing user private information to 3rd party sites if the company does not properly create authentication credentials – it is for this reason that the company must ensure to place a 100% secure system within the app (Berkowski, 2015). This is especially a risk since part of the marketing strategy is to implement the usage of sharing onto other social media platforms, and this creates a certain risk for leakage of personal information (Pollock, 2015). It is essential that the necessary precautions are taken in order to prevent any security issues.

 

 

REFERENCES

Andrews, Michelle and Goehring, Jody and Hui, Sam K. and Pancras, Joseph and Thornswood, Lance (2015). Mobile Promotions: A Framework and Research Priorities. Journal of Interactive Marketing, Forthcoming.

 

Berkowski, G. (2015, May 5). How to build a Billion Dollar app? | George Berkowski | TEDxCityUniversityLondon. Retrieved February 12, 2019, from https://www.youtube.com/watch?v=OwuEwhX1M_M

 

Fulgoni, G. M., & Lipsman, A. (2016). The Future of Retail Is Mobile: How Mobile Marketing Dynamics Are Shaping the Future of Retail. Journal of Advertising Research, 56(4), 346–351. http://doi.org/10.2501/jar-2016-041

 

Grewal, D., Bart, Y., Spann, M., & Zubcsek, P. P. (2016). Mobile Advertising: A Framework and Research Agenda. Journal of Interactive Marketing, 34, 3–14. http://doi.org/10.1016/j.intmar.2016.03.003

 

Inapptics. (2017). 10 Tips For Designing Better Mobile Apps – UX Planet. Retrieved February 15, 2019, from https://uxplanet.org/10-tips-for-designing-better-mobile-apps-90f0a1c551fc

 

Pollock, C (2015). The Mobile App Top 10 Risks. Vera Code Software Security. Retrieved February 15, 2019, from https://www.owasp.org/images/9/94/MobileTopTen.pdf

 

Victoria Magrath, Helen McCormick, (2013) “Marketing design elements of mobile fashion retail apps”, Journal of Fashion Marketing and Management: An International Journal, Vol. 17 Issue: 1, pp.115-134,

Nusr-et Saltbae

NUSR-ET (Salt-Bae)

 

 

 

 

Who is Nusret Gokce?

 

Nusret Gokce borned in 1983 in Erzurum, Turkey. He is a well-known Turkish businessman. Nusret was born in a very poor family. In his teenager years he worked as a butcher. When he was 27, he decided to go to overseas and take chef courses in America, Japan and Argentina. With his salt dropping style, he became worldwide popular in social media.

 

https://www.youtube.com/watch?v=-yc-OWWyk20

 

 

 

Nusr-et Steakhouse:

 

Nusr-et Steakhouse opened its first restaurant in 2010. The restaurant is located in one of the most popular places in Istanbul. Because of its location and great meat, Nusr-et Steakhouse grew rapidly and became the most famous steakhouse. Restaurant has a nice atmosphere and fancy service. Every year Nusr-et is and brands shareholders are making new investments to overseas. Presently, Nusr-et has restaurants, two in Istanbul, Ankara, Marmaris, Bodrum, Miami, Dubai, Doha, Abu Dhabi and New York.

 

 

Competitors:

 

 

Ozgur Sef:

 

Ozgur Ozkan borned in 1973. He worked in cruises for so many years and got experience as a head chef. In 2006, Ozgur Ozkan started to a television show named as “Ozgur Sef TV”. His show had high ratings, so he decided to give a shot to open his restaurant. In 2010, Ozgur Sef opened its first restaurant in Istanbul Bebek. Presently, restaurant has five restaurants.

 

 

 

Günaydın:

 

Günaydın steakhouse started as a small steakhouse boutique restaurant. In 2010, they were located in the Asian side of Istanbul. Because of its prices and the quality of the meat, meat lovers started to rain to the restaurant. Today, branch has forty restaurants. Moreover, the branch also provides meat service and sells them to butchers.

 

 

 

Target of Nusr-et:

 

Nusr-et steakhouse is the most expensive steakhouse in Istanbul. Brand has a huge fame globally. Because of that, prices are higher than their two competitors. Nusret Gokce is an Instagram phenomenon and he has 18M followers. All famous people who live or visit Istanbul, they directly go to Nusr-et Steakhouse. For example, singers, sportsmen, businessman, artists… Nusr-et Steakhouse’s target is to serve to rich and high-class people. To add with, not only in Turkey, all around the world, famous people attend to his restaurant.

 

https://www.youtube.com/watch?v=CXG8SSFev0s   (Leo DiCaprio)

 

https://www.youtube.com/watch?v=fHt9u8J4ZnA    (Messi and Pogba)

 

https://www.youtube.com/watch?v=Y-UCxBowmeo  (Maradona)

 

https://www.youtube.com/watch?v=DaxfrtjTjGw    (Nusret with different celebrities)

 

 

Customer journeys:

 

In Istanbul, Nusr-et Steakhouse generally visited by lots of tourists. You can see high class people who are mostly coming from Middle East and Arabic countries. European people usually go to fish restaurants next to Bosphorus. People who visit the steakhouse, they write their feedbacks on Nusr-et’s official website.

 

Christos from Greece says; “The food was very good (the taste of the steak is unique) , the service and atmosphere is top class and the prices normal. All bravo to his wonderful staff…”

 

Jbail from Lebanon says; “The worst place I have ever been, we reserved before , and we waited more than an hour and people with no reservation went in front of us, no respect for people, very unprofessional and disrespectful.”

 

Aspasia from Turkey says; ”They take no reservations anymore. It’s like a fast food with very nice (I have to admit) steaks!! So crowded, club music not relevant at all. Way too expensive.”

 

 

Turkish university students come along, and visits Nusr-et Steakhouse and you can see all the service, atmosphere and prices from their journey that they shared in their youtube account.

 

https://www.youtube.com/watch?v=IU3tQKqmhJs

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