In a world with 2 billion of smartphone users and one billion of tablet users to not have got a mobile marketing strategy is to want to hide in a dark cave to do business and scream from inside offers thinking someone hear out there. A mobile app is a powerful tool to offer consumers what they want right at the time they are looking it. But what content strategy is more effective in an app? There are more than 1 million apps in the Apple Store, why a user decides to download one and not another? How does a brand if they offer fun or useful? An emotional analysis with Emotion Research Lab technology is really revealing.
Emotion Research Lab analysis results surprised me, I thought an advergame cause greater emotional activation but the test proved otherwise.
Azucena García said it, Master in Business Administration and graduated in Business Administration after the emotional analysis of two different applications that asked us for her senior project at the University of Murcia. According Azucena, a brand that decides to develop your app must first consider how to bring value to it. What will work best for your target, an experiential app or a functional, practical app?
This is a fundamental decision because app sector has special characteristics:
- Swamped market: We should guarantee a sufficient gap in the swamped attention span of consumers and the swamped apps stores current offer.
- Voluntary download: This type of content is consumed only if the user wants, if they voluntarily download, also knowing that it will occupy part of the limited space of its device.
- High cost: Developing an app can cost from 30,000 to 150,000 euros, a high investment to be ensured from the start.
In view of all these reasons, it is essential to previously conduct market research to ensure after the app will generate a steady engagement. That’s where the emotional test product can make a difference in decision -making.
Azucena Garcia asked us an emotional analysis of Telepizza 2.0 and Domino ‘s Pizza Hero apps. The first one provides the detailed letter and the possibility of ordering home. The second one also serves to place orders but incorporates an advergame , a game whose aim is to create a pizza.
Results surprised me, they were not what I expected, I thought that the application of Domino’s record a greater emotional arctivation than Telepizza being an advergame but the results showed otherwise, Azucena told us.
So, functional app caused greater emotional activation but emotions were more negative than positive. Actually the two options mainly caused sadness and anger but happiness was 5 times higher when the Domino’s app was used.
An attractive design is no a guarantee. I recommend companies to test their applications to really know what the user thinks. A Facial Coding test is a technique that opens up unimagined ways of knowledge of consumer Azucena assured.
Are you thinking in launch a mobile app?How do you know that your content will be effective?
At Emotion Research Lab we can help you.
CO-FOUNDER AND EMOTION RESEARCH LAB CEO