The definition –
Even old blokes like me know what these images “burn” into our subliminal thoughts.
Before straying off on a tangent, look at the product base and then the new product, lets do some math.
Lets use Facebook as an example……..
How many friends do you currently have? How many friends do THEY have? How many do the friends’ friends have……………………..It doesnt stop!
The insatiable appetite for how we use social media has blown well and truly out of this atmosphere. This is where the true marketer can set in place a brand image and then let the peeps, of our peeps build a platform that takes a hold of itself. Advertising revenue for apps, and advertising within them is massive.
If, for example, we use data from Iphone/IPad apps, lets look at a basic run down of the figures. If you looked at the overall downloads of an app (such as the brands above), the conversion rate, which is those that downloaded, tested and kept the app would be around 10%. That leaves 90% that didn’t. This 90% still equates to value, when you look at the time they were exposed to the advertising offer through the app. For an ad display to count as an impression, it has to be up for 30 seconds. This scenario doesnt even include android.
So what’s the Product? Depending on the app, it differs. This is where the tangent takes hold……. A product within a product, or is it a by product?
Enter………. “The Selfie”!
How did it start?
But in this day and age of “instant data”, whereby, we use the social media before we use a phone to catch up with loved ones, we can see, experience and comment on what a sibling, friend or workmate is, has, or will be doing.
What started as a picture post on Facebook has now evolved into a new brand offering. “Snap Chat” and “Instagram” built their product to specifically utilise the selfie. A simple action has now become a platform to market with. It’s what their platform is built around. Their apps came about through the need of “self” worth. From that comes by-products such as “Selfie Stixx” and then further, the secondary images such as, what someone wears, eats, drives. Through this photo image, marketing can dictate the outcomes of how the image is utilised. It’s here at this point that the brand starts to see the investment that it’s image is meant to project. Through certain posts and experiences, unique or targeted advertising starts to build around the brands product offering.
But how can this be improved? Is there new and better innovative ideas that can reinvent the photo?
YES. The “Shapie”!
The concept in general, isn’t a new one that has just been invented. Many supplier industries, utilise the technology to build new products through ‘CAD’ (Computer Aided Design) Drawings then have a 3D version of the product printed out, so they can then build the tooling to mass produce the product.
But for photo’s? This is new, and clever if you ask me. Look at the website for“Shapify” and you can already see that the product has built a large following, with many continents having access to the product. It wont be long before we see this in Australia. The emotional attachment that this can create will definitely help “burn” an image of brand awareness for the consumer.
So does it stop here? What could be next?
Until then, we’ll just have to keep doing this…………..
Morgan Cornelius. ID: 214366259
Sources – https://images.google.com