Strategies Archives - BRPCreative

Gartner Says Traditional Data and Analytics Strategies Cannot Satisfy Digital Business Demands

Today, fewer than 50% of documented corporate strategies mention data and analytics as key components for delivering enterprise value, according to Gartner, Inc. That is because traditional data and analytics strategies overlook the demands of digital business.

Modern data and analytics serve a broader enterprise purpose and are more integrated into the ways people work than ever before, causing a new approach to data and analytics strategy to emerge.

“IT leaders need to look at data first to succeed in their digital initiatives, rather than treating them as an afterthought to help with ad hoc projects,” said Mike Rollings, research vice president at Gartner. “Chief data officers (CDOs) must shift toward using data and analytics capabilities to transform business models and improve customer experiences, elevating data and analytics strategy to the enterprise level.”

Gartner analysts presented the ways in which data and analytics are becoming a primary driver of value generation and business strategy during Gartner IT Symposium/Xpo in Orlando last week.

Evolution of Data and Analytics

“For decades, data and analytics strategies have been service-centered, which is where strategy looked more like a list of projects or changes going on in the enterprise that required peripheral support from the data and analytics department,” said Mr. Rollings. “Today, we must inspire the use of data and analytics in everything we do and across our business ecosystems, helping our enterprise examine how the use of internal and external data can reinvent how we deliver value.”

This is important to keep in mind since defining data and analytics strategy is identified as the top responsibility of 86% of data and analytics leaders, up from 64% in 2016, according to Gartner.

Modern Approach to Data and Analytics

According to Gartner, nearly half of IT leaders plan on increasing their analytics investments to support digital transformation in the coming year. “It’s impossible to be a digital business without being a data-driven enterprise. And, increasingly, data and analytics is part of every business discussion about digital transformation,” said Mr. Rollings.

The implementation of a data and analytics strategy was ranked the No. 3 most-critical success factor among CDO respondents in the most recent Gartner CDO Survey, yet not enough CDOs have achieved a balanced data and analytics operating model.

“To be successful in the long run, CDOs need to strike a balance between tactical and strategic activities,” said Mr. Rollings. “At the heart of data-driven thinking is answering the fundamental question of ‘How can data and analytics be used to change what we do and add value?’ There is no more room for a strategy specific to the data and analytics team, but instead an imperative for an enterprise level operating model.”

The Gartner Data and Analytics Strategy and Operating Model Framework examines the required capabilities and existing deficits that must be remedied to create value inside of the enterprise. “Enterprise strategy and operating model are intimately related,” said Mr. Rollings. “There are multiple feedback loops in play, and a change in one likely impacts choices in others — especially in volatile times. It’s essential that CDOs consider one with the other to collectively transition data and analytics from a service center to enterprise competency.”

Gartner clients can read more in “How to Craft a Modern, Actionable Data and Analytics Strategy That Delivers Business Outcomes.” More information on how to use data & analytics for competitive advantage can be found on the Gartner Data & Analytics Insight Hub

Additional analysis on driving business performance will be presented during Gartner IT Symposium/Xpo 2019, the world’s most important gathering of CIOs and other IT executives. IT executives rely on these events to gain insight into how their organizations can use IT to overcome business challenges and improve operational efficiency. Follow news and updates from the events on Twitter using #GartnerSYM.

Upcoming dates and locations for Gartner IT Symposium/Xpo include:

November 3-7: Barcelona

November 11-14: Goa

November 12-14: Tokyo

March 2-4, 2020: Dubai

May 11-14, 2020: Toronto

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12 Marketing Strategies That Million-Dollar Apps Have in Common

The most popular apps all have one thing in common – effective marketing strategies. This article has 12 successful marketing tactics that the best apps use for success.

If you haven’t been paying attention, mobile has been the battleground for online marketing for some years now.

In 2016, mobile passed desktop as the platform of choice for Internet users. That means if you are still not optimizing your apps and websites for mobile use by now, then your marketing strategy is still stuck in the past.

And companies are sitting up and taking notice. By 2020, ad spending on mobile(link is external) would have exceeded $247 billion. Once you’ve invested in mobile app development(link is external), you must also invest in marketing for your app to get it in front of the right audience.

Here are the 12 actionable marketing tactics that million-dollar apps have in common:

12 Marketing Tactics that Million-Dollar Apps Have in Common

Give away your app for free
Tap social media influencers
Build your brand
Start a Kickstarter fund
Create a loyalty program
Invest in your landing page
Support a charity
Remember SEO
Make a video
Leverage the power of referrals
Activate push notifications
Start blogging

1. Give Away Your App for Free

Nobody wants to download an app when they see a dollar sign next to it.

Companies often give away their apps for free, and they earn revenues through in-app purchases and ads. The app giveaway model is projected to reach $188.9 billion by 2020, according to Ruhani Rabin(link is external).

2. Engage Social Media Influencers

Social media influencers employ micro-marketing, which generates a return on investment. Use this type of micromarketing to reach a specific niche of consumers.

An influencer marketing strategy is effective for younger generations like Millennials and Generation Z. According to Google(link is external), 70% of teen YouTube subscribers say they relate to YouTube influencers more than traditional celebrities.

3. Build Your Brand

A brand is more than just a logo or a sign. It’s a feeling associated when you see that sign or that logo. Some brands like Kellogg’s or Hot Wheels evoke a sense of nostalgia that may appeal to certain age groups.

Consider aligning your brand with emotions to enhance your connection with users.

4. Start a Kickstarter Fund

Even if you do have the money to develop your app, Kickstarter funds are an effective way to get the community involved in funding your mobile app.

Kickstarter is a platform where individuals can donate small amounts of money to projects or causes they care about.

Below is an example of Kickstarter’s homepage, which lays out the users’ activity and recommends new projects for them to fund.

Small-dollar donations on Kickstarter give more users access to your brand. Even if somebody only pledges $5 for your Kickstarter fund, they already have a stake in your product.

5. Create a Loyalty Program

Loyal customers want their support to be acknowledged. Customer loyalty programs show your customers that you notice their support.

For instance, in gaming apps, loyal customers will get free skins or new weapons that casual players can’t purchase in the online store.

6. Invest in Your Landing Page

If you list your app on Google Play or App Store, a visually stunning landing page will give you an edge. A landing page is where your customers can sign up for the loyalty program, free content, or other downloadable elements.

The best landing pages, like the example below from Shopee, include images and call-to-action (CTA) buttons that entice users to click on your offerings.

Shopee’s landing page includes icons and buttons that make it easy for users to navigate to offerings they want.

Landing pages are an effective marketing strategy and drive people to your app.

7. Support a Charity

Supporting a charity demonstrates corporate social responsibility. You can donate a portion of the money they spend on in-app purchases will go to charity, and tell your customers that their activity on your app has a direct impact on charitable organizations.

This will also help build a community around your brand.

8. Remember SEO

It doesn’t matter if you have the best mobile app in the market if people are not aware of it. More than 9 in 10 of online experiences start with search, and Google remains the default search engine for more than 7 in 10 searchers(link is external).

You need to get the word out that you are the solution to people’s most nagging problems, and SEO will help build visibility for your app.

9. Make a Video

A short video explaining your product can be more effective than several paragraphs of text. The best part is that consumers tend to share a video rather than text. One study from Brightcove(link is external) found that social video generates 1200% more shares than text and images.

This means video provides a free marketing boost for your mobile app. When you make a video, make it engaging and informative, with a dash of humor.

10. Leverage the Power of Referrals

Affiliate marketing is similar to influencer marketing in the sense that individuals refer your app to others.

In affiliate marketing, you promote your products without directly contacting your end consumers. More than 8 in 10 companies have adopted this marketing model(link is external) to increase awareness and sales.

A referral program is an alternative to affiliate marketing that will help build your app’s network. According to Nielsen(link is external), more than 8 in 10 people tend to trust the word of their family and friends when recommending a product.

Referrals bring people into your app’s community by leveraging the trust of pre-existing relationships.

11. Activate Push Notifications

Push notifications are a great way to re-engage your dormant customers. Push notifications allow companies to boost customer app retention up to 10 times(link is external). Push notifications are non-invasive, which won’t make customers feel like they are being forced to do something.

This example of a push notification from popular language app DuoLingo shows how companies can time their push notifications to engage users at the exact right moment.

DuoLingo’s push notification above says “Welcome to France,” and was likely timed to coincide with a user’s change in location.

12. Start Blogging

Blogging is an effective, yet challenging, marketing tactic. Writing long-form content can be difficult for smaller marketing teams, and some companies are not confident about the content they produce.

You can always outsource blogging to content specialists who can help shape your message further to maximize returns. According to HubSpot(link is external), websites with at least monthly 16 blog posts more than tripled their traffic compared to those that do not.

Marketing Strategies Make a Difference for Mobile Apps

Having a strategy marks the difference between million-dollar apps and unpopular ones. These 12 marketing strategies are easy to implement but don’t limit yourself to these tactics alone.