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How to get round and do more with Marketing in a Box
This article looks at the author’s experience in using certain aspects of the ‘Digital Marketing Toolkit’. Then a selection of features of the toolkit are analyzed and recommendations are made for future improvements while giving useful tips to the reader. A brief overview of the mobile phone market share in the world is also presented to highlight the enormous monetization potential applications could bring in and why the ‘Digital Marketing Toolkit’ is a great way to harness it.
Note: This is a community entry in the Series 40 Webinars - Contribute and Win Competition 2013Q1 with Marketing in a Box competition.
The ‘Digital Marketing Toolkit’ that comes with the ‘Marketing In a Box’ along with the ‘Marketing Guidance’ is yet another free cool tool from Nokia that can be used to create marketing videos, web sites, banners and Facebook tabs for your Nokia Asha and Windows Phone applications.
Prerequisites (if you wish to use the full features of the tool)
- The URL of your published app
- A YouTube account for your app
- A Facebook page for your app
- A Twitter page for your app
- Text content for your web site and/or Facebook tab
- You have at least 4 or more screenshots on your published application profile
According to ICT Facts and Figures, in 2013, there will be almost as many mobile-cellular subscriptions as people in the world, with more than half in the Asia-Pacific region (3.5 billion out of 6.8 billion total subscriptions).
And the continuous high growth of mobile broadband is expected to reach more than 2 billion subscriptions worldwide by the end of 2013.
- Two billion of mobile broadband subscriptions are estimated worldwide by end 2013.
The potential Nokia phones and the opportunities ‘Marketing in a Box’ could offer is one not to be missed by application developers and why it is so is apparent by the worldwide mobile phone sales data presented below.
As the market share in the mobile phone sector continues to grow faster and is predicted to overtake desktop Internet usage by 2014, creating awareness and competing with other applications on the competitive application market store is paramount. And we discuss below a selection of features of the ‘Digital Marketing Toolkit’ where scope for improvement could not go unnoticed and could be achieved with minor changes.
‘Name your marketing kit’ – the marketing kit name cannot be changed or repeated.
You might struggle a bit here purely because you want to be consistent with the marketing kit name per application especially when you are going to create campaigns for different languages and platforms. One way of achieving this is explained bellow. However, you can be experimental.
You want to use the same application name for all languages. By doing so, you can easily identify campaigns associated with your applications especially if you have a portfolio. Therefore, we came up with a naming convention, ‘YOUR APP NAME’ EN/CN/RU etc. In other words ‘your app name’ followed by the language suffix you want to create the campaign for.
The naming convention for languages is sorted. Then you will be faced with another issue, the selection of different platforms. Easy ‘APP NAME’ EN/CN/RU etc. ‘PLATFORM’. That is ‘APP NAME EN WP’ or ‘APP NAME EN 311’ or vice versa. However, you might struggle a bit with this technique if your application name is too long. There is a maximum limit of 25 characters in your marketing kit name.
Spoilt for choice in ‘Selecting the assets to create’
Even if you just want to create a video, it is recommended that you try out all the other assets there. This will give you insights into your future marketing campaigns and also help you prepare beforehand. You will find the video creation as the most enjoyable and easiest thing to do out of the four assets provided in the digital marketing tool.
- In creating videos
One feature the tool currently does not have is the option to upload additional screen shots within. Since screenshots are pulled from your existing published application profile, if you do not have enough screen shots (at least 4), it is advisable to update your application profile before using this tool.
The adjectives, the tool offers are fantastic. Yes with a bit of good online translator help, you can find the local language equivalent to the English adjective or the first language you are using. However this is time consuming and your near guesses could terribly go wrong. Therefore we propose an improvement to this and call it ‘Adjective Grid/Reference Chart’. The grid will enable anyone to choose the relevant adjective by using a number without having to have any knowledge of local languages or seek translation help.
- The proposed ’Adjective Grid/Reference Chart’ illustration
When you choose a language, the default language of adjectives will also be selected and you only have to choose the number corresponding to the adjective.
We also would like to see a field for entering custom adjectives.
- In creating a web site
It is much easier and simpler to create a website with this tool and the text editor is handy. However, the text content tends to overflow the width and height of the web page depending on the amount of text you put in and results in a distorted layout. There needs to be a pre-defined web page height and width as well as for columns and text alignments. That way anyone even without the knowledge of HTML/CSS can maintain the appearance of their web page by merely controlling the amount of text put in.
- In creating a Facebook tab
Here is the same, the text content tends to overflow the width and height of the web page depending on the amount of text you put in and results in a distorted layout. There needs to be a pre-defined web page height and width as well as for columns and text alignments. The width of the Facebook tab/page appears to be too narrow to fit inside Facebook if you were to embed it.
If you are considering creating videos in Chinese and publishing there, you might already be aware that YouTube is banned in China, at least for the time being. There is a YouTube equivalent in China and it is called YouKu, the second largest video site in the world with an Alexa ranking just after YouTube. If your YouTube account does not allow you to download your videos or you have difficulty in figuring out how to do it, there are free applications you can use. iLivid is one such free application we found very useful.
Therefore if you want to get round and do a bit more with MIB tools, you can publish to other video sites as well. If you happen to know other major video sites especially in countries where YouTube is banned or locally popular please mention them as a comment bellow.
- To introduce two integrated drop down boxes next to ‘Name your marketing kit ’. One is to choose the language and the other to select the platform or the phone model. That way the developers can use the same name (preferably the same application name) for different campaigns of the same. Our suggestion is to move the current language and platform selection ‘drop down boxes’ next to ‘Name your marketing kit’ and integrate with it.
- To consider replacing the current ‘drop down adjective selection boxes’ with an inbuilt adjective grid or a reference chart where adjectives are selected by a number based on the default language selected as illustrated above. This will enable developers to create localised campaigns with confidence without having to rely on translation help or any knowledge of the vernacular.
- To provide a field for entering custom adjectives.
- To enable a video ‘download’ button next to videos created. This will make posting videos on other sites easier.
- To introduce more languages based on the Nokia market share.
- To explore the possibility of creating ‘before launch’ promotions using an internal URL link provided for applications that are approved and scheduled for a launch date.
- To create a market data section within the main ‘Marketing in a Box’ page. This will help developers to make informed decision and target campaigns without having to conduct extensive market research on their own. After all, success of marketing depends on good quality market data/information and transforming them into profitability.
In concluding remarks, we would like to see more languages, themes and music tracks being introduced, an adaptation of a user-friendly adjective selection system similar to the one suggested above, a better marketing kit name convention, a ‘download video’ link, option to upload screenshots, better web site and Facebook tab text alignments. These changes can be implemented with minimal changes to the existing toolkit.
The ‘Digital Marketing Toolkit’ can be highly recommended to developers wishing to create their own marketing materials. It only takes 30 to 45 minutes to create assets and get your videos published. We hope that more and more developers will embrace this great free toolkit from Nokia.