APPS ERA

With the advent of the information age, more and more people are using electronic devices. Among them, mobile phones are the most popular products. Because of its small size and lightness, almost everyone has one. Thanks to the development of the times and technology, mobile phones have also risen from the single function used to make calls to the current smart phones, including playing music, taking photos, watching videos, playing games, etc., the number of people who own it become more and more. According to the Yellow Social Media Report (2018), more Australians own a smart phone (87%) than a laptop (76%).

In the other hand, mobile marketing become more and more important. Because of the lightness of mobile phones, people usually carry them everywhere, also with the positioning of GPS, they can determine the location of users in time. These are the advantages of mobile marketing, the marketing strategies are used by different apps and take a variety of ways to attract customers. Now, whether it’s games, social platforms, shopping, travel, almost all companies have their own apps. How fast can a good app with good reputation attract users to download and use? According to the “How Long Does It Take to Hit 50 Million Users?”, the fastest growing APP is the pokemon go, which broke the 50million users in just 19 days. What a surprising amount of data! Try to think about it, if it is a membership game, how much will it earn!

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This reminds me of a very typical APP called EASI. Maybe some local friends don’t know, this is a take-away platform open by the Chinese. By looking at EASI’s homepage, you can see that it is spread across 9 cities and is available in both Chinese and English. A few months ago, it was an app named after each city, and now it has been unified and added a lot of features, I admire the development of this app. On the mobile app, we can clearly see that it is divided into eight sections, including all kinds of food, supermarkets and distribution, followed by some recent activities. There are five pages below it’s home page. I knew this app was shared by friends on social platforms at the first time. It has a preferential strategy to get AU$5 full coupons through sharing. This marketing method enhances the enthusiasm of customers through coupons, and indirectly expands its own propaganda. Most notable is the increase in WeChat payment methods after the recent update. WeChat is also a popular social software used by Chinese. This payment method can even use the money through the WeChat platform ,besides the bank card and cash payment of Australia, which greatly improves the convenience of customers.

The use of software has brought us a lot of convenience, and mobile marketing will become more and more successful in the future Kaplan (2012), but every coin has two sides. When an app has so many users and their personal information, how to protecting users’ privacy and securing their information is a critical issue. For example, Facebook was hacked in 2018, involving nearly 50 million users, and faced the threat of a fine of US$1.63 billion in the EU. In addition, if our payment information is also leaked and the credit card is stolen, we will directly face personal property danger.

Do you have any idea about the apps with successful mobile marketing? Or what do you think about the flaws in these mobile marketing? Welcome to leave a comment, thank you.:)