Tuesday, April 12, 2011

Mobile Apps - A Must for 2012 Political Campaigns; Part 2, Strategy

Campaign Touch CEO Cami Zimmer Shares Expertise & CTIA Conference Notes

Campaign Touch CEO, Cami Zimmer works with political candidates, political consultants, political action committees, non-profit organizations, ad agencies and businesses to create powerful campaigns through the use of technology. She has worked at The White House in Washington, D.C. and has worked on public policy issues, managed campaigns, and ran non-profit organizations.

As we explored in Part 1, Cami advises clients that a mobile app must be included in a social media communication strategy. As a political expert, she knows, “If you don’t go mobile, you may find it hard to reach your target audience.”

Cami Zimmer generously shares her expertise with what she recommends for an initial mobile app strategy to her clients. “A large part of a mobile strategy will really be about defining who your audience is and what your audiences’ experiences are. User experiences for mobile are like science, you can’t afford to get it wrong. It is about getting into the daily lives of your target audience.”

“The second part of a strategy is in knowing your customer through a customer profile. What do they like? When do they like to receive it? What are their habits? What will engage them?”

“Our next step is to determine what your brand perception is going to be. We want the end user to associate your brand or message with a positive mobile experience.”

Cami offers in detail, “We will want to talk about these classes of activities and the importance of them."

ENLIGHTENMENT with apps, as they create awareness, alerting, and enlightening.
CONNECTING with apps to improve communication. Mobile apps provide seamless ways to streamline and accelerate the flow of information.
CAPTURING with apps to streamline the acquisition of information, data, and knowledge.
COLLABORATING with apps to make it easier to share knowledge and ideas.

Campaign Touch partners with one of the top mobile companies UIEvolution. They have over ten years experience in developing products and solutions that power connected app experience on mobile phones, tablets, TVs, and autos. UIEvolution has experience in marrying technology with design and usability, which is very important in these emerging markets like political apps.

Chris Ruff, CEO of UIEvolution, explains “We provide an end-to-end process to drive solutions from research through production, offering our clients a true end-to-end partnership. We begin our process with conceptualization and visualization to develop concepts leading to a concrete design idea that is visualized through images, task flow modeling, and interaction guidelines to communicate that idea”.

Chris details, “We work closely to reach your target audience on their existing devices and ensure application services are available on new technologies as they enter the market. We ensure content remains dynamic and fresh with ongoing management through our software services to respond to consumer trends and ensure quality of service.”

As a political industry expert, Cami Zimmer knows a mobile phone app must meet many political campaign needs for successful inclusion into the overall communication and engagement strategy. Strategy must include elements that achieve supporters and potential supports being engaged and feeling connected to the candidate and the campaign. Strategy must allow for donations to be made quickly and easily.”

“A campaign strategy must bring all of the candidate’s social media together in one place and be able to virally spread your message and GOTV to friends. We need to utilize mobile to reach your supporters.”

Cami muses, “Years ago, campaigns debated whether or not they needed a website. Today, all campaigns have a website. The same is true now for mobile apps. Soon all campaigns will have a mobile app.”

As a technology industry leader, Cami Zimmer stays on top of trends for her political clients to ensure them the most up-to-date strategy for their campaigns. She attended the CTIA Wireless Conference on March 22-24 in Orlando, Florida.

CTIA-The Wireless Association® is an international nonprofit membership organization that has represented the wireless communications industry since 1984. Membership in the association includes wireless carriers and their suppliers, as well as providers and manufacturers of wireless data services and products.”

Cami notes, “The International CTIA WIRELESS show is a premier wireless event representing a $1 trillion global marketplace which brings together wireless and converged communications, wireless broadband, and mobile web.”

The show drew tens of thousands of people, occupied more than 300,000 square feet of exhibit space, and had 1,000 exhibitors. Cami was excited to see that “new devices were everywhere including new Android phones, tablets, and more.”

She reports, “Samsung, the world's second largest tablet vendor, unveiled the Galaxy Tab 8.9, as well as a thinner version of the Galaxy Tab 10.1. I am confident we will see tablet sales take off in 2011.”

Cami relays, “Hours before CTIA Wireless 2011 opened, AT&T announced its agreement to acquire T-Mobile USA from parent Deutsche Telekom. It will be interesting to see if the deal earns federal approval and T-Mobile goes away. It was the talk of the conference.”

Keeping an eye on trends for her clients and for strategy elements for their campaigns, Cami notes, “Talk of 4G was everywhere! All in all, the carriers are bracing for exponential growth in mobile data usage which has been spawned by the increase in smartphones and the new mobile ecosystems.”

Cami will bring back to clients these strategy insights, “It’s apparent the cell phone is the one device that people use to manage their lives. I know that the 2011 and 2012 campaigns will be more mobile based, simply because mobile is everywhere.”

She will work into Campaign Touch’s 2011-2012 campaign strategy her observations of those attending the conference and what they were most excited about. “They were excited about 4G and tablets. These two were the talk of most conversations. You will see 4G popping up in 2011 and more competition amongst tablets.”

“There was also talk about the mobile app usage increasing. In 2010, mobile apps hit 8.2 billion downloads and $5.2 billion in revenue. Prepare for 2011 to blow these numbers out of the water!”

Cami shares, “The research firm, Gartner predicts worldwide mobile app revenue will triple this year, reaching $15.1 billion in 2011 with 17.7 billion downloads. By 2014, Gartner estimates over 185 billion applications will have been downloaded from mobile app stores worldwide.”

“Their research states that out of the estimated 17.7 downloaded apps this year, 81% will be free download. The percentage of free downloads is expected to decrease though, and Gartner believes users will pay for more applications when two things are in place. First, when people see added value in mobile ads. And second, when people become more trustful of mobile app billing mechanisms.”

Campaign Touch CEO Cami Zimmer will be speaking at the Campaigns and Elections June 16-18 Art of Political Campaigning in Wash D.C. The topic will be “VOTE 4 ME 4 STATE SEN: Texting Basics for Candidates.”

She invites you to connect with her at the event noting it will be three days filled with “practical panels, workshops and presentations that cover the full gamut of political campaigning from fund raising to media production, opposition research to grass-roots organizing, campaign software to attack strategies and responses, candidate speeches and appearance to campaign management and legal compliance.”

Also see, Part 1, Why?

Follow Brenda Krueger Huffman on Twitter and join her on Facebook.

No comments:

Post a Comment