Clorox aims to increase app downloads via mobile ads
By Rimma Kats
March 13, 2012
Clorox is encouraging users to download its myStain iPhone application through a new targeted mobile advertising campaign.
The company is running the mobile ads within Pandora’s iPhone app. Users are encourage to download the app my tapping on the mobile ad.
“If you’re on your PC or MAC on the Internet do you download an app for each Web site or do you want to have the experience right there on the Web?” said Marci Troutman, CEO of SiteMinis, Atlanta.
“The answer is you don’t download an app for each and every company that is on the Web in an app to your PC or MAC,” she said. “Mobile is the same way, while apps are great for loyalty customers, do you really anticipate that everyone that owns a smart phone will download an app for each and every brand and consistently use it?
“They will navigate away from it and wait until there is a use on the mobile Web that is quick, easy to use and instant.”
Ms. Troutman is not affiliated with Clorox. She commented based on her expertise on the subject.
Clorox did not respond to press inquiries.
The Clorox mobile ad reads “Stains Happen. Luckily there’s an app to help. Clorox myStain free app.”
Whey consumers tap on the mobile ad they are redirected to Apple’s App Store where they can download the Clorox myStain app.
The myStain app gives users a tips and tricks on how to remove even the toughest stains.
Consumers can browse the company’s library of stains alphabetically — or take a spin and see what happens when people, events and fabrics collide.
“There is a specific use case for apps in mobile, but the mobile Web is much smarter than everyone gives it credit for, there should be a bigger push to bring experience to the universal app – the mobile Web browser,” Ms. Troutman said.
“Most people that own a smart phone will download quite a few apps but according to research most consumers only really use five of these on a consistent basis,” she said.
Using mobile ads to drive app downloads is a smart move for Clorox.
Consumers may not know that the app exists and instead of making them browse the app store or make the app have a more prominent position in Apple’s App Store, companies can simply run mobile ads that lead users to a landing page where they can download the app.
“Clorox is a great brand, and it would be good to allow the useful information to be available on the mobile Web as well as an app for everyone to view and use,” Ms. Troutman said.
“The use case for this app is something that would be used by quite a few and its well made, I think driving consumers to a landing page that would promote: “Download the app or Find a Stain and Take a spin on the mobile Web,” she said.
Rimma Kats is staff reporter on Mobile Marketer, New York
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