‘Tracking’ The Fall of Zenly

Hello, OptiMIST People!

Back at it again with KaMIST! Your weekly dose of insights into the latest marketing trends. In this week’s KaMIST we’ll dive into Zenly’s app shutdown

If you’ve been asking yourself,  “What is the Zenly app, why is it getting so much attention lately?” 

More than a decade ago, Zenly was established with the basic function of allowing you to follow your friends around and know where they are. You may check if friends and relatives are hanging out together and where they are right now and it offers messaging interfaces like any social app. However, in September of 2022, Zenly’s users received a broadcast informing of the app shutdown by February 3rd 2023.

Reasons why the app is so widely liked is because Zenly’s branding is about the experience, not the features. The app reaches the consumer like a human rather than a cold robot spying on you. It uses friendly and fun imagery to prove sharing your location is no big deal. This makes Zenly’s marketing more efficient than other social maps apps. It is important for many technology-based companies, especially in social media platforms, to try and communicate their product in the most humane way possible. The app itself is unique and there aren’t many social map-sharing platforms that could compete with Zenly.

The firm was expanding well, but after Snap Inc. acquired it in 2017, things got serious for the app. Receiving 35 million monthly active users after launching a complete redesign earlier this year. Everyone was shocked when Snap Inc., the company that owns Snapchat, revealed that Zenly will be shut down as part of a wave of layoffs. Undoubtedly, Zenly certainly wasn’t as popular as Snapchat. But it was a well-liked, ground-breaking, and an incredibly promising app. On the other hand, Snap never asked Zenly to monetize, and Zenly could have easily shipped money-generating features, if that was a goal. 

So why not sell Zenly, given that the product they built is valuable? Speculation arises that Snap doesn’t want to create competition by selling Zenly. With the introduction of Snapchat Maps in 2017, which is a location-sharing map feature that was not created by the Zenly team and solely a part of Snapchat. It’s understandable how Snap Inc. leadership would have thought that shutting down Zenly was a sensible strategic move given the overlapping features of both apps as seen by the app’s exponential growth and demand. Although selling out Zenly would bring in money, the rival it would have established would later cause problems. Snap can write off the acquisition cost of Zenly by shutting it down, and it won’t have to worry about starting a rival business. 

In Conclusion The Zenly app was the finest among social map-sharing platforms. Zenly’s marketing technique and its special type of app makes many people like it. It’s a shame an app with millions of users needs to be shut down without reaching its full potential. That is what many business owners in Zenly’s situation must realize; despite the app’s excellent marketing strategy, business owners cannot ignore other crucial business considerations like financial problems.

Do you have any other creative marketing ideas for businesses ? Don’t waste it!, register yourself now at https://mist-febui.com/cfm-registration/ and don’t forget to tune in every Thursday for more KaMIST!

You can reach us at:

LINE: @mistfebui

Instagram: @mistfebui

Twitter: @mistfebui

Facebook: MIST FEB UI

#optiMIST

The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

When a boy goes to an ice cream parlor or restaurant, he will feel befuddled. Choosing what he is going to get, that’s the thing that he despises. Would chocolate chip or strawberry ice cream please him better? Cheeseburger or fried chicken? He feared that what he selected will not give him as much pleasure as the other option would give. What he doesn’t choose could provide a higher sense of pleasure than the one he chose. One interesting finding utilized by neuromarketing is that people really don’t want to lose out. People are just as worried about what they might lose as to what they might gain.
In the meantime, one of the biggest challenges that marketers deal with is customers’ expectations in the pre-purchase phenomenon where the consumers haven’t fixed their buying decision yet. To tackle the challenge, many companies are competing to build relationships with their customers, with the expectations that they will be able to provide the best customer experience for specific individuals. Therefore, the company must be customer-centric to carry out a successful marketing strategy in order to be noticed by consumers and to forge a brand identity.

According to McKinsey (2019), by making a fundamental change of mindset of focusing on the customers, companies gained significant enhancement on several aspects. Along with operational and IT improvements, companies generate 20 to 30 percent uplift in customer satisfaction, a 10 to 20 percent improvement in employee satisfaction, and economic gains ranging from 20 to 50 percent of the cost base addressed in the various journeys.

To overcome these challenges, companies have to understand consumers’ behavior and expectations. Hence, companies should put a bigger concern towards consumers’ buying-cycle from awareness to its advocacy. By implementing the concept of Neuromarketing, stereotypes of the communication matters of the marketing basis will be integrated with taste of individual market itself. The more personalized the promotion, the higher the probability that the advertisement will work. It could be done by using big data to allow the company for this huge aggregation of all consumers personal information that they’ve ever revealed to build a precise representation of who they are, now, more than ever before. Data and insight are not delivered to consumers as a whole but individually by delivering the most value to the customers with a very specific scope based on how they think.

In order to win in today’s marketplace, companies must be customer-centered, to the point that ideally, each individual customer’s values are taken into an account to derive the value that they are truly seeking. In essence, by generating consumer reactions, and treating them not as reactionary receptacles of marketing strategies, but as each their own person with differing individual values. Therefore, reinforcing belief is a very important matter for marketers that influences consumers experience. They must deliver superior value to their target customers traditionally and digitally with knowledge of neuroscience marketing strategies combined. Neuromarketing will surely strengthen customer’s contentment of a product itself.