Even before having a cup of coffee or tea, most smartphone users have already opened a mobile app. They may use an app to find their way to the mall, checking the day’s weather, turn off their alarm, or log their breakfast into a calorie tracker.
Mobile apps have become an integral part of making decisions, especially considering the time users spend browsing products (about 30 hours every month, according to Nielsen research). By marketing your mobile app, you can build closer relationships with clients and power up other marketing communication channels, such as promo events, special offers, and coupons. Remember that users open about 90% of all the push notifications brands send. Mobile websites help because users can open the same content on their desktop computers or mobile devices using Facebook, Twitter, and other mobile apps. This ensures that your message is universally flexible.
What obstacles do you face in mobile app development? Statistical data from the Adobe Mobile Excellence Report illustrates some common issues. According to 3,000 respondents from marketing departments and agencies, typical mobile app development barriers include the following (listed in descending order):
It’s surprising, but many companies still don’t understand what happens with their apps after users download them. Most companies care about the number of downloads (76%), but they overlook more important indicators, such as ROI, user engagement, recurrent usage, time spent using the app, and acquired revenue.
Chances are good that you have a brand presence in social media. Maybe you’re not in every network, but you’re probably active on Facebook, Twitter or LinlkedIn. But let’s face it: not every company is capable of doing social media right, and there is no guarantee that your ROI will be high enough to keep a high level of activity going. If you’re wondering whether something out there could successfully replace your branded social media accounts, take a look at Taco Bell’s mobile app example.
The company deleted all of its previous Facebook posts and changed its Twitter cover just to announce that the way to get information about Taco Bell from now on will be #onlyintheapp. Why would they do that? There are actually several very good reasons.
Consumers get their media from many different digital channels, which forces your clients to be very picky to avoid too much marketing noise. However, there is a digital tool that has undeniable advantages, such as personalization, instant delivery of content, and low opt-out rates. It’s your branded mobile app, which drives brand affinity and loyalty. Why is this possible?
Even if you have broken the ice and finally got your mobile app approved by the App Store, your first thousand downloads are just the beginning. The competition in the world of mobile apps is crazy – just think about the number of apps you open daily. I bet just a few of them have won your heart, and the rest remain there just because you have no time to delete them.
What your app users actually want is the inspiration to open your branded app every day, regardless of whether this is the first, second or twenty-third time they’ve used it. Retaining your customers via mobile is your way finally to monetize a loyal audience and to foster a long-term relationship with your brand. Finding out what actually pushes your customers to use your app will quite often show you the ineffective elements or chapters, and allow you to add more value to the really efficient ones. So how do you measure this thing – mobile app retention?
Ready to go mobile but not sure how to implement your company’s goals? There are several ways you can distribute content to your clients’ mobile devices and grow your profits at the same time. Here’s a cheat sheet with some helpful mobile app ideas:
Coupons. If you work in retail, coupons can be a great way to attract loyal customers and monetize through repeat purchases. Printed coupons may be lost or forgotten whereas the redemption rates for digital coupons are over 30% depending on the industry.
Promo materials. When launching a sale or a promo, you want to reach as many customers as possible. If you have a solid client base in your mobile app, a push notification will inform them about the sale – a week, a day or an hour before the actual start. This is more effective than a lost e-mail or an annoying text message from an unknown number.
If you are ready to refresh your marketing strategy by incorporating a very promising digital channel not yet entered by your competitors, think about going mobile. You should do so for several reasons.
As a marketer, you must have puzzled over which digital channel is more effective for connecting and engaging with your customers. Your ROI has to be high enough to justify the marketing budget, too. So, do you need to start mobile marketing? Should you stick to traditional SMS and e-mail routes or try push notifications?
Retaining your customers is every bit as important as getting them in the first place (especially SaaS ones), but it’s quite a challenge when brand loyalty is almost zero on the web, the range of competitors is endless, and sales or discounts are as tempting as ever. However, it’s not the end of the world as you can still get ahead of your competitors by building a thoughtful mobile app and distributing your content instantly.