“The future is mobile”, a statement that you can hear almost everywhere today. Billions of smartphone owners use their devices to consume content and information on the go, and they prefer using apps for spending time on the internet.
Many business owners still don’t realize the importance of having a mobile app, just like they didn’t realize the necessity of having a well-built website 10 years ago (when brands didn’t depend on the internet like they do today). The benefits of having a website are obvious today, but people back then didn’t believe (or didn’t want to believe) in them. It’s the same with mobile apps today, leaving brands with two choices: to either face the likely possibility of being driven off the market or adapt to these changes. Mobile apps are great for connecting with your target audience, driving customer loyalty and rising above the competition. This is why you should use apps to make the time your consumers spend on their smartphones much more productive.
Mobile app explosion
According to eMarketer.com, the average US adult spends about 2 and a half hours a day using mobile apps. This is slightly higher than it was forecasted, recording a jump of 10.3% over 2016. It is estimated that they run nine apps every day, and use more than thirty apps on a monthly basis. These numbers tell us that people spend more time using apps than ever before, as well as that the app age won’t end anytime soon. If we take a look at 100 top global brands, more than 90 of them make good use of (at least) one app. Even though traditional marketing channels are still used (billboards, TV ads, etc.), mobile is both the present and the future of marketing.
Mobile apps provide a kind of personalized experience and service, and that’s what makes them so popular with the users. They enable brands to make a direct, one-on-one interaction with their audience, which is an incredible possibility. Brands have to be where their audience is by aligning their marketing efforts with their users’ changing preferences, and ride the unceasing wave of new global trends.
Spreading brand awareness
Apps allow brands to put logos and other brand centerpieces in front of the eyes of their consumers. This helps spreading brand awareness, and is one of the amazing benefits of brand mobile apps. They keep people aware of their brand by increasing visibility in the digital environment, and enable marketers to collect an enormous amount of consumer data. Brands can use various techniques for data gathering, such as in-app behavior analysis, questionnaires and onboarding.
Driving and nurturing customer loyalty
The next thing brands should focus on is increasing customer loyalty. Brands can offer their customers exclusive interactions, experiences and products through mobile apps, and try to make them feel special by using impactful techniques and nurturing relationships. A good example of providing positive app experience to customers is Tiger Beer. The company tried to bypass the Malaysian ban on alcohol advertising, and succeed by developing their Gameday app. This app paved the way for them to stay in touch with their audience – football fans who like drinking beverages while watching football. A fine demonstration of how conventional limitation and borders can be transcended with app technology.
What makes a successful mobile app?
The main reasons why people abandon using apps are poor user interface, design and controls. Success doesn’t come easy, as one in four apps never gets used after being launched. Brands can capture their audience’s attention with a cool logo, name and description.
The main purpose of every app should be adding value to the user’s daily life by solving a problem for them. People have grown weary of brands that promote aggressively, and won’t download your app just to see your ads.
Another important quality of a good mobile app is user-friendliness. You’ll improve the likelihood of your app being widely used with seamless interface and intuitive controls. The appealing visuals have to come second, right after functionality. After you get that right, start infusing your brand persona into the app. It should be viewed as an extension of your mission, values, and visual identity, so establish a clear relation between the app and your brand.
The right platform
Choosing the right mobile app development platform for your app depends largely on where the most of your target audience is. Many people would say that Android is the best choice (due to the largest user base), but you shouldn’t skip the research. Once developed, test your mobile app and collect useful user feedback to direct improvements in the right direction.
Brands that use mobile apps can be rewarded with increased brand awareness and a cult-like dedication of their customers, showing the potential for the highest brand engagement ever. The future is building entire businesses mobile-up, not just front-end experiences. Don’t wait, but use mobile apps to gain a competitive edge in the market and humanize your brand.