06 Sep The Impact of Mobile Apps in Increasing Customer Engagement
As smartphone purchases upsurge and time spent on using mobile phones is revealing an upward swing, mobile strategies are becoming more vital for businesses. According to KPCB’s, Internet Trends 2015, “mobile digital media time in the US stands at 51% compared to desktop at 42%.” That was last year’s survey, how much more is it today? Either you are an existing mobile app user or not, but if engaged in a business, then you better read this and see how mobile applications could improve customer engagement.
One of the most successful branded apps is Kraft Cadbury’s iFood Assistant. This application offers over 2000 recipes, many of them using Kraft Cadbury products with shopping lists and interactive deals and coupon features to incentivize shoppers. The app also includes social sharing capabilities allowing consumers to share recipes with friends on social networks.
How can mobile apps buzz around a certain brand and help engage their audiences?
– Customers don’t have to play the waiting game because mobile apps provide a faster alternative than mobile web browsing. With a single swipe or tap, customers could easily obtain their desired information.
– Mobile apps reinforce brand recognition. Apps can provide more visibility compared to a browser bookmark, thus helping build loyalty with customers since your business is in front of them at all times.
– Using a branded app, consumers will have the chance to talk to the brand and feedback loops will eventually start to encourage product co-creation and product ideas.
– Apps also reduce costs of SMS messages and paper newsletters. They simplify communications by instantly and directly messaging customers.
– With a mobile app, there will be an easy access of financial accounts. A customer can check his or her account balances and at the same time make mobile payments.
In developing your own mobile application, how do you figure out what app works best for your business? Research shows that first and foremost, a brand needs to collect the profiles of desired customers. Next, is a survey allowing consumers to specify the channel/s they would prefer to be used for engagement. It can be through a call center, email, text, mobile, web and direct mail. Then, businesses would need to be respectful of the customers’ choices and finally be able to transform those answers and dynamic behavioral profiles into a CRM strategy that allows a single view of the customers.
Here are some of the tips that you might want to consider when developing an app:
– Utilization of apps that can be synced to social media sites such as Facebook, Twitter and Instagram is very on demand these days. This simply allows consumers to share content and promote your business. Customers can “share” advertisements and special promotions you might have and their friends/fans could possibly see the content and be encouraged to download the same app.
– Consumers love to participate with applications that offer free trials, giveaways and contents. Aside from its engaging nature, it personally drums up more business and retains loyal customers.
– Marketing can be done through push notifications, geofencing and the like. Localized content can really grow your business. When customers are offered specific content based on their location and interest, they feel catered to—like their needs are being met.
– If you need something with high functionality, for instance, your personal website requiring customers to login in order to make payments, then a mobile budgeting or personal finance app would be ideal.
No matter what type of business you run, surely an app can propel you forward if you learn what properly markets your app. Restaurant, catering services, medical facilities, salons, repair companies, retail outlets and countless other businesses have benefited from utilizing mobile apps.