Marketing channel

Mobile application as a marketing channel

Today, mobile is everything! Because everyone is addicted to their phones, mobile marketing is a better and easier way to communicate with customers and promote your products. Companies must adapt their marketing strategies to keep up with technological advances. And that means using mobile apps as marketing channels.

As technology becomes more fragmented, so does marketing. Mobile apps have become an indispensable tool for businesses large and small. The ultimate benefit of mobile app marketing is that you target audiences not so much by demographics as by their behaviors. Because of this, you can create more personalized messages that allow you to attract and nurture your customer through the sales funnel.

What is the difference between mobile app marketing and mobile marketing? Mobile marketing is any marketing that occurs on a mobile device, including app marketing and SMS marketing. Mobile app marketing is a less general term that involves creating marketing campaigns to connect with your customers from the first download of your app.

Using mobile apps as a marketing channel provides the convenience of in-app purchases, which increases the likelihood of repeat purchases.

Benefits of a mobile app for businesses

Does your business need to have an app? There is no other answer to this question than a categorical yes!

Mobile apps provide valuable marketing opportunities that help you reach and engage your target audience. The benefits of mobile apps for businesses include:

1. Improved customer engagement

Mobile applications are a direct communication channel. If there’s one thing customers value about a business, it’s great customer service. Sometimes the only difference between a lead and a conversion is how quickly customers can access valuable information and get a response.

Beyond the medium, mobile apps are ideal for collecting customer reviews. Customers are more likely to leave a review or ask questions if the process is simple, quick, and convenient.

2. More targeted marketing

Having a mobile app means you can leverage data-driven marketing by tracking buying behavior to improve your marketing strategies and recommend products your customers will love.

This means that your marketing campaigns are very specific to individual customers. Mobile apps mean you can reach customers in real time with super targeted marketing that’s sure to work.

3. Capitalize on the ubiquity of mobile devices

Another benefit of app marketing is that users carry their devices wherever they go. Therefore, you can use location-based services to offer customers discounts, deals, or promotions based on their proximity to a store.

The mobile app marketing funnel

Just because you have an app doesn’t mean your conversion rates will automatically increase. Understanding the marketing funnels of mobile applications is essential in order to attract customers to your business and retain them.

The mobile application marketing funnel has 4 main stages:

  • Consciousness – The goal here is to attract targeted users to your app, and your strategy is to focus your marketing on channels where your users are known to congregate. You can raise awareness through Social media, paid advertising and app review websites.
  • Conversion – A conversion is any action taken by a customer that adds monetary value to your business and typically occurs when a user: downloads your app and creates an account to make a purchase through the app.
  • Customer relationship – Now, this is how you encourage customers to retain them. Otherwise, your app will just be another app on their phone. Use push notifications and in-app messaging to grab their attention and entice them to open your app.
  • Retention – Keep your customers happy with loyalty programs and offer rewards for completing surveys. Remember that it is more expensive to attract a new customer than to retain a customer.

The key to successful marketing is to create a smooth shopping journey for the customers. That’s why all of your communication channels, from social media to texting and app marketing, need to work together to deliver a cohesive message to empower consumers.

Create the ultimate business app

It’s all about branding and customer experience. The best business apps are those that are easily identifiable and easy to use. Without proper branding, customers won’t find your app attractive enough to download. Your brand instantly communicates what customers should expect from you and determines the demographics of the people you attract.

The two biggest mistakes you can make when building a mobile app are not defining the real purpose of the app and designing a poor user interface. Carry out market research to determine if your customers really need an app and what they would use it for? Maybe a more responsive website design would be a better investment. Otherwise, it’s crucial to make sure your app fills a gap in your marketing.

Bad UI will break your mobile app marketing. Consumers don’t have the time or patience to go through a slow, tedious interface to make a purchase or interact with your team. A good user experience can actually ensure the success of your business, allowing you to better nurture your prospects.

When the experience of an application is positive

The article was originally published here.