Introduction: With the popularity of mobile apps continuing to rise, app marketing has become an integral part of a brand’s marketing strategy. But with increased demand comes increased work and diminished ROI. And it doesn’t help that this industry is massive, with more than half of all marketers using mobile apps in their current campaigns. In this article, we explore the 4 reasons that customers are flocking to their mobile apps and how you can find success with them.
THERE ARE two types of businesses in the world: businesses and brands. In the latter, you get what you pay for. If a brand spends the time, energy, and money to properly develop, promote, and maintain its brand equity and loyalty then it will be rewarded with better sales performance. But it’s not that simple in what is considered the world’s biggest business: the business of selling people things. Just as it was in the past, businesses still have to sell their products and services in order to make a profit. So both businesses and brands sell stuff. Yet there is an important difference in how they go about selling it.
1) The Increased Reach & Enhanced Engagement Through Mobile Apps
And yet, traditional marketing methods have not kept pace. The more time we spend searching the web, reading ads in search results, or communicating via social networks, the less time we spend with our brand. Many companies are seeking to close that digital gap by reaching customers where they already spend their days: on mobile. This is a big bet for some brands. The apps of most brands are just coming online and mobile app marketing is still in its infancy. But the stakes and rewards of doing so have never been higher.
This is not just a story about the growing numbers of apps available in the app stores, but also about the opportunity they create for brands to deliver relevant messages to consumers, wherever they are and whenever such messages are most relevant. Likewise, it is also a story about how mobile apps can enhance an organization’s brand marketing efforts by allowing for major enhancements in personalized engagement with customers.
In general, the definition of a “Mobile Marketing Action Plan” is an extension of the traditional marketing plan to include strategies for mobile app development, content strategy and delivery, data management and usage measurement. But just as with traditional marketing plans, a Mobile Marketing Action Plan is something that should be designed by those who know best: the people responsible for developing and delivering the message.
2) Mobile App Marketing Allows for More Customization
The availability of tools and ad networks that allow app creators to personalize their apps to a varying degree has changed the landscape of marketing. Gone are the days where brands could simply slap together an app, spend a few dollars on promotion, and expect to see results. Those days are long behind us. For example, with apps, you can have a branded icon on your home screen. You can create branded button or share bar icons. You can even create branded games that put the focus on your brand.
There are many ways to promote and market apps, but one that is often overlooked is the mobile social media app.
Connecting with your fans directly through their social media channels helps you to promote and drive your brand recognition as well as engage with users on a more personal level. By doing this, you endear yourself to your fans so that they become advocates of your brand. This type of marketing is what you have to do these days if you want to stand out from the crowd.