business.com
Ecommerce
is a way of life for countless millions of individuals across the globe.
Attribute
its meteoric rise to technological advancements, society’s obsession with
consumerism, or simply mankind’s aversion to do anything these days not
controlled by a handheld device. Taken individually or as a trio of causative
factors, there is no denying the magnitude of digital commerce and the impact
of mobile app marketing.
As much
as e-commerce has become ingrained in everyday existence, so has the use of
apps, those oh-so-convenient links to our fleeting interests and specific needs
in a given activity cycle.
Apps
have become so commonplace that many are forgotten as soon as they are
acquired, showing how quickly society takes for granted technological
opportunity. As such, the ongoing challenge for digital marketing efforts is to
maximize app effectiveness, visibility and ability to provide consumers
with the apps that are best suited for their lifestyles and interests.
The Rule
of Three
If a
consumer takes the time to download a particular app, it can be assumed that
the consumer maintains an immediate interest in a given resource for various
possible purposes.
Whether
said consumer acts on the app is a different consideration, but to fully
understand the power and potential of the downloaded app, one needs to break
down the app concept into three categories, each detailing the app’s divergent
potentialities.
1. Action
The
action app centers exclusively on how the consumer uses it for commerce
purposes through direct purchases (from buying tangible goods to contracting
for services).
Netflix,
iTunes and Amazon are just a few entities that host commerce-specific apps for
their respective businesses, with each giving customers instant access to
purchase their various offerings, view video content, or listen to music.
2. Information
For
those searching the depths of the Internet seeking facts and figures,
informational apps fit the bill perfectly. Not designed for buying/selling
activity, info apps are providers of a different type of sensory stimulation
than their action-oriented siblings.
Whether
looking for online bank account balances, comparing airline ticket prices or
merely revisiting today’s news headlines, info apps offer users resources that
can lead to actual commerce, but will do so indirectly.
3. Communication
Apps
also play a role in bringing social media outlets into the palm of one’s hand,
easily and immediately. What better alternative is there to keying in clumsy
URLs than tapping an icon on your smartphone screen and being chauffeured
directly to your digital destination?
With
social media outlets being so dominant, apps that facilitate the communication
process between users are vital components to everyone’s shared
cyber-experiences, whether coming via Facebook, Instagram, or elsewhere.
Apps and
the Consumer
So how
is the importance of app utilization best described as it pertains to
consumers? At its most basic level, the app is a shortcut that makes life easy
and stress-free for digital activity. For consumers specifically, the app world
is one that brings them where they want to be in nano-seconds, free to indulge
themselves as buyers, sellers, or data gatherers.
Use of
apps has grown to point where smartphone users have multiple apps downloaded at
any given time while also receiving daily updates from their host app
stores. App users are fickle, though, and therein lies the challenge (and
opportunity) for app marketers.
Seeing
is Believing
For
apps, visibility is one of the mostintegral parts of usage. Potential consumers need to see the app in action, in addition to
seeing its value in the present and near future. In addition to visibility,
simplicity is the second greatest factor.
Imagine
a consumer in a retail grocery market, comparison shopping his or her way
through the produce aisles. An app that makes that consumer’s life easy by
providing in-store sales, promotions, and coupons will be an app that remains
high on that shopper’s priorities list. Conversely, an app that offers far less
value-added features will fall by the wayside as soon as the consumer finds
something better.
Now
consider an app that incorporates action and information, one that allows a
consumer to adequately research an item before purchase, then makes the
transaction process a seamless experience.
Sound
like something you would want as an app user? If yes, then it is something you
would want to offer as an app marketer to other consumers. Simply put, apps
address consumer needs and provide them with efficient ways to get what they
need—be it information or sheer convenience.
Strategies for App Marketers
Once you’re
aware of the importance of apps to the overall marketplace, it’s time to develop
a plan to facilitate the consumer’s journey through the use of your company’s
app(s).
First,
understand that the magnitude of app usage is nearly incalculable, thus
attracting consumers’ attention is a profound challenge. If you have a mailing
list or social media profile, let your base know that you have a brand new app
and what it can do for them.
Additionally,
it’s a great idea to have a link to Android and iOS versions of your app
available on your website. Your apps MUST be visible to potential users, with
that visibility coming by way of standing apart from the app masses.
Additionally,
your app has to ultimately offervalue—more than the
norm, and much more than the competition—to not only attract first time
users but also to retain them for future commerce activity long beyond the
initial download.
One and
done is not a successful plan for generating consumer loyalty, and the term
“re-engagement” needs to be in everyone’s app marketing manual.
Apps must
engage consumers with relevant content and information that will be repeatedly
utilized for optimum benefit. This entails staying current with target
demographics’ requirements, then delivering as best as possible.
Working
with developers to ensure push-button notifications of new features, reminders
for special offers, and to continually add new features and fix bugs that cause
apps to malfunction or crash is a process your team needs to be prepared to
undertake to give consumers maximum benefit from your app.
In
Closing
The
potential for developing value-based apps is only constrained by a marketer’s
creative limitations and lack of vision. The more ingenious one can be with
designing and aligning apps to one’s business, the greater upside for app users
in the flow of commerce and their ultimate consumer journeys.
Remember,
apps are designed to make consumers’ lives easy and provide more than the
competitor’s offerings. Think of the apps you currently use as a
consumer and merge that mindset with the principles of marketing to put
your apps and business in positions to be successful.
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