According to a survey conducted by Ericsson, 35% of iOS and Android device owners are hooked to apps. So much so, that they access it before getting out of bed. For example, the Facebook.
Brickfish emphasizes, in a competition-laden world, to stay afresh brands must:
- Re-align their web structures and
- Rightly, change their digital strategies
User-centric brand engagement not only drives profits. It helps brands build a pool of repeat (loyal) customers.
What best than having your own app. The kind, which solves problems, offers a great navigational path, bridges the gap between supply and needs by providing immense value to its users.
Let’s take a look at the 3 reasons why you need a mobile app strategy for your brand?
User Experience
Having a clearly defined mobile app strategy allows brands to:
- Expand level of brand awareness and
- Improve brand associations
For instance, an app like Google Wallet lets users make direct payment via it. Enabled with Near Field Communication (NFC) technology, the app offers a secure, quick and easy way to help users establish a task. It solves their problem. The app generates ‘value’ for the brand and the users alike, via meaningful interactions.
User experience goes a long way to improve brand’s perception and association, with their customers. A well-defined app-strategy helps to increase the ‘recall’ quotient of the brand. The overall effect of this is better and smoother brand engagement across multiple platforms.
User Retention
According to Nielsen, the Smartphone usage of users comprises of:
- 89% in apps and
- While only, 11% use mobile web
For instance, mobile ads act as a mini interaction opportunity, with their customers. These allow marketers to understand what their target user is looking for. Once done successfully, it allows brands to consistently serve customers, in a variety of ways. In turn, good mobile ads drive user participation and generate ROI for the brand.
Brands which constantly serve something appropriate to their users, at intervals, gives users a reason to stick to it. As we know that retaining a customer is much profitable than acquiring a new one.
- Mainly because, the existing user has already interacted with the brand and understands it
- The time and resources spent on building an initial bond with the existing user takes time to replicate
User Bank
Whether, you offer a Freemium, paid or free app. Marketers need a group of stay-on customers to fulfil their app monetization goals.
For instance, Angry Birds game app, gives users an entertaining and logical pay-as-you-proceed option to stick to the game. By carefully structuring its free add-ons, the app, does not seem unreasonable, when asking users to pay for its services.
As the users today have specific needs and are looking for focused solutions. The focus of apps must be more towards giving ‘quality content and ‘variety of features’. Users must be able to decide their course within the app. The more freedom they enjoy using the app, the better they will invest in it.
Let’s Get to Work
It is imperative for brands to create a comprehensive mobile app strategy. This comes with patience. Sometimes, it may occur to you after several failures. Whatever, the cause, focus on building a practical and consistent app strategy.
Here are the steps to help you create the road map.
Step 1
Carefully detail the kind of app, you want to build. Before you get started, make sure to undertake a primary and secondary research, to fully gauge the scope of your app audience.
Step 2
Chart-out the exact target markets for your app. Understand their immediate needs and wants. Devise an app which offers direct solutions to users, without wasting their time.
Step 3
Choose the platform for which you wish to build the app for. Understand the kind of ecosystem which they offer, be it Android, iOS or tablet, to name a few.
Step 4
Create the prototype for the app. You can pick a candidate to help you get the maximum from your prototyping.
Step 5
Get down to detail the money and time proposal for the app. Ask yourself, why your user would want to pay for it and in what ways?
Honestly, the real work starts when your user downloads and starts using your app. They may get stuck somewhere, reports bugs and issues. It is important to carefully ‘listen’ to user concerns and address them. This is a lengthy process. Done right, it generates ‘brand value’ and tempts users to stay with the app, thereby, contributing to its monetization.
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