There is no disputing the fact that mobiles are and will continue to be an important medium to reach customers, at least until another cool gadget steals their thunder. There is fierce competition in the market and immense research on how to design effective mobile-first strategies. While different strategists may have different opinions about what works and what doesn’t, what they all unequivocally agree to is this: Companies both big and small must invest in building good mobile apps to increase their revenue. Here are 3 reasons why we echo that recommendation:
Mobile apps serve as an effective direct marketing channel through which you can deliver key information such as prices, products, discounts etc right on the fingertips of your potential customers and engage them on a daily basis through push notifications. Moreover, for some reason having a mobile app gives you a sort of credibility over a business that doesn’t have one, especially in the case of startups and small businesses.
Improved Customer Experience
Smartphones have evolved from being a gadget to a lifestyle necessity and this is where the efficacy of an app comes into the picture. Smart, location-based apps which have features like Augmented Reality and the ability to connect with IoT devices can add a whole new layer to the customer experience and allow people to engage with your brand in new, exciting ways. Your app is basically your ticket to differentiating your brand in the noise. The ability to interact with a brand offline (in-store) and online makes way for greater brand loyalty. The more frequently that customers interact with your brand, the more propensity they will have to make a purchase. Remember: demand can be created if it doesn’t exist.
Retarget existing customers
Mobile apps present an incredible opportunity to not only gain new customers but also retarget existing ones, for example by reminding them to complete an order or purchasing ahead for a coming birthday/anniversary. By combining data analytics and location sensing, apps can, for example, recommend a customer to see a product she was interested in when she is in the vicinity of the brand’s store or offer personalised discounts and deals to another customer based on his past behaviour on the app. Since apps can remember their personal settings, wish lists, shopping carts and loyalty points, a clever engagement strategy can “hold” these customers back from trying out a competitor’s brand.
There are numerous benefits of having a dedicated application for business, but the bigger question than ‘why’ is the ‘how’ as a poor mobile app is just as bad — if not worse — than no mobile app. Need more inspiration for getting your own app? Here’s an infographic that lists out some stats and facts to put things in perspective.