When Apple’s App Store first emerged in 2008, few could have estimated how quickly this market would advance or the impact that it would have in the world of business. Just 500 applications were in existence when the store launched, with this number rising to an incredible 1.4 million as of May 2015.
The pace of evolution within this market is also reflected in the growth of the competing Google Play Store, which currently has an estimated 1.55 million Android apps available to mobile users. The nature of the applications available has also changed considerably in the last six years, with the majority of contemporary tools now focused on productivity and functionality rather than recreation.
Using Mobile Apps to Market your Brand: Understanding Best Practice
This represents a logical progression for the mobile app market, as business have quickly understood how to monetize applications and utilize them as effective marketing channels. This has certainly proved effective, with a recent collaborative study conducted by Indiana and Murdoch University students revealing that consumers felt more engaged with a brand and were more likely to make a purchase after interacting through a mobile app. Purchase intent actually rose by 1.88 percentage points after customers had interacted with a brand through their apps, suggesting that marketers who develop and use applications could actively drive higher sales conversion rates.
The question that remains is how mobile applications should be used in order to ensure best practice? Here are some ideas that will help you to develop a viable and ultimately successful strategy: –
Understand how a Mobile App can directly benefit your Business
While this may sound obvious, it is important to note that mobile apps may not deliver genuine value to every small or medium sized business. It will require an initial investment, for example, so the value of this must be measured against any financial, social or human returns that you hope to gain. From here, you can attempt to identify the direct benefits of developing a mobile app and using this as a marketing tool.
One of the key benefits of mobile business apps is that they enable you to reach out to a wider, global audience, while also making your company accessible for 24 hours of every single day. If your small business operates locally and according to traditional opening hours, however, there is little point in reaching out to an un-targeted demographic that is looking to make a quick and informed purchasing decision. Independent businesses such as this can utilize apps to target local customers with real-time discounts, promotions and rewards, however, as this has the potential to increase profits and lay the foundations for a loyal consumer base.
So to the get the most value from mobile app marketing, start by list the potential benefits and see how each one may apply to your business directly. This will enable you to manage expectations and make an informed decision, as you calculate an estimated ROI and determine a clearly defined purpose for your app.
Focus on Functionality rather than Novelty Value
