We are living in a generation of people that need to know things instantly. How much is that? Where can I get it? Is it cheaper somewhere else? All of these questions are asked frequently throughout our everyday lives and we can access the answers immediately via a smartphone, which 72% of us in the UK now own by the way (Styles, 2013). With 89% of consumer media time in mobile apps (Colwyn, 2014) it is almost expected that an organisation have an up to date, articulate app for their consumers to access and navigate.
Melanie Haselmayr (2014), contributor at Forbes, suggests there are 7 reasons why a business needs a mobile app:
- Visible to customers at all times – Once an app is downloaded it is available to consumers every time they open their phone. Your app logo is visible to consumers and promotes the brand.
- Creates a direct marketing channel – Through push notifications you’re getting even closer to a direct interaction, and can easily remind. customers about your products and services whenever it makes sense.
- Provides value to customers – Opportunity to offer promotions and unique discounts through app purchases only.
- Builds brand recognition – The more often you can get customers involved with your app, the sooner they will be inclined to buy your product and/or service.
- Improves customer engagement – Easy and convenient access through a mobile device can provide instant information and an opportunity to engage in buying products wherever the consumer may be.
- Chance to stand out from competitors – By offering unique experiences and providing exclusive information an organisation can gain competitive edge.
- Cultivates customer loyalty – Whilst brand recognition is improved a relationship between consumer and organisation is built being just ‘a fingertip away’.
But just having an ‘articulate app’, as mentioned previously, isn’t the final stage of success for this digital strategy. It is important to stay relevant and provide up to date information for the intended consumer, to engage with regularly, in order to improve customer retention. This will also encourage positive feedback in the customer review section of an app store. Joe Marcynski (2013) states that 61% of online shoppers read a review before making a purchase and potential customers who engage with reviews and questions are 105% more likely to make a purchase.
To put it to the test, which one of these apps would you download? All three serve the same purpose of tuning a guitar and all are free to purchase from the App Store.
With mobile apps becoming a part of our every day lives it is clear to see the advantages available when having an app for your business. Keeping the app relevant and useful for consumers is just as important as designing it in the first place.
References
Colwyn, S. (2014) ‘New consumer media consumption research – Smart Insights Digital Marketing Advice.’ Smart Insights. Available at: http://www.smartinsights.com/marketplace-analysis/customer-analysis/consumer-media-device-use/ (Accessed: 10 April 2015).
Haselmayr, M. (2014) ‘Here’s Why Your Business Needs Its Own Mobile App’, Forbes, 17 November. Available at: http://www.forbes.com/sites/allbusiness/2014/11/17/heres-why-your-business-needs-its-own-mobile-app/ (Accessed: 9 April 2015).
Marczynski, J. (2013) The Importance of Customer Reviews. Available at: http://www.labelmedia.co.uk/blog/the-importance-of-customer-reviews.html (Accessed: 10 April 2015).
Styles, K. (2013) 7 in 10 People in the UK Now Own a Smartphone. Available at: http://mobilemarketingmagazine.com/7-10-people-uk-now-own-smartphone/ (Accessed: 9 April 2015).