How to get business value by using mobile apps in your marketing. 90 percent of the time spent by consumers on mobile is on apps. A successful app is the perfect amalgamation of consumer need, business objectives and technological solutions. source Using pre-existing apps for marketing Providing value to the consumer through an app can have different meanings for different brands. If you are a small business and your business revolves around you, as a leader, you can still use existing apps to build authority and credibility — aspects that are all the more important for a personal brand. So it also gives a great opportunity to thought leaders to register as an expert and answer questions posed by other askers. Sharing the promotion An app is an extremely personal mode of communication with your consumers. Through this app, P&G offers immense value to users. Its usability — helping people find restrooms — is the reason for its popularity, and users will definitely spread the good word-of-mouth to their friends and family. Be it a brand-owned app or a social media app, you can always find innovative and interesting ways to market your business or your brand.
Since time immemorial, or at least since the earliest businesses started selling their services and products, marketers have been vying for the consumer’s attention. In this age of all-pervasive technology, never have brands been so integrated into the lives of consumers. And marketers who understand technology and its implications are able to use it to connect their brands to their consumers.
Mobile trends and consumer data prove that mobile is getting bigger by the day and has already surpassed desktop as the preferred mode of internet access worldwide. In 2015, the time spent per adult user in the U.S. per day with digital media was 2.8 hours which was 51 percent of the total. 90 percent of the time spent by consumers on mobile is on apps. This clearly shows a path for marketers to design consumer-centric apps to market their brands.
Developing apps that provide real value
Developing the perfect app is a tightrope walk. Many brands treat their apps as advertisements — and that’s where the philosophy of a successful digital relation with your consumer is lost in the rush of marketing. A successful app is the perfect amalgamation of consumer need, business objectives and technological solutions. Consumers need to be entertained and have their lives made easier. If an app does not offer value, it is just another shoddy marketing gimmick that will be thrown off of the consumer’s mobile device faster than a babysitter’s boyfriend when the car pulls up!
An excellent example of an app that provides value while subtly marketing itself is the Brew Guru app from the American Homebrewers Association. For an app from a not-for-profit organization that has no tangible product or service to sell, the Brew Guru is a remarkable marketing effort.
The app brings all the goodness of the website and the Zymurgy magazine of the American Homebrewers Association in an easy-to-use app. Apart from providing advice, recipes and resources on home brewing, it also helps beer lovers and brewers save money at local taprooms, brewpubs and homebrew supply shops. It also gives association members an easy way to access member benefits.
Using pre-existing apps for marketing
Providing value to the consumer through an app can have different meanings for different brands. It could be entertaining, helping…