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A quality app is a two-way street when it comes to benefits. While customers take advantage of mobile accessibility and compelling services, businesses are making use of apps as productive new tools for marketing. When customers take the active role in opening the app and seeking a solution, they become far more responsive to being assisted by informative marketing. It’s a win-win. Here are some of the ways that mobile apps can bring you closer to your customers:
1. Build Up Customer Loyalty
A few months back I found myself trapped in the deadly combined clutches of hunger and laziness. I got home and collapsed into a large, comfortable chair, and despite the grumblings of my stomach I could not be convinced to rise. I needed to order pizza.
But how? I didn’t know any phone numbers off the top of my head, and my computer was at least 15 feet away, utterly out of reach. So I whipped out my phone, and…Domino’s has an App? I download it, install it, and make the order right there from my chair. Twenty minutes later, the doorbell rings, giving me the jolt of excited energy I need to rise from my sedentary state. One minute later I am hastily devouring unhealthy amounts of delicious pizza.
It wasn’t the last time I would be in this situation. With all these positive feelings floating around, Domino’s has wormed its way into my heart. I’m far more likely to order from Domino’s than, say, Pizza Hut, which has its own easy app. But I’m caught up in an an implacable, glutinous infatuation. Domino’s rescued me from starvation–my knight in greasy, gleaming armor.
To put it all very simply: if people like your app, they will like you.
2. A Platform for Notifications
You have complete control over how you communicate with app users. You can incorporate any message you want right into visuals of the app. What’s the first thing users see when they launch it? It’s entirely up to you. Once the app is in-use, you can use pop-up messages to communicate new information based on what the user happens to be doing.
You can also utilize push notifications to send a message outside the app, but use these sparingly or you risk annoying users. The reason apps work so well as a platform for sending messages is that the users go to the app willingly, eager to utilize a service. Your communications to them within the app should reinforce their eagerness to be served. Inform them of an exciting update to the app or a promotion that will incentivise using it and they’ll flock back, ready to exploit your services.
3. Customer Mobility
One of the biggest advantages for users is that mobile apps are…well, mobile.
The customer can use the app anywhere they need it. I didn’t even need to get up from my chair
to order a pizza. But customer mobility is also beneficial to you. Customers who can use your app anywhere can be exposed to your messages anywhere. They don’t need to be in front of a computer or TV. They don’t need to drive past the right billboards, or ride the right public transportation.
The app can provide its services 24/7. It’s right there in their pocket should they ever need it. Customers appreciate the universal accessibility (and when they like the app…see #1). Meanwhile, every time they use the app they are exposed to your marketing, anywhere, at any time, and as always they do it on their terms.
4. Location Based Targeting
Modern technology provides the tools you need to quantify the unpredictable omnipresence of your user-base. After all, phones tend to know where they are better than even their operators. Employ location based targeting to tailor your communications to a more specific audience. For example, many retail chains have apps that provide users with coupons and discounts specific to the store nearest to them.
You can also utilize this technology in regards to advertisements. Location based advertising increases the relevance to the customers, transforming typical, ignorable ads into useful information. This can mean monetising your own app with unobtrusive advertisements, or advertising your business through in-app advertising.The better the targeting, the better the likelihood that customers will feel that the information is serving them (not just getting in their way).
5. Empower Your Team
This one’s a little different. In this case, you make an app for your employees to use when interacting with customers. Apps can manage your customer and product data and make it easy to access and easy to display. Customers appreciate prompt service and quick answers. A sales team equipped with a custom app can provide faster, more knowledgeable service to potential buyers. They’ll have everything available at their fingertips to help make the sale.
Apps can be designed with all kinds of specific features to facilitate communication. In fact, there are apps out there that are used solely for communicating with customers. You can use an app to deliver newsletters and promotions. You can create a space for customers to give direct feedback, complete surveys or chat with you through social media integration. There’s some creative thinking involved in making a successful app. It’s an industry full of new ideas. You just need a vision for how the app can bring you and your customers together in a mutually beneficial arrangement.
About the author – Sakshi Sharma is working as mobility strategist at SDI and author of this article. She loves blogging and has vast knowledge on Mobile & Web app development. She can