From personalization to user retention rate, we have covered all app marketing areas.
Now more so than ever, people are heavily dependent on mobile devices. This makes mobile apps incredibly valuable for engaging audiences. Rather than being used as a single touchpoint for customers, brands are beginning to see that mobile apps are best used in an omnichannel marketing approach.
On their own, mobile apps can provide great value to their audiences. They could make a brand name become part of an individual’s everyday life. However, if used as the anchor for an entire omnichannel strategy, the marketing possibilities could be limitless.
Here are some of the most important things to keep in mind when engaging in omnichannel marketing for mobile apps:
It’s generally unacceptable to use your mobile app to gather vast amounts of information on users in a single instance. However, you can ask for different snippets of data on different channels, depending on what’s relevant. People might use different platforms in different ways but they will always be the same people.
By asking for various data not just in your mobile app but across all your platforms, you’ll be able to build complete profiles without overwhelming your users. Once you find a way to gather these little puzzle pieces of information into one complete picture, you’ll be able to watch your users more closely and communicate with them in the manner that they’ll be most receptive to.
There was a time when segmentation in email marketing was limited to the general demographics. Now, however, marketers can use the power of omnichannel marketing for the segment in great detail. Doing that will allow you to determine things like which subscribers are new, have never made a purchase, and have a birthday this month.
More than that, you’ll know whether it’s better to reach them through an app push notification or through SMS. Even better, you’ll know what time to reach them for the highest chances of engagement. Having plenty of data on your users gives you a clearer picture of where they are on the customer journey.
Which platforms they use and how they use them should also play a big part in your customer segmentation. Armed with the right data, you’ll be able to communicate the right message at the right time and using the right platform. That makes you all the more empowered to generate sales and foster brand loyalty.
In omnichannel marketing, you recognize that the customer journey is rarely ever linear. You can onboard through one platform but continue your user engagement in another. For mobile apps, much of the onboarding process can take place on a website or even in an email.
Then, the rest of the customer journey can play out within the app or could be supplemented by other platforms like social media or even SMS. Get all your channels to work together to provide a seamless user experience. That way, you can have the same level of service no matter where your users choose to engage with you.
For example, your users should be able to add items to their shopping cart through your app, ask questions through your social media accounts, and then check out through your website. You should be available no matter where your users prefer to engage with you.
For any business to enjoy continued profits, it only makes sense to pay attention to retaining customers as much as onboarding them. When using mobile apps as part of a larger marketing strategy, this is even more important. The success of mobile apps shouldn’t be measured by the number of downloads alone. Its value in an overall marketing strategy would be in how active users are and how long they are active.
Thankfully, it’s easier for you to retain customers just by just launching loyalty programs. In fact, according to the Aberdeen Group, brands that successfully engage across a variety of channels are able to retain about 89% of their customers. That’s huge compared to only 33% for brands that are available in limited channels.
The availability of advanced software has made it fairly easy to capture and measure data. However, trying to figure out what to do with all the available information is another story. First, you’ll need to determine what data is important to your business.
For mobile apps, it’s easy to measure downloads, engagement, retention, and even conversion. But if you think outside the box, you can also measure other valuable data like how many users are sharing app content on social media or how many launched the app as a response to an email newsletter. Find out what information is most valuable to you and set up your data collection to accommodate those needs.
Mobile apps can be rarely mere products but also a means to bring brands closer to their target audience. That’s why these technologies can play a huge role in omnichannel marketing. By using mobile apps along with other platforms to engage your users, you’re more likely to succeed as a brand.
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He is responsible for marketing programs, brand management, and corporate sponsorships. He thrives on challenges, particularly those that expand the company’s reach. Next to work, Shadow, his dog, immensely contributes to his happiness.
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