Brand marketing is a business scope where keeping up with the times is crucial. Using outdated and expensive marketing tools, such as TV ads, results in low efficiency of promotional campaigns.
If you want to be effective in 2020, you need to go mobile.
The share of mobile Internet users is consistently growing, so a mobile branded app is the very thing you need to promote your business. Let’s review what business goals a mobile app can help reach and what types of apps you can take advantage of.
The Main Business Goals of Branded Mobile Apps
Generally speaking, the main global goal of a branded app is to improve interaction with customers and enhance the brand’s reputation by creating a comfortable environment for communication. A good branded application must solve several important business goals:
- improving interaction;
- customer relationship management (CRM);
- boosting sales;
- introducing product innovations;
- conducting marketing research.
Let’s have a closer look at these goals for you to get a better understanding of what your business app must look like.
Interaction is the key to success. A branded app is a perfect tool for sharing information with users. By simply using your app, customers will learn a lot of details about your brand, the products offered, new promo campaigns, and so on. A good idea is to use various formats of content: audio, video, images, text, and, finally AR and VR.
Customer Relationship Management
A mobile app is a great tool for collecting information about both existing and prospective customers. It helps monitor users’ relation to the brand, define their needs and preferences. This is a convenient way to make a database with minimal investments.
There are many ways to boost sales through the use of a branded mobile app. Inform your customers about special offers, sale-offs, new product lines, and so on. Use a CRM system to provide a personalized experience to each user. By doing so, you’ll raise user engagement and acquire new loyal customers.
Introducing Product Innovations
Engaging customers in the process of improving and upgrading the product has a lot of benefits. You may use a branded app to encourage users to offer their ideas concerning further improving the design or assortment of your products. As a result, you get numerous ideas for free, while the authors of the best ideas can get rewards for their offers.
Conducting Marketing Research
To work out an effective marketing strategy one needs to understand customers’ expectations, their needs, and pains. Knowing what your customers would like to get, you’ll find the best solution without any hassle. Collecting data with the help of an app is an effective way to identify customers’ needs.
Five Types of Branded Apps to Consider
If you understand clearly what business goals your app should solve, now, it’s time to choose its type. Your choice will mainly depend on the company’s specifics and your goals. Keep in mind also, that the app development cost can vary depending on the type of the software product and the range of features required. Let’s review the five most common types of branded applications.
An illustrative example of an app of this type is the Nike Running Club app. It offers a variety of useful tools for those pursuing an active lifestyle. Thus, runners can track their progress, post and share their results. Simultaneously, the company keeps its customers aware of the current offers and allows them to order new footwear via the app.
Such applications let the company collect a lot of information about its customers, their needs and their results. It improves the quality of feedback and helps find ways to meet the clients’ expectations.
If you need an example, look at the Domino’s Pizza Hero application. This is a full-fledged mobile game where a user can make a pizza, using a unique blend of ingredients. For the owners, this is a way to interact with their customers, learn more about their needs, and get fresh ideas for their business. Besides, by playing the game, customers earn points, which can be exchanged for various bonuses.
These are the apps that use the power of social media to raise brand awareness. They use various tools. For example, Coca Cola has created an app where users can load photos of them and their families, decorate them with beautiful frames, add nice effects, and share the results via Facebook, Instagram, and Twitter. This enhances the brand’s strength and helps form a large community consisting of loyal customers. Isn’t this a good idea to follow?
As the name implies, these applications are made to sell. Usually, they offer a convenient way of choosing goods and making an order online. A shining example is a branded app of IKEA, which uses the AR-technology in a smart way. It allows people to “place” furniture in their living space using augmented reality, in order to see how it fits the interior. This is a great solution that serves to increase the number of loyal customers.
These applications are entertaining rather than utilitarian, as their main goal is to provide aesthetic enjoyment. It’s no secret that people love unusual design solutions. An illustrative example is the “Weather” app by Camper, which is a popular shoe brand. Despite its name, the app has nothing to do with weather forecasts. Instead, this is a purely entertaining product focused on nice design solutions. It imitates various natural phenomena that are accompanied by beautiful music. The goal of the app is to demonstrate the brand’s philosophy.
The Bottom Line
A branded mobile app can be a powerful tool for strengthening your brand’s reputation and boosting sales. It helps to collect information about your existing and prospective customers more effectively, increase user engagement, and bring the quality of feedback to a new level. To make the most of a mobile app, figure out your business goals and select the right type of software depending on your company’s specifics.