Marketing and Mobile Apps

There are 31 million Italians who access the internet from smartphones. Globally, 80% of internet access occurs via mobile, while only 70% of cases occur via desktop. When users navigate with their smartphones, they do so via apps, increasingly widespread. 

There are 6 million applications on the App Store, but only a few are used regularly, think for example of Facebook, Instagram, Netflix and Google.

So why? develop an app? The answer is quite simple: to engage and retain customers. In the app it is more simple to navigate, find what that we are looking for, save it and receive notifications, compared to a website, even if optimized for mobile devices. To ensure that users download the app, use it and maintain it, a 5-phase loyalty journey must be undertaken.

The Mobile App Marketing Funnel* develops in a series of phases aimed at attracting the user from the moment the app is launched. available on the App Store to the point of transforming the app into the main means by which users approach the brand.

1.Exposure and Discovery

Unlike the traditional marketing funnel where conversion is the moment in which the customer takes possession of what that the company sells, in the case of mobile apps, the discovery of the application and the download does not represent the final step, but the one that gives start the process. In this phase, in fact, the customer is still potential.

2. Consideration

A user who uses a functional application and from which he can taking advantage is a user who is unlikely to stop to use it. At this stage, it is It is of fundamental importance to highlight the strong points of the app. To do this it is It is possible to consult reviews and observe user behavior once the app has been downloaded onto your device. Getting good reviews is a must. crucial, since is this whether or not stimulates the user to proceed with the download and therefore with the conversion.

3. Conversion

The meaning of the term conversion varies depending on the type of application. It could be signing up for the app itself (e.g. Facebook), signing up for a subscription (e.g. Netflix), completing a purchase (e.g. Amazon) etc.

The work could end here, if it were a simple e-commerce, but it is not. like this. Building a solid relationship with your users involves two other phases.

4. Customer Relationship

The secret to establishing a positive relationship with the customer is provide value. To do this the strategy will not have to focus only on the acquisition of new downloads and therefore users, but to guarantee close and most effective communication customized possible.

5. Retention

This last phase is fundamental to the success of the company, as is 5 times less expensive to retain an existing customer than to attract a new one. Apps that proactively interact with their users have 4x more engagement. probability retain customers for up to 3 months after installation.

Research also shows that 98% of mobile app users are more likely to retain customers. to leave a review or feedback if a company requests it directly. The feedback will give you ideas on what you can do to improve the app. By responding to feedback, users will feel like they are an integral part of your brand, converting them into loyal customers.

Providing new content in-app can also help. motivate customers to use the app more frequently. Let's think, for example, of a new level of play, a new series of products in the catalogue, but also new features.

As regards push notifications, they are one of the possibilities more interesting for companies, but only if not too frequent.

*developed by Apptentive