Written by Schanelle Denton
Edited by  Cadine Pillay

We live in a mobile world, where our phones are just as much a necessity as a handbag or wallet. Brands are now able to take up an intimate space on their consumer’s mobile screen. People are using their smartphones to engage with brands in ways that were never imagined a decade ago.

So when your brand makes the good decision of going mobile, there are a few things to consider.

While making sure the website is optimised for mobile will increase your Google SEO, statistics state that 85% of consumers favour apps over mobile websites. Moreover, 89% of the time spent on mobile devices is used on apps.

So lets talk about apps.

There are 4 important things to think about when moving forward with your app plans. This is formally described as the metrics of an app:

Acquisition: How easy is it for your consumers to get your app?  Basically this refers to your marketing strategy on how you plan to get your app noticed and subsequently installed. There are companies such as QT Mobile and Brus Media whose primary focus is to make sure your app gets noticed and acquired. Pete MckeonMichael Correa Adam Friedman and Chris Espey are the experts in this sector and have worlds of information regarding how this effects your mobile marketing strategy and ways to increase acquisition with non-incentivised app downloads and other ideas. Shareable Apps offers strategic launch strategies such as key-word campaigns, database blasts etc.

Activation: 1st positive user experience (UX). – This refers to your app’s user experience. People generally use websites to browse  information and apps to achieve a goal/convert into a sale. The user experience and ease of it is therefore vital and should be as streamlined as possible. This stage relies on having a good developer and engaging visuals. If your app crashes or the first experience is boring, chances are the consumer will close it and perhaps delete it from their mobile and you’ve lost that valuable screen space. So make sure your app has an intuitive user experience that creates a core engagement.

Retention:  So their first experience was great and now you hold that personal real estate on their  mobile. How do you make sure they are going to keep coming back to it? This is where content is king and will ‘make or break’ your app. It is key to making the content engaging and exciting and also ensure it is updated regularly.

The next thing that would lead to retention is giving your audience a reason to visit, i.e: Does your app offer an immersive user experience? Such as video content, appealing visuals and compelling stories that would generate new insights? Does it make paying for things easier or does it give the user loyalty points? Is it fun to use? Are there geo-locations of the event in your app? Basically does it have a good purpose and make life easier for your consumers?

Referral: Word of mouth (WOM) marketing is the best form of advertising you could ever have. Statistics shared by TUNE say that WOM is more influential than social media channels and ads. Shareable Apps™  have a built in distribution channel, which makes it easier for this kind of WOM marketing to take place across various social platforms. However, positive acquisition rates are only achieved by making a good app – so make sure it’s an app worth talking about and sharing!

Revenue:  Apps have created a whole new eco-system for app owners, advertisers and sponsors to take advantage off. Monetising apps through payment gateways, in-app advertising and pay to purchase options are stretching the horizons of this last metric.

According to  Chris Espey , Commercial Director of Brus Media, “The media driving apps has really exploded and is highly data-driven and cost effective, it gives good reason to invest in apps as owned media, and make the most of the this new form of media.”

“Performance was always about clicks and actions but now it’s about installs and engagement and those things are much more easily tied back to the media that delivered them, than in the desktop performance world,” he said.

It’s clear to see that the marketing opportunities revolving around apps and the engagement and monetisation thereof are expanding increasingly by day in the world of digital.

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