How Mobile App Engagement Correlates with Brand Affinity
Consumers get their media from many different digital channels, which forces your clients to be very picky to avoid too much marketing noise. However, there is a digital tool that has undeniable advantages, such as personalization, instant delivery of content, and low opt-out rates. It’s your branded mobile app, which drives brand affinity and loyalty. Why is this possible?
Image Source: Adobe Digital Marketing Blog, Why You Must Understand the Perpetually Connected Customer: Part I
First, you need to understand that each client who has downloaded your company’s app and opened it at least once is a very interested customer. Mobile apps are a great way to reward such clients. You can give them access to helpful content that’s not available elsewhere, offer them great deals, and inform them about products or services first hand. Finally, you can identify your true brand advocates. So, you get to work with an audience that is already engaged — your only tasks here are not to betray your clients’ trust and to connect with your clients continually in all imaginable ways. The time has come to reduce the distance between your brand and your perpetually connected customers — and the mobile app is the way to do it.
Second, any mobile app is a great way to accumulate information about your customers and track their behavior during the app experience to gain insights that will finally let you satisfy your customers’ needs better to get ahead of your competitors. In these terms, a mobile app is similar to a website, but remember that customers spend a lot more time playing with apps on the go than sitting still in front of a computer screen.
Third, push notifications offer amazing opportunities for instant content delivery with very high open rates (up to 90%). At the same time, the company’s identity is clear, and control over this digital channel is very high — the customer can opt in or out at any point. This freedom really corresponds to the modern trend — the transformation of the customer into the leading figure in the market (in contrast to the situation only 50 years ago). There is an honest and clear win–win scenario for all parties — as you try hard to please your customers, they become loyal and even emotionally attached to your brand.
Fourth, mobile apps work great with social media. This integration includes social sign-ins, sharing information on networks, inviting friends to try the app experience, and other tools that are only limited by your imagination. Sharing information on networks is especially relevant for Facebook (75% of users do) and Twitter (28% of users do), and is more popular with mobile users than desktop users, as Adobe reports. Research by the Pew Internet Project shows that 40% of all cell phone owners access social networking websites, while 28% do so every day.
It is also notable that mobile apps have a lower distractibility rate than other media channels — clients actually open their apps while watching TV or shopping. They are looking for locations, business hours or cell phone numbers of the companies they potentially want to buy from.