Mobile apps have become an integral part of our lives, even for those who pride themselves on doing mental math rather than pulling up their phone’s calculator. Mobile apps help customers connect with brands and companies they value—and that’s the importance of mobile app marketing for SMBs, enterprises, or companies.
Gone (mostly) are the days of mailing coupons, handing leaflets, and printing advertisements. Sure, billboards are cool, but they provide almost literally no value to your customers. On the other hand, in 2021, the global smartphone count was 6.4B—up 73.9% from 2016.
Not to mention, Statista estimates that revenue generated by mobile apps is expected to reach $935B in 2023. Plus, ContractIQ reports that 62% of businesses have an app or are in the process of building one. So, basically, it’s time to adapt to an ever-evolving mobile world—whether your business is an SMB or enterprise.
So, why should you invest in mobile app marketing for your SMB or enterprise? Well, for starters, building brand recognition, customer access to your product, and with those, a higher ROI. But several factors go into this. So, let’s take a look.
8 Reasons to Invest in Mobile App Marketing
Adding Value to Customers
From day one of founding your company, it’s always been about adding value. Right? Well, here’s where mobile app marketing comes into play. With your business’ mobile app, you can provide unique customer experiences that add value to your customers.
Subscription-based rewards and a place to collect coupons, for instance. Ordering ahead to skip waiting in line for products and services. Or actually fun gamification, or related resources that benefit, educate, and enrich your customers (ahem, Goji Blog).
Whatever it may be, your mobile app can provide an added value that not only streamlines your customer experience but adds to it.
Speaking of skipping lines—tailored customer experiences based on mobile app marketing are fantastic to boost revenue. Statista projects mobile e-commerce sales to exceed $432B in 2022.
So if your customers are anyways going to shop online, why not give them a custom-built experience that streamlines their purchase? (Rather than making them use their iPhone Safari, that’s, honestly, not the most optimized it could be.)
Moreover, by giving them an excellent mCommerce (mobile commerce) experience, they’re likely to find additional products or simply have a better time buying. Win, win, win.
In the case of service-oriented businesses—a dedicated mobile app could offer streamlined and portable accessibility to customer support, docs, and resources. So that wherever your clients may be, you can be in reach.
Growing Customer Loyalty and Retention
Let’s go back to adding value for a second. The more positive the customer experience, the more likely you’re developing first-time customers into recurring ones.
With mobile app marketing that genuinely adds value and streamlines the browsing, decision-making, purchasing, and customer service experience—you’re actively growing customer loyalty and retention.
Establishing a Direct Marketing Channel
With mobile app marketing, you’re opening the door to a direct marketing channel to your most loyal customers. You’re able to send push notifications of sales, new products or service lines, and announcements that are tailored to your individual users.
So, sure, you can buy a costly billboard and hope someone glances up and remembers your company. Or, you can invest in a mobile app tailored to them that they’ll carry everywhere they go.
Building Brand Recognition and Presence
By creating a mobile app that adds value and accessibility, you’re boosting your customer loyalty and, in that, building an organic marketing machine. Basically—by streamlining the way your customers interact with your brand, you’re making it easier for them to enjoy it.
Therefore, you could see increased referrals (especially if you make your app sharable—read our case study for an example.) And, you’re going to build a stronger, more legitimate brand presence that says something like, “Yeah, we have an app. We are real and not a made-up Facebook-ad-brand.”
Fostering Customer Connection and Engagement
Additionally, a well-thought-out mobile app marketing strategy (you could consult with experts on the matter) will help you foster connection and engagement with your customers. While it’s mostly about adding value, it’s also about creating a positive brand experience.
As we mentioned, gamification, (gentle, carefully timed, and actually helpful) push notifications, rewards, and portable customer service portals are all great ways to engage your customers.
Basically—I’d be lying if I said I don’t have the Dominos app. I’d be lying if I said that it doesn’t make ordering 10 pm pizzas with coupons incredibly convenient. And also, I’d be lying if I said that I don’t wait with bated breath as the tracker reports that Johnny is quality checking my order and Sarah is delivering it. That would all be a lie.
The point is—every time Dominos sends me a notification to order a pizza, I think about it. And so, who do I automatically think about when I want a pizza? Dominos.
Boosting ROI and Revenue
Now that we’ve all got Dominos on our minds—fun fact. When the company launched its app, there was a slot machine for people who couldn’t decide what to order. Also, there was a Pizza Hero iPad app/game that resulted in an actual pizza. And, long story short, they saw a 19% YOY increase in group-wide sales.
Point is, Dominos is a tremendous (and widely noted) example of how a solid mobile marketing strategy—at the right time—can seriously propel your business.
Using Data to Improve Your Product and CX
Last but not least—there’s the data. And, these days, there’s a lot of talk about data and privacy. So what we’re about to say is meant to be taken with the utmost respect for customer privacy.
However—by building a mobile app for your business, you’re able to access a lot of data on user behavior that will help you improve your customer experience, product, and business overall.
With data about what a specific user likes and dislikes, you’ll be able to tailor the experience more closely to their preferences. And, you’ll be able to note which products or services are, in aggregate, less appreciated.
So, by learning more about how your users and customers interact with your now more accessible product, you’ll know where to invest your efforts. And therefore, you’ll be able to truly craft a better customer and brand experience as a whole.
Well, this was a lot. We know.
Coincidentally, hi, we’re Goji Labs—a product and software development consultancy with experience in designing, “rescuing,” and deploying hundreds of products.
Looking to develop a new app or revamp an existing one? Need some product strategy or development help?
Have any general questions about who we are and our authority on the subject?
– Goji Labs