Consumers tend to spend a majority of their mobile internet time within apps. Companies have developed apps to provide exclusive offers. Also they offer the choice to purchase products through their e-commerce store. Branded apps are quality channels to increase user engagement and brand loyalty.
Personally, I will not download a brand’s app unless I am a loyal customer and want to stay up to date on new trends. Customers who have taken the time to download a brand’s app are the most loyal customers a brand has.
To effectively market in a mobile world, brands need to think of their apps as mobile video mailboxes. This will keep users engaged and maintain brand loyalty.
You may not realize how truly tough it is to reach consumers through traditional TV and video channels. TV comes first for tons of marketers, but more and more people are cutting those TV cords and simply not watching television anymore. This may be due to the ever-rising popularity of streaming services like Netflix, Hulu, Amazon Prime Video, and more. This makes it harder for brands to achieve the level of outreach they may have achieved in the past. With mobile viewership on the rise, brands must find new ways to keep their customers engaged.
Apps are built for a purpose. If you are a frequent traveler, you may have an airline app to purchase tickets and check in. You may also have an AmEx app to check your credit card account. While consumers may only use these apps for a singular purpose, it doesn’t mean that they aren’t interested in learning more through video content. 68% of consumers say that video is their favorite way to learn about new products and services.
Brands can always add functionality to improve their apps. Pushing video content directly to a user’s device and sending notifications to alert them that there is something new to watch is a simple, effective way to engage users. For example, the AmEx app could include video to promote rewards packages and destinations available to cardholders, or videos about the card features to inspire consumers to spend more. Pushing this content on mobile devices will give users something useful to fill their downtime while on a commute, in a waiting room, and other moments when they’re looking for short entertainment.
We hope that this article will encourage you to amp up your mobile app and increase engagement among your loyal customers.