Using Apps in Mobile Marketing

Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Mobile applications are an effective way to engage customers. In this lesson, you'll learn how mobile applications can be an effective component of a mobile marketing strategy.

App-ealing to Your Audience

It's 8 a.m., and Tony has been busy even before setting foot on the train he rides to work every morning. He's used one mobile app to check his schedule for the day, another to read over his emails, a third to catch up on the news of the day and downloaded a fourth to scout out a spot for this weekend's dinner out.

A mobile app can be a rich addition to your mobile marketing strategy.
A mobile app can be a rich addition to your mobile marketing strategy.

Tony is like many in today's society, relying heavily on his phone as a source of information and resources, and using a variety of mobile applications to deliver the content he's after.

Incorporating Apps in Your Mobile Marketing Strategy

Mobile applications, typically abbreviated 'app' for short, are software programs built and designed to run on a handheld device, such as a mobile phone or tablet computer. Mobile applications run the gamut from news and information, weather, entertainment, to games and more.

From a marketing standpoint, a useful mobile app can be a great way to increase brand awareness, provide relevant content to your audience and drive engagement with your brand or business. Mobile apps can also feature a treasure trove of information to help you better tailor your marketing efforts because apps must be downloaded by your user and some amount of personal data is required to unlock the full potential of the application.

Let's look at a few ways a mobile app can benefit your overall mobile marketing strategy.

Customer engagement improves. By creating a useful app for your business, you're encouraging customers to want to interact with your brand. The more times a customer interacts with your brand, the better this can be in terms of not only customer loyalty but also revenue.

You create a direct marketing channel between you and your audience. Users who download your app have a constant reminder of your business staring up at them from their mobile device. You're able to push new content directly to them through the app using the app platform itself, an in-app messaging option and push notifications that alert a user to something new you want them to see.

More relevant content is being created and shared. To keep a user coming back to your app, you need to be consistently creating content they find timely, relevant and useful. Relevant content might also include exclusive offers available only through your app or a loyalty rewards program based inside of your application, or even mobile scheduling, payments or appointment reminders.

Geo-targeting can deliver marketing to a user in a given location. Have you ever used an app that asked you to allow it to know your location? This can be a useful tool for marketers who want to deliver their message to an app user within, perhaps, a 10-mile radius of their retail location.

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