Photograph © Robby Mueller
The value of mobile technology in terms of marketing a business has become invaluable. In a Recent Post By Ben Foster, he said that most touchscreen devices have features that are ideal for multitasking which is highly needed in business in terms of scheduling meetings, researching online, taking down notes, etc.
But, mobile applications seem to be gaining traction in the business sector, mainly because it offers more functionality and data specialisation than the regular Smartphone features. Gartner’s January 2014 Study revealed that mobile apps will be downloaded more than 268 billion times by 2017, and businesses are looking at fully maximising these tools for their operation.
In this post, you won’t be seeing some tips on how you can create your own mobile application. Instead, the article will show you why these technological wonders are touted as the future of business marketing.
Apps Mirror Your USP
Similar to any business, there must be an exclusive element of your products, making them a cut above the rest. In this light, Let’s Get Wise introduces the idea of a unique selling point (USP), an idea that will become central to your marketing strategy. Whilst it’s easy to come up with your own USP, the voice of the consumers must always be a part of the equation. Once the USP is figured out, this must be integrated with your mobile app.
A classic example that Let’s Get Wise gave is L’Oreal. Even though the company has their own version of shampoo and conditioner, the brand is more popular with its products designed to treat and care coloured hair. This USP is integrated in their mobile counterpart – the Hair Colour Genius de L’Oreal Paris – allowing users to know the right hair colour by trying it virtually.
Earlier this month, Adobe has made a giant leap on mobile marketing by announcing the Adobe Marketing Cloud, ushering in new ways of how enterprises manage their apps and deliver them to customers in real-time. Perhaps the most talked about factor in Adobe’s moves is the integration of the iBeacons, Apple’s propriety indoor positioning transmitter that notify the owner of nearby iDevices. Ideally, any businesses with a mobile tool connected to iBeacons will have the ability to track user engagement and their corresponding location within the location.
Moreover, the Adobe Marketing Cloud paves the way for two marketing principles: re-engagement and measurement of mobile marketing campaigns. Across mobile tools, companies can deliver news as they break out. For mobile marketing campaigns, enterprises will be able to determine which of their initiatives are driving the most downloads across app stores. For each download, they’ll also be able to track content sharing and launch events.
Tracking Mobile App Engagement
Sitecore is a world leader in software specialising in customer experience management. Last March 10, the company Announced on their official page that they will release their first set of mobile tools, which are designed to unlock new features for marketing a business. This was done after the prediction made by Forrester last year that suggests that apps will be central to “transform existing customer experiences within the physical spaces.”
The tools were developed using the company’s mobile SDK (software development kit), which was restructured and adopted for tablets, primarily the Windows tablets and Apple iPad.
> Engagement Analytics
The Sitecore tools are able to measure and gauge user engagement analytics and insights. These pieces of information are collated and presented in an easy to navigate mobile view.
> Content Dissemination
Sitecore still adopts the traditional method of content dissemination by allowing large companies to share multimedia content such as videos and photos as promotional efforts. From the mobile device, the content will automatically be transferred to the Sitecore Media Library for future use and viewing.
Mobile Retail Shopping Is On The Rise
Citing a 2014 research from Apigee Institute, Biz Report Said that mobile retail apps have a higher chance of encouraging in-store shoppers. The report was able to confirm that 50% of shoppers find that the most critical feature of a retail app is its ability to find a store and it’s easy-to-use interface. From this alone, it’s clear how retail companies are taking advantage of the trend by releasing their own retail solutions with a twist.
Last January, PR Newswire Reported that SAP has released the SAP Shopper Experience app, which integrates social media sharing, a self-payment system, and loyalty programs. To gain more relevance to shoppers, another app was introduced – the SAP Retail Store Ops Associate, which allows business associates to conduct inventories and core merchandising.
From these ideas, it’s clear why modern businesses are implementing a mobile-first strategy. In the near future, we may be seeing massive improvements in the business sector, fuelled mainly by mobile applications.