Happened to have a conversation with a friend of mine yesterday on the mobile app she downloaded from a luxury brand. It started off like this, my friend: “Did you know that this brand had a mobile app?” My reply: “That is very interesting! I haven’t checked yet, what’s on it?” My Friend: “Actually, nothing really. See, they just tell you about their store hours, the locations, the product category that they have. I was expecting to see some new arrival or promotional information. This app is boring. I’m just going to delete it.” Hint! As a brand, have you ever questioned the effectiveness of engaging your customers through mobile strategies? Or thought of it as a dispensable strategy?
Mobile devices had become the most used electronics for the daily lives of the younger generation. It is often used for social purposes, information search, and now it has promptly becoming a tool for shopping assistance. Many companies have started to notice this, and are rushing in to share a piece of the pie. Yet, there may be a miss understanding on how customers could be best engaged through mobile devices. According to the recent research studies, the two most common reasons that people use mobile devices are for the convenience and the timely information it provides. By knowing this, a mobile strategy should be formulated towards these two goals. When the customers want to be connected to a one stop shop with no time constraints or geographic barriers, the strategy of developing a store directory app will not satisfy the objectives. For example, the Facebook app, it contains Check in, Instagram, Facebook Messenger, and etc. The idea behind it is to go around the user’s life and target the different aspects of their needs. The fact is the more of user’s time an app consumes the more successful it is at engaging.
In addition to the functional use of the mobile apps, it also has the feasibility of translating into research data. As a large corporation, it often can’t go around to everyone and obtain their thoughts. There certainly won’t always be customers that are like my friend who takes the initiative to tell me what I wanted to hear. By monitoring the online data such as the social media usage, reviews, and the conversations, the marketer’s thoughts on the previous uncertainties can be better proved. The path to formulating a customer focused marketing strategy will also be much less time consuming and less costly.