Although advertising campaigns are some of the most known and used marketing methods, they are not enough these days, as the current demands are in continuous change. One of these new methods of communication between a brand and its audience consists of applications, which are becoming more and more of an imperative for start-ups, as well as for well-established businesses. Currently, companies are turning to branded apps to ensure a better user experience, to automatize some areas of their businesses, but also for growing conversion rates of the brand in question.
Apps are frequently found under the form of online stores, but these can have different aims according to the brand, some of which being:
- communication, which helps raise awareness of the brand.
- Customer relationship management (CRM), which is used when there is a need to introduce a brand to audiences.
- sales.
- product innovation.
Due to consumers’ current needs, creating a branded app comes with various benefits. Firstly, such an app helps grow the visibility of the brand. By seeing the branded app icon everyday by the user, the brand’s visibility grows. Another benefit of apps lies in strengthening customer loyalty. In today’s world, earning loyalty is becoming difficult, due to the permanently growing range of offers. However, connecting with a brand through apps has become an increasingly common aspect, which can lead to converting the users to fans of the brand. Moreover, a well configured app, created for a simple user experience, can grow sales rates, due to the apps’ accessibility as opposed to websites, thus becoming one of the best marketing mediums at this time. Lastly, a brand’s presence in application stores can help grow the target audience. This benefit especially applies to companies that want to gain international notoriety, thanks to the options that apps offer- geo-targeted push notifications, location-based content, and localization options, all positively influencing sales.