In the March issue of Harvard Business Review, Sunil Gupta writes about the impact smartphones and mobile devices are having on advertising.  In short, screen size minimizes the users experience related to ads with text and icons to small to be functional.  “Instead of buying tiny banner advertisements, markets should create apps that add value to consumers’ lives and enhance long-term engagement with their brands”, says Gupta.  Here are five strategies to help marketers succeed in helping people understand how and why users choose apps.

1.  Add convenience.  Apps work well to strengthen relationships.  Gupta states that apps aren’t very effective for acquiring new customers.  I disagree.  The “share” feature on most apps that allows users to refer an app to friends and associates across channels is one way to expand exposure of a brand, product, service or company.  Apps are also another digital footprint that helps promote a brand to consumers, search engines and other online communities.

2.  Offer unique value.  Here’s where apps separate themselves from other forms of communication, namely ads and email.  The user rich environment that can be created gives a unique customer experience to the user.  When designed correctly to super serve your customer base, a custom app stands out and is preferred over browsers or email.  What unique benefits does your company provide for your existing and potential new customers?  Create a value proposition for people to download your app and they’ll opt in and pull down your content because it makes their life better.

3.  Social value.  The world is hyper-connected in small and large online communities.   Facebook, LinkIn, Pinterest, Yelp, and hundreds of other social media channels are now hosting smartphone and mobile device traffic that contains information about your company.  Get connected and make it easy for your custom smartphone app users to connect with others.

4.  Offer incentives.  While not every business will want or need a customer loyalty and incentive program, the opportunity to reward your customers for patronizing your business or for opting in to download your valuable content is becoming more apparent.  It’s easy and encourages sharing and referrals.

5.  Entertain.  Today most smartphone users are using social media apps like facebook, google and dozens of tools that help people connect and gather information quickly.  More than 40% of people’s time with apps is spent playing games.

Sunil Gupta closes this article with the most powerful statement.  “So apps are not only the most effective way to reach mobile consumers; they are also more cost-efficient than many traditional ad campaigns.  When we started mobizmedia, LLC, we knew that the ability for a company to connect with their customers in a customized, branded and user friendly environment will surpass the ability of any other traditional media.  Now is the time to start building your custom mobile app audience of repeat customers.  Read more about this subject here.  Harvard Business Review – For Mobile Devices, Think Apps, Not Ads.

Mobizmedia Consulting

Integrating mobile media into your current marketing and advertising strategy requires creating synergy and coordination in your messaging strategy.  We started Mobizmedia and created the MobizVIP smartphone mobile media technology platform because we have the unique ability to apply the best in software development and combine that with over 25 years of in-field experience in traditional, legacy media consulting.

Creating a two-way open communication channel between your business and your customers and from your customers to you, requires understanding that transparency, authenticity, respect and timing are critical.  When your customers opt in and agree to download your app, they are demonstrating their trust in your company, that their access to you won’t be abused.

What to say, when to say it and how to communicate one on one with your customers is part of the strategy.  Realizing that they can, should and will pass on your communications to others is also part of the thought process.

Providing incentives and rewards that accrue over time as your customers increase their patronage and loyalty towards your business requires a commitment to your customers and to the process of administering and delivering the actual rewards.  This process requires educating and training your staff in terms of providing a higher level of service and communication with your most loyal customers.

This process of mobile media integration and smartphone app execution can be fun and exciting.
Mobizmedia mobile marketing is cutting edge and innovative. It’s clearly a significant point of differentiation and a definite competitive advantage when executed strategically.

There are early adopters and pioneers for every new technology and category.  You can be a category leader.  Don’t wait.  Start building your smartphone app and customizing your strategy.

It’s easy to get started.  Call or email us to learn how easy and affordable a custom mobiz media app can be for your company.