Mobile apps; why most companies invest in them?

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This year Apiumhub received a lot of projects regarding mobile: m-commerce, push notifications, mobile apps etc. It’s not a secret anymore that mobile became an essential part of our lives and it is kind of a center of a universe right now. Almost everything we do, we do with our smartphones and now brands, which invested in it experience tremendous growth in sales, why?

Mobile is personal. It’s a 24/7 connection to the customers, clients, collegues and users. Traditional ads nowadays deliver low value as people got used to them and at the end of the day, they have seen million of ads but probably remember only one. The old way was built to drive awareness. Now brands are in the user’s hands. Now, companies need to do something valuable for them.



If companies want to get personal with clients, companies need to know who they are. Companies need context to connect. Mobile is always on, always there. Mobile is personal. Mobile is location-aware and history-aware. Mobile is contextual. Mobile is there at the point of inspiration. Mobile is a media form beyond and unlike all others. Success in mobile demands that companies understand, track, respect and leverage all the context mobile brings: Time, place and preference.

Mobile is a channel to have a conversation. The mobile engagement model is built on relevance, context, preference, intimacy, immediacy and experience. It is much more than just an advertising channel. Mobile marketing helps companies to build strong and lasting relationships with their customers, employees and partners.

  Omni-channel retailers: Top 3 companies with successful customer experiences.

This year the importance of mobile for retailers has also become integral to business, as Google now explicitly ranks mobile friendly sites above their non-optimised competition.

Mobile app became the new face of the business. Oracle Mobile did a research, and what they discovered is that this generation is unlikely to use a company’s service again following a poor app experience. It became critical to invest in it and differentiate from others by providing exceptional app experience.

Brands are making progress with their mobile strategies, though there’s still plenty to be done , but now responsive design is one of the most popular ways to optimise for mobile users.

Mobile apps create new opportunities for companies to communicate in a completely new and advanced level with the customer. Native apps allow brands to have augmented reality. AR product packaging transforms brand interactions, creating entertaining, memorable, share-worthy experiences for consumers. It is a new opportunity for marketers to leverage augmented reality for boosting engagement and sales of their products and services. People are desensitized to traditional marketing methods and AR campaigns require active engagement, meaning consumers choose to trigger an AR experience versus passive forms of traditional advertising that don’t require active audience engagement. It became one of the hottest new advertising trends.It gets people talking.

Also, Mobile apps allow brands to send segmented push notifications, based on location, habits, preferences etc and which create meaningful and valuable mobile experiences. Push notifications help put companies app in front of the users at the right time, and in the right place to drive usage and brand engagement.

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Push notifications spark exceptional experiences, drive app engagement and increase customer loyalty and lifetime value.

An app-centric mobile strategy and push notifications/geofencing put the end-user first, and better leverages all that mobile can deliver. Mobile is rapidly expanding opportunities to drive brand awareness, engage and acquire new customers, and boost customer loyalty. Mobile tools maximize companies investments in this channel to increase the lifetime value of the app by driving deeper engagement, frequent use and value that builds long-term relationship.

Push notifications deliver value and builds loyalty in ways that SMS, email and advertising cannot. Customer decisions can happen in a matter of minutes or even seconds, and only mobile is capable of reaching the audience at the moment of inspiration. That’s why real-time mobile marketing is critical! It enables companies to trigger messages when a customer enters the store or interacts with the app in a way that shows they’re ready to take action.

Mobile marketing/push notifications support app’s customer lifecycle. Companies can automatically send welcome messages to help onboard new app users, or setup re-engagement programs for customers who haven’t opened the app lately etc. It’s not enough to send the right message to the right customers, companies need to be sure that the message reaches customers when and where they’re most receptive. With mobile apps and push notifications, it is easy.

Mobile user profiles are dynamic, constantly updating as preferences and lifestyle behaviors change. Customers are always on the move, creating vast amounts of location data. By knowing location profiles with in-app behaviors and user preferences, companies can target hyper-local audiences with hyper-relevant messaging based on where they shop, how they do it and what they are interested in. Location-based targeting makes mobile a radically new opportunity to deeply engage the audience with greater context and relevance than anything else.

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To control the success, mobile apps also create opportunities for the mobile apps/push notifications analytics, which give detailed engagement reports and audience trends, which help companies evaluate the performance of each mobile messaging campaign.

Even though it became obvious that mobile brings awesome possibilities and opportunities, but still according to intelligence pay even big retailers miss critical elements of mobile strategy, for example:

  • 40% do not have a mobile optimised store locator.
  • 20% don’t have a transactional mobile site.
  • 30% don’t have an iOS app.
  • 28% don’t have an Android app.
  • 44% do not have a tablet optimised site.
  • 46% don’t support responsive web design.


Nowadays, people spend more time in apps than any other media and building relationships with consumers through their mobile apps is critical.

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