Brand experience: Five trends for mobile apps

By Jonathan Hassell

| Retail

In this digital age, mobile commerce has become an essential outlet for brands that need consumer exposure. A 2015 report from the Pew Research Center found that 64 percent of Americans own a smartphone. In order for an enterprise to be as successful as possible, it must deliver a powerful, engaging brand experience to this large mobile population. But this can be a complex task.

Here are five mobile brand experience trends that CEOs need to keep an eye out for:

  1. Segmenting through demographics
    In order to create tailored content, you must think about your customer base in terms of age, gender, interest and engagement level. Once you have a thorough understanding of your audience, you can segment your app features in such a way that it feels relevant to all of your users, regardless of their age, location, income level or other key indicators. As mobile advancements have progressed, customers increasingly expect a one-on-one connection with your brand. This level of personalization is crucial to your app’s success. You should avoid mass marketing efforts as much as possible.
  2. Creating offers that are tailored to how users engage with your app
    One sure-fire way to increase your conversion rates is to provide a brand experience that targets offers, advertisements and useful information to a specific user based on his or her location and app usage behavior. You should ask yourself the following questions: How do your customers use their phones and tablets? Where are they usually located when they’re engaging with your app? Do they tend to access your content briefly? Or do they graze over it for a long period?
  3. Building an experience through analyzing affinity and leveraging it
    By determining which features your audience interacts with the most, you can bring additional value to their experience. For instance, an enterprise retailer’s app could create personalized push notifications that alert users about sales and events that would be important to them. By developing this type of tailored content, you can increase your brand loyalty.
  4. Creating and improving cross-channel communications
    It’s important to remember that the information a user gives you through an outside channel can apply to his or her mobile experience as well. If you obtain consumer data from your website, call center or support facilities, you should use this to your advantage.
  5. Telling your brand’s story
    It’s important to remember that your customers are much more than cookie data or rows and columns in a database. By taking the opportunity to incorporate real customer stories within your products and services, you can assure users that you understand that they’re real people with challenges, wants and needs. In addition, by incorporating stories about your brand, its history and how it can make a positive impact on a user’s life, you can help consumers see that you are offering a full experience, as opposed to simply selling a product or service.

By leveraging these five brand experience trends, enterprises can increase their conversion rates, brand loyalty and customer satisfaction.

Written By

Jonathan Hassell

President, 82 Ventures

Jonathan Hassell runs 82 Ventures, a technical writing and consulting firm based in Charlotte, NC. He centers his focus around network administrator, security, the cloud, and mobile technologies.

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