Tips on using a mobile app to represent your brand
The introduction of omni-channel sales has eliminated the boundaries between distribution through desktops, mobile phones or tablets. The digital sales strategy has also spread to wearables and other IoT technologies, dramatically changing how brands are representing themselves through apps in this new digital environment.
What is omni-channel user experience?
Omni-channel represents an integrated approach to a shopping experience. It ensures the same level of experience for a consumer, no matter where the purchase was made. Omni-channel marketing combines social media strategies, mobile advertising and the use of a desktop website. The main difference of omni-channel from multichannel marketing is the consistency of how each marketing tool is applied, so targeted messaging becomes very accurate. Omni-channel takes detail into consideration for each platform, devices used, and time and location.
This new standard of digital omni-channel user experience puts consumers’ expectations as the highest priority to present the brand most precisely, as it should. A warning though — any mistake made when communicating a message to consumers directly through omni-channel sales will impact all other related strategies that help build integrated customer relationships, because they are all interconnected.
What about mobile apps in omni-channel marketing?
Reaching customers through mobile applications is a crucial element of omni-channeling, and it is also one of the most complicated. The mobile world is a dynamically changing environment, including the devices and the speed of the users’ Internet connection. It also relates to a user’s behavior if their experience with an application is interrupted by a phone call or there is a conflict between installed apps running in the background.
To avoid consumers deleting an app, brands need to understand that the information and experience they supply to consumers needs to be fully personalized. Even though mobile experience is more personalized to begin with, consumers will choose to install and use the brand’s app because they believe this will help them easily solve their consumer needs.
Digital business strategy is fully based on a customer’s trust and loyalty. Only a mobile app that meets these basic criteria will earn a consumer’s attention and devotion.
To find out about the three most important ingredients for the development of a branded mobile app, please click here.
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