According to data presented by Marketeer in the second half of the previous year, 7 million Portuguese have smartphones, which shows a 75.1% adhesion of this type of product in the national society. These values have been steadily increasing year by year, and adding to the fact that the Portuguese are increasingly using their gadgets in a social context, demonstrates that mobile applications are an excellent tool to reach a large number of users.
The time spent by users on their respective smartphones is divided into several functions, consequently several mobile applications are also used and so the connection with digital marketing is crucial to achieving the desired results. On the other hand, the usefulness of each of these applications is also important, since the user only keeps it installed if it proves useful for their needs.
Brands must begin to look at mobile applications as an excellent digital marketing tool, provided they do so in a coherent, strategic and appropriate way to the rest of the marketing of the project. The way the user relates to the brand and its communication does not allow it to be just an adaptation of what already exists (adapt website, online store, etc.), it is essential that there is more than that to offer.
It is no news to companies the importance of being present online, in fact at this moment this is not even a question to ponder. Website itself, email marketing campaigns, social networking and other actions is the most common these days, but there are still few brands to have their own mobile application, not realizing everything they can win.
As mentioned above, it is extremely important to meet the expectations of your market segment and thereby deliver usefulness to your users, but more importantly is to know exactly what are these utilities that your users appreciate and seek.
The first step is in the definition and strategy of the resources required for the mobile application to be useful to the client. The brand should create a complete application, full of features and give the customer a unique experience, not just the reproduction of the website or the online store. Delivering something unique and useful to the customer is the main function of the company and the entire digital marketing strategy of the company.
For more mobile applications exist for any operating system, setting goals and objectives of your own application is what makes your digital marketing strategy succeed or not. It is necessary to define the objective from the beginning and it must correspond to four characteristics: be specific, realistic, temporal and measurable.
Thinking a little bit about features, it is important that in the construction and strategy definition of the mobile application itself, the capabilities of the smartphone, ie, the application needs specific functionality (such as Bluetooth by example, it is important to note that not all smartphones have it and so it may be a long-term problem.
In 2019, getting stuck to social networking, website and email marketing is an extremely serious mistake for any brand! Creating useful mobile applications with practical features and giving the customer a unique experience is the way to go to reach your market segment more effectively.
There are very interesting tools to create these mobile applications or refer to a specialty agency that will certainly work on your business strategy in partnership with your previously defined digital marketing strategy.