WHY ENGAGEMENT, VALUE AND REACH CAN EQUAL MOBILE APP SUCCESS

Mobile applications are becoming increasingly sophisticated both in terms of features as well as engagement across the board. We have seen many popular mobile applications this year that have generated considerable excitement and coverage through their innovative approach. A successful mobile app will be one that is constantly evaluating its performance and introducing new features that are sure to excite its intended audience. A popular example could be the Facebook app that introduced ‘Facebook Live’ that allows mobile app users to stream directly from their mobile device to friends and family at any time. By focusing on engagement, value and reach the Facebook app is constantly innovating to adapt to the needs of their users.

In today’s blog, we wanted to highlight why engagement, value and reach can equal mobile app success for any business. The corner stone of any successful mobile app strategy largely depends on engaging content for the mobile app user, perceived user value and maximum reach in the form of download numbers. Let us examine each section and understand why it plays such a crucial role in the success of any mobile app.

User Engagement
User engagement can be defined as, ‘an effect, a reaction, a connection, a response and/or an experience of customers with a company or a brand’. In other words it means how customers react to products, services or offers communicated by the business or mobile app owner.

It is imperative that customers are engaged by the content that they receive after they have downloaded a mobile application for a business. For example, having high quality imagery, engaging video content that is becoming increasingly popular with customers and various methods for customers to engage with the business are all important considerations.

Furthermore, user engagement levels should be measured by detailed analytics and reports which identify app usage, time spent in the app as well as indicating the most widely used features. By analysing the analytics and drawing upon different metrics, any business can assess the impact that their mobile app is having upon user engagement.

Value
Every customer or mobile app user wants to receive value both in terms of quantitative and qualitative factors. With limited space on the home screen of many mobile devices, it has never been more crucial for the mobile app to offer value to the intended audience.

For instance, customers want to feel as though they have received real value by downloading an app related to a business. Offering mobile app specific loyalty programs, mobile commerce/ordering as well as localised, hyper targeted push messages is a method that every business can utilise to offer value.

Although value can be deemed a subjective term which varies from individual to individual, every business should strive to offer maximum value to their customers and mobile app users. By doing this, not only are businesses ensuring the success of their mobile app but they are creating a loyal customer base that can be retained over the long term.

Reach
The reach or total download numbers that a mobile app achieves is also a crucial component of mobile app success. Having a large install base allows businesses and mobile app owners to leverage the various marketing benefits that a mobile app offers. A large reach allows businesses to communicate special offers, discounts, promotions or relevant news to their audience through free push messages. Combined with geo-targeted and geo-fenced push notifications, businesses can better align their products and services to the needs of their customers.

Moreover, constantly reviewing mobile app data/statistics and implementing download strategies that seek to increase the reach and install base for a mobile app are key to long term success.

Conclusion
As we have seen throughout this blog, it is important to generate customer engagement, offer value and maximise the reach of a mobile app to ensure success. By focusing on these three areas and constantly evaluating the success of mobile marketing strategies any business can position itself to take advantage of the marketing activities that mobile apps offer.

To find out how E-Apps Solutions can help your business build, deploy and leverage mobile technology contact us today.