Now a day’s mobile apps have proved to be a powerful marketing channel, it is not right for every business to invest the time and money to support an app. Having an app means investing in actually developing the app – or apps – if you want to serve both iPhone and Android users, as well as resources in getting people to actually download it.
Here are 7 Indications your brand needs a mobile app:
1. More than 25% of your customers are opening your email on mobile
If more than a quarter of your audience is opening your emails on mobile, it means that it’s easier for you to reach them on their mobile device. According to research, 49% of email opens in July 2015 occurred on mobile.
Yet, these figures may vary significantly, depending on your target audience, your product or service and the type of emails you are sending. These numbers may increase month over month, so you better check your own numbers: are email opens on mobile significantly high? Do they seem to be growing even further? If your answer is ‘yes’, it is time for your brand to have an app.
With a mobile app it is much easier to target your mobile users in order to send the right message to the right user at the right time, thus increasing your open rates even further. In addition, mobile messages are device compatible and provide a better user experience.
2. You have less than 35% returning visitors to your website
If your goal is to create an engaged audience, eager to return to your website again and again to see fresh content, read updates or engage in any other way with your brand – mobile apps must be proved your best friend.
While with desktop or mobile websites you need to invest in building a large following on social media and spend money on ads every time you want your users to return to your website, with mobile apps, all you need is for them to download your app once. After that, it doesn’t matter if the user follows you on Facebook or not, or whether they’ve seen your expensive retargeting ads – whenever you want to bring a user back all you need to do is send them a push message. The right message at the right time will get them back, no need to spend more money on ads.
3. Your competitors have apps
If your competitors already have apps, it is a great sign. It means that they’ve done the hard work of educating your target audience that communication in your industry is done, among other channels, via mobile apps.
All that is left for you to do is to consult your competitors apps, see what works for them and what doesn’t, and create a useful app that your audience would be incentivized to download. They are probably already expecting that move, so make sure not to disappoint them – make your research quick so your brand doesn’t get left behind. It is also important to make sure your app is providing users with real value and a smooth user experience.
4. Your target audience is young
If your audience is seniors over the age of 55, you probably don’t need an app. Most of these people still watch TV and only a small percentage of them even own a smartphone.
Millennials on the other hand, those 16-34 young adults, are spending a large portion of their time on mobile. Almost 90% of them own a smartphone, according to a research
Furthermore, Nine out of ten of those who go online on a smartphone or tablet use apps on these devices, and it was found that they prefer accessing content through apps rather than browsers for some types of content.
5. Your email click-through-rate is low
As mentioned above, almost 50% of email respondents will open your email on their mobile. Yet, according to Mailchimp and Litmus, click-throughs on desktop are still 40% higher than on mobile.
- This could be due to a number of reasons:
- Your emails are not responsive
- People have less patience when they are on the go
- Email not rendering well on user’s device
6. Your brand is e-commerce based
If your brand is an e-commerce brand, relying on purchases made by visitors to your website for revenue, a mobile app should be central to your business profitability.
With mobile apps, it’s much easier to engage active users and bring back dormant ones.
Use cases for e-commerce include: announcing special sales, allowing users to track their purchases as they are delivered to them, sending a reminder for items left in the shopping cart and more.
In the second quarter of 2014 m-commerce saw an astonishing growth of 47%, compared with only 10% growth in e-commerce.
7. You have a brick and mortar store
E-commerce brands are not the only benefactors from the growth in mobile commerce. A study conducted by the Local Search Association revealed that 78% of mobile searches for local businesses ended up with a purchase.
With mobile apps, brick and mortar shops including restaurants, bars and entertainment venues can target users by geographic location. This allows them to offer guidance, updates and discounts to any of their customers reaching a certain distance of their store. They can also increase in store purchases and send messages to dormant users based on their last activity or other relevant information.
The options are unlimited, and with users downloading your app you are now able to launch creative campaigns targeted to individual users.
If one or more of the above apply to your brand, it is time to start researching and building a strategy to have your own mobile app. Whether it’s best to build the app in-house or hire an agency.
Arun Kumar works at Prima Business Solutions, A mobile apps development company based in London. With potential clients all across the Untited Kingdom, we cater to both startups and large organizations. Arun has a fun and frolic personality and he loves to write about technology and mobile app development articles.