Mike Rhodes, CEO of ConsultMyApp, discusses what businesses must do to leverage their mobile apps/digital brand and survive in a post-covid era
For the past year, the over-riding narrative has been to stay at home and reduce in-person contact. As a result, every aspect of our lives, from work and socializing to exercising and shopping, has shifted online.
Amid such a backdrop, the mobile app market has become more important than ever before. In fact, the second quarter of 2020 became the largest yet for mobile app usage, with new downloads skyrocketing to 35 billion and in-app spending reaching a record $27 billion.
Whilst some industries have tackled this new digital challenge head on, and with great success, others have failed to engage and retain users online. The most notable example has been the failure of the NHS track and trace app which, according to the latest reports, only curbed the transmission of coronavirus by 2-5% last year.
Developing a mobile app is simple, but as track and trace shows, ensuring an app’s success is far more complex than registering the platform and attracting active users. In order to increase visibility, drive installs and retain users, app optimization and pre and post-acquisition marketing is essential. Yet, currently, only the most digitally savvy businesses are aware of this.
So, where do businesses need to concentrate their efforts if they are to successfully leverage their mobile apps and obtain a market advantage in the new COVID-era?
Prioritise app-store optimization
The mobile app industry is booming. Irrespective of the sector, businesses across the world are quickly waking up to the potential of the mobile app market and, as a result, apps are becoming increasingly important in our everyday lives.
Amid such a saturated market, app-store optimization should be the top priority for your mobile marketing strategy. According to Apple, 70% of individuals use the search tool to find apps, so keyword optimization is essential to make sure that the right people find your app above anyone else’s when they search in the stores.
Moreover, optimizing your creative assets is crucial to ensure sustained conversion. For example, enhancing the icon, screenshots and multimedia assets that appear on the app store can boost the appeal of your listing and help improve download rates. After all, your profile on the app store acts a virtual shop front with a footfall of billions of people globally, so you need to make sure it stands out.
Ultimately, app-store optimization can improve your visibility in organic searches and help to increase overall conversation rates, alongside building a strong foundation for your app to set it up for continued success.
Enhance your communication strategy
Amid the ongoing market upheaval, businesses core messaging has become more important than ever before, and a brand’s ability to communicate effectively with their target market has become pivotal to determine whether they are a thriving success or fall into irrelevance. However, with so many businesses trying to carve out a unique voice online, it can be hard to remain relevant to customers.
Mobile apps provide businesses with a unique opportunity to provide a personalised user experience, that not only works to build relationships with existing customers, but also offers the opportunity to approach an even wider market than before.
Maintaining regular interaction with your customers via a mobile app platform that caters to their personal needs will help to build a loyal following and result in better rates of engagement for the business.
Pivot according to shifts in consumer behaviour
The mobile app market is flourishing and, in Q1 of 2020 alone, the average time individuals spent in apps each week rose by 20%. Whilst a recent report has suggested that this shift online will continue long after social distancing measures and lockdown restrictions lift, in order to remain successful, businesses must monitor shifts in consumer behaviour and pivot their app experience.
Developing and optimizing an app is not a one-and-done process. Businesses need to constantly review user interests, sentiments and requirements, alongside design trends, if they are to remain relevant and meet consumer demand. No matter how advanced your app is, if you neglect to pivot your service offerings accordingly, you will fall behind your market competitors.
Review in-app monetization approaches
The past year has brought about drastic changes to the way businesses operate and, if they are to remain successful, they must continue to react to the changing economic climate and adapt to the opportunities available.
Whilst in-app monetisation strategies and mobile advertising can open up access to new revenue streams, businesses must prioritise the customer experience alongside the desire to raise funds. For example, modifying the purchasing process to make it more accessible and intuitive, whilst remaining simple, can help boost sales. In contrast, brands that overlook the potential to monetise aspects of their app, or have a poorly designed app that deters customers, will fall short and lose out on this new market potential.
Address security concerns
Without a doubt, the COVID-19 pandemic has rapidly accelerated the digital transition. Even individuals who have traditionally resisted the shift online, have been embracing these new opportunities at an unprecedented rate. However, despite this widespread acceptance, there are still concerns over fatigue when it comes to interacting with technology and distrust on security and data protection.
Businesses will need to address these concerns in equal measure if they are to retain users and ensure the long-term success of their mobile apps. Whilst apps need to be optimized to attract customers, functionality is just as important, especially as more brands enter into this space.
Looking ahead
On average, it is estimated that each individual has up to 90 apps on their phone, but they will only use nine in any one day. The stark reality is that many apps are downloaded, used once for the required purpose and then forgotten about. If businesses want their mobile apps to succeed in a flooded market, they will need to invest in app optimization and marketing strategies to build awareness, improve the customer experience and develop a competitive edge.
Ultimately, mobile apps have become the new interface for brands and businesses across all sectors amid the ongoing pandemic. This shift is only set to gain momentum moving forward and businesses simply cannot afford to overlook the lucrative potential of the app market if they are to survive in the new COVID-era.
