Is your digital marketing plan feeling a little lacklustre? There’s an app for that. Or there could be.
While custom software development may not be part of the standard marketing playbook, the development of an app is a move that achieves many marketing objectives – and achieves them in both the short and long term, too.
An app can help your marketing plan in three basic ways:
1. It gets your brand out there
First and foremost, the aim of any customer-facing custom software should be to promote your brand. This is where apps come in handy; as most people spend the majority of their day on their phone, an app achieves a greater amount of brand exposure than almost any other medium. It’s a little advertisement that is under your customer’s gaze, all the time.
2. It fosters customer relationships
The second aim of a good marketing plan will be to strengthen relationships once they do exist. Apps are great for this, too.
A custom piece of software may not be popular with a fresh audience immediately, but if designed well it will be appreciated by your existing customers. An app designed specifically for your brand provides a direct link between your customer and your business, fostering a personal relationship.
3. It’s a custom data-gathering tool
When it comes to testing out marketing ideas, most companies can only dream of having a captive audience. However, the dedicated customer base that has downloaded your custom app is just that: your very own testing ground.
The use of custom software as a testing point is not just limited to boring old A/B testing of your content. With a captive audience, you can test which times, days, lengths and media your target audiences react best to. Not sure if your cute meme is going to soar or flop on a Monday morning? Test it out with a push on your app first.
Keys to getting the most out of your investment
Of course, you can’t just foist any piece of software on your audience and expect it to succeed. It doesn’t have to be a complex idea – even something as simple as a loyalty points app can achieve all of the above. Keep the following in mind when designing:
– Plan on giving something back: value-adding is central to keeping customer relationships strong.
– Keep your goals in focus: use your design to link your services or products even more closely with your customer’s daily life.
– Look to the future: a simple app might achieve what you want in the short term, but don’t forget your long-term aims, building with future goals in mind will give you room to grow.
Innovative and inventive digital strategies
Custom software is an inventive way to push your digital marketing strategy forward, but it’s just one of the ways to get creative with your marketing plan. When you want to give your digital marketing efforts an extra boost, contact us. We’ll give you obligation-free, solid advice on the best way forward for your business.