Are marketers doing enough to maximise the value they could garner from downloads of their apps? Not only do they hold a wealth of user data, but also an opportunity to reengage and immerse people into their brands. Cristina Constandache (pictured below), managing director EMEA, Cheetah Ad Platform tells ExchangeWire that brands need to refine their mobile communication strategies, and CRM via mobile apps is a great way to do that.

Of all the time we spend on mobile, a considerable 90% is in-app, according to Yahoo’s Flurry analytics. Considering this, and the unfettered rise of smartphone adoption, what better place could marketers choose to capture a consumer’s attention? In this mobile-first world, they must embrace apps as the ultimate way of creating immersive brand encounters. And if they do, they could also see the medium transform into the ultimate CRM channel, driving engagement, encouraging loyalty and providing measurable success.

The question is, how can this be achieved?

1. With communication that is valuable

In-app messaging and push notifications can trigger users to open neglected apps and keep them engaging with the brand. And, while the debate over which type of messaging is better continues, it’s important to note that if done right they both encourage engagement by promoting communication between brand and user.

Sending a push notification at 2am in the night because you forget to take into account a consumer’s time zone, or trying to have five 'direct conversations' with the consumer every day via both channels, can turn your most loyal customer off – fast.

You need to pay attention to the characteristics and habits of each and every consumer. If you notice that someone is in-app most mornings, and typically makes purchases during the weekend, you can adapt your conversion campaign to these behaviours. A clothing brand could notify that consumer, via in-app message, of a discount on an item they favourited when they open the app one weekday morning. The following Saturday, it could remind them by push notification that the item is still in their basket and that they are one click away from owning it.

Don’t forget, communication is a two-way street. The Hilton hotel check-in app not only acts as a door key, but also allows customers to request certain items ahead of time. Providing this open channel to reach the brand  builds emotional connections and long-lasting relationships with consumers by handing them communicative control.

2. With content that is enticing

Cristina Constandache, MD EMEA, Cheetah Ad Platform

Content, and especially exclusive, relevant content, will entice new users to download an app and existing users to continue using one. But rewarding users doesn’t necessarily mean you need to spend time or money creating additional content – the Angry Birds app simply offers extra lives!

But if you use a one-size-fits-all approach, you will miss out on opportunities to build one-on-one relationships with customers. Context, demographics, and behaviour are key for personalisation; and, ultimately, the optimal brand experience. Take the example of Starbucks, which understands that if you want customers to use your app, you have to give something back. It offers free coupons exclusively in-app, as well as the chance to store your loyalty card, download receipts, check real-time balances, as well as order and pay on mobile. It also collects data on user preferences, favourites, attributes, and actions, then leverages analytics to create campaigns specific to each customer’s interest.

Meanwhile, other brands are using app-based insights to shape the future of their businesses. Sports brands Nike and ASICS have both built a loyal community of fans through their mobile apps and, in turn, have secured valuable insights on the fitness community to help design and sell better, more relevant products.

3. With metrics that work

Download numbers are no indication of success; and the industry is slowly transitioning beyond using initial metrics like impressions, open rate, and click-through rate to measure a campaign's impact on business goals. In order to rethink their metrics and track what matters most, brands and agencies will have to start with clear goals in mind for their campaigns – whether it is time spent in-app or driving in-app purchases.

Define what your retention or conversion looks like with your company’s business goals in mind. Not all apps are made to be used every day – think about airline or taxi apps, for example – so when a consumer uses your app more than once during a certain period of time, it should be seen as successful customer retention.

Victoria’s Secret has built an enviable long-term loyalty app strategy: the app users are encouraged to come back to the app through special in-app offers and updates on the latest collections. This plays a significant role in bringing back repeat traffic and building sales. This is only possible by analysing their app campaign results carefully against targets and implementing them into their next steps. Similarly, Disney World’s GPS-enabled My Experience app, which lets users plan their trip through the park, and helps them find, purchase, and ship home merchandise without queuing in-store, which facilitates an easy shopping experience. By measuring the introduction of such a promotion against sales targets, it would be easy for anyone to judge whether to continue said offer or test a new one.

The bottom line

There are more than 1.5 million apps in the Apple App Store today, and a similar number in the Google Play Store, but most users will use a select few. To stand out, brands need to start thinking about refining their mobile marketing strategies with well-crafted communication and rewarding exclusives, measured against meaningful metrics. Deploying effective CRM via mobile apps will help realise the dreams of every marketer — the ability to communicate in real time on a one-to-one basis, nimbly manage engagement levels, and drive both loyalty and valuable actions.