Mobile apps help brands of all sizes engage with their audience on their smartphones. Once mobile marketers are able to acquire targeted users, how can they earn their loyalty and retention?
Loyalty must be at the core of the app experience. In a survey conducted by Adobe and Forbes Insights of executives at companies with annual revenues of at least $250,000, several common app themes emerged.
When asked about app functionality that is important to their business today, 83% of executives named customer communications as the top app feature. Customer service/support is the second most important functionality to 79% of executives. Product communication (74%), ability to facilitate transactions (69%), and brand engagement (67%) rounded out the top five essential functions of an app.
When defining the role that a consumer-facing app plays in purchase behavior, 22% of executives name consideration stage of purchase, 28% feel apps play a roll in the purchasing stage, and 31% agree that apps are critical in maintaining customer loyalty and retention.
When it comes to mobile, brands struggle with the same challenges that indie developers and publishers deal with on a regular basis. Designing user-friendly interfaces, supporting multiple devices and operating systems, and following app store guidelines and requirements were listed as some of their app’s biggest obstacles to retention.
Everyone in the mobile marketing ecosystem wants one thing: happy users who frequently return. For brands, loyalty and retention are some of the most important focus areas from their brick and mortar storefronts to their mobile apps.
Loyalty must be at the core of the app experience. In a survey conducted by Adobe and Forbes Insights of executives at companies with annual revenues of at least $250,000, several common app themes emerged.
When asked about app functionality that is important to their business today, 83% of executives named customer communications as the top app feature. Customer service/support is the second most important functionality to 79% of executives. Product communication (74%), ability to facilitate transactions (69%), and brand engagement (67%) rounded out the top five essential functions of an app.
When defining the role that a consumer-facing app plays in purchase behavior, 22% of executives name consideration stage of purchase, 28% feel apps play a roll in the purchasing stage, and 31% agree that apps are critical in maintaining customer loyalty and retention.
When it comes to mobile, brands struggle with the same challenges that indie developers and publishers deal with on a regular basis. Designing user-friendly interfaces, supporting multiple devices and operating systems, and following app store guidelines and requirements were listed as some of their app’s biggest obstacles to retention.
Everyone in the mobile marketing ecosystem wants one thing: happy users who frequently return. For brands, loyalty and retention are some of the most important focus areas from their brick and mortar storefronts to their mobile apps.
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