The Future of
Mobile Applications
The average India consumer has 36 apps on other device There is a rough reality that many apps get removed after
first use, which can often be down to poor user experience and latent period issues.
The Drum spoke with Ian James, international general manager, to talk about how
voice assistants are now creating, advanced ways for brands to have direct
relationships with consumers. Best Mobile Applications Company In
Hyderabad
The
future of apps lies within three core areas:
- Speed
and efficiency: Mobile
app environments work faster, in comparison to mobile web. This speed
ensures consumers can access content quicker, which grows to the overall
experience in providing the right message, at the right time. 62% of milliners prefer to shop and browse via
app, due to the personalized environments and speed of purchase.
- Accuracy
and yield: Apps
have spurred on the growth of features such as location accuracy and voice
search. Apps create a kind of ‘pin-board’ of interests; a depiction of a
consumer’s personality, through what they like, where they go and what
they do, all within a trusted environment. This ‘pin-board’ of interests,
generates accurate and precise insights that can be drawn on to benefit
the user experience and improve the publisher app itself. In fact 72%
of media sellers, who provide precise data to brands, have seen
inventory yield increase by more than 50%.
- Trusted
access: Consumers
download the apps they love on their devices which in turn gives them
access to content that is relevant and useful. This type of indicate in-app
experience has led to consumers citing they are more willing to share
their data , in exchange for more personalized experiences.
Consumers spend 85% of their time on Smartphone’s, within apps,
but only 5 apps see very heavy use, Some may say this isn’t a sustainable
future for apps. However, app revenue is rapidly increasing and is expected to
only continue on the same upward trend in future.
In order to keep up with fast-paced digital growth, publishers
must ensure that when they develop their apps they focus even more on consumer
demands and take note of all upcoming developments in tech. Consumers are now
expecting experiences to be completely personalized and customized to their
location.
Apps are best placed
to optimize these opportunities through the smart use of technology and data
services:
- Location
based services is a fast-growing category that offers localized, relevant
advertising in trusted app environments. Defining where we go, behavioral
patterns and places of interest, turning our demographic data into
invaluable insights for marketers.
- Mobile
wallet technology is also on the rise, enabling quick and efficient
transactions to take place ‘on the go’.
- Voice
technology - The industry will witness a rise of the voice marketer,
within the app ecosystem. A closer bond, between brand, app, content and
consumer will improve sustainability of the mobile app.
How do people help creation/discovery process?
Consumer insight is one of the most powerful tools marketers and
publishers can hold. Discovering where your audiences are, and their interests
and habits can not only allow you to talk to them in the right manner, with the
right message, but it can provide the golden ticket to understanding context,
engagement and inspire future innovation.
How can apps be used to influence consumer purchase behavior?
Mobile applications are transforming the way in which brand
marketers are connecting with consumers. Research Verve ran with Wildness, revealed 95% of in store, purchases were
influenced by a mobile ad; whether that be a direct engagement with the ad, or
simply an exposure that prompted the consumer to act.
The generations that have never lived in a world without mobile,
are demanding interactive apps and advertisements. The push towards relevancy
and personalization is key. Recent research conducted by Verve and Census wide,
found that consumers are twice as likely to react on mobile ads based on their
location, versus a generic ad.
- Make
a Good Impression: It boils back down to having a robust strategy and
objective, to ensure you’re providing your audiences with the most
relevant and timey content possible, from the very first impression.
- Own
That Data: As
a publisher within a mobile app environment, you have the potential to sit
on a wealth of quality data. Publisher apps have access to device
movements which can have powerful results for inventory yield. This can
attract premium brands to advertise on your app, through the smart use of
first party, consented data.
- Think
Audiences. Be Creative: Good creative truly does matter. There’s no use in
having a slick app environment, utilizing 1st party, quality data and then
serving intrusive, ill-targeted advertising. Publishers need to work in
collaboration with experts from the data intelligence and creativity
sectors, to ensure their user experience is fully optimized.
A consumer browses a favorite app at their office desk,
whilst contemplating where to go on their lunch break. A high-street retailer
serves an ad, localized to the device, and in a relevant creative format for
that user. The consumer taps on the ad and sees that coat that they have been
meaning to purchase for a while now. In two minds, the consumer scrolls down
the creative ad format, and is presented with a map, that reveals the store is
in fact only a three-minute walk. The consumer heads out of the office, GPS
location signals track the device’s movements and enable the consumer to
navigate efficiently to the store. The consumer enters, and Bluetooth beacon
technology tracks that device in store.
The retailer now knows that the ad served has not only
influenced the consumer to act, but has enabled the consumer to navigate
directly to the store. As a result, the retailer can now extract insight from
location data signals, and beacon technology to confidentially place that
consumer in store at that precise moment. Best
Mobile Applications Company In Hyderabad
