Investing in Mobile Apps for Marketing: Scope and Challenges

Shailendra More

Shailendra More – Mobile Developer Lead

Mobile Apps are not just representative of cutting-edge digital technology, they have also revolutionized the face of business marketing worldwide. With an increasing number of users relying on internet-enabled mobile devices, there is a high-potential consumer base in mobile phones, for marketers across all niches. Needless to say, this realm is of course plagued with intense competition, and it often becomes a debatable topic whether it is monetarily worthwhile to invest in mobile apps for marketing, despite its various challenges. Here’s a quick look at them:-

Challenges in Mobile Apps Marketing
  Choice between a site or an app
The biggest question while designing the mobile strategy is if you should go for an app or a mobile site to promote your business. Many players fail to take consumer behavior into consideration when implementing their strategy.

Delivery of mobile content
The content that is delivered through mobile apps or marketing should optimize the user experience. The biggest challenge is when the sites are not compatible with the screen size of the device that can mean loss of business.

Privacy concerns
The marketers using the mobile platform need to be extra sensitive towards the privacy of the users. They must seek permission before they involve the users in any promotional activity.

Tough Navigation of the content
The mobile screen has a small size with no external hardware like a mouse which means that the navigation can be a bit of a challenge. Some of the ads may not even be viewed because of the hassles involved in screening the content.

Myriad Benefits and Scope

A smart marketer will aim at overcoming the aforementioned challenges to reap the myriad benefits of investing in Mobile Apps.

Quick Results
Most of the users will receive your marketing message as soon as it is sent. The message will be received even if the mobile phone is on standby mode. This is the reason the mobile marketing methods show instant results.

Budget Friendly
It is comparatively more economic to design images and content for mobile viewing that a full fledge website. This is why the mobile marketers can share part of their profits in the form of incentives for using their mobile app or site. This promotional technique can be used effectively to push the business to your end customer.

User Friendly Interface
To make the site or the app user friendly, the content developers need to limit the size of the content as per the screen size which is much easier to work with. The content is basic and uncomplicated for the users to get information quickly.

Reach out to your customers directly
The mobile marketing strategy has been designed in such a way that it interacts with the use directly. This makes the ad and promotional activities more personalized with greater propensity to show results.

Easy to track the response
The marketers can easily track the effectiveness of their mobile campaign which helps them in analyzing the user behavior. This can further culminate to enhancement of services and user experience.

Success Stories
While we’ve assisted many of our clients in the realm of Mobile App Development, the Golden Bonds Mobile App for Pidilite (https://play.google.com/store/apps/details?id=com.scriptlanes.goldenbonds&hl=en), is definitely noteworthy of mention. With its stimulating layout, easy to navigate pages and excellent compatibility, it has been tailor-made to assist architects and interior designers in the process of choosing substrates for surfaces. There has been overwhelming positive response from the Pidilite Consumer Base, ever since the launch of this app in January 2014. Yet another innovative app is the Racold’s “Steam a Doodle” App (https://itunes.apple.com/in/app/racolds-steam-a-doodle/id824151734?mt=8) that allows users to create, save and share steam doodles!

The greater the innovation, the greater is the success as far as the intensely competitive zone of mobile apps is concerned. It’s definitely a zone worth treading for every digital marketer!