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Mobile apps are software applications designed to run on tablets, Smartphone’s and other mobile devices. They are typically available through app stores which are operated by the owners of the mobile operating system. <br>
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The Future of Mobile Applications • The average India consumer has 36 apps on their 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: • 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%.
The future of apps lies within three core areas: • 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. • 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.
Is it sustainable? • 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.
How can apps be used to influence consumer purchase behavior? • 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.
Consider this. • 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.
