Engaging Customers
To continue with the Jumptap series on attracting brand dollars to your app, the second key area for app developers to understand is how engaging customers with your app will create the notoriety that attracts brand dollars.
There are many types of apps in the marketplace and there is a lot of data in the industry suggesting that many apps do not have a real utility for mobile consumers. This is represented by the number of apps available in relation to the number of apps downloaded and then finally the number of apps used by consumers on a regular basis. I have heard numbers such as 5 to 10 apps is the maximum number of apps people will use on a regular basis. Regardless of the number, the best way to engage customers is to build an app that:
- Delivers a value to the consumer that would not be as easily achieved by any other method
- Creates excitement that provokes users to share and speak about the app
- Provides content (as well as advertising) that is relevant to the user
All 3 of these elements need to work together. I think about some of the gaming apps that really only let me engage in one action. The concept might have been “cool”, “new”, or “hip” at one point which led someone to refer me to this app but if there is not much more that I can do, I won’t re-use the app – and neither will anyone else.
Content and utility in conjunction with a “hip” factor provoke referrals. This is what brands are looking for. It allows the app to tap into user audiences that result in targets for brand dollars… a topic for the next posting.
Have questions or need help in understanding how to improve your app’s engagement? Post a comment!
