Technology, no matter in what form, will continue to enrich our experiences in almost every aspect of our life. As 5G is going to soak into our small screens will make us capable of download video content in high speed while waving goodbye to the spinning wheel of frustration.
As improving AI technology, the Siri and Google Assistant will ultimately reach their potentials and eventually, everything will respond to voice commands. This will open up a wide array of doors for both app developers and marketers to communicate with their consumers in a more personal and fluent manner.
The future of mobile apps mainly depends on three core areas:
1. Efficiency and Speed: Mobile app environments work naturally faster, in comparison to the mobile web. This speed makes sure that the consumer can access content quicker, which enhances the overall experience in providing the right message, at the right time. 62% of the millennials prefer to shop and browse through app due to the more personalized environment and speed of purchase process.
2. Yield and Precision: Apps have stimulated the development of features like location accuracy and voice search. Apps create a kind of “pin-board” of interests, which depicts a consumer’s personality, what they prefer, where they roam and what they love to do and all of this within a trusted environment. This “pin-board” of interest generates accurate and precise insights which can be used to develop and improve the user experience. In fact, around 72% of media sellers who are providing precise data to brands, have seen inventory yield expanded by more than 50%.
3. Trusted Access: Generally, consumers tend to download the apps they love to use on their devices, which in turns give them access to contents that are relevant and useful according to their taste and need. This type of tailored in-app experience has led to consumers willing to share more of their data in exchange for more personalized in-app experience.
Around the world, the consumers generally spend 85% of their time on smartphones using and experiencing various apps. But among those apps, only five apps see heavy uses. So some might say this industry is not one that might sustain in the future. However, app revenue is increasing rapidly and is expected to only continue on the same upward trend in future.
In order to keep up with the fast-paced digital growth, the publishers must confirm that they have to focus more on consumer demands and upcoming tech trends while developing their apps. Because the consumers are more likely to expect experiences to be tailored more personalized and customized to their needs and location.
Apps are one of the best places to enhance these opportunities through the smart use of the technology and data services.
Services based on location is one of the fastest growing categories that offers localized and relevant advertising in a trusted app environment. Outlining our demographic data like where we go, our behavioral patterns and places of interests can be turned into a valuable insight for marketers.
Mobile wallet technology is emerging day by day, enabling us to do transactions quickly and efficiently on the go.
Within a very short period of time, the industry will experience the rise of the voice marketer, which will be in an app ecosystem. And this closer bond among the brands, apps, content, and consumers will radically improve the sustainability of the mobile apps.
Consumer insight is one of the most powerful tools that the publishers and marketer can hold to design and launch apps with greater personalized and user-friendly experience. Realizing where your audiences are and their interests and habits can not only help them to talk with the consumers in a right manner with the right message as well as it can also provide the extra benefits of understanding the context engagement and inspire future innovations.
A rock-solid strategy and objective must be set before developing an app. There are many apps out there that provide news to a loyal customer base yet they lack in offerings to localized their news content. It’s imperative to define your purpose and create a well-built strategy.
Mobile applications are transforming the way through which brand marketers are connecting with their consumer base. A recent research revealed that around 95% of in-store purchases were influenced by mobile ads. And that happened either through a direct engagement with the ad or a simple exposure to the ad which triggered the consumer to act.
The newer smartphone generation is demanding interactive apps and advertisements. The urge of getting things more relevant and personalized is the key here. Recent research found that consumers are more likely to get triggered by ads based on their personalized data or locations than a generic ad.
Make a good impression, it boils back down to have a robust strategy and objective ensuring you are providing your target audience with the most relevant and timely content possible from the very first impression.
As a publisher within a mobile app environment, you have the potential to acquire a load of quality data. Publisher apps have access to the device’s movements which have the power of inventory yield. This can charm and draw the attention of the premium brands to advertise through the app.
Be creative and think about the audience. Creativity truly does matter a lot while drawing attention. But there is no use of creative slick app while marketing it to an ill-targeted audience. Publishers need to work with the experts from the data intelligence and creative sectors to ensure the user experience is totally optimized and user-friendly.
Beacon technology or other mar-tech datasets are opening up a wide range of opportunity for brands and marketers while providing clever targeting to both loyal and potential consumers.
A consumer browses a favorite app while doing office work or lunch. A high street retailers capture this opportunity and serve ads localized to the device and its location. The consumer taps on the ad and sees that get triggered for the purchase of the product or service. The consumer than get to the shop via the apps interactive interface and navigation. The consumer enters the store and beacon technology starts its work by tracking the device in the store. The retailer now knows that the ad served not only to get the consumer triggered to purchase but also helped the consumer to get to the store through navigation assistance. The consumer than head for the purchase and pay through his mobile wallet with ease.
And this is how this app ecosystem works in real life influenced by locally driven, personalized ads presented inside a trusted and premium app environment.
And here it is, as the days go by the mobile app industry has a wide array of opportunity to capture from.