How Your Business Can Use Content Marketing Apps
Domino’s Pizza had a great year in 2015. Profits were £73 million, up from £62 million the previous year. Their secret? A content marketing app.
You probably know it simply as the Domino’s Pizza app, you being one of the 11.5 million people total who have downloaded the app. That’s a staggering figure, one that accounts for 48.6% of all online sales for the pizza company.
“The thing that customers want more than anything else is convenience and that means food that’s delivered to their home,” chief executive David Wild told the BBC.
These figures show that this drive for convenience has been an overwhelming success. They paint a picture of a mobile strategy that can bring success to any size of business, particularly enterprises.
Below are some (but by no means all) of the benefits that can be gained from adopting apps into your marketing campaign.
Applying content marketing apps to practical scenarios – The Chocolatier
Imagine that you are a chocolatier. Your business is doing well, but of course, you want to do better. You learn through customer feedback that your customers find your wide range of chocolates delicious, but also you have a feeling that the selection might be too daunting, inaccessible even, to a new customer.
Confronted by everything from caramel to tobacco, they probably felt embarrassed at not knowing what to choose.
Giving your customer the information they want and need
A content marketing app could dissipate customer anxiety, and provide many more features as a bonus. It could contain a tasting guide that tells your customers everything they need to know in order to make an informed purchase and have a little fun in the process.
Which chocolates pair best with white wine? What suits my palette? — With an app, the answers to these questions would be at their fingertips.
What else could the chocolatier’s app do? How about a feed that tells the story of how your business got started or how you source your chocolate and seasonal content like what the most popular chocolates of the season are or what is a suitable chocolate box for Valentine’s Day.
This is not direct marketing, but you are sharing high-quality content that your existing audience can appreciate and enjoy.
For potential customers, it marks your enterprise as an industry leader that is invested in their business. Combine that with the practical utility that users are looking for, and you have a winning combination.
Engaging your audience wherever they go, whatever they do
Your business cannot follow your audience everywhere they go. An app can.
Whether they are commuting, queuing, or simply bored – they can unlock, scroll, and thumb your logo in seconds. While other businesses remain manacled to the desktop, your app can be a visually pleasing and well-designed envoy for your business.
We view 89% of our media through mobile apps. Even if your app is niche or infrequently used, it is present. Every time a user unlocks their phone, your app is sitting in the background.
It is ready and waiting for when the user needs it, and, when they do, it will remind them why they downloaded it in the first place.
Using content marketing apps as part of a mobile strategy
Enterprises are realising that an effective mobile strategy means more than a website with responsive design.
Take Wolters Kluwer, a global information company. Their content marketing app Lexicomp provides up-to-date clinical reference guides to medical professionals.
Although other pharmacology database apps exist, Lexicomp has established themselves as a leader in their field by providing access to 20 medical databases and unique features like drug shortage information. Doctors can rely on Lexicomp to make important decisions and conduct vital research.
Access important content wherever you go
It’s a great idea, and one done well. Lexicomp does not require a data connection so you can take these resources with you wherever you go.
Nothing is abridged; all the information is there, no heavy duty shelving required. If the information is changed (a recommended dose reduced for example) the app is updated.
Content is repurposed rather than reissued, with no inconvenience to the audience and no expense to Wolters Kluwer.
The subscription plan for Lexicomp starts at nearly $200. It is not merely the content that is valuable, however, but its accessibility.
Customers are always searching for the best source of information, and content marketing apps are the next logical step.
How much does it cost to create content marketing apps?
If you hire a developer to create your high-quality, enterprise mobile app it can cost a stupendous amount, but that is not the only way to you can create a content marketing app.
App building platforms like Fliplet allow businesses to build native apps at an accessible cost, while not limiting the amount of apps that they can build or what vertical they serve. And what’s best, no coding knowledge is required– so content apps can be put together in just minutes.
And with a platform like Fliplet you don’t need to worry about device compatibility, maintenance or any other technicalities, the team takes care of it for you.
If you’d like to find out more about how your business could create content marketing apps, visit our website.