Increase Your Marketing Impact Using Enterprise Apps
Originally featured on Appindex
Marketing teams are under increased pressure to become more innovative and take advantage of new marketing channels, with 2015 spending on marketing expected to increase by 77%.
One of the ways marketing teams are innovating is through mobile technology such as apps. However, the majority of these apps are being used externally, whereas internal apps still have a long way to go until they are fully incorporated within marketing teams themselves.
Internal marketing apps have many benefits, from allowing you to engage with clients and prospects better to helping you support events.
Some of the benefits of apps for marketing are:
- Increased productivity. Mobile apps can help make communication and access to information faster and more efficient than ever before.
- Increased engagement. Marketing apps can help you engage with prospects directly in their mobile devices, increasing your chances of converting leads.
- Instant access. By centralising data in one place, marketing apps make it easier for employees to find the information when they most need it.
- Improved communication. Apps also excel at providing better communication among employees. Considering the importance of good coordination between sales and marketing departments, this is a particularly important benefit.
- Greater insight. Finally, apps can allow employees to gain better insight into prospects by using analytics and other software. This can help them better target their marketing efforts.
Marketing app use cases
1. Content Marketing Apps
Content marketing apps allow you to promote your content directly to your clients’ mobile devices. This can help engage clients more highly and provide them with special “add-ons” and useful content that help you stand out from your competitors.
From educational resources such as special promotions and email courses to interactive content such as quizzes, games and competitions, content marketing apps can be used to constantly deliver value to clients or prospects and encourage them to engage more with your brand.
2. Event Apps
Internal and external events run by marketing teams can also benefit from an app. These apps are always welcome by event attendees, as they can give them access to a variety of content such as schedule and speaker information, location and additional content such as presentations.
But event apps offer other opportunities for marketing teams; with an app, you can communicate with event attendees directly on their mobile devices and even offer the chance to sponsors, partners and exhibitors to target attendees, increasing the value of their sponsorship package.
Other possible features for event apps include the ability to get attendees to sign up to your newsletter directly on a mobile device and while they are at their most receptive.
3. Marketing Report Apps
Reporting is an important part of all marketing efforts, as teams are expected to demonstrate the value and results of their campaigns.
With an app, your marketing team can make reporting easier and more efficient than ever by allowing them to record and communicate their campaign results via and to mobile devices.
The advantages offered by reporting apps compared to traditional methods of reporting are the interactivity they bring which can make reading reports a much more engaging process. By allowing users to zoom in, filter data, swipe and carry out other interactions, the report reading experience can be tailored to each individual user, enabling them to access whatever information is relevant in an easy and quick way.
Apps also allow you to include a variety of media, such as videos, slideshows, infographics, embedded documents, etc., while the content itself can also be made as engaging as possible.
The app could even be designed in a way that marketing employees can simply input the data directly into the app, which can then generate the report accordingly. This can make the report building process even more efficient, avoiding the double handling of information and reducing the risk of error.
4. Document Library
Finding needed documents while at a meeting can be a time-consuming process, particularly when it comes to documents stored in the Intranet, which is notoriously unreliable and not very mobile-friendly.
An app can help here too by allowing marketing teams to centralize all documents relevant to their discussion, ensuring that they can be easily accessed on their tablets at a moment’s notice.
From sales materials and product information to relevant blogposts and PR articles, there is a wide range of documents that could be relevant here.
5. Internal Communications
Finally, internal communications are an integral part of any business, and when it comes to marketing these become particularly relevant as teams need to coordinate with other teams such as sales.
An internal communications app can be in the form of a chat room or a news feed, allowing users to post in different sections depending on the nature of the information. They also enable group conversations, allowing whole teams to collaborate without the risk of someone forgetting to click ‘Reply all’.
Moreover, by incorporating push notifications, internal communications apps are also very efficient at notifying users of urgent messages, in contrast to email.
Many companies are already taking advantage of the benefits of marketing apps, helping to increase productivity, communicate better with customers and support events.
Are you using apps for marketing? Can you think of any features that we forgot to include?