In recent years we have witnessed commercial saturation where we find countless brands that offer similar products. From this great offer that we can find in the market arises the need for companies to differentiate themselves. This is, without a doubt, one of the keys that every marketing strategy must go through: differentiate and provide value and new experiences to the customer.
More and more companies are aware of how important it is to have a content marketing strategy. It serves to improve your online reputation and generate trust and this translates into more sales in your business.
One of the tools that large companies are developing and that combines content marketing with the penetration of mobile devices is the creation of a mobile application.
Advantages of a content app
– Group: brings together all types of content to have them grouped in one place. In this way, access becomes easier and more agile for users.
– Commitment: mobile applications allow a brand to create content specially adapted to this type of screen. They also allow you to interact and generate greater empathy with your users, achieving engagement (involvement with the brand).
– Differentiation: as we have said before, this is the key. This type of apps are not focused on e-commerce, but rather their purpose is to provide differential value and offer experiences.
– Customer acquisition and loyalty: a mobile app can help attract new customers and retain existing ones. The application makes it possible to establish direct and two-way communication with the client.
Success stories from real companies
An example of this is what the Flamingueo float brand did. They released an app where every Instagram user could measure their popularity on this platform. In just 24 hours it was placed in the top 5 of the market in the social category. It is not common for an e-commerce to launch this type of app. However, it was a brilliant marketing tool and a successful differentiation formula.
Another brand that has been able to take advantage of all the possibilities offered by this type of app is Ikea, with a content marketing strategy based on moving from its traditional catalog to an augmented reality application. This idea was born due to one of the most frequent problems that people have when they want to buy furniture and they do not know if it will really fit the spaces where they want to place it.
Without a doubt, this type of app contributes to the improvement of any company’s marketing strategy. First of all, you need to have a little creativity to launch a novel idea. Secondly, it is essential to know well the specific target audience to which this type of action will be directed. Finally, you just have to have the desire and passion to achieve the desired results.
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