Apps are increasingly taking their place as an essential business channel: Apps internet traffic has overcome desktop usage for the first time in the US and worldwide revenues coming from in-App purchases are expected to grow by more than 8 times from $4,589 million in 2013 to $36,881 million by 2017.
The increasingly important role of Apps may turn out to be a double-edged sword for companies: on one side, Apps can be used by brands to target a specific step of the customer journey, that can be from the pre-purchase phase to post-purchase; on the other side, apps are one way in which customers engage with the company, and thus have the power to influence customer perceptions of the brand positively, but also negatively.
So, how can Apps fit in the overall marketing strategy of companies and improve customer experience?
Till now, companies had not invested a lot of resources in Apps development and had not really assessed their impact on the business, usually measuring only the number of downloads, without analyzing if it converts into action (e.g., registration or purchase) and, if not, for which reasons.
But now things are changing: facilitated by technology evolution, companies are now starting to optimize their Apps through A/B testing and to measure Apps' performances, recognizing the critical role Apps can have as part of the business process and key driver of customer perception and loyalty to the brand.
Source: http://digitalmarketingmagazine.co.uk/digital-marketing-apps/optimising-apps-as-part-of-the-overall-customer-experience/783
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