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Fernando Ballester in Mobile Marketing

Content marketing and its importance in mobile applications

One of the greatest achievements of ICT, the rise of mobile devices and the increasing use of mobile applications is replacing the computer as a mean for finding content and information. Now we access blogs, news feeds and seek information from mobile devices. Moreover, generating good content is excellent to generate engagement among customers or users technique. Precisely, for this reason we must pay more attention to the contents in mobile applications.

If on top we add the new and growing trend of content marketing we see everything much clearer. More and more companies opting to pay less attention to traditional advertising to focus towards content marketing. And this technique is none other than to generate quality content that is interesting to the client, which will then get back to us. If in this case, our company, our project is a mobile application, then why not implement content marketing in mobile applications?

Content marketing - Mobile applications

In case you didn’t know, applications have a high dropout rate. Most mobile applications stop being use and even get eliminated from the device after a week or two from being download. Sometimes we find that the apps get deleted because it was just a punctual need. Other times our app may be not so interesting. But to get the users to keep the app on their device we need to exploit our strengths. A good way for this can be to focus on excellent content.

Benefits of content on mobile applications

Customers get involved and the content and branded undertake.Working the content of our app is to adapt our website to a smaller screen. We can make more of an app and get the user-client engage with the content if this is more attractive using the possibilities of the new mobile way. We must take advantage of the potential of interaction between users and the brand if the experience is smooth, simple and entertaining.

It will make it easier to display advertising and call to action. Once users have turned to ‘fans’ and a regular at our brand, it will be easier to display ads and calls to action, either to achieve an increase in sales or to get more interaction. It’s a good way to increased subscriptions to our mobile newsletter. While we must be careful not to unduly disrupt the movement for the app and user interaction. Always try not to interrupt the app experience so the app is not abandoned and compensate it with quality content.

Integrate all your online channels in one place.  Perform a task of digital branding indirectly or directly. It will also serve as an adder through the app for the user-client to be able to access all of our branded channels: blog, web, social networks, video channel, etc. unifying efforts and interconnecting them in order to offer a more complete and varied experience. In these cases, we will get a return of investment in mobile applications none economic instead we will enhance the brand.

Content marketing in mobile applications

In the sixth Study on Mobile Marketing developed by IAB Spain and The Cocktail Analysis,  it reveals that at least “9 out of 10 Internet users has a smartphone, including 15% that uses them to find information on a daily basis and 59% for leisure activities” . The data show that information and entertainment are an excellent source of traffic, and if we go to a specific target, we can generate interesting content with which generate that engagement that we need in mobile applications.

How to implement content marketing on our mobile app? It is clear that mobile applications change some rules of the game. If what you have is a corporate app, simply adapt the contents of your corporate blog to the mobile app. But if you want to create an interesting strategy contained within a mobile app you must go beyond the written content. For reading texts the user already has the adapted websites blogs.

content marketing

When a regular user of this technology does not remove an application is because it offers more. Opting for more visual content, images, videos, user interaction. The content must be alive and continuously generate interest. First, we must continually renew, or have a lot of content on the app, that depends on how you design the marketing strategy. You want more than content, you want experience within your mobile app. Podcasts, computer graphics, augmented reality, share content over networks, using videos, blog content themselves… Are you ready to give it all?

Apps content and “branding”

In this case we refer to other mobile applications. We pass from a content strategy to the creation of an application of content to enhance the brand and generate branding. We can consider such mobile applications as expressly emerged to promote the brand products, but also to entertain and be interactive. Those are apps that create a unique experience offered by the brand. Some very clear and very successful examples are:

  • Smile world of Coke:Coca-Cola Smile World is the app for a brand of soft drinks to share images and videos and participate in promotions with real prizes. With this application you’ll be the first to have access to exclusive content of the brand. You can make friends through the app, meet people and share photos. Coca-Cola gets that consumers themselves to participate in promotions and consume products, and share images of how they do it through an app. Here is the content posted by users, not just the brand and has achieved high levels of interaction among people of all parties and the Coca-Cola itself.
  • Ikea catalogue:Swedish Furniture Company has moved its traditional catalogue to digital platforms. But it has gone beyond the mobile application. Making use of augmented reality apps development, has managed to see your application as it will be each of your furniture in your home. One way to interact with the brand and generate content to share in social networks with friends, etc.

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