The business landscape is a rapidly changing one, a fact that rings especially true when it comes to the manner in which people communicate and expect to be able to access the offerings of big companies.
In the past, companies in sectors like retail, gambling, and even travel, had to adapt to ensure their customers were able to make use of visually appealing websites that were also easy to navigate and frustration-free from start to finish. The aim was to ensure that customers felt they were getting a great customer experience online, in precisely the same manner as they would expect solid customer service in physical stores. Nowadays though, especially in the EU following the introduction of GDPR (which has impacted upon apps as well as websites), it is proving difficult to retain loyal customers through a website presence alone.
Circles Photo by Ashley Kirk
Indeed, with sites as huge as MSN having failed in the past before seismic events like GDPR to keep up with the times, we could start to see a similar experience in the near future if businesses fail to realize the importance of having a creative and engaging app, something that has the potential to keep customers loyal to a brand.
Not just a waste of screen space
The buzz surrounding apps is perhaps not quite as noisy as it was at the height of their publicity back in 2016, especially as growth in using them has slowed slightly, but there is no denying the fact that they are still a vital element for many businesses. There may well be millions (perhaps even tens of millions) of apps that are redundant, but companies that push creativity as part of their app design process are keeping apps at the forefront of their marketing efforts.
This importance is particularly telling in crowded marketplaces like the iGaming world, where having the right app can be the difference between success and failure. In such crowded marketplaces, brands that fail to have an engaging app that allows players to game on the go and take advantage of timely offers can prove to be make or break. For companies like Lottoland, who spend time and money on making apps and websites that are geo-location specific, having this extra outlet that can allow consumers to stay up to date with their winnings wherever they are in the world without being near a computer means that they can attract loyal customers who end up wanting to stay with them for longer.
More than just games
The iGaming world may be an example of an industry where apps can prove the difference between success and failure, but it isn’t the only one. In fact, a recent list of the top ten apps used includes none from the world of gaming; not even Pokemon Go or Candy Crush get a look in. What this shows is that the big tech players like Facebook, Snapchat, and even Google are all aware that the way people browse and use the internet has changed, meaning that a more personalized approach through an app is going to be a more positive experience for a consumer than a blanket approach on a mobile site.
Photo by Christian Wiediger
With this in mind, companies looking to get the fundamentals right in 2018 should make sure that they don’t just have an app created as a gesture, but one that really makes their customers want to download and use it every day.
Featured image by Rami Al-zayat