Convincing customers is tricky business. Getting their attention is hard enough too. But to keep them on their toes, engaged and interested in such a fluctuating market? Is that really possible?
If you take a look at some of the greatest app marketing campaigns of our time, you’ll see that it is. It is possible. Because when you put your best out there, when you market something because you want people to understand the potential and value of that something, that’s when you create a story. You don’t just market to sell. You market to tell a story, to help people understand how they could benefit from your certain something.
Further, success is built on trust. When customers trust you, when they believe in you, that’s when they stick with you and that’s when you succeed. So here we give you two stories of customer trust. Two of the most successful app marketing campaigns so far.
Photo Source: Liberty Voice
The mobile payment network took another turn in 2011 when Starbucks offered its customers the possibility to pay for their coffee and other Starbucks goodies with their personal smartphones.
It was a total hit. Less than three months had passed since the release of their mobile payments app, and 3 million people were already using it. Today, 35 percent of in-store payment at Starbucks in the U.S. and Canada come through Starbucks Cards and mobile payments (Inc. Magazine). Talk about taking it to the next digital level!
There are a couple of good reasons why the Starbucks card mobile proved so successful. To name only two: convenience (people really do like the “touch-to-pay” system) and perks (through rewards, personalization features etc.)
Photo Source: Feel Desain
As if everyone didn’t love IKEA already, everyone started loving it even more when the company released its app in 2012, making it available for smartphones and tablets, on both iOS and Android operating systems. The app reached 9.7 million downloads in 2013 (IKEA).
In all fairness, this was one smart app to release. The IKEA catalogue app incorporates an augmented reality function that basically places virtual furniture into one’s home. Not only does it give customers a chance to visualize how a particular item fits in a room aesthetically, but the app also calculates the sizing and fit of the item.
The catalog app is updated every year when IKEA releases its annual catalog. It now includes additional functions, such as 360-degree room views, more content and product information, time-lapse images etc.
It’s not always only about keeping up with new technologies, but also about making the best of them. And it’s exactly what this app marketing campaign did.
