app marketing

Apps are no longer simply an additional digital channel through which brands interact with customers. They've become an increasingly important channel for business success, especially in APAC, where nearly 70% of people prefer to interact with brands through apps rather than other channels like websites, physical stores, or email1. Brands that want to grow in the future are changing their business strategy to meet the needs of their customers.

However, the challenge that brands face is determining what customers want from apps and creating an engaging app experience, or else they run the risk of being deleted—nearly one in two apps are deleted within 30 days.P

We spoke with industry leaders to find out how they successfully used their apps to build customer relationships, drive usage, and help brands transform their apps into relational platforms. They come from seven markets in the region, including India, Indonesia, and Japan2, and their experience spans 21 industries, including retail, banking, education, and beauty.

We have distilled four strategies that brands can use to improve their app game and drive sustainable business growth from the insights they shared.

Enhance the user experience with compelling features exclusive to the app.

Offering one-of-a-kind, app-only experiences that excite individuals and encourage repeated use is one way marketing leaders cultivate brand loyalty and mobile app engagement. This includes encouraging interaction with mobile app features like push notifications and live chats with user consent. Brands have also connected their apps to social media to give users a sense of community and increase engagement.

Learn from the leaders of major brands about how they improve the user experience on their apps by clicking on the dropdown.
Lim Huishan, General Manager for Singapore and Philippines at FastJobs, Singapore’s leading non-executive job portal, shares how app engagement is 2X higher than web due to app features like push notifications, messages, and relevant recommendations.
Enhance the user experience of your app: Think about incorporating interactivity into your app, cultivating a user base, and expanding your app's use cases and features over time. Your brand will be able to adapt to people's changing needs and remain relevant to consumer trends as a result.
Give users what they want, when they want it, in order to personalize interactions. Brands are also utilizing apps' capacity to create personalized interactions on a large scale in order to satisfy individual requirements and propel business expansion. Brands can do this in a variety of ways by first determining what their customers want. Machine learning, in-app surveys, and first-party data that adheres to privacy regulations are all examples of this.

Learn from leading brand experts about how they use apps to discover what users want and deliver personalized content at scale in real time to drive business growth by clicking the dropdown.
To tailor interactions with users of your app: Think about the kinds of experiences they want and need, the kinds of app infrastructure and first-party data you'll need to create personalized experiences, and how you can always improve your app by staying ahead of changing consumer needs and trends.

Giving people control over their information and being transparent about how it is collected and used will go a long way in assuring them that their privacy on the app is a priority as brands tap into apps to unlock growth. Gaining and retaining user trust is critical every step of the way because the top reason people continue to use an app is because it has been proven to be safe and secure.3 By implementing multi-factor authentication and offering trial options, leading brands also improve the security of their apps to increase trust and brand loyalty.

Build trust by showing users that you care about their safety.

Learn from key brand executives about how their apps build customer trust by clicking on the dropdown.