Top 5 reasons why you should consider a mobile app for your business

When you look at the the stats showing smartphone users now account for around a quarter of the four billion mobile users around the world and you begin to see why having a mobile marketing strategy for your business is such a priority. But is it enough to simply optimise content for mobile consumption with, for example, mobile-friendly websites?
If you think mobile apps are just for the big brands then you are wrong. Two bits of research by comScore last year (http://goo.gl/MuNqGv) highlighted that:

1. The number of global mobile users has now surpassed desktop users (Figure 1).
2. Apps now drive half of all time spent on digital (Figure 2).

Mobile apps offer a fast and convenient way for your customers to access information and experience your brand on a device they’re likely to be carrying with them, whether it’s a tablet or smartphone. And they don’t necessarily need to be online to use the app.
Business adoption of new technologies often comes from the personal use of these technologies. And this is definitely true when it comes to apps. The ability to download an app in seconds, share photos, videos, social media posts and other data in real-time, and communicate from any location at any time, have evolved from “nice to have” to “need to have”. We’re living in a world where consumers’ thirst for “now” can barely be quenched.
But despite increased adoption of mobile devices and technologies, many SMEs are still hesitant to build an app for their business. So in case you are still not sure why anyone would want to build their own mobile platform, here are my top five benefits of having an app for your business – and why you should do it sooner rather than later:
Create a direct marketing channel
Apps can benefit your business in many different ways because they can serve a myriad of functions. One of the biggest benefits is that you can provide all the information your customers need so it’s literally at the tips of their fingers – from prices, booking forms, user accounts, messages, news feeds, general info and much more! With push notifications you’re enabling a direct interaction with them and can easily inform customers about your products and services.
Use data to provide tailored products and services 
Apps provide a superb opportunity to collect feedback and data about customer behaviour – they enable you to learn how customers are using your products and services, what they like (and don’t like) about them. In addition, through a well-designed app, you can learn more about your customers from their locations, job roles, ages, spending limits, and much more. This is powerful data that can be useful when you're tailoring products, services, communications and offers to them.
Build relationships and loyalty
Your customers are constantly on the go and are more likely to engage with brands if those brands are localized. If your business serves a local community, then you’re more likely to get more leads, raise and reinforce brand awareness and engage better with your audience if you have a mobile strategy. And if your business lends itself to social networking (i.e. customers can tweet and share posts on Facebook, Instagram etc about your products and services) then an app is a great way of enhancing your social networking strategies. How about digitising any loyalty or reward programmes you may have?
Provide better customer support
Good customer support is critical for any business – from dealing with simple queries and taking care of issues to getting new referrals. Mobile apps provide an excellent channel for delivering support instantly and efficiently; for example, your customers will have one-touch access to your contact information making it easier for them to reach you. They’re also a great way to scale your customer support and accessibility by introducing new channels of communication and delivery directly from the app; for example, customers can be automatically notified about your special events, launches and more.
Stand Out From the Competition
Many SMEs are still hesitant to have an app, and this is where you can take a big leap ahead of your competitors. With so many people using smartphones and tablets can you afford to miss out?
Summary
Investing in a mobile app gives you an opportunity to create better interactions and relationships between your customers and your business. It’s no longer about how you want to reach customers and what you think is the best way – it’s now about how they can find you, reach you and build a relationship with you through their mobile device. The desktop is no longer the king of technology platforms – the times they are a changin’. Are you?