Internet Privacy, Marketing Strategies, and Apps
How does website privacy and trust come into play for app users in a world where Internet privacy is a looming concern for shoppers? The pandemic permanently changed how most companies do business. Some businesses had to redirect marketing to apply to online shoppers, while others catered to their in-store buyers with new marketing tools. Apps are just one of those tools, and in our digital world, apps have turned out to be a benefit for boosting digital marketing ROI.
Why should you implement an app for your customers, and what are the nuts and bolts of using apps? The slogan, “There’s an app for that” seems of particular relevance in a post-pandemic world.
Apps and Internet Privacy
Today, companies are pivoting content marketing in order to impart a useful and functional shopping experience while protecting users’ Internet privacy. In a market where website privacy and trust is of the utmost concern to buyers who don’t want their personal details sold or misused, is an app the solution to your marketing concerns?
When you set up your company’s app, you get to put permissions into place. When a user downloads your app, they can agree or disagree to give permission for things such as location tracking or camera/microphone usage.
When you create these permissions, you need to decide how much information you really need. Is it necessary to track users’ movements or enable the camera for your shoppers? If not, eliminate these. You may want to stick to bare bones data collection such as name, address, email address, etc. to engage buyers’ trust.
Some apps allow users to sign in with other logins such as Google or social media. This can be useful depending on what your business is and how you want to engage with users across other platforms. However, “risky permissions” aren’t always necessary and may not create the feeling of website privacy and trust you’d like your users to enjoy when they click on your app.
“Risky permissions” includes things like access to your contacts or phone log. Users should be able to clearly see what they’re consenting to and why and access a user-friendly privacy policy.
How an App Can Affect Your Digital Marketing ROI
When it comes to how to measure ROI of digital marketing, this is made possible by using metrics such as user engagement, lead generation, and unique website visitors. So, how does using an app as a companion to your website affect your digital marketing ROI?
As it turns out, mobile apps are transforming how companies put a content marketing strategy into place. Using apps can allow you to create a more personalized experience for buyers, engage with users on a different level, and offer a customized experience that is the perfect accompaniment to your existing digital marketing plan.
Adding an app to your marketing strategy could see big gains in your digital marketing ROI. Apps allow users instant access, can ensure simple solutions for customer service, and can partner with in-store shopping by including digital payment options, curbside pickup ordering, delivery, and many other benefits to buyers that work well on an app platform.
This comes at no expense to your customers’ Internet privacy. Using an app can only increase your visibility, help build your brand, and see your digital marketing ROI skyrocket.
Marketing Plans and SEM Data Measurement
Putting an app-based marketing plan into place is one more way to easily reach today’s post-pandemic demographic, no matter what type of business you run. Apps are a natural marketing progression, and when you pair them with your existing SEM campaign, it’s a can’t-miss combination.
You can use your social media pages and other forms of advertising such as email campaigns and pop-ups to advertise your app, and give users bonus content they can only find in the app such as discounts or perks. Monetize your app via an ad network. This allows
some digital marketing ROI right off the bat.
Make sure to reward app users with truly useful features and bonuses, and offer an app that’s accessible, easy to navigate, and loaded with functional features to ensure buyers return. Adding an app to your toolbox of SEM marketing strategies is a no-brainer as our country works to recover from the pandemic and you’re looking to boost your business
