Social media marketing is all the rage right now for increasing brand awareness. But the novelty of the approach has worn off, and more companies have social media campaigns, which makes it harder to get your voice heard. So what can you do?
When done right, smartphone apps are extremely effective at building brand recognition and brand loyalty. Apps enable you to strike up two-way conversations with customers while also generating data about their preferences and behavior. But to be successful your app needs to solve a genuine problem for your customers or else it will end up in the growing graveyard of useless gimmick apps. The beauty of connected product apps is that they serve legitimate functions like helping you check in on your home to feel safer, and letting you turn on the AC when you’re heading home from work so that your house is comfortably cool when you arrive.
Here’s an example from one of our customers, LiftMaster. Because it can be fifteen years before someone needs to replace a garage door opener, LiftMaster does not get many natural opportunities to interact with customers. But now, thanks to the LiftMaster app, LiftMaster has a platform to engage their customers and suggest new products daily. And customers are certain to use the app because it actually solves a problem — eliminating the “U-Turn” problem by letting you use your smartphone to rest assured that your garage door is truly closed, no matter where you are in the world.
Slowly but surely, connected product apps can lay the groundwork for generations of loyal customers through sheer usefulness and by delivering on unique value propositions (like LiftMaster’s “U-Turn” problem) on a daily basis. Even social media marketing can’t compete with that.
Shane Dyer, President of Arrayent