The presence of the brand in the mobilizations is completely secretive, which is the result of the marketing specialization institute, which is called a reputation management. But the work is not at all, and not at all, a marketing mark for the necessities of a mobile brand presence, but it does not capture vector movement and line strategies. What matters, the good news, the one that gets the attention - everything else in our life.
Communicating with many specialized marketers from large organizations, we noticed that the budget “hits” on all fronts - TV, radio, outdoor advertising, social media. Light urges seep in a thin stream and into the mobile. But, most importantly, there is an understanding of the need to develop this area. As one of the presidents of a large holding said: “I made a five-star advertisement wherever my money reached. I can’t miss the mobile and I understand the whole need, ”there is a vision that one ad channel can get a brand out of sight.
Mobile application is a brand extension
A mobile application is always an extension of the brand, but often it remains aloof from discussing marketing strategies.
A recent study by Sitecore showed that 97% of marketers believe that good positioning in mobile affects customer loyalty, but 41% do not have enough experience, as a result, and development strategies. As the population mobilizes, it is no longer customary to leave this advertising channel unattended. If you do not use mobile advertising to promote your brand, then kick your marketer out of the workplace.
Google Play and the AppStore are also a huge field for promoting your brand. But there is one thing - we will focus on this in this article. Advertising applications to markets can both positively affect and negatively. Feedback with the end user is much denser in terms of interaction than anonymous letters to mail, cold calls or filling out useless feedback cards.
Here it is - at hand, downloaded the application, put a reputation for recalling the brand. Feedback after feedback is a pyramid of negativity and positive, like a snowball gathering feedback on the work of the brand. As part of our company, we decided to conduct a percentage analysis regarding positive and negative reviews, which affects the reputation of your application. The ultimate goal - why do people do this, step by step come to an assessment.
And here are the interesting numbers - 73% will leave a negative review about the application if they don’t like it. It will not be difficult - 1 star and a few words, which means for the brand that the conversion is falling, the reputation is suffering. In the same study, 77% said they read reviews before downloading a free application and 80% before downloading a paid application.
It’s nice to collect feedback, but when customers use GooglePlay or the AppStore to express a negative attitude towards the brand or application, the reviews no longer help and play the opposite role.
Our tips for managing app reputation
If your brand’s mobile reputation management strategy is missing, this is a clear signal to consumers that your feedback collection experience is worth it in all directions. We have put together the basic methods that will help your mobile application to gain customer loyalty.
Design an in-app feedback system
Why wait for feedback on Google Play or the AppStore, when you can make feedback inside the application, in which case the chances of positive feedback for your application will tend to 100%, the negative will go into feedback, and the positive will remain in the general field. to this statement and as a hint of collecting information about the application - ask the user to rate the application, in which case 98% will be happy to give a rating, at least on a scale of stars, as a maximum in text. But do not exacerbate this.
You cannot forbid people to leave negative ratings and reviews about your application, but you can control a certain percentage. In other words, try to divert negative reviews to official pages. To start segmenting your users, we’ll effectively consider these three tips:
Start by understanding your goals. Do you need ratings and reviews? Want to hear honest information why you don’t like the application and how to improve it? Why does a certain layer of users come back again and again, offer ideas and improvements? Once you know your goals, you can determine the right audience.
Then define the audience segment. You can create segments based on phone models, OS version, which version of the application users use, how active they are. Any information that provides a specific and accurate section of an audience segment.
Draw conclusions about the work done. Could you achieve your goals using segmentation? If not, consider how you can configure another segment that is most important to achieve the desired result.
Listen to your users, talk to them
This is the most important point of all the recommendations, here we will add graphical data for clarity. Users expect that their opinion will be heard and an answer will follow, not a formal reply, but a detailed and complete answer. If you do not meet the requirements for communicating with your target audience, then automatically lose loyalty and all hopes.
On the contrary, if you listen and follow the wishes of your users, this will bring you a significant amount of points. Users can forgive many mistakes and bugs, absurdities and whims of developers, but if they see that with common efforts the application moves in the vector of "nationwide" - this will not go unnoticed. CPI.network decided to conduct a survey that would give answers to how users themselves relate to reviews and answers:
The commenting and grading system on Google Play and the AppStore is now more accessible than ever, thanks to the mobility of decision making. Instant response to negative from users entails a backlash - gratitude and high marks. This plays into the hands of both users and application owners. You can always quickly respond to a user's comment, and sometimes an ordinary user offers a solution to a difficult situation that the entire marketing department cannot solve for a month.
However, this also plays a very controversial situation on the part of the application owner - there are a lot of ideas and it is not clear what exactly to implement. To begin with, you should stick to the roadmap of your application, the whole is a vector of development and let it go by itself, although for the good of users it is not always possible. Sometimes, at first glance, a correct observation from one user entails the negativity of a dozen other users.
Even if the client’s wishes do not go to roadmap as a priority, there is always the opportunity to maintain communication with the user and make it clear that you are not indifferent to his opinion. Write a letter from corporate mail, tell us about current plans, your further vision of the project and its development - we are sure he will understand, but at least make them feel not abandoned with their opinion.
Request feedback at the right time
At this point, time plays a very important role. Imagine that you are conducting business correspondence and are not even distracted by the call of your girlfriend, when a window pops up and asks you to evaluate the application, what will follow? It’s true, the negative and the button to delete the application, and if your pop-up “Wishlist” is a decisive factor (though not quite so, but for the user it will be) - be prepared to accept another negative review and believe me, it will be much more than 5 positive in length .
Correct brand positioning in a mobile is not an easy feat, but with the right marketing strategy and the right ASO tools, it’s real.
For corporations and holdings, a mobile application is always a great way to keep abreast of customer mood. Remember that a mobile application is an extension of your brand, and we tried to tell you how to gain user loyalty in this article.
We will be happy to answer your questions in the comments below this article.