Apps are more frequently being mentioned as a necessary piece of a brand's overall marketing strategy. However, when we talk with marketers about their strategy, they often suffer from "if you build it, they will come" syndrome. Building an app is important; getting your desired customers to download and reuse it is critical.
To aid in app downloads, we like the use of SMS. SMS still reigns supreme and works on almost every handset on the market. Some companies will run an advertisement inviting the targeted consumer to "download our app today" or "find us in the iTunes store." Thus far, the iTunes store is still a mess when it comes to finding specific apps, unless you type in the name perfectly. Odds are that if the consumer saw the advertisement on a billboard or heard it on the radio, they do not remember the name verbatim.
The approach we recommend is simplistically logical. In the advertisement inviting app download, the marketer can invite the consumer to text in and receive a direct link. This accomplishes two goals in one fell swoop. First, the marketer ensures the consumer gets to their app correctly (meanwhile keeping it top of mind). Second, the marketer is building a database of people they know are interested in a deeper relationship.
As marketers gravitate to the fun world of creating apps and mobile websites, it pays them to remember SMS is the perfect lead-in tool. Tie SMS to an app download and watch numbers climb!
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