New Ideas in Marketing
Essential news for marketers, summarised by YouGov

These apps can help marketers reach customers directly and boost loyalty.

With declining email open rates and consumers spending more of their mobile internet time within the apps ecosystem, branded apps are a way of efficiently connecting with consumers. These apps can help brands boost engagement and brand loyalty.

By using apps, marketers can serve existing video content to a receptive audience as app users already favour the brand. And to reach this audience, marketers can skip buying media for retargeting them, so this tactic can help maximise efficiencies.

Additionally, the article argues that displaying notifications whenever new video content is posted in an app will help brands better engage customers. Leveraging video content is increasingly relevant according to HubSpot study the author references, which notes that 68% of consumers find video useful in learning about new products and services.

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[5 minute read]

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