Connecting to Audiences via Mobile Apps
In
today’s tech savvy world, it is undeniable that mobile devices or portable
computing devices in the form of smartphones and tablets have taken the world
by storm. Everyone today can be seen to be holding and using a form of mobile
device which opens new possibilities and opportunities to how organizations or
companies are able to reach their audience. The current way or trend to reach
people through mobile devices are via mobile apps which are application
software design to run on smartphones, tablets computers and other mobile
devices like blackberry. These mobile apps are available via many distribution
platforms such as Apple’s App Store, Google Play and others. With mobile apps
it enables organizations and corporations to reach and connect to audiences
easily and effectively which often only requires a click or swipe on the
screen.
An
example of a successful real-life mobile app is Groupon an online shopping and
deal-of-the-day website that features discounted gift certificates usable at around
150 countries around the world. It allows users to purchase discounted deals at
various prices on things such as dining, hotels, travel, goods and many more.
Groupon was launched in 2008 and first started off in Chicago, America.
On the 1st of January
2013 a Groupon mobile app was created as a way to further connect and reach out
to audiences. Since then it has seen 50 million download of the app making it a
success in connecting to millions of audiences each presenting its own set of
demographics across over 150 countries. It functions firstly by having users of
mobile devices download the app and after download users are presented with
four categories of items being featured, shopping, travel and reserve. Users
are then allowed to browse through the endless list at their own will but when
purchase are to be made a Groupon or Facebook account are required for
purchase.
The success of Groupon mobile app
may be due to a couple of factors. Firstly is due to its convenience as it
allows users to purchase conveniently without the hassle of needing an actual
desktop or going to a store for any purchase. With mobile devices Groupon
allows purchase right from the mobile device making it accessible to every user’s
be it any promotion, news or discounts. Secondly, it may be due to the variety
factor as Groupon’s mobile app offers the same amount of variety of purchases
as the original website but in a more accessible form. On the mobile app all
sorts of purchases are presented from food, to travel, goods and lots more no
different from the website platform. The third factor to its success is
probably due to the general layout and design of the mobile app. In my opinion
the mobile app is presented to users in a simple yet neat fashion which allows
us users to look through the various categories and items easily without much
complexity or difficulty. Thus, it is because of this simplicity and likable
design it automatically connects to audience and encourages them to purchase
the products.
Through Groupons mobile app,
according to a report by CEO Eric’s Lefkofsky on 12th August 2013
which announced that almost 50% of the company revenue is now coming form
purchases from mobile phones. Plus in a report by June Nielsen survey found them to be the third most
popular shopping apps, behind eBay Mobile and Amazon Mobile apps.
To conclude, this shows how
powerful mobile app could be in connecting to audiences and the potential
benefits that will bring from having an effective mobile app installed. That is
why, in order for any organizations to be successful in the realm of the new
media it should engage in the world of mobile app for its countless untapped fortunes
it may bring just like how mobile app has benefited Groupon. Furthermore, this
also clearly shows us students that the area of mobile app is something we
should pay close attention to in our studies as it cannot be denied we need to
use it in our careers in the near future.
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