Adding Value Through Mobile App Advertising in the Wake of COVID-19

As most of America shelters in place, we’re now spending our time differently. This ultimately begs the question: Where are we now shifting our focus without the distractions of getting ready or commuting? You guessed it, we’re on our phones.

The Mobile Surge

On the mobile app front, we’re seeing a major uptick in time spent across categories such as gaming, mental/physical health, and fintech/news. From February to March, AppsFlyer noted a 15 percent increase in global organic app installs.

As more people stay in, they’re turning to mobile apps to connect, pass the time and obtain information. With today’s ever-changing climate, it’s imperative for brands to be strategic with how they’re talking to consumers.

We’ve provided a few tips that brands can use, regardless of their industry or size, to advance their mobile app marketing in the wake of COVID-19.

Communication is Key

Regardless of your vertical or industry, you need to stay connected with your new and existing customers. Your user base still wants to hear from you — even if they’re not as active on your app or can’t visit your brick-and-mortar location(s).

Communicate ways customers can help.

If you’re a small or midsized business, take this time to continue communicating with your audience. Include messaging that tells your customers how they can support you right now. An example of this messaging includes offering non-expiring gift cards or packaged discounted services to use when you re-open.

Communicate the value of your service.

Pending the type of retailer, you may or may not already have experienced an increase in demand. That doesn’t mean you stop communicating the value and benefits of your services. Groceries, toilet paper, flash sales — communicate, communicate, communicate!

Apps in the gaming, news and financial services categories are surging. These apps need to promote their value by supporting and helping their audience. For example, if you’re a news app, message your audience that you’re on top of the latest stories with 24/7 coverage. Providing relevant content results in more in-app interactions.

Another important thing to remember: proactively communicate with your existing user base. Remind your customers of your app's value through push messaging, SMS or email.

Relevant Service Offerings Add Value

Extend free membership trials.

Many facilities are shutting down to reinforce social distancing. If you're in an industry that's impacted by COVID-19, now is a good opportunity to showcase your brand's value through extended, free membership trials.

A great example of relevant value is female-empowered fitness company Tone It Up, which is offering free access to workouts and recipes in its app. Additionally, Audiobook company Audible is offering free audiobooks for kids. To ensure Americans have access to reputable sources, OTT streaming service Sling is offering cost-free access to news and entertainment.

Adapt service offerings.

Another way to provide relevant value is by adapting your service offerings. To adapt to the current climate, dog-walking service Wag! is offering a social distancing pickup option for dog owners.

Showcasing your service’s relevant capabilities results in great potential to win loyal customers. Additionally, if customers are seeing that you’re adapting to the climate, they’ll be more apt to continue using your service.

Biggest Takeaways

With the constant changes that accompany a pandemic, it’s crucial to communicate with your engaged potential and existing customers. Keeping in touch with how your customer feels will propel your strategy and add value where needed.

It’s important to keep a pulse on the climate and adapt your services, messaging and strategy accordingly. By staying relevant, you’re showing that you care.

Liz Emery is director of mobile app strategy at Tinuiti, a digital performance marketing services provider.