Some marketing managers assume that the mobile shopping experience is driven by PPC advertising. To put it in simpler terms, they think that consumers are more apt to make a purchase on their mobile phone when enticed with irresistible ads. This may have been true in the past, but the times are changing. Being a smartphone heavy generation, millennials have played a huge part in redefining mobile shopping habits.
Mobile marketing is taking a drastic shift, especially when it comes to millennials. Instead of littering the screen with pay per click ads, marketing managers are turning to custom app development. Studies show that millennials are actually more likely to make a purchase when engaging with a branded app, in comparison to pay per click advertising.
The reasons for this are quite self explanatory and simple. Old school marketers would say this is an example of push vs. pull marketing. With mobile pay per click advertising, you’re pushing your brand on the consumer. It’s almost as if you’re saying “Hey, BUY ME!” But, when millennials engage with custom apps, they actively choose to touch base with your brand. For example, some retail stores have outfit builder apps. Users can tap into a custom experience, and while doing so, interact with the retailer’s products.
Although they might not purchase right away, their interaction helps increase brand loyalty. The more they engage with your brand, the better chance you have at them becoming a long term customer. All business owners recognize that the long term customer is more valuable than an immediate and one time sale. Increase consumer engagement with custom app development, and watch as sales steadily increase.
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