We focus our blog toward industry best-practices and tips to engage mobile consumers, and this post fits that standard as well as recommending our own services.
Progressive brands are looking for new ways to engage with their customers and some have developed pretty cool apps to help us get it all done during this busy holiday season. The brand’s challenge is to get us to download and actually use them.
Here at Zoove, we see many campaigns that would benefit from a StarStar number. For example, I just received an email from Real Simple, a brand I like and trust. The email introduces their Holiday Gift Guide app and suggests that I follow their link to the app store, then download and install the app to my mobile device. whew.
While I have no doubt that the Real Simple Holiday Gift Guide is pretty awesome, there are just too many steps between reading my email and actually using the app. All those steps create friction points and each friction point is another opportunity to lose engagement.
K.I.S.S.
The simplest idea is often the best, which is why we all remember the acronym KISS: Keep It Short and Simple. StarStar numbers provide consumers nearly frictionless engagement with brands. Instead of this process:
- follow the link to the app store
- select the correct option
- wait for download
- find the app on my device
- launch it
I would like to recommend Real Simple use **REAL to automatically push their Holiday Gift Guide to consumers. The process would then look like this:
- Simply call **REAL
The consumer has fewer opportunities to drop out of the process. The brand gets more engagement. Now that’s what I call a real simple win-win.