Proof of this is that we see more and more companies investing in digital marketing actions, with strategies and tools to understand the profile and desires of their target audience, while applications – until now – focus only on offering the experience to the user, without worrying about the relationship itself.
Emergence of Inbound Mobile
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However, about a year ago, this scenario began to change in email list providers in france Valley companies. App developers began to combine Inbound and mobile strategies and apply marketing concepts to customer relationships. This is where Inbound Mobile came from – a proposal that uses marketing techniques within the mobile channel.
And it is not difficult to understand the revolution in the way of relating and interacting with the user – in addition to the business opportunities – that will be generated by this new Inbound concept.
New opportunities for user interaction
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Let's take Netflix as an example. Users of this service access the channel to watch movies, series and videos in general. However, there is no interaction between the user and the channel during the usability period. The brand's communication with the customer is done exclusively through traditional marketing strategies, i.e., email marketing, etc. This puts the effectiveness of the result at risk, since the chance of an email ending up in spam or being ignored is huge, right?
Now imagine if the company started interacting with the user and at the end of the film suggested 3 more series options according to the mapping of their preference or even according to the location they are in? For example, if the geolocation tool identified that the customer is accessing the service from the coast, the company could suggest a film schedule that matches the trip and so on. Without a doubt, the level of relationship would be much more personalized and the company would have a much more assertive and promising relationship ruler, right?
Era of holistic apps
Nutrisoft , a partner company of Hook Digital, took the first step in Brazil in this direction and is launching Kimeo this week . It is the first holistic application that is emerging with the concept of integrated mobile inbound.
The app's purpose is to connect patients and family members of cancer patients, allowing them to exchange experiences, relationships and content. Unlike apps that are merely functional, holistic apps, such as Kimeo, have the advantage of interacting with the user and providing them with a personalized experience.
On Kimeo, for example, users will be able to access a blog with all the available literature on different types of tumors, nutrition, care and tips to improve their quality of life. However, they will not have random access to the content. Using artificial intelligence, the app will suggest the readings that are most relevant to each person's interests. In addition, it aims to be a social network and connect people who are going through the same situation, enabling the exchange of experiences in real time.
This is the first official step of Inbound Mobile in Brazil. Without a doubt, we are talking about a transformation in the way applications interact with users. If you liked the subject and are thinking about transforming your functional app into a holistic one, come talk to us.