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The importance of beta testing

The importance of beta testing

Before you release your mobile app in the marketplace, be sure your testing and market research has eliminated any problems. Your reputation rests on the ability of that app to fulfill every promise you’ve made.

Mobile app beta testing is a stage in mobile app development during which the business tests the app on a selected group of people. This process of testing allows a business to receive critical feedback about their soon-to-be-released mobile app.

This step is often overlooked but is important because it refines the user experience of the app. It’s tempting for businesses to simply “test” the app with their own developers to avoid the process of selecting testers. Unfortunately, this can be counterproductive, as the developers are essentially too close to the project and can easily lose perspective of the larger picture. It can be nearly impossible for them to see the mobile app as if they were interacting with it for the first time.

When getting prepared to beta test for your business’ mobile app, there are a few Important factors to consider:

  • Choose whether you want to do open or closed beta testing. This decision really depends on the type of feedback you need. Closed beta testing will probably do the trick if you’re looking for very specific, pointed answers, but if you need to test your app on multiple platforms or study user behaviors, a larger open group will get you results closer to what you’re looking for.
  • Beware of selection bias. Choosing beta testers who seem like they fit well with your business can be a big downfall. It can mean that they don’t necessarily look like your user group.
  • Don’t let beta testing be your end of the road. While it is an important part of developing your mobile app, it should act as your starting point, not your final destination. Beta testing should give you a starting point as your continue to integrate new technology and features into your mobile app.

Beta testing is a crucial part of mobile app development. It gives you information on specific changes that need to be made before it is released.

Relationship marketing and customer relationships

Relationship marketing and customer relationships

Relationships. Why are they so darn important in our lives? It’s a question that cuts to the core of the human condition. What is it about this most basic of human interactions that move our minds, our hearts, and our souls? My humble guess is that every person cradles their own, very particular answers to those questions.

Marketers have tried to access that very special part of our lives for many years. Relationship Marketing is the establishment of a long-term interaction between a company and an individual. The goal is to establish a genuine interaction, built on loyalty. That long-term relationship is essential to this process.

The tortoise and the hare?

This concept differs from transaction-based relationships, which focus on promotionally-based sales. Advertising often focuses a select message during a finite time window. Immediate sales and individual ad campaigns often pursue the short-term ROI. A long-term relationship appreciates a long-term return, provided consistently over time.

Forbes contributing writer Steve Olenski describes the concept of Relationship Marketing as revolving around one critical component:

The word I am referring to is “emotion.”

Long the holy grail of marketers and advertisers the world over, the word emotion speaks to that rarified place where few brands and advertisers reside. For just as in any relationship in life, touching on human emotions, preferably the positive emotions, is the key to any happy, healthy and long-term relationship.”

The advantages of this marketing strategy include:

  • strong word of mouth advertising
  • a higher rate of brand loyalty
  • retaining a long-term consumer is less expensive than the cost of acquiring a new customer

Embracing a consumer relationship requires knowing your market, your consumer and having an understanding of your own goals. Familiarity breeds a consistency that benefits both parties. Engaging your consumer leads to long-term gains.

If you are interested in developing long-term relationships with your customers, contact our team.

 

Content Distribution

Content Distribution

A successful content distribution strategy utilizes already existing channels such as Twitter, Reddit, or the good old-fashioned email list to promote your content. More importantly, it targets your client demographic and reaches out to them through media that they respond to. There’s hardly any point in putting time into creative Snapchat stories if your client demographic is over the age of 50. You’d be far more likely to make an impact through email.

We spend a lot of time talking about the power of content, and that’s valid. Compelling, engaging storytelling is a huge part of drawing in potential clients. But, you may be wrong if you think a posted article or shared Instagram story will create a new stream of clients. Sharing that valuable content is only half the job; the second half is distributing the content for users to engage with.

5 ways to promote your content:

  • Email subscription lists are vastly underrated. Social media gets all the hype these days, but the reality is email is still hugely effective. Its lack of advertisements and ability to act as a portal to other forms of media means it’s still a huge part of marketing to clients.
  • Influencer marketing relies on social media users with a lofty reputation to promote content for them.
  • Twitter ads are effective because of their conciseness. Their short and sweet nature is attractive to the impatient and hurried consumer.
  • Push notifications offer an immediacy and responsiveness that you just can’t beat. Research shows that they boost engagement by 88%.
  • Facebook dark posts are a fairly untapped medium. In short, they allow you to post multiple advertisements to Facebook, each targeting different audiences, without making your own News Feed look cluttered or spammy.

Millions of tweets, posts, videos, and stories are shared every minute. Being selective about how and when you share is vital to your success. While authentic content is significant to reaching potential clients, the value is moot if no one is seeing it. A distribution strategy gives reach and dynamism to your content.

Your corporate advertising is not for your benefit

Your corporate advertising is not for your benefit

Purpose-driven marketing is a way for brands and businesses to bond with their target audience through their content based on shared need and interests. The ability to connect with your audience is more important than anything you have to say.

Any purpose-driven brand knows how to present their values and it’s “why”. The best brands we know have stories to tell and are relevant to their purpose.

Purpose-driven marketing is more than just content. There’s a “why” behind every brand or company’s content. That is why their content connects people on an authentic level. The content that is created is much more than just sales and marketing. It comes with a bigger meaning.

While most brands are familiar with giving back, they aren’t always familiar with creating content that will both engage their audience and drive them to participate. Success comes from developing content in an organic way that brings mutual benefits to all that are involved.

We all like to feel like we are apart of a bigger audience, and that we’re making a difference in the world. That’s why 6 out of 10 millennials have said they chose to work for an employer based on the sense of purpose. Having a purpose-driven brand has become beneficial for businesses due to:

  • Aligning leaders and team members around a common purpose, mission, and culture.
  • Attracts the right type of customers, employees, partners, and investors who believe in your values.
  • Motivates you and your team to be more productive.

Many brands have collaborated with other brands to bring a higher awareness to their cause. This is where purpose marketing shows the cause but also allows a connection to be made.

Dove is a great example of a brand that utilizes purpose-driven marketing. Their missions have been to empower women through self-esteem and confidence. Their “why” is to make a commitment to women’s well being, yet to also show customers that they’re more than soap and moisturizers.

Dove has stated for their self-esteem project, “At Dove, we have a vision of a world where beauty is a source of confidence, not anxiety. Our mission is to ensure the next generation grows up enjoying a positive relationship with the way they look – helping girls to raise their self-esteem and realize their full potential. Their message comes with a purpose other than just selling bath products.

Purpose-driven content marketing is important for any brand or company that wants to engage with their audience. The audience or target customer’s impact on this content is driven by a cause that is spread throughout larger audiences but also promotes the brand in a positive, relatable way.