Word of Mouth – A Powerful Tool for App Promotion
How many times have I downloaded an app just because I saw, heard from friends the coolest way to either shop, communicate, travel or pass time at leisure. My friend sees my makeover display picture on whats app with golden hair gown, catty eyes and wonders for a second whether it’s really me. The comments keep flowing until I disclose it’s a makeover app! Then she downloads the makeover app and then boom! I am unable to recognize her with blue streaky hair, snaky eyes and eventually whole lot of all my contact list’s display pictures going insane with this app. That’s the power of word of mouth impressed upon people which spreads like a wild fire.
With so many apps mushrooming in the app store, every app wants to catch the eye of the user with helpful reviews helping the user .So again word of mouth plays an important role for a user to choose and use apps wisely. It is very interesting to find in our internal research that majority of the app discovery happens through references. A user gets influenced to install and use a new app primarily through friends and family recommendations and stories about their experience with the particular app. The rest of promotion platforms like play store, search engines & offline media fall only after this direct word of mouth.
‘People’ love to spread the word
A human, being social animal love to be heard talked about and reciprocated with desired actions. Thanks to social media for creating a platform for the same. They are not isolated but live with interactive emotions, experiences and shared knowledge. Impressing a story on the user can lead to trustworthy information flow to the masses, sentimental trigger which can make the news go insanely viral, makes it unbiased opinion. This blind folded trust can go into clusters of users and information can explode triggering instant actions and reactions. That is how word of mouth can create wild fire spreading like crazy.
Whats app makes a solid example that proves our saying to be correct. It happened to be that whats app attributed its success to word of mouth marketing, when it reached the milestone of 400 million monthly active users in recent times. No wonder people were overwhelmed with the amount of ease with which they were able to utilize this messaging app and stay connected, that eventually instigated them to refer the app to more and more people.
According to Nielsen research, 92 percent of people trust recommendations from friends and family more than all other forms of marketing.
Approximately 77% of consumers are more likely to download and use an app when learning about it from friends or family.
So finally how does an app developer change the rules of the game?
· Get hooked on to social media network with user interaction and reviews. An app has to build a relationship between the brand and the user.
· Incentive referral is an attractive way to jump start generating more leads.
· Contextually disruptive yet keeping the core values of the app through guerilla marketing can make the promo go viral. There should be element of surprise, target oriented and relevant.
To conclude buzz builds business better. apptrainer as a new initiative offers app awareness and personalized app training to smart phone users across India .It can be a simple recommendation, storytelling to gossip or rumor!!But everything triggers the emotion and sentiment of an individual to various degrees of heights ultimately into some action. With the army of app trainers spreading word of mouth I can confidently say that grapevines do not always have to sour but soar high taking the app image as well as revenue to scale up tremendously at very less time.
Log on to http://www.apptrainer.in/do-you-have-an-app/ to know more.
