The apps that make business more social
APP’s live with us and condition our day to day. But first, so that you are clear about the sensitivity regarding the relationship between the consumer and the companies that offer certain products and/or services, we are going to analyze what must be taken into account in terms of raising awareness of the target audience in the campaigns. of marketing.
Generating a marketing campaign, no matter how varied the theme, always implies great efforts from the work teams in charge of carrying it out. However, being able to reach the emotions of the receiving public will make your message more effective, since the message will remain recorded in a better way.
With emotional marketing campaigns you can reach your target audience. However, to achieve this, different aspects are required, which, added to the work of leading specialists in the field, will make the strategy to be implemented successful.
The place that emotions have
First of all, we must be clear about what emotions are, because, although all of those that we have experienced throughout our daily lives, perhaps we can see them as something so internalized that it is difficult for us to describe as a concept. Emotions are simply those feelings that are generated within us from different events. These can alter our mood, either positively or negatively.
Emotions can be classified from the most basic to some more complex. In an emotions campaign we can start from the most basic as the points to work from our design of actions to carry out, such as sadness, anger, happiness and surprise.
It is from here where we will begin to work so that our brand, product or service is capable of generating positive emotions, through our products, our messages, or the image that our campaign represents. Thus, the brain will automatically define our campaign as something positive, something pleasant, that is, something that must be remembered.
Message that generates experience and sensations
The message, from the way it is transmitted, to its content, must generate experiences in the public. Positive sensations that make customers or consumers feel satisfied with the intention of wanting to repeat the experience. This will be the first step to generate loyalty between the brand and the consumer. The objective will be to give a more humanized touch to the brand, to make the consumer feel that he is close to the brand and the brand close to him.
Customer Link
The fundamental thing to achieve is to have the link with the consumer, who feels complete with what we are offering and that generates a pleasant feeling. This link must be mutual, between the communication and the results obtained in the marketing campaign. To achieve this process, it will be necessary to make the client or consumer feel that they are also part of the brand, therefore, they will also be listened to and can give their opinion about it.
From the two previous points, loyalty to the brand will be achieved, based on the experiences lived previously. The client will no longer question the quality or efficiency of what we are promoting, but will accept it and the message will automatically fall into his mind in a positive way.
One of the clearest examples of this brand loyalty is Apple, since with each launch of its product, from the first day of sale, stores are seen with long queues of people wanting to buy the latest, without needing to know the product before in order to guarantee its functionality.
The objective we have now is to generate an emotional bond between our brand and our consumers or potential clients
It will be possible to trace through the strategy and convert all those negative emotions into positive ones through what we offer and put within your reach.
Fintechs are increasingly considering social functions
A new wave of business applications is incorporating social aspects. We are talking about applications that make businesses more social on any of the networks, be it Twitter, Facebook or Linkedin.
In the early 2000s, social media helped transform the very idea of community.
Building on the forums and bulletin boards of the early Internet, companies like Facebook (now Meta) and Twitter sold a vision of a “social” web.
That promise has largely soured since 2016, as social media became almost synonymous with scandal. Platform rulings – on data privacy, misinformation, hate speech, and more – have provided business schools with examples of what not to do.
But the idea of social products is still powerful.
For aspiring entrepreneurs, finding a way to build a successful community could be the difference between an app missing out like one of many in the field, or a standout success.
The idea that a social feature is vital to an app is not new. In 2020, investor D’Arcy Coolican wrote about the idea of “social+”: companies, like TikTok or Fortnite, that focused on a single category and created a social experience around it.
“Any product that has a built-in social component has fundamental and asymmetric advantages over competing non-social products in that category: better growth cycles, better engagement, better retention, better advocacy,” Coolican wrote. “And because social+ businesses are driven by networks and communities, that advantage accumulates over time.”
The social feature is an integral part of the broader product
One aspect highlighted by Coolican was the idea that the social feature is an integral part of the larger product, rather than an appendage. Simply adding the ability to share content with friends is not enough to make a product work.
One such app with a built-in social component is Shares, which targets the world of retail stock trading. Harjas Singh, co-founder and chief product officer, says the app aims to build on the success of others, such as Robinhood.
Apps like Robinhood grew up with stock retail, but a new generation is integrating social features.
Demand during the pandemic, fueled by a stimulus-driven trade boom
Those apps saw a big surge in demand in the pandemic, buoyed by a business boom that was itself fueled by stimulus. But while there has been an explosion of communities based on stock trading, they have happened outside of the app. In the case of retail, Reddit, home of WallStreetBets, was a hub. Others included closed or private channels on messaging apps like Telegram and Discord.
“Retail investing has traditionally been a solitary, single-player experience,” says Singh. And he adds that “the current generation of retail investing apps has managed to build an efficient trading utility, but has lacked a social experience.”
These applications created an unnecessary level of complexity, in Singh’s view, with limited guidance or support for users. This introduces a barrier to entry for users who find the financial domain daunting.
The functionality of the Shares app resembles both a social media platform and a retail business app.
Users can see what their friends have bought and sold, although the app allows them to hide some actions, which encourages discussion and social interaction.
The current generation of retail investing apps has efficient trading utility, but lacks a social experience
But “social” should not be understood as limited to connecting contacts digitally. As Singh explains, Shares is also exploring how to build new networks through your experience with the app.
“We recently launched ‘Communities,’ a feature that allows users to engage in public investing discourse and meet other like-minded investors to grow their network,” he says. These can range from beginning investors to those investing in Tesla or Apple and others focused on crypto or Web 3.0 (a future blockchain-based decentralized model of the Internet).
Integrate social aspects
Loop, a fintech launched last year, is also built on the idea of seamlessly integrating social aspects with another business. It gives users the ability to borrow or lend money to friends for free, allowing them to trace what have generally been informal loans.
“The emphasis is on social groups and customer interactions,” says Paul Pester, Loop’s founder and CEO. “Financial services don’t usually think that way, they think about accounts and transactions.”
The future of money
Investment apps seek a new twist Premium Content. A third of people regularly borrow money from family and friends, Pester says, with about $14.5 billion outstanding. Reflecting elements of chat apps like WhatsApp, Loop’s design focuses on digitizing a common social experience.
In contrast to the traditional social media model, which has been criticized for the way it can be used for advertising or political purposes, these new products make money in other ways.
Loop, for example, monetizes its “badge” system, which measures how quickly people repay loans. This effectively acts like a credit score, allowing users to get better deals. “We’re also looking at offering a Kitty Loop, which allows you to lend to groups of friends,” adds Pester.
Companies that can find a way to integrate social ideals and community into their broader product
For business students, the lesson from these apps is that while social media companies may be falling on hard times, there is a path stronger than ever for companies that can find a way to integrate social ideals and community. in its broader product.
Coolican’s statement seems decisive to us:
– “Social” is a universal and timeless need.
– In essence, humans are social beings.
– We crave connection and community, beyond social media.
– Things start to fall apart when we don’t have them.
Evidence from the Wall Street Journal
Wall Street Journal tests reveal how the social media giant collects a wide range of private data from developers.
Facebook CEO Mark Zuckerberg has come under pressure over the company’s data collection practices.
Millions of smartphone users confess their innermost secrets to apps, even when they want to work on their tummy or the house price they checked last weekend. Other applications know the body weight, blood pressure, menstrual cycles or pregnancy status of users.
Without most people knowing it, in many cases that data is shared with another person: Facebook Inc.
The social networking giant intensively collects personal information from many popular smartphone apps just seconds after users log in, even if the user has no connection to Facebook, according to tests by The Wall Street Journal. The apps often send the data without any prominent or specific disclosure, the test showed.
Many smartphone apps are already known to send information to Facebook about when users open them.
Sometimes, they report what they do inside. It was not previously reported how at least 11 popular apps, with a total of tens of millions of downloads, have also been sharing sensitive data entered by users. The findings alarmed some privacy experts who reviewed the Journal’s evidence.
Facebook is under scrutiny from Washington and European regulators over how it treats data from users and non-users alike. He has been fined for allowing illicit access to user data to the now-defunct political data firm Cambridge Analytica and has drawn criticism for giving companies special access to user records long after he said he had blocked that information.
Facebook software collects data from many applications even if a Facebook account is not used
In the case of apps, the Journal’s tests showed that Facebook software collects data from many apps even if a Facebook account is not used to sign in and the end user is not a Facebook member.
How an app told Facebook you were ovulating
Facebook’s software built into thousands of apps includes an analytics tool called “Application Events” that allows developers to record their users’ activity and report it to Facebook, regardless of whether users log in through Facebook or even if they have a profile
The journal’s tests showed that some popular apps were using Facebook’s software to create and send custom app events that include sensitive data.
What are the disadvantages of socially sensitive research?
The danger of attributing the cause of behavior to individual factors is that it may lead to socially sensitive research, as the implications of the findings could suggest that a person’s race, age, gender, or disability causes the behaviors. This can cause social stigma and discrimination.
Is it possible to ethically investigate socially sensitive topics?
Socially sensitive research can lead to discrimination issues, and therefore some psychologists would argue against doing this form of research: for example, research examining racial differences in IQ has been used to justify unfair political change. .
What are examples of social sensitivities?
An example of someone with high social sensitivity would be a person who understands the keys of the conversation and stops talking to listen at the right time.
What does socially sensitive mean?
Sieber and Stanley (1988) used the term social sensitivity to describe studies in which there are potential social consequences for the participants or the group of people represented by the research.
Mental health apps don’t keep data safe
With little regulation and sometimes outright deception, the potential for discrimination and other “data damage” is high.
Many apps that deliver mental health services are based on artificial intelligence algorithms that have not been adequately vetted for ethical and moral concerns, affecting people who are already vulnerable.
Imagine calling a suicide prevention hotline in a crisis. Questions about your data collection policy? Do you assume that your data is protected and kept safe? Recent events may cause you to consider your answers more carefully.
Mental health technologies like bots and chat lines serve people in crisis. They are some of the most vulnerable users of any technology and should expect their data to be kept safe, secure, and confidential.
Unfortunately, recent dramatic examples show that highly sensitive data has been misused
There has been research that has found that by collecting data, developers of mental health-based AI algorithms simply test whether they work. They typically do not address ethical, political, and privacy concerns about how they might be used. At a minimum, the same standards of health care ethics should be applied to technologies used to deliver mental health care.
A politician recently reported that Crisis Text Line, a nonprofit organization that claims to be a safe and confidential resource for those in crisis, was sharing data it collected from users with its for-profit spinoff company Loris AI, which develops customer service (software).
A Crisis Text Line official initially defended the data sharing as ethical and “fully compliant with the law.” But within days, the organization announced that it had terminated its data-sharing relationship with Loris AI, even as it maintained that the data had been “securely managed, anonymized, and stripped of personally identifiable information.”
Loris AI, a company that uses artificial intelligence to develop chatbot-based customer service products, used data generated by Crisis Text Line’s more than 100 million exchanges to, for example, help service agents understand sentiment. the client’s. Loris AI reportedly deleted all data it received from Crisis Text Line, though it’s unclear if that extends to algorithms trained on that data.
This incident and others like it reveal the increasing value placed on mental health data as part of machine learning and illustrate the regulatory gray areas through which this data flows. The well-being and privacy of vulnerable people or perhaps in crisis is at stake. They are the ones who bear the brunt of poorly designed digital technologies.
In 2018, US border authorities denied entry to several Canadians who had survived suicide attempts, according to information in a police database. Let’s think about it. Non-criminal mental health information had been shared through a law enforcement database to flag someone wanting to cross a border.
How do mobile apps help businesses?
Mobile apps can help SMEs build brand loyalty and monitor business relationships, especially if they are in close contact with customers or business partners. They can also boost promotional efforts, improve customer analytics, and make online shopping easier.
Mobile apps can build loyal customer bases, provide insightful customer data, and more. Businesses need to understand the many ways these apps can enhance the customer experience.
Although people can still experience the Internet from a desktop computer, mobile apps have become an increasingly popular way to interact online.
Not every small and medium business needs a mobile app, but it could add value in the right situation. Mobile apps can help SMEs build brand loyalty and monitor business relationships, especially if they are in close contact with customers or business partners. They can also boost promotional efforts, improve customer analytics, and make online shopping easier.
Business leaders should explore the benefits of mobile apps to determine if an app could help their business grow.
Customer loyalty
Companies operating in highly competitive vertical markets must do extra work to cultivate customer loyalty. Mobile apps can offer them an advantage as they can increase your repeat business opportunities and improve referral rates. They can also boost adoption rates for new products and services.
Mobile apps offer convenient one-way and two-way communication between SMBs and their customers.
Convenient communication leads to ongoing engagement, helping companies monitor customer behaviors over time and adjust their strategies based on those behaviors. In this sense, mobile applications can improve customer satisfaction at low cost.
When a business has a loyal customer base, it can more easily forecast short- and long-term growth. Enhanced foresight allows companies to fine-tune their offerings and create products and services that their bases want. Businesses can increase customer loyalty with loyalty card programs, which customers can purchase and track in the app. Loyalty programs can help SMEs capture business from repeat customers.
Marketing programs
Marketing efforts help companies inform new and existing customers about new products and services. Mobile apps enhance marketing and promotional activities because they require potential customers to actively search for and install the app. In other words, apps bring valuable leads into a company’s marketing reach.
Marketing teams can monitor app usage and employ promotional strategies to target specific users based on their actions on the app.
Mobile apps also help SMBs launch marketing campaigns and quickly switch between multiple campaigns.
In-app advertising requires less capital than traditional methods such as pay radio, TV and print advertising, which can benefit SMBs with tight budgets.
Marketers can also use app promotions to target specific groups, leading to rapid demand and market momentum.
Convenient online shopping
In the digital world, customers demand flexibility when selecting and ordering products and services. Organizations can design mobile apps for reporting and making in-app purchases.
Companies began allowing customers to order on mobile apps in the early 2010s. Before this time, customers were hesitant to order products, especially expensive ones, on apps. However, as users became more comfortable making purchases on their smartphones, many of them started to prefer this channel. In fact, product orders via mobile devices increased by more than 20% between Q3 2020 and Q3 2021, according to a Statista report.
Allows an omnichannel approach
Businesses can use an omnichannel sales approach to give customers a seamless shopping experience across all devices. Omnichannel access allows customers to make purchases from any location. SMBs can enhance their omnichannel experiences with a mobile app because it allows customers to shop and make purchases from their smartphones.
Customer relationship monitoring
Many companies struggle to understand the mindset of their customers. Businesses have long relied on customer surveys to monitor customer relationships, but with the proliferation of mobile devices they can also glean insights from apps. For example, SMBs can monitor how often customers use the app, determine what promotions they might be interested in, and review solicited and unsolicited feedback. This information can help build and maintain positive customer relationships.
Brand awareness
Mobile apps that use push notifications can help keep customers engaged over time. SMBs can reach all or subsets of users with notifications about new products and product promotions through the applications. They can also perform granular targeting with information like location and previous engagement history.
With the right settings and configurations, app notifications can help businesses keep their brand or products top of mind with customers. Strong brand awareness can help businesses drive digital traffic, outperform their competitors, and increase revenue.
Data mining
If you ask yourself, what is data mining?…we will answer you. It corresponds to an expression in English that means “data mining”, which is a technical, automatic or semi-automatic process that analyzes large amounts of dispersed information to make sense of it and turn it into knowledge.
Mobile apps offer fantastic data mining opportunities. SMBs can analyze the data collected to identify customer patterns and responses to marketing tactics. Additionally, businesses may combine mobile app data with data from other sources, such as social media platforms and direct customer interactions. Businesses can merge and analyze this information to better understand customer interests and buying trends.