When it comes to customer-facing apps, marketers use them primarily for customer communications (83%), customer service or support (79%), and product communications (74%), according to the report.
Marketers also use apps throughout the entire customer lifecycle—from creating awareness (18%) to maintaining loyalty (31%). In fact, 59% of marketing and digital executives surveyed say that their brand has one to three customer-facing apps.
It seems unlikely that consumers will curb their appetites anytime soon. Most respondents (78%) say that their mobile app audiences increased over the past year. Respondents cite making more services and content available exclusively through apps (62%), more users having mobile devices (54%), and promoting apps through other channels (53%) as the prime drivers of increased app adoption. In terms of promoting apps, executives surveyed list company websites (69%), email communications (58%), and company mobile sites (48%) as the main traffic drivers.
Employees are just as hungry for app consumption. Consequently, many organizations use internal apps to give their employees their fair share of app experiences.
For instance, respondents cite internal communications (82%), business intelligence (62%), sharing information (62%), and training (62%) as their main app use cases. And like external apps, internal apps are seeing a lot of traction. Sixty-seven percent of respondents have seen growth in the number of internal users over the past year, according to the report.
As with customer-facing apps, respondents cite making more services and content available exclusively through apps (59%), more users having devices (52%), and promoting apps through other channels (50%) as the main causes of internal app adoption. Likewise, executives cite corporate intranet (74%), email alerts and memos (67%), and company newsletters (51%) as key internal app traffic drivers.
As consumption of apps increases among customers and employees, marketer’s hunger for serving up apps builds.