The correct tactic for promoting a product is never easy to unravel. However, it might be wise to turn to more conscious and calculated strategies in a world drowning in ads and limited-time offers. Instead of aiming for the catchiest slogan, you might embark on a journey to establish a genuine bond and share a connection with your customers.
Additionally, you might take more time to consider a more suitable monetization model based on users’ preferences and expectations. Let’s investigate the different approaches to choosing a more minimalistic approach to app promotion and revenue generation.
More on conscious marketing
Conscious marketing hopes to promote products without using the usual razzle-dazzle. It aims to establish a relationship or a connection with customers through shared goals or values.
For example, a company prioritizing eco-friendly manufacturing strategies and sustainability can focus on including their message in their marketing efforts. For users sharing similar values and priorities, such promotional content will stick, and even if they don’t make a purchase immediately, they will carry the emotional bond for some time.
Benefits to consider
Essentially, a company opting for conscious marketing can see the following advantages:
- It is possible to establish long-term customers and keep them returning.
- A more conscious approach can lead to a company being regarded more positively. That also translates through user feedback and reviews (and better ratings might mean more recognition and higher positions).
- This method also focuses on consumer needs, concerns, and values. You want to address them genuinely and showcase proof of your promoted efforts (such as proper certification or independent audits).
- It also simplifies your promotional efforts. Producing alluring and engaging content is easier with a clear-cut message empowered by your values. A typical angle for many products is their price or features, which is insufficient to establish a relationship or bond with customers.
- Companies can achieve more authentic engagement with their content and products.
Drawbacks of conscious marketing
Of course, conscious marketing can be lacking in particular areas:
- Not all consumers will share a company’s values or showcase any preference over an entity involved in societal or environmental issues.
- Maintaining sustainable practices, audits, and ethical sourcing can be more expensive. Companies following more ethical methods might offer products at a higher price than their competitors.
- Conscious marketing can face scrutiny if it doesn’t reflect facts (like how you conduct your business and manufacture products). Consumers regard such proclamations without proper proof as misleading and blame brands for greenwashing.
Not performative but genuine
Consumers can differentiate between brands that genuinely align their promotional messages to their work, and those that don’t. If you decide to use these conscious marketing recommendations, backing them up with convincing evidence is crucial.
Besides that, take time to analyze the values and priorities of your target audience, and how your product fits into this frame.
Overall, you don’t need to go all the way to conscious marketing, but employ the following recommendations for a more minimalistic marketing:
- Prefer clear messaging showcasing your product’s value and benefits. Don’t hyperbolize your product’s capabilities; focus on fair representation.
- Don’t disregard community engagement and brand loyalty. Create opportunities (such as via social media) for consumers to interact with you.
- Highlight the problem-solving capabilities of your product, which serves as an excellent selling point.
What about revenue generation?
Revenue generation is another topic for app developers to consider. Sometimes, creators rely on aggressive and frequent advertisements to make money. Confusing options, such as multiple steps for customers to cancel their subscriptions, can be included in other cases.
A more conscious approach would be to consider the customers’ POV. If you think of adding ads, be cautious of their frequency, timing, and format. In most cases, users prefer reward-driven ads, meaning they get something in return for viewing promotions.
Additionally, you can consider app monetization strategies that do not interrupt or diminish user experience as much. However, it’s not written in stone that you should reject ad integration altogether. With enough attention to users, you can deliver promotional content more seamlessly and keep the app from feeling overloaded with it.
Furthermore, with the right tools or selections, you can monetize your app without inconveniencing users (like having them sit through ads repeatedly). In that case, you can consider other options, such as offering users the opportunity to pay for premium features or special access through their unused internet bandwidth. Other approaches include freemium models, one-time purchase, or in-app purchases (all following reasonable pricing and clearly defined value propositions).
Conclusion
More involvement with your community, clients, and societal issues can work well for your products. It builds respect, a positive outlook on your company, and more long-term relationships. However, it’s crucial to be transparent and fair regarding conscious revenue generation and marketing. Many companies use sustainability or eco-friendliness solely for promotional purposes, without providing proof of their values and actions.
