After two years of the pandemic, because in the end life begins to return to normality: some companies resume face-to-face work and meetings between friends and family in public places are once again common. However, it is undeniable that many people still have a certain concealment due to the lack of sanitary measures in certain places or simply they have taken a liking to doing activities at homeSuch is the case of the exercise. A recent study confirms that fitness apps in Mexico exceeded 9 million hours of use in just one year.
Marketers will seek to maintain the use of fitness apps in Mexico
The American company Rocket Lab analyzed this channel and compared some recommendations that marketers can use to motivate fitness app consumers in Mexico in the post-covid era.
Before delving into the advice, it is important to note that experts predict that the world market for these applications will reach 120 billion dollars in 2030. We assume that we will tend to have a continuous increase of 24.3% per year.
1. Retargeting to recover users
The study urges marketers to implement different technologies that allows them to know the metrics of the use of the application in question and combine them with retargeting campaigns. What will they get with this? That consumers who had already installed the application, visit it again (and they will not have it as decoration).
In addition to this, I insist that create a relevant experience for consumers (personalization) so that, in addition to returning, they make purchases within the platform: retargeting ads serve to promote the redesign of the cross-device purchase process that users carry out through their mobile device.
Geolocation and path analysis of such applications have great advantages for marketers (relieving the hard work of designing a complete campaign). With both elements, users can share their performance through various social networks, encouraging others to seek it out, download it and use it. That is, they serve as ambassadors.
The report further suggests that content and offers on certain articles are shared to consumers to carry out purchases within the application (in-app) or in the physical stores of their choice.
3. Personalized training programs
Any such app must offer various levels of trainingbecause they can be downloaded by users who have decided to exercise for the first time in their lives or, on the contrary, by people who include physical activity in their daily routine.
In this context, the analysis recommends offer tutorials with certified trainers for each level: beginner, intermediate and advanced. This would also improve engagement.
4) Celebrate the victories of your users
It is necessary that these applications measure the performance of your users when walking, jogging, running or performing a specific exercise; Since there is no greater reason to know the steps-kilometers that were traveled and analyze the daily progress.
Stimulating consumer/customer interaction has always been one of the most effective strategies to conquer the mobile market.
“Include new or improved features in fitness apps that effectively combine action, motivation and education, features that today’s consumers require, permission that is vertical to get a larger number of usersyou will need marketers to constantly increase, higher return on your investment and be able to increase engagement with new and old users”concluded Carola Aliaga, Commercial Director of Latam at Rocket Lab.
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