Mobile application has a very important place for businesses. These applications, which offer a serious competitive advantage in the world of increasing digitalisation, also increase the level of satisfaction. Mobile applications that improve the experience while increasing customer access also have positive effects on brand loyalty. Likewise, applications that increase sales and revenues provide very important information in the data collection and analysis process. Mobile applications, which provide competitive advantage to brands while increasing operational efficiency, actually establish a strong bond between businesses and customers.

Mobile Application Definition and Main Features
Mobile application definition; It is known as software that runs smoothly on tablets, smart mobile phones or other mobile devices. These applications offer great advantages for users to perform different operations. In addition, mobile applications that can be prepared in production, learning, health, entertainment, e-commerce and many other categories are developed in 3 different types. Mobile applications that can be developed as native, web-based or Hybrid are always functional according to the intended use.

Main features of mobile applications;

• It has a user-friendly interface. In other words, the application can be used easily thanks to intuitive and easy designs.
• Integration with device features is possible. Device features such as sensor, microphone, camera and GSP can be utilised.
• Supported with Push notifications to send real-time information.
• It has the ability to work offline without an internet connection. In this way, the user experience continues to increase.
• Regularly updated mobile applications are more preferred.
• It responds quickly to users. Performance and speed are important in this respect.
• User data is protected in mobile applications. It is a serious requirement in applications such as finance and e-commerce.
• Mobile applications are compatible with iOS and Android operating systems.
• Thanks to these applications, user behaviour can be monitored.
• These are applications that can be customised according to user preference.

Types and Usage Areas of Mobile Application
Mobile applications can be preferred in 3 ways: Hybrid, web-based and native. Hybrid applications are low-cost and represent a combination of both native and web-based applications. Web-based applications are platform independent and require an internet connection. In addition, these applications run on internet browsers. It does not require installation on the device. Native applications are developed specifically for a particular system. In other words, it is specific to operating systems such as iOS or Android. These applications that provide high performance are generally used in areas such as games, finance and banking.

The usage areas of the mobile application are wide. It appears in areas such as music applications, media, shopping platforms, food ordering applications and health, especially video streaming services. Today, it covers areas such as language learning, online courses, money transfers and payments, investment tools, business and productivity, maps, travel and social media. Mobile applications, whose main purpose is to facilitate the lives of users, actually bring effective access to customers for businesses. Choosing the right type of application in the right usage area provides convenience for both individuals and businesses.

Advantages of Mobile Application Development for Businesses
Developing a mobile application for businesses brings many advantages. If we list these advantages;

• Thanks to instant notification and access from anywhere, it allows customers to reach businesses at any time of the day.
• Professionally prepared mobile applications increase brand value and awareness.
• These applications, which offer fast and easy transactions with personalised services, always improve the customer experience.
• Businesses can generate advertising and promotion revenue. Because in-app advertisements can be given in mobile applications.
• Additional income can be generated by selling online on mobile platforms.
• Customer needs can be easily understood by analysing user behaviour. The data obtained brings marketing and product development strategies.
• Operations such as customer service, reservation and ordering can be used automatically. This accelerates the flow of operations and saves time management.
• Mobile applications are a necessary process for businesses to make a difference. In addition, customers can be kept in business by preparing special offers.
• Mobile applications that offer a practical way to get feedback from customers increase service quality.

Values Provided by Mobile Applications to Businesses
Mobile applications are a special platform that increases brand awareness for businesses. It is also among the options that increase revenues while improving customer loyalty. Firstly, applications that add value to businesses to reach a wider customer base allow you to take your place in the global market. Especially businesses in the service and e-commerce sector can have an international customer base.

Discount coupons, loyalty programmes or personal offers can be offered through mobile applications. This process will ensure that customers always remain loyal to the business. In addition, the constant appearance of the application on the device screen allows it to take place in the minds of customers. Businesses save cost and time thanks to the mobile application. In addition, thanks to CRM applications, customers' behaviours and preferences are analysed and business processes are optimised.

These platforms bring personalised experiences. In addition to providing data on users' preferences and habits, effective marketing methods can be activated with targeted campaigns. As a result, every business that wants to generate direct sales and advertising revenues must have a professional mobile application. Because businesses that can make strategic decisions thanks to strong customer communication, competitive and innovation advantage, data analytics continue to meet demands in a shorter time.

User Experience and Importance of Mobile Applications
User experience is coded as UX in mobile applications. UX, which defines the satisfaction that users experience while interacting in any application, plays the most critical role in the success of the application. Because an effective user experience ensures the adoption of the application and brings many advantages.

An intuitive, simple and practical application allows users to have a special experience. In this case, the application can be recommended to the environment by using it again. A user-friendly mobile application should be updated regularly as it will increase loyalty to brands. In addition, it should not be forgotten that applications developed based on feedback support loyalty in the long term.

Mobile applications will provide competitive advantage with user experience. In other words, businesses that attach importance to user experience are one step ahead of their competitors. While conversion rates increase, users who shop more easily also sign up for subscription services. In this way, revenue increase is achieved. While all these processes strengthen the brand perception, a wider audience can be reached as a modern and professional brand.

Mobile Application Development Process and Considerations
Mobile application development process is listed as follows;

• In the process of idea and target determination, problem definition, target audience analysis and goals and objectives are determined.
• Market research is done. At this stage, while competitor analysis continues, trends should be adapted.
• To develop the concept, it is decided what kind of basic functions the application should have. In addition, user interface and experience designs are created.
• UI/UX is activated during the design phase. In addition, responsive design suitable for different screen and device sizes is prepared.
• In the development phase, iOS and Android versions of the application are prepared. In addition, modern writing languages should be used.
• Social media accounts and payment systems are completed in integration processes.
• Functional tests are applied. In addition, although it is tested by real users, the performance test is passed at the last stage.
• The mobile application that meets the necessary conditions is promoted at this stage and made ready for use.

Along with the development process, the continuous update and support phase should continue. Updates are made based on user feedback. Customer satisfaction continues to be ensured by providing fast support for the errors encountered.

Suitable Mobile Application Strategies for Businesses
It is aimed to increase operational efficiency within the scope of mobile application strategies suitable for businesses. In addition, there are plans such as reaching the target audience and increasing brand recognition. In outline, these strategies are listed as follows;

• Demographic characteristics, needs and habits of the target audience are determined through audience analysis.
• Loyalty is increased by sending special notifications according to user behaviour.
• Appeal to a wider audience by selecting the appropriate platform. This platform can be both iOS and Android.
• Thanks to technological integration, customer experience is increased by using innovative technologies.
• The best design strategies should be activated with user experience (UX). At this stage, responsive design, performance and speed are important.
• It is important to apply revenue generating strategies. For example, basic features can be offered for free and premium features for free.
• Social media marketing and push notifications should be activated within the scope of marketing and promotion strategies.
• User data should be monitored and behaviours within the application should be analysed and services and products should be developed accordingly.
• Within the scope of customer support strategies, satisfaction should be provided with instant support.

Ways to Increase Customer Loyalty with Mobile Application
Ways to increase customer loyalty with mobile application;

• Offer a personalised experience
• Loyalty programmes should be organised
• Reminders should be made with push notifications
• User feedback should be evaluated
• A pleasant and easy user experience should be conveyed
• Interactive and fun features should be offered
• Instant communication should be ensured
• Offer customised in-app experiences
• Social sharing should be encouraged.

Mobile Application and Digital Marketing Relationship
There is a close relationship between mobile application and digital marketing. Because modern businesses use digital marketing to communicate with and reach their target audience. In other words, mobile application is always needed to increase the effectiveness of digital marketing. Businesses that use mobile applications to establish a sincere bond with their users and turn audiences into loyal customers;

• Interact directly with the customer thanks to push notifications.
• New opportunities can be offered with in-app advertising activities. This increases the income level of the business.
• It acts according to the behaviour and preferences of users by offering personalised marketing opportunities.
• Thanks to social media integration, customers can direct people around them to the mobile application.
• Thanks to loyalty programmes or rewards, users who accumulate points through the application can continue to interact more.
• Digital marketing strategies of businesses can turn into direct sales thanks to mobile applications.

Things to Know Before Making a Mobile Application
Some situations should be considered before making a mobile application. These situations can directly affect the success of the application and the process of achieving the target of the enterprises. Understanding the target audience, preparing a budget and timetable, and choosing a platform are the most important steps to start. In addition, prioritising the user experience, ensuring data security, adding advanced features to the application, maintaining and updating the application are also among the most critical stages. It is important that the mobile application process, which must be carefully planned, meets the design and platform requirements. You can contact companies that provide professional services in this regard, and share your needs after determining them. In the application process that will start afterwards, you can manage the application together until the final stage by staying in contact with the company.