What makes this even more challenging is the variety and the increasing number of marketing channels which are now available; so how do we know which avenue is going to be the right one for a particular brand? With the current level of technology in mobile phones and tablets, our computer usage has been vastly reduced; we are now able to use the internet, receive emails and interact with brands through a handheld device, so naturally brands and marketers will want to capitalise on this.
Mobile Apps, asopposed to Mobile Websites, draw users in through their ease of functionality, and by offering the user an interface through which they are able to interact with brands on an entirely more personal level; the problem however, lies in determining whether or not this type of interaction is best suited to your particular brand. Sometimes we suggest having both as this can help to maximise the consumer interaction with the brand – for example, Webheads originally developed the websitewww.londonpass.com before being called upon to develop the mobile site m.londonpass.com, and now a free London Pass App
There are several factors to consider before embarking on a mobile appmarketing pursuit and these depend very much on your target audience andthe type of business or brand. Does your target audience use apps and if theydo, will they use it repeatedly? Another very relevant question to consider is how much the app will assist in achieving your marketing goals. We take our clients through a step-by-step process to analyse their business needs and target audience in order to establish whether a mobile app is really the right option.
The advantages are definitely there; starting with an apps ability to tap into a device interface, enabling you to reach the user more regularly, as well as creating longer brandengagement as people using apps spend more time using them than they do using mobile websites. There is also the added advantage of apps not necessarily requiring the user to have mobile connectivity, this provides more instantaneous interaction and allows for richer content. An app can also add a certain amount of value to the device’s hardware and built in software, depending on the function of the app. A lot of companies find having both a mobile site and mobile app useful in reaching a more varied audience.
These advantages are relevant, but do not always provide the most compelling argument. There are hundreds of thousands of mobile apps on the market, and only a few types of apps are used on a regular or on-going basis by consumers. Does your business fall into one of these categories and how will you ensure that it stands out among the rest? How can you be certain that the app will capture the desired amount of users to enable you to justify the capital investment required? Limited app usage will result in a much smaller reach, therefore people need to be made aware of the apps existence, which is impossible to achieve without further spend going into marketing the app. We work with our clients to develop apps which are customer focussed and which are going to make an impact in the market, making it worth the time and money invested. An app is not a quick-fix marketing solution; it is a long-term strategy which requires constant investment and management.
The most relevant and important factor to consider then, is the target audience. The highest demographic of app users are males, younger age brackets and the more affluent, although this does vary with different operating systems and types of mobile devices; for instance, mobile apps will fall into this category, however tablet app users, who are far more ‘app hungry’ will lean towards an older demographic of around 30 to 45 years in age. Consider the target demographic and review their historical relationship to the brand; ask what value or service they will gain and what need is fulfilled by the app and then design the app to ensure it is providing this. It is equally important to develop an understanding of when they would use the app and why, this will give you a better idea of placement and expected usage.
For the mobile app to be successful there is a basic requirement for understanding technology; understanding that there are several types of device and operating systems and then deciding on the overall functionality of the app to make it as user friendly as possible. Consider that separate apps need be created for different platforms, such as iphone, ipad, or android; understand which has a better reach for your demographic or whether it would be beneficial to have an app which is available to all. There is also the question of how best to deliver the value and service through these operating systems and how to create the most efficient app which would be easily accessible and easy to update. We take the complications out by making this process simple and easy to manage, ensuring you get the most from your app.
There are a lot of questions which need thorough consideration before making this kind of leap into the new-age era of app marketing. That doesn’t mean you shouldn’t do it, we simply suggest that all avenues are considered and their individual advantages weighed before making the final decision and we will be here to walk you through it and assist in all ongoing processes. We research the competition and the target audience first and foremost, and then if the idea seems viable, delve deeper into the inner workings of app development and usability before helping you, the client, in making the final decision. Most people only use a select handful of apps which are tailored to their lifestyle and the things they need or use on a daily basis; apps are there to make life more convenient and more entertaining. It is easy to get caught up in new technology without considering how economical or how practical these are for your business, although sometimes they can be well worth it, particularly when done the right way.
For more info on our Mobile Apps, check outhttp://www.webheads.co.uk/web-news/items/londonpass-iphone-app.html.