Mobile Applications & Marketing Tips

mobile apps

1. Customer Engagement in a World Gone Mobile

With the rise of the “Untethered Consumer,” the substantial growth and use of smartphones, as well as freedom from time and location limits being added to the mix, mobile marketing requires an approach different from that of earlier marketing methods. The concept is not about mobile marketing as much as it is about marketing in a world gone mobile.

Looking at the smartphone as just another sales or marketing channel misses the scope of the mobile revolution. Mobile is not incremental, it is transformational.

The good news for marketers in a world gone mobile is that all businesses start at the same point. For a company to be effective, it must provide clear value. While the value in the short term may be a discount or coupon, mobile customers will ultimately expect more from the companies offering products and services to them.

2. A Mobile App Is Not a Marketing Campaign

If your goal is merely to make your brand visible, advertising networks are a better outlet for your marketing campaign than a mobile app. Only 18% of respondents in a recent study (Even your most loyal customers ) won’t download an app unless it does something useful for them.

3. Apps are not Mobile Websites

Some companies that we have worked with want to put all of their website features into their mobile apps. That’s not what apps are intended for. Over 50% of mobile app users surveyed agreed that they expect a company’s mobile app to be easier to use than its website.

App users don’t want a businesses entire website on a mobile application. They want utility and a very defined set of features that are specifically designed for mobile use cases. Make it easier to use — make it less complex than your website.”

4. Provide Utility

There are quite a few utility-based branded apps out there. Chipotle, for example, has an app that allows you to order without waiting in line. One feature in the Starbucks app allows users to buy coffee with their phones. And Target recently introduced an iPad app that will make it easier for customers to shop during the holidays.

5. Target User

In order to understand what will appeal to your target users, it’s helpful to understand your target users. And a little research never hurt in contributing to this objective.

It comes from a place of empathy for what the user wants to get done on their device. It can’t be from a place of a marketing campaign, and hoping it’s going to go viral. That’s not what people want on their mobile devices.”

6. Mobile Use

People accomplish some tasks on their phones. They prefer to do other tasks on a website or in some other way. It’s important to focus on the lesser category so that you don’t clutter your app with features that users won’t appreciate in a mobile setting.

FedEx app, for instance, allows users to do four tasks: make a shipping label, track a package, find a FedEx location and get a quote. While the app leaves out a lot of features that are available on the company’s website, it focuses on tasks that people are likely to complete on their phones, while standing in line, on a train or during a break.