Should your organization invest in the development of a mobile app?
Well, of course, the answer to that question is “It depends”. There are a number of myths about mobile apps that can point marketing leaders to the conclusion that apps are a sure-fire way to connect with customers and ramp up engagement.
Not so fast.
Apps are no different than any other area of business when it comes to stories of their success – there are far fewer stars than dogs. Avoid getting mesmerized by shiny object syndrome and look at mobile apps for what they are, a tool to help you achieve your business goals.
To get you started, here are a few questions to ask before building an app:
- Will your app be relevant? Be honest here. Do you think your app will be useful and fill an important audience need?
- Will your audience download AND use your app? As the data in the infographic below suggests, there are a limited number of apps that people use and engage with on a regular basis. What will make your app one of those that your audience MUST use?
- Will your app be better than the mobile web? If an app doesn’t present a superior user experience when compared to your mobile optimized website then it’s probably time to put on the brakes. There has to be a compelling reason your audience will choose to use an app over your mobile site.
- Will your app generate revenue? Even if it’s not a paid app, it still needs to contribute in some way to the bottom line. Will it generate leads, help move prospects down the sales funnel, improve customer service, etc?
What other important areas should your team be addressing before deciding to pursue the development of an app? The comments are yours.