By Matt JW Aird
So how do we ensure the success of a business's mobile application?
The Answer: Have a Plan
Having a mobile application developed should be approached in the same was as any other marketing. You need to decide what it is going to be used for, who it is targeting, how you will manage the campaign and how the success will be measured. These are all crucial components and if any of these steps are left out it could spell disaster and a lot of wasted time and money.
What Will It Be Used For?
So first of all you need to decide what your app will be used for. This is a crucial first step as if your application is not design for a specific purpose it may come across as cluttered and ineffective. A great example of an application that is designed very specifically is the Burger King mobile app. This application has one function, customers check-in at a physical store location and are then rewarded with a free item or a discount for doing so. The application also has a guide for all of the nearby stores but that is it. It is a very simple mobile app with a clear purpose which is, to get users into the store. So you have to decide what your application is designed for, is it to enable purchase of items through the application, or to build customer loyalty, or to open up direct communication channel between you and your clients you need to figure this out before moving on.
Who Is It Targeting?
Businesses usually have customers that fit into different sections, whether that be based around age or gender, or frequency of custom or any other factors you may measure. A mobile app will be most effective if it is targeted to a specific group. Now this decision is made slightly easier based on the information we have on smartphone use and the prevalence of it at different age groups with ownership rates dropping of substantially after the age of 45. Information however can be found on other demographics and should be researched so that you know who you will be targeting. This allows you to get the most bang for your buck and to create an app for your clients that are most likely to utilize it.
How Will You Manage the Campaign?
This is important for applications that need fresh content on a regular basis. Smaller businesses will need to handle this within their organisation but larger companies may want to outsource this aspect of the process. There is also the option of integrating existing content sources into your app such as your Facebook posts, or your blog entries. If you are going to have exclusive app content then how this will be generated should be considered before going ahead with development.
How Will You Measure Effectiveness?
Last but not least how you will measure the effectiveness of your campaign should be considered before beginning development. There are many analytics programs you can integrate into your mobile application that will help you understand everything about your new app. They provide information on how many downloads you get, to what pages people look at, to how long they use it for. Researching what analytics program to use is important and discussing this with your developer will help you to understand the benefits of choosing one provider over another. Once you have the analytics in place however it is important to analyse this information and make changes to app based on what you discover. This will ensure you provide the best experience for your users and keep them coming back.
Matt Aird is the Managing Director of App Evolution. A custom mobile technology development house based in Australia. App Evolution helps its clients remain competitive in this fast paced world by providing effective, integrated mobile solutions to businesses.for more information on the company visit http://www.appevolution.com.au
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