While it may not yet be evident to everyone, it is clear to those of us working in the mobile app industry that the mobile app is fast becoming the new website.
The modern website has evolved from the “brochure-ware” sites that we saw in the early 1990’s containing nothing but static information to the dynamic, interactive, service-delivery driven websites we have today that include digital shopfronts and even dynamic, location-based pricing adjustments.
Just as websites evolved over the years, so too are mobile apps and those companies that have already seen the potential of mobile have not only launched their first brand app, but are already making second-generation changes that leverage the power of the platform to maximise return on investment and increase profits.
Users are already spending more time interacting with mobile apps than they do browsing the web and App Analytics company, Flurry, predicts that app engagement may soon overtake even traditional television viewing.
For brand apps to ensure they can grab the users attention, there are a number of features that could be included:
Intelligent Push Notifications – These unique alerts delivered straight to the user can be tailored to take account of the user’s behaviour, preferences and even location to ensure that the notifications received are relevant and that the user can take immediate action if they desire. It is important not to over-use push notifications in apps as you may end up annoying the users who ends up turning them off or deleting the app altogether.
Localisation – For many companies that have physical shopfronts, location is critical to the customers ability to take action. Mobile apps allow you to provide customers with recommendations and offers based around their location in the store. Geo-location features even allow you to identify users who are close to the store where you can present offers to draw them inside
Social Integration – Most apps these days include capabilities for social sharing. Many integrate with Facebook and Twitter however there are also other social networks which may suit particular companies. Social sharing doesn’t happen by itself and there are lots of ways that creative offers can be integrated into a mobile app.
Mobile Payments – There are a variety of ways that mobile payments can be integrated into an app, from simple to complex there is a solution to suit just about every business. In order to generate direct revenue from a mobile app you need to be able to capture the user’s credit card details and provide them with a frictionless path to purchasing. Many of the major brands are developing or have already rolled out mobile payment solutions and users will soon have an expectation that these facilities will be available.
There are certainly a variety of ways that companies and brands can leverage mobile technology and these features are just some of the ways you can develop an innovative mobile app for your business.
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24 Comments
Rosanna
I have heard of this branding before, as a matter of fact I was talking with my boss the other day and he was telling me that his friend was telling him that he needed to brand himself so that he can start advertising on apps and his web site better. Is this the same thing as that or is this something completely different and I misunderstood?
Brad Davidson
Thanks for your comments Rosanna. You can use an app to brand a business or develop a personal brand if it is going to have enough credibility and power to make an impact in the market.
Donald
The vice president and GM, interactive development at Adobe, stated, "HTML5 is now universally supported on major devices, in some cases exclusively. This makes HTML5 the best solution for creating and deploying content in the browser across multiple platforms." This announcement had many pundits not only contemplating the future of mobile app development, but the future of the Adobe Flash desktop Web browser plug-in, as well. This could also pave the way for mobile apps.
Rudy
The trend toward mobile apps and mobile devices is undeniable. But it is certainly scary for traditional web developers such as myself. I have not yet learned how to program apps in linux (a learning curve I dread having to endure in order to remain relevant). It is almost like having to go back to school all over again. Not a pleasant thing, but it is necessary.
Anita
Rudy, I agree with you completely about this I am a traditional web site developer myself and the app world is just exploding but is it stuff that will work on the computer when they get done or is it something that was set up so quickly that it might not work later when you need it. Thank you so much for this post you did a great job.
Kenneth
Are we talking about mobile apps or traditional apps here? I have been into web developing for so long now that I would love to see some traditional apps that I could develop. Promoting your business this way is really quite simple because the whole branding process is so simple. This is a great idea especially for those just starting out.
Julio
Rudy, don't be discouraged this is something that will be easy for you to pick up if you are already a web developer in the first place. You have done a good thing by putting your concerns in your comment because people can explain the ease at which you can make that transition. I hope they will come out with more about this soon.
Tammy
I don't think you have to go rushing ahead and crafting a mobile application for a single or multiple platform because it may not work out to be the best solution for the company, marketing wise. It is also important to know that no single platform can be right for all mobile app brands. I'm under the impression that developers need to market and hard sell their apps in order to succeed.
Miguel
It seems to me that according to studies, more and more your customers are accessing your website on mobile phones, tablets and other devices. Check your website to see how it appears on these devices as well as on the major browsers including Safari, Internet Explorer, Firefox, and Chrome. Google found that 92 percent of smartphone owners in the US seek offline information via their devices. Sounds to me like mobile is taking over.
Scott
Branding is something that I just learned about last year so to see this out and talking about apps with brands is something altogether different. You have a lot of great information in your post though and the more I read about this stuff the more I think your blog has the most good information out there. Keep posting because I know I will return for more.
Marilee
App engagement over taking regular Television viewing is something I never thought would happen when it takes over the video game world than I know we have a problem. I have seen what you are talking about though when it comes to people using mobile device rather than their computers, it is amazing how rapidly that happened too.
Bob
I happen to know many people from the generation after mine, meaning 15 -25 years younger than me and it amazes me that every one of them uses i-phones or some other mobile device. They use it for social media, for music and even to get things done on the web. People my age (I was in my late 20's during the dot com boon) still use laptop computers. I prefer it because I like processing power over mobility.
Tammi
I find it very hard to believe that websites will completely disappear from the web. To think that mobile apps will take over the world and no longer will people have to carry a laptop. That just doesn't But if enough ideas are implemented into mobile apps, maybe, just maybe, the technology landscape will be ushered into a new era. Either way, I hope I'm there to see it.
George
Locallsation is a great idea if you have something in your app that can tell you where the user is located you can send them special offers for the store nearest to them only. What an awesome idea and that would make them feel special because it would be personalized to them, that is another great way to up your retention rates as well.
Sandy
George makes a good point. People feel good about themselves when they are catered to and pampered. People who have money to spend are more likely to spend it when their preferences are addressed and they are offered things that appeal to them without their having to find it themselves. Mobile apps that use localization are perfect tech tools for providing these things to customers.
Judson
The thought that the mobile app could one day make a website obsolete is scary to me. I have been a freelance web developer for many years and even though my websites are mobile ready, I wonder if I should start learning how to develop mobile apps in order to stay ahead of the game. The last thing I want to do is become a person who's skills have become obsolete. I think I'll start with a WISWG app editor.
Bob
I think the biggest thing to do these days is the social integration because as it stated in the article most apps these day include the capability for social sharing thereby they can offer special deals and things through those means of communication. Very high tech stuff but it is really easy and effective as well. Thank you for your post.
William
I think building a brand is one of the most important things you can do for your app or apps business. Just look at the success of Angry Birds brand, valued at over $1.2 billion. It's not the Angry Birds game that holds the value... the value is in the brand. The brand is the reasons why Angry Birds have been able seal entertainment and merchandising deals, launch additional apps and exponentially grow their business.
Georgette
What is the difference between branding a company and just having a logo for a company and a name? I get so confused by these things because people just decide to change the jargon at some point. This was a very good blog post as most of the App Consultants are but I just thought I would try to get clarity on what this actually means.
Christina
I like apps that have smart push notifications because such apps run around the clock and send the right message to the right subscriber at the right time. Allows mass-coordination of large numbers of users, automatically and permanently. I can think of many useful functions for retail sales and other types of businesses including restaurants. That is what smart phone apps should do - make our life more convenient.
Ulysses
I noticed that Apple's approval process is a bit of a mystery and can be frustrating. I have talked to customers who tell me they want "exactly what [competitor x] has in iTunes, but Apple rejected their attempts at publishing iPhone apps. This leads me to ask us, what's up with that? Developing and marketing an app is challenging enough. I don't need Apple giving me a hard time on top of that.
Ulysses
This is only something that I have understood for a little bit and I have to say that your post has helped me even more to understand it. Thank you for doing the work you did here to bring us this information it is very helpful and I look forward to reading more about this before I actually get started doing it. This seems like something that won't be to difficult.
Mike
I agree with the message being conveyed here. With so many new smartphones coming into the market on a daily basis, mobile apps can indeed play a major role in complementing the overall mobile brand marketing strategy. The most common is of course with SMS and the Mobile Web. Other techniques also include pay-per-download, app subscription features, in-application micropayments, ad-supported promotions and so on.
Miguel
It's hard to understand, given the considerable cost involved in developing an app, how 27 percent of luxury brands could launch one and then never bother to update it. Not to fix bugs, not to course-correct any features, not to integrate new, more efficient technology, not even to implement changes based on user feedback. It is kind of a waste of money when you think about it.