Should my Business have an App ?

December 27th, 2014 § 0 comments § permalink

Mobile Marketing
Fifteen years ago, businesses were asking a similar question: “Should my Business have a Website?”. The answer was “Yes”!

Hotels today, as an example, get on average ~70% of their reservations done on-line. Owning a quality website is therefore of utmost importance to guarantee their success.

So, if businesses need an app, what role will it play in the future? Also, websites can be prepared in a way that makes them easy to visit on mobile devices, but should apps really be little more than website versions that can be distributed through the AppStore or Google Play ??

These are just some of the typical questions business owners may face when considering mobile marketing as a way to achieve additional sales.

How does mobile marketing through owning a mobile app compare with traditional advertising ?

Most traditional advertising methods focus on both letting potential clients know your business exists and remembering existing clients you are still in business and waiting for them.

Mobile Marketing through an app focus almost exclusively on the second part, reminding your existing clients you exist. But it does this better than any of the traditional methods, so long the app is well planned and produced!

Only people that know your business will most likely find your app. They’ll actually only learn about its existence when they visit your business to purchase something… So you may be wondering, “What’s the point of that? They already know me!”

Well, having a mobile app to promote your business is all about keeping your existing clients engaged and being able to reach them in a smart (NON-SPAM) way anywhere and at anytime.

Mobile Marketing is NOT SPAM on your client's cellphone

McDonalds knows you know they exist, but they are constantly reminding you of that because they know that by doing it, you’ll come back time after time. They didn’t get rich from selling you one single McBurger, they got rich because they sold each of their clients more that 50 and will continue to sell more, so long they let you know they are still out there.

What makes a success app for business promotion

When your business has an app, it must:
1) Offer the user something of value related with your business
2) Show your brand and contact
3) Be beautifully designed and developed

“Offer the user something of value related with your business”
When you create a mobile app, you should remember that your number one objective it to make its users keep it installed on their device. They’ll only keep the app installed if they like it, something which is only possible if:
a) the app offers valuable information for their lives
b) amuses them

“Show your brand and contact”
Clients are unlikely to keep your business contact in their address book. On the other hand, if they own your great useful app and need a service or a product you sell, I guarantee you’ll be the number one service/product provider they’ll remember to contact!

“Be beautifully designed and developed”
Shiny, easy to use and responsive. That’s what your app needs! If it’s slow and ugly it will quickly get uninstalled.

If they keep it installed, they’ll use it. If they use it, they’ll remember your business exists. If they remember your business exists they’ll buy more more from you.

I already own a website compatible with smaller mobile device screens, should I bother with having a native mobile app?

Native apps look better, are more responsive, faster to use and above all allow important technical capabilities mobile websites don’t.

What does it cost to own a mobile app?

It depends on the complexity of the app and how fast it must be developed. Single freelancers can handle work than can range from costing anywhere from 500 EUR to 10.000 EUR on reasonable development periods.

Simple facts for your consideration:
Higher complexity -> more time it is required to develop the app -> higher investment
Shorter deadlines -> higher commitment from the freelancer -> higher investment

Mobile software development is a highly technical task. A developer requires years of study and training to be able to provide the quality work your business will require.

Do apps work on every device?

You have three technical approaches to develop an app:
1) Web based app – essentially a mobile website (the cheapest and less valuable option)
2) Using a multi-platform app generator – much more limited and generally less responsive
3) Developing native apps (potential for top quality – highest investment)

Options 1) and 2) imply developments that can be made so that the end product runs sufficiently well on multiple platforms.

Option number 3) requires a new development for each platform. Typically, you’ll reach approximately 90% of mobile phone/tablet users by developing two native mobile app versions (iOS and Android). The second version to be developed is usually around 15-20% cheaper to develop than the first one because planning and designing work doesn’t need to be redone.

OK, so you think your business REALLY needs a mobile app. What’s next?

Contact me :) I’ll gladly schedule a skype call with you to discuss your idea and/or share ideas on how a mobile app can take your business to the next level.