Apps are being plugged as the Next Big Thing in content marketing. But here are some questions to ask before taking your brand down that path…
In meetings all over the world, brand managers are doubtless hearing one refrain repeated over and over again by countless zealous, evangelical digital marketing agency account managers: ‘We could make an app for that!’
Of course, there is no doubt that the mighty app has burst onto the mobile scene and changed the way we process and organise the information we need. Smartphone use and the downloading of apps is still on the rise (and is expected to peak in 2014), but is this a good enough reason for your brand to develop one?
A study by Localytics found that one in four apps is downloaded, used once and then discarded – a statistic to keep in mind when you’re subjected to the massive overall download figures that are invariably quoted by mobile enthusiasts trying to persuade your brand to develop an application of its very own.
That’s not to say an app cannot be a game changer. Indeed, the purpose of this post is not to dissuade you from exploring the app option, but to help you decide if an app is going to add real value to your offering.
Key content questions
With that in mind, here are a few questions you should ask yourself before heading down the app route with your brand:
- How will the app differ from the website? (Note: an app is different to a mobile website)
- Where is your target market? Are they likely to find you via your app?
- How will your app drive sales?
- How much revenue would the app have to drive for it to be financially feasible?
- What are your competitors doing in terms of app development?
- How are other industry apps being used?
- How often will your app be used by those who download it?
These questions are a great starting point for any brand looking to explore the wonderful world of apps. Apps have worked wonders for some brands, but there are many more that have rushed into the space and created something costly, irrelevant and essentially pointless.
If you do decide to invest in the creation of an app for your brand, the next step is deciding what to include, who to choose for the design job and how to market the end result… but more on that to come!
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