Author: Ellen Gomes
According to Statista, there are approximately 1.2 million apps in the Apple App store and 1.3 million apps in the Android App store. So it’s no longer news that there is an app for everything, but it might make you wonder, “Do I need an app?” A question that’s often followed by the conundrum of what app to build, followed quickly by how to build an app and then “what’s my role in building an app?” Don’t let those questions or puzzlement be a deal-breaker or a barrier for you as a mobilemarketer. In this blog, I’ll walk you through evaluating how you can (and if you should) use an app to support your business and how to get the project moving along.
There are a ton of reasons, but let’s start at the top: mobile apps can support your business goal, whether it’s to extend your product, drive engagement, or support commerce. They provide an opportunity to drive deep engagement with your customers on the device that they use most (who else feels lost without their phone? I know it’s not just me…).
Introducing a mobile app into your marketing plan is a critical and strategic move. It’s vital that you integrate its creation into your marketing strategy and that you’re involved in some of the technical aspects of the mobile app creation and implementation. As a marketer, it’s your job to ensure that the app includes multiple engagement touch-points that create a personal and relevant experience for your customers.
So how do you get started? App marketing starts with creating a strategy that addresses and supports your mobile and organizational goals. The first step is evaluating whether a mobile app is right for your business, but to do that, you need to assemble a cross-functional team of stakeholders to determine whether an app will deliver the right type of value.
First, you need to assemble your app team. This is often a large committee of involved stakeholders for key decisions, but you may also want to split into sub-groups focused on individual tasks.
For example, maybe your engineering and user interface teams act as a sub-committee to project manage the development of your app, while marketing and sales works together to create an effective launch plan for your app. As you think about whom to include in your committee, here is a list of stakeholder groups you should consider:
After you’ve defined your team, the next step is to reach a consensus and define your app’s goals. Defining the goals is important because it will shape how you make key decisions. To start, you and your team need to understand why you want someone to use your app. What is the purpose? The majority of apps boil down to trying to achieve one of these three goals:
Once you have determined the primary goal of your app, you and your stakeholder committee have important questions to evaluate and decide. These questions will shape how you go about the production, development, and promotion of your app. These key questions include:
I hope this gives you a good start in how to get started in evaluating if a mobile app is right for your business. Interested in learning more about creating your mobile app roadmap? Check out “A Mobile App Primer” for more info on how to get started. Have you created a mobile app? I’d love to hear about your process and how it was similar or different in the comments below.