MAKE STRATEGY THE CORE OF YOUR PROJECT
Our Second Wave approach determines that for most consumer-facing brands and many B2B businesses, smartphones and tablets will need to be considered with the same importance as a website. The change in user behaviour and rapid uptake of mobile hand-held devices prove they are now playing a vital role in consumer’s lives. In just one example from our Mobile Usage Report, 67% of us in the UK use a second device whilst watching the TV.
WHAT DO YOU NEED TO CREATE?
Brands, services and businesses can almost always benefit by developing applications (apps) or a mobile web app for iPhone and Android smartphones. In some sectors Blackberry devices may be a consideration too. And while Windows Mobile Phone users may be currently in a minority this may not be the case for much longer. But creating an app for each platform is expensive and although HTML5 is great on the latest devices, it’s not great on older of low specification models. That can include the iPhone 4…
Our mobile strategy team will help you asses the opportunity and challenges presented by smartphones (and tablets, desktop and TV)and plan a ROI-driven strategic approach. If they feel creating an app will not help your business they will tell you. It is far more likely, however, that the case-for-action they present will demonstrate that you can’t afford to not create an app or optimise your website for visits by smartphone users. Autotrader.co.uk, for example, has released figures showing that 75% of mobile visits to their website are using a smartphone.
APPS CREATE A COST-EFFECTIVE CHANNEL
Apps should be considered a cost-effective communication channel, especially compared to display and search PPC campaigns. So the argument that smartphones do not have the market penetration to justify spend can be countered by saying that not only do you get to talk to that section of your audience often more cost-effectively, you also get long-term benefits:
• Always-on-person immediacy for excellent recall and awareness
• Massive reach through exposure on apps stores
• Potential for exposure through PR release and seeding
• If social media is embedded, further reach to 100-200 people per user on a regular basis
• Ongoing mCommerce opportunities – sales of tickets, products etc
• A richer, deeper relationship with your audience
We would argue that the questions about penetration are entirely dependant on your target market. For example 75% of UK women aged 25-34 have a smartphone in Q2 2013.
Therefore it is vital that you develop a strategy to take advantage of smartphones, especially if you can be the first to offer an app in your market sector – still possible in many cases. If you’re not sure how creating an application (app) or optimising your website for smartphone users can benefit your brand, get in touch using the contact form below.
There are many issues to consider when planning activity, especially for mobile devices, where smartphones and tablets are used in very different ways. We Are Apps can help you deliver a robust strategy for your activity:
Determine creating an apps vs. optimising website for smartphones and tablets:
• Push content for apps
• Pull content for optimised website
• Create an ROI model
• For the value added to the brand
• For the business case
• Concept and design direction
• Technical development implementation
• QA (Quality Assurance) and test implementation
• App store distribution
• Release campaign strategy
• Online PR
• Offline PR
• Social media campaign
• Viral campaign
• Seeding to apps review sites and sector specific sites
• Monitoring usage and reporting
• Ongoing updates, support and optimisation strategy
DEVICE USER PROFILING
We will carefully interrogate user profiles to help you create useful apps that will be valued by your target audience. We will recommend which platform best fits your audience profile. This is a critical element of app planning, as there is no standard platform across smartphones, tablets, desktops and TVs. Also, a decision needs to be made as to deliver your app as a completely ‘native’ application, web-enabled or a hybrid of the two, which have significant development cost differences. Our Jargon Buster has explanations of these terms.
APPS ARE AN INCREASINGLY ESSENTIAL DIGITAL CHANNEL
Brands can use apps as a dynamic digital channel to deliver rich and rewarding branded experiences in an immersive environment. Beyond the brochure ware delivered by websites, applications can take advantage of smartphone technology like iBeacons, GPS positioning, accelerometer and proximity sensor, photo and video geotagging and more to create a unique level of interaction with the audience.
Brands, especially retailers and the entertainment sector – bars and restaurants, cinema and theatres, galleries and museums – should consider the advantages of not just talking to a consumer but literally driving traffic to store. With BLE (Bluetooth Low Energy) functionality, the latest devices can be alerted to offers and promotions when in geographic range to pull a consumer to a location.