4. Could this be perceived as a junk app?
App stores' approval policies have recently come under fire, with users wondering why certain apps are not approved for distribution, while others are deemed worthy with no red tape. Marketers, consumers, and smartphone companies alike want to avoid cluttering their stores with so-called "junk apps" -- those apps populating the stores that have little to no value and get in the way of more meaningful content. Some companies have flooded app stores with multiple iterations of the same app, or apps that actually cheat users by appearing credible when they really don't meet any of the user's needs.
A mobile application is truly an extension of your brand promise and should be taken as seriously. As I mentioned in an earlier example, some marketers make the mistake of getting out there too early with a subpar mobile app experience that doesn't deliver. In doing so, they harm their relationship with their audience and could hinder their ability to convert or transact within the mobile space for future iterations. Remember, consumers only need one bad experience, online or on a mobile device, to send them to your competition. Don't jump into the mobile app space too quickly at the expense of brand loyalty.
To app, or not to app: That is the question
The frenzy around smartphone adoption rates, devices, app development, and downloads is impossible to ignore, and it seems like everyone wants a piece of the action.
As a digital marketer, carefully consider the risks associated with getting out of the gate early with an app that misses the mark. Think about your audience and its needs; what unique value will your app provide? What role should your mobile app play within your brand conversation and overall digital strategy?
Focus on your content and audience by thinking about the mobile experience you want people to have with your brand. Are they walking to the bus or sitting on the bus? Or both? Be sure to design and develop uniquely for each device, and don't stretch usage and content at the cost of user experience.
Don't forget to measure. The capabilities are there -- use them!
These are exciting times. Mobile application development is reminiscent of the early days of the internet. Instead of websites, it's mobile applications, and like those early days, everyone is scrambling to participate. But we've learned so much since those early days, and just participating is no longer enough. Our audience demands substance over stunts, and the competing brands covet audience loyalty.
Be mindful as you develop your mobile strategy. Think about your audience and the unique role your mobile app can play in providing value. The game hasn't changed -- we're just getting more tools. The prize remains the same.
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