A study done earlier this year by Juniper and GetJar found that 72% of small businesses use mobile apps, and one-third claim they wouldn’t survive without them.  Not only do apps save on time, productivity, and cost but they also fit in with the modern way of getting things done.  The offer great customer insight and reach people 24/7, however like any other medium, they must be part of the right marketing strategy.

Today’s digital marketing mix is not just about sticky websites, it’s about being present when and where your consumers need you, and mobile apps may just be the answer you are looking for. Apps should fit within your digital strategy, so first and foremost make sure your app would work with everything else you are implementing to achieve your marketing goals.

When used properly apps are a great way to reach your target audience.  The most effective apps offer people a basic functionality that they need to access while on-the-go. So, if you can give people something they will use while away from a computer then you’re on the right track.

You’ll also need to determine whether or not your core audience uses smartphones and how likely they would be to download and use an app you’ve created.  For example, apps are most popular among 25-34 years old, followed by 35-44 year olds and then 18-24 year olds.  Additionally, business people interact with apps is very differently than students or retirees, so do a bit of research to see if your target market would want to use your app.

You’ll also have to figure out whether or not the app’s functionality will appeal to your audience. Apps are a great option if your customers need to get a hold of your or your company information quickly, for example if you’re a plumber, car mechanic, or real estate agent. If your research shows that your app would be well-received, then go for it; if not, consider a mobile website instead.

Repeat use is also an important factor for apps. A successful app will have users accessing the app’s functionality regularly and often. So, if you manufacture industrial pipes, your repeat customers may only make up a small percentage of your overall customers, and even then they could go for long periods of time without seeking you out, so an app may not be so handy for them. However, the people who install your pipes may really benefit from an app that offers them some sort of functionality to help them on a day-to-day basis.

Not only should people want to reuse your app, but there should also be a reason to share it with others that will make them want to get it too. This doesn’t necessarily mean “share” in the social media sense of the word (although that is a great option too) but to literally show it to others because of how useful the app is.  The more people want to share your app, the better its reputation will become, so try to offer something unique or special.

Also take a look at your own industry, are many of your competitors releasing mobile apps?  If so then you may need to release an app in order to stay competitive. Since many people are turning to apps as a source of information and convenience, you do not want to miss out on marketing opportunities that your competitors are successfully using.

With nearly 300 million smartphones sold last year alone, mobile apps can be a great method to reach your target audience.  But, like any marketing strategy, apps need to be the right platform for your company, your audience, and your goals.

Think a mobile app is right for you? Learn more about developing a successful mobile app or contact us today for more about our app development services.

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1. Are apps the right option?  First thing’s first, just because apps are popular and highly effective doesn’t mean it’s the right medium for your company. Ideally an app addresses a basic need that your customers have when they aren’t at their computers, it shouldn’t replace your website. So, do a bit of research to see how your customers interact with your company and its digital media to find out if they would use an app or if another option is more appropriate.

2. Keep it simple. The ideal app offers simple functionality that people can access with little difficulty.  The more complex an app becomes, the less likely it is people will continue to use it. Apps should offer one or two basic functions that complement your other digital media rather than compete.

3. Choose the right platform. There are differences in creating apps for iPhones and Androids, so research the different platforms first to determine what your target audience uses.  It is possible to develop an app for both, but be prepared for the extra time and cost involved.  Find out what the pros and cons of both platforms are, for example, while iPhones have a larger share of the market, the Android operating system is supported by more devices.

4. Native vs. Web. Before an app can be developed, you must determine if it will be a native app or web app.  Native apps run directly off of a mobile phone’s operating system and are often developed when the phone’s functions are needed, for example the camera, GPS, or accelerometer.  Studies indicate there is a higher user engagement with native apps since the user experience is smoother. Web apps, on the other hand, work off of the phone’s web browser and are often used by apps that serve a research function for looking things up quickly.  They are usually cheaper and faster to create and adapt to multiple screen sizes better.  It is not uncommon to create both versions of an app, and companies with a larger budget, including Google, eBay, and Facebook, often use this method.  While it is becoming more common for these two versions to be merged, they are still predominantly kept separate.

5. Designing for Apps. The design of an app is just as important as its function, and simplicity is key.  A small display leaves little room for flourishes, so the design should focus on presenting the usability and functionality properly.  Also consider the various screen sizes available as well as how the app will look if people rotate their screen horizontally or vertically.

6. Security is key. With mobile apps often used to purchase products or store personal information, security is an important factor.  Not only that, but because mobile phones are highly susceptible to theft or being lost, apps that are more secure help protect user information in case of these situations. So, consider what information your app will store and whether or not you will want a password. You may also want to consider using a native app as they are often more secure.

7. Plan ahead for updates. While you want to launch your app with all its bells and whistles, it may be wise to hold back on some features so that you can release them in updated versions. Updates will keep users interested in your app and make you more competitive in the marketplace.

8. In-market Optimisation. Similar to a website, you need to optimise your app to show up in search results. Figure out the keywords your audience would use to search for apps similar to yours, get good quality inbound links to your app page, and encourage customer reviews.  The more you optimise your app’s page, the more people will find it.

9. Advertise, advertise, advertise. Getting the word out about your app will increase the number of people who download it. If you’ve got a customer service team, make sure they inform customers about the app. Include information about it on email marketing, your website, and in press releases. If you can, launch the app in conjunction with a marketing campaign, so you can include it in all related marketing material.

10. The app is just the beginning. Once you’ve developed the app, you’ll need to monitor it. Not only does this include how many people have downloaded it, but also how they are interacting with it. So, if your app offers discounts to users, track how many people are using that feature. If your app has links to external websites, analyse the traffic it brings in. Whatever you can monitor should be monitored. Success isn’t just measured on downloads but if people use the app as you’ve intended so keep an eye on the figures throughout the apps life.

11. One more thing… Developing a mobile app does not mean you’ve developed an app for a tablet, such as an iPad.  While these apps will work on tablets, they will remain the same size as a mobile screen.

From entertainment and multimedia to useful tools and features, these helpful hints will help you develop the right app for your company to keep your digital marketing strategy successful and continuously gaining attention.

For more information on our app development services, give us a call today.

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Oxjam is a month-long nationwide music festival that raises money for the global charity Oxfam. Leicester’s Takeover event will take place on 22 October around the Cultural Quarter.  Over one hundred acts will perform in some of Leicester’s most loved music venues as well as outdoors.

We designed the app to be an easily accessible hub of information that people could use when they were at the festival. So, if you’ve got a favourite band you can find out where they play, or if you love a venue you can see what bands will be there.  The app also includes a map of all the locations, a ticket purchasing option, and information on the festival.

The app can be used on iPhones or Androids and is available for free from the iTunes Store or Android Market.

In addition to great music and lovely people, the launch party gave us the opportunity to meet some of the team behind this year’s event and to speak to the crowd about the new app.  We were happy to get great feedback and hope festival-goers will take advantage of the app.

If you’re heading to Oxjam Leicester this year, keep an eye out for us and let us know what you think.

For more information on our mobile app development services, please contact us on 0116 254 9888.

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The user is able to use iPhone’s innovative ‘pinch and  twist’ features to effortless move around the site and of course more and more sites and blogs have iPhone specific style sheets to customise the experience in the first place.

Stay tuned, we say – more to come

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So it comes as no surprise that an estimated 10 million iPhones were sold in 2008, and that iPhone applications have risen from 2,000 to over 10,000 in a matter of four months, with 300 million downloads, of which a staggering 75% were paid for.

At the same time, Smartphones are the biggest growing segment in the market.

All of this makes mobile devices a very attractive marketing opportunity for small- and medium-sized businesses (SMBs).  Why? Because in advertising terms it’s local searches that attract people, and that, broken down means that it’s not just national advertisers who will connect to consumers via mobile applications and phones, but also those with smaller budgets who aren’t necessarily looking for national coverage.

The future is smartphones and the iphones – and as such you should really be thinking about what your website will look like on these mobile devices.

This is a technology we’re looking into at Cite.  As part of our best practice in designing websites, we ensure that all our sites work across all browsers and this is just another one we’ll be adding to our test list.

If you’re interested in finding out more give us a shout.

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However, last week we bought an iPhone making my little laptop completely redundant.   Why carry a laptop around when the phone can do everything you need?  It’s not a thought that is mine alone,  it’s a sentiment shared by The Wall Street Journal in their article about the demise of the laptop.

They wrote: “Faster Internet connections over wireless 3G networks are getting more pervasive. Cutting-edge devices like Apple Inc.’s iPhone are sporting bigger, touch-sensing screens that make it easier to surf the Web. And mobile software is finally getting good enough for users to get their work done when they’re on the go  – The result: Many travelers are now using smart phones the way they once used laptops.”

It’s an inevitable progression.  Once the desktop was the pride and joy of many homes.  Then came along the laptop and shunted it out of the way.   So the fact that mobile devices  are nipping at the heals is no surprise, after all, they can be used to create powerpoint presentations, word documents, send email, access the web, watch movies and listen to music, makes business-on-the move a much lighter and more enjoyable prospect.

And who couldn’t resist the charms of the iPhone with it’s gorgeous design, slick body, easy-to-use functionality and practicality, fast processor and wireless internet access at broadband speeds?

However, this move to truly mobile web surfing isn’t something many companies take into consideration when designing their websites.  That’s why it’s important to ensure your websites are probably

designed so that it doesn’t matter which platform they’re viewed on, they still look their best.  This of course doesn’t mean that they’ll see identical content on all platforms, but it does mean that whatever they do see is a good representation of the company.  So when someone looks at your site on the iPhone, not only will the thing in their hand look hot, but the view on the screen will be as awesome.

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