Could your Business Benefit from a Custom Mobile Application?
Did you know there are already more people on earth who communicate via text messaging than with e-mail, and that there are more people who own cell phones than own credit cards? In the world of Internet marketing, mobile is really taking off, and showing no signs of slowing down. Even Google’s CEO said mobile use is growing faster than even Google’s internal prediction.
Mobile marketing presents the opportunity for brands to connect with consumers at the right time, the right place and with the right message. As people around the globe have become familiar with mobile technology, marketers are beginning to take advantage of the growing medium. Lately, one of the most buzzed about mobile marketing strategies is mobile application development. With average smartphone users spending 667 minutes a month using mobile applications, these apps have the potential to put your business in front of a new, and rapid growing audience.
It may be hard to remember, but when the Apple’s iPhone debuted back in 2007, there were very few apps available—yes that means at a time there was no such thing as Angry Birds or UrbanSpoon. Today there are over 350,000 apps available for download on the iOS platform, and after the overnight success of that platform, down-loadable applications began popping up for almost every mobile platform, such as the Android and Blackberry. In fact, new estimates from ABI Research show that 7.9 billion mobile apps were downloaded in 2010. But what is the difference between an app that fails and one that climbs to the top ten?
In order to succeed in this growing marketplace, brands need to focus on the customer. Mobile apps need to be meaningful, and useful, otherwise they will quickly be downloaded and forgotten. When creating a mobile app you should remember to focus on ‘what’s the brand idea?’ and not ‘what’s the app idea’? A mobile app needs to be consistent with users’ expectations of the claims made by the company, while delivering a quality user experience.
Mobile apps enable brands to be involved in a moment and deliver value at a time of need. For instance, let’s look at one of the top pizza delivery chains nationwide, Domino’s. After launching the Domino’s iPhone application, which allows you to order pizza via your smartphone, the pizza chain drove over two million in sales to its stores in just three months. The App helps the pizza giant create awareness for its stores when buyers are close by, driving viral social media sharing and giving people a way to personally interact with the Domino’s brand in a way never before thought possible.
The functional, yet highly creative, Domino’s mobile app works because it delivers instant value, has the power to attract new customers, enhances customer service, and, as the sales numbers speak for themselves, generates revenue. Ultimately, the mobile app transforms the potential customer’s pathway from awareness to purchase.
Should your company consider creating a mobile application? App-solutely. If you are seeking a convenient outlet to personalize your brand to the public, mobile marketing may just be what your brand needs to stand out among the competition. With smartphones expected to overtake feature phones in the United States by 2011, the popularity of mobile apps will only continue to rise. In fact, Forrester estimates that the revenue created from customers buying and downloading apps to smartphones and tablets will reach $38 billion by 2015.
Considering incorporating a mobile strategy into your Internet marketing efforts? Contact The Net Impact to learn more about our Mobile App Development services through our parent company, Unidev. Our team will work with you to explore innovative options for developing a mobile application as a mobile extension of your website or as a standalone product for your target market.
Download Unidev’s latest App, created for our friends at the The Van Gogh Gallery, to discover the possibilities for custom mobile app development The Net Impact has to offer through our partnership with Unidev.