For mobile websites, it’s easy. The best indicator is how many people actually browse the web on their mobile phones. As of late 2010, it’s currently over 36% of all mobile phone subscribers – a number that is growing rapidly. The growth of mobile browsing.
Apps are a little bit more difficult. There are multiple platforms that you have to consider including iPhone, Android, Blackberry and Windows.
Search is very important on the mobile phone and we always recommend that our clients develop a mobile website before developing an app. It’s vital that every business has an easy to navigate mobile site for customers who search for products and services on their mobile phone. Easy navigation and click-to-call buttons are essential.
In many situations, a mobile website is all that is needed. But in some situations you need to do things that just aren’t possible with a mobile website, at least with good quality. Or maybe it is possible, but you know you can create something of better quality with a native app, so that the result is more engaging.
Whether you go with a mobile website, a native mobile app, or both, your business will benefit. The continued mobile explosion will make sure of that.
The question we pose to brand managers that ask the question of creating an App is, “What consumer need will your app provide a solution to?” People aren’t going to download an app to get information about your business – they can use your website for that. People download apps if they are a functional tool that will help them with their day-to-day tasks or as entertainment to while away the hours. Check out the app we made for Swann Insurance to see how we used mobile to help Swann Insurance connect with their audience.
It’s important to challenge your brand to think outside the constrained walls of the business. What if your brand created a great social gaming experience with product integration? It doesn’t have to mimic your website.
Can Apps be a great way to drive a good ROI? Absolutely. Many challenges exist but with a well thought out strategy and a commitment to market you can create a compelling app that can drive ROI. Like everything else you need to have a plan and a vision going into the discussions with key marketing objectives clearly defined.