Mobile App Considerations

Emily MacNair - September 29, 2009

As social media marketing is becoming increasingly prominent for businesses, so is the development of applications, such as those that can be downloaded for the iPhone and other smartphones. If you are thinking about developing a mobile application, there are a few things that you should take into consideration.
First, think about what someone will do with the app.  Will it serve as a tool or will it be for entertainment? What is the value that users will receive from using the app?  In other words, what will entice them to come back?  If you have an iPhone, you probably know how it works. You download an app, use it three or four times, and then about a month later, you realize that you haven’t used it since the day it was downloaded.  So, from a marketer’s perspective, what will you do to entice downloaders to use the application more than once or twice?  Perhaps you’ll roll out a new and improved version after a few months. Or, maybe it will make sense to continuously add new content or features to the app.  Lastly, one of the most important considerations is whether or not a mobile app is appropriate for your company or business.  A lot of people have iPhones, but a large portion of your customers may not.  iPhone users are typically younger and more technically savvy. If you find that this is not your audience, consider waiting to build a mobile app and focus instead on creating a presence within established social channels, where your audience is already participating.

With the thousands of applications available for download, below are a few that are widely popular.

Kraft iFood Assistant
The Kraft iFood Assistant continuously builds brand awareness from the kitchen to the grocery store.  It offers how-to videos, easy recipes, tips and a built-in shopping list.

Chipotle Ordering
You can order favorite Chipotle burrito, pay for it from your iPhone, and then pick it up from your local Chipotle with this handy app.

B&N Bookstore by Barnes & Nobles
This app offers everything from book recommendations to finding events at your local store. It also allows you to use your camera to take a photo of a CD, book or DVD cover, and receive product details, reviews and ratings of that product.

SitOrSquat sponsored by Charmin
This app contains information on where to find bathrooms, changing tables, handicap access and other amenities that you may need on the go.

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