Companies are jumping on the mobile app bandwagon left and right. If you have a website, you’ve probably been told that the future is mobile, and that you absolutely must have a mobile site and/or mobile app.
I agree that more and more people are accessing information from mobile devices, which means that, yes, you’ll want to have a mobile strategy.
But let me emphasize the word strategy. Copy-pasting your website content into a mobile app is not a strategy. So where do you start and how do you ensure that you make a successful mobile app?
Questions to consider:
- What is the value to my customer of using the mobile app? Is there incentive to participate?
- How will the mobile app support our company goals? Does the app drive sales?
- How is the mobile experience integrated with the product / in-store experience?
To give you a great example, Starbucks launched a mobile app called Starbucks Cup Magic. The reason that I call it out here is that it is very strategic from a marketing standpoint. It answers each of the above questions:
What is the value to my customer of using the mobile app? Is there incentive to participate?
The value to the customer is twofold: enjoyment / entertainment and chances to win a prize.
How will the mobile app support our company goals? Does the app drive sales?
This mobile app drives sales because customers who purchase more items to scan with their phones increase their chances of winning the prize.
How is the mobile experience integrated with the product / in-store experience?
the app has an obvious correlation with the in-store and product experience. Users must have physical Starbucks products in hand in order to use the app. The mobile application enhances the product experience and adds value to each product purchase.
Which mobile apps are your favorite and why?