Recent Posts
Enter your email address to subscribe to the Brand Algorithms blog and receive notifications of new posts by email.
Home : Blog : April 2013

To App or Not To App, Is The Question

April 22, 2013 by Brand Algorithms
When talking about digital marketing, a question that keeps coming up from brand-owners is whether apps assist in brand engagement: and, the response to that would be, "It depends." Before we get to the "It depends on what?" follow-up question, let us look at some statistics of the apps market:
  • The number of apps downloaded globally doubled to 45 billion in 2012.
  • India is the fourth largest market for Android apps, with App downloads by Android users in India over the past year exceeding downloads over the past 3 years combined.
These figures are for the total apps market. Just so that everyone is on the same page, the apps I am referring to are branded apps - apps that are created and released by brands to showcase attributes of the brand or to retain visibility of the brand in a user's Top-of-Mind-Awareness radar, whenever the apps are in use - and can either be developed for Facebook or for the mobile platform (Android, BlackBerry, iOS, Windows Phone 8) or AR on the mobile platform. Furthermore, the function of the apps may be ecommerce, education, entertainment, gaming, information, or location-based.

Coming back to the "It depends on what?" question, the first step is to define the objective behind the creation of the app. The next step is to define the measurement of brand engagement, as it happens through the use of apps. The relevant metrics to determine an app's efficacy in assisting in brand engagement are the intensity of usage of the app and the frequency of use of the app, by the target audience/group (TG); and not just the number of downloads of the app. These two measures, among others, are indicators of the level of salience of the brand, to the user, and these indicators will differ depending on the objective behind the creation of the app.

The decision on investing in an app should be predicated on the objective or purpose of the app and how this objective/purpose impacts brand salience. Developing a brand app just because everyone else has done so, is not a valid objective. Having said so, the objectives can be any of the following:

Generally speaking, developing an app just to replicate the website (for specific mobile device platforms) or to manage an event does not make much sense. Ensuring that the brand website is displayed optimally on a range of devices is better addressed using Responsive Web Design RWD when designing the website; while microsites are a better alternative, to apps, for running and managing events.

Popular Android Apps of Indian Brands

The point to note is that a device owner is extremely careful about the apps she loads on her device, and unless the app is seen as delivering value or delivering something different, it is unlikely to be loaded; or, if loaded, unlikely to be used. So, here is a list of recommendations brand-owners may like to run through when designing a branded app:
  • Keep it relevant
    The app should communicate the brand message or the brand values when executing or in the utility it delivers the consumer. There is no use developing an app that consumers love but that does nothing for the brand.
  • Keep it light
    Make sure the app can run on a range of devices, from the modestly-speced (single-core CPU, qHD screen) to the massively-speced (quad-core CPU, Full HD screen), smoothly. Also, ensure that the app is neither a memory hog and nor a power sink.
  • Make it dynamic
    Design the app to pick up data constantly from the cloud, and to present the most up-to-date information to the user. Push notifications should also be supported. Also, the app has to deliver more information, or present it in a different manner, than the user can access by googling the web.
  • Multi-platform, multi-device
    A branded app has to be developed for each of the major platforms (Android, Blackberry, Facebook, iOS, WP8) and has to be optimised for each device category (smartphone, phablet, tablet).
  • Promote the app
    Don't forget to promote the app, after taking all the trouble to develop it. Use the digital properties of the brand, use established app stores, and use email marketing to get the news about the availability of the app to as large a group of the target group/audience (TG) as possible.
Apps are a great way to engage with consumers and to evagelise a brand among the TG, and all brand-owners should evaluate the option of developing one for their brands, provided they have clarity on the objective behind the exercise, they know how to measure the efficacy of the app, and they develop an app that a user would love to use.
Tags: App, Mobile Marketing, Facebook
Authored by:


ray ban clubmasters, ray ban 3413, ray ban jackie ohh 4101 black, junior ray bans uk, ray ban sunglasses wikipedia, ray ban small aviator, ray ban prescription glasses online, ray ban uk online, ray ban outlet miami, ray ban mens glasses, ray ban coupon, pink ray bans, cheap ray ban glasses, ray ban predator polarized, ray ban 3393, ray ban glasses specsavers, ray ban clear lens, ray ban 4152, ray ban aviator small polarized, ray ban amazon, cheapest ray ban wayfarer, ray ban aviator small frame, ray ban sunglasses men, ray ban sunglasses sale amazon, ray ban contact uk, ray ban warrior, ray ban glasses uk, ray ban wayfarer glasses frames, ray ban store locator uk, ray ban store locator uk, ray ban 2140 50mm, ray ban wayfarer glasses uk, ray ban shop online uk, ray ban ebay, raybans uk, ray bans ebay, rayban 3025, ray ban polarized or not, ray ban rb4125, ray ban rb4125 ray ban new wayfarer polarized
Comment by: ray ban new wayfarer polarized

Brett Rypien been to Boise Condition over the weekend as well as dedicated to becoming a member of the particular Broncos for that 2015 period. [url=]handtaschen louis vuitton outlet[/url] Article published on Saturday, Drive 16, 2006 cheap oakley womens sunglasses The Chicago-region director in the Nationwide Work Interaction Mother board dominated a couple weeks ago of which Northwestern ohydrates sportsmen on scholarships tend to be staff on the college or university within the Countrywide Job Relations Take action and as a consequence have the to vote to unionize. [url=]speedy louis vuitton[/url] Glowing skin hide: cheap prada shoes Sara Abdulrazak claimed: “We are extremely abided by to get linked to such a reliable company including the . Regis Abu Dhabi. We feel that our ten years at work provides absolutely paid for being selected to operate in a inn on this quality.” [url=]cheap sunglasses[/url] He previously to settle for the greatest complete connected with his Short Cup vocation within the Virtually no. 38 Chevrolet for Chip Ganassi Auto racing. prada shoes for women The particular two-day celebration that will started throughout Abu Dhabi in Saturday, targets monetary, societal, education and learning and expert power of individuals having ailments. taschen louis vuitton outlet
Comment by: taschen louis vuitton outlet

buy oakley jawbone australia, oakley glasses uk, cheap oakley sunglasses melbourne, prescription oakley sunglasses online, white oakley sunglasses, oakley prescription sunglasses sydney, amazon oakley sunglasses men, womens oakley sunglasses, oakley holbrook shaun white, oakley sunglasses shop melbourne, clearance oakley sunglasses, mens oakley sunglasses cheap, oakley sunglasses sydney, oakley sunglasses perth australia, cheap oakley sunglasses with free shipping, oakley frogskins cheap, cheap oakley sunglasses, oakley holbrook fake, cheap womens oakley sunglasses, jupiter oakley sunglasses, discount oakley half jacket sunglasses, oakley radarlock, oakley frogskins lx, oakley radarlock path, oakley frogskins polarized, oakley sunglass lenses, buy oakley lenses, ebay sunglasses oakley, nosepiece for oakley sunglasses, oakley batwolf sunglasses, brown oakley sunglasses, discontinued oakley sunglasses for sale, oakley batwolf case, buy oakley holbrook, buy oakley, oakley active sunglasses, replica oakleys australia, cheap fake oakley sunglasses, oakley sunglasses sale brisbane, fake oakley holbrook oakley 20 sunglasses
Comment by: oakley 20 sunglasses

????????????????????????80%????20%????????????????????????????????5%10%?????????????? ESMOD ?????????????????????????????????????????????????????????????????????????????????????????????
Comment by:


Your email address will not be published. Required fields are marked *