Home : Blog : April 2013
To App or Not To App, Is The QuestionApril 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:
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.
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:
Authored by: Sam Oommen Thomas
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