by Donovan Dillon Contributor
Posted on March 27, 2014 17:13 PM
When Apple announced just five years ago that mobile apps were the future of branding, who would have believed that the use of apps would grow to over a million and counting in such a short time? In fact, the app business is now a $26 billion industry and over 7 percent of businesses in the world launched mobile apps as of October 2013, according to Survey Analytics and eConsultancy. Unfortunately, too many of those companies have too many departments that want apps to do certain things, and this can lead to a launch that is less than successful.
Mobile App Failure
Research indicates that hundreds of thousands of mobile apps are already available to consumers, and new ones are launched each week. In the world of business advertising, this means that consumers are bombarded with current and new apps. To get them to download another requires that there be something new, unique or specific that the consumer receives for downloading. In addition, many apps fail because the marketing and IT departments do not work together during the development phase. In fact, 36 percent of marketers claim that the delivered app did not meet their expectations, while 46 percent of IT managers claim that marketing neglects to provide enough information to create a successful mobile app, according to eConsultancy.
Another reason for the failure of many mobile apps, according to Curious Analytics, is that there is no market research regarding the actual target market the app is designed to reach. In order for an app to be successful, especially in business marketing, user research, focus groups and feedback are critical. Too often, companies focus on analytics which simply tell them the number of new or returning users, where the consumer is using the app, and how much time the user spends with the app. Feedback, however, provides information on user preferences, helps the company get to know the consumer and delivers targeted content to the right audience when they need it.
Getting Customer Feedback
There are many ways that mobile apps can provide feedback beyond the numbers provided through analytics. By connecting mobile apps to social media, business advertising can obtain customer comments through the app directly to their social media channels, including Facebook, Twitter and LinkedIn. Creating an online community that is easily accessible from a mobile device is another way to use mobile apps effectively. Customers can reach out through the community to get answers to questions, get further information or make comments about the company, sharing that information with other customers as well.
Mobile apps can be a valuable tool in business advertising, but they must be handled properly in order to successfully promote the company. In addition, it is critical to obtain feedback as well as analytics in order to provide better customer service and increase company value through mobile devices.
MODsocket can help you through marketing research and insight during the development of your mobile apps. We help get inside consumers’ heads so that you know you are reaching the right target audience with all your marketing tools. To learn more about how MODsocket can help take your small business marketing efforts to the next level, visit us at www.modsocket.com.