In this age of social media madness, the smartphone is fast becoming a perpetual companion to consumers and provides constant access to the digital world. It also poses an opportunity for brands to engage with their consumers on a deeper level by creating branded apps. However, brands should not invest in apps without first developing a solid strategy behind it.
A successful app is one that is personalized and easy to use, and should be seamless across all platforms and devices. Here are a few basic tips to ensure you create a successful app that consumers will want to download, allowing you to build a stronger relationship with them.
Identify the Strategy
Ask yourself what you hope to achieve with this app. How can an app contribute toward your brand’s overall strategy? Identifying this will help you build an app with a solid purpose that is specific to the market you are targeting.
Have a Purpose
When consumers download an app onto their device, they are inviting that brand into their personal space. Remember, your brand is now a guest in the consumer’s home, so act accordingly – do not bombard them with sales pitches. Make your app relevant to the consumer.
An example is Countdown’s new app which is designed to make grocery shopping easier by organizing lists based on the location of the products in-store, while helping consumers save money on their favorite items. It is currently in the Top 25 Free Apps.
Another example is the app we designed and developed for Paint Aids Ltd (PAL) offering painting tips and guidelines. It also helps determine what paintbrush and roller you need for any specific job.
Whatever category you decide to build an app in, make sure it’s a believable extension of your brand. It should serve a relevant purpose to the targeted consumer while being appropriate to the brand.
Market the App
Your app is a tool to market your brand, but it is also a product in itself that needs to be promoted. A great way is to promote the app on all brand touch points, including packaging, brochures, online and advertising. Sponsorship is a proven marketing strategy for branded apps. It not only promotes your app, but also allows for wider relevance as well as seamless integration.
Redfire can help develop a digital media strategy and integrate this into your marketing plan. Redfire is an Apple IOS accredited agency, which means we have the ability to upload apps onto the iTunes store and are recognized as a professional provider.