Nowadays, it is almost impossible to imagine our daily lives without the mobile apps we use to read the latest news and to make purchases. For this reason, it still makes sense for businesses to create their own company app.
We are talking about very powerful tools, which are very useful when it comes to building a relationship with target customers, as well as for branding purposes. Users who have downloaded a particular app are able to recognise the brand logo more easily. In view of this, it is fundamental that companies who decide to develop an app for their business keep in mind their intended target when selecting design features.
Company app pros
Apps bring great benefits for companies who decide to create them for their business. One of their advantages is their engagement capability and the opportunity to attract potential customers of all ages. If the business app is well-made, it is possible to achieve a higher level of involvement compared to that of a website.
It is also important to bear in mind that the average number of apps installed on a smartphone is around a hundred, with only half of those actually in regular use, a good reason why a company app also requires a marketing strategy.
Another point is that, very often, users who visit a site via a search engine are motivated by occasional interest. In the case of apps, the target user is looking for a closer relationship with the brand and has the chance to get in direct contact with the company. This allows single businesses to optimise certain aspects like email marketing through subscriptions to newsletters.
How can brands take advantage of apps?
When developing a company app, a brand must use the right strategy. In order to exploit the advantages of these tools to the full, it is essential to optimise user experience, so that navigation is as simple as possible. Other important aspects include push notifications, a primary channel for informing the public about the latest business news.
Another noteworthy aspect is visibility. Users who download apps do not only access them via stores, but also through sponsored adverts on search engines and advertising on social networks. It is therefore essential that they should be useful in a practical sense. For an app to be successful, it must be able to make the life of the person using it easier.
How many and what steps are needed to develop a successful app?
Companies wishing to develop a company app must plan in a strategic manner. Effective collaboration with the developer or software house is essential and before the professionals start work on the project, they should request all the appropriate information required to draw up a design plan.
Before deciding to develop a company app, specific objectives should be defined, such as increasing sales, engaging with users, keeping them informed etc. Once the design plan has been presented, it is time to begin analysing the target and, subsequently, the choice of distribution platform, a phase which in turn is based on the positioning strategy. The design and development phases are then the final stages in the process and as mentioned above, must be oriented towards making navigation of the site as simple and straightforward as possible.
Translated by Joanne Beckwith