Want to find a recipe for a 30-minute meal? Chances are there is an app for that. Need to convey an apology through a virtual bouquet of roses? There is an app for that, too. There are now numerous mobile apps serving up informative tips, educational bits, or pure entertainment or gaming. From beverage makers to quick-service restaurants to apparel brands, many companies are using mobile apps to boost brand awareness and affinity. Your business can, too. But you must have a thorough understanding of your audience.
The best way to use apps is to create something that is both useful and valuable. More importantly, it should be functional such as a calculator, entertaining such as a video, game or music, or provide some sort of social connectedness, such as an app for a special user community, says Turner. Also, most mobile users don’t want to spend an hour interacting with your content. They usually want one very specific thing. Apps are used for frequently accessed content and services while mobile browsing is more focused on content and services that are accessed less frequently.
GateGuru is an app that is centered on location awareness which airport retailers advertise on to drive users into stores, while Nestlé Purina‘s app provide a database of pet-friendly places around the country. Other apps make it easy to make purchases with a few clicks. For example, the ShopRite app allows customers to view and add weekly sales items to their shopping lists. And Starbucks‘ mobile app lets people make transactions directly with the wave of their smartphones, helping to drive sales.
