Why would you bother to have an App? Everyone else has one so what's so special about having one for your business or service. An App is defined as follows -
App is an abbreviated form of the word "application."
An application is a software program that's designed to perform a specific function directly for the user or, in some cases, for another application program.
There are 5 types of Apps -
Web app - stored on a remote server and delivered over the Internet through a browser interface.
native app - has been developed for use on a particular platform or device.
hybrid app - combines elements of both native and Web applications. Hybrid apps are often mentioned in the context of mobile computing.
killer app - a program that intentionally or unintentionally gets you to buy the system the application runs on.
legacy app - has been inherited from languages, platforms, and techniques earlier than current technology.
In media terms an App is a dedicated place where potential and existing customer go to interact with your product brand or service. In the majority of cases the App is on the mobile phone, which Media Futures regards as the hottest form of media available today. Given that the mobile phone is referred to on average 150 times per day, it makes sense to have an App or in the very least encourage users to download and place in on the screen.
Use the App as a promotional tool and do not think of it as just another piece of technology. You may well find that the App becomes your first choice of online medium particularly for those loyal customers.
Consider it this way, an App once downloaded is likely to stay in place on the customers screen. It is always available at the press of a button and avoids the lengthy process ( in relative terms ) of a user going to a web browser, typing in your name or a search, waiting for the download then having to scroll through to what they are seeking.
Think of an App as a private medium that the customer has chosen to install and has been voluntary. Is that not a vote of confidence in your company, brand or service ? In the world of media fragmentation and where the attention span of the customer is measured in nano seconds, in Media Futures opinion it makes sense to have an App available at all times.
Media Futures presents these articles from time to time as a commentary on current media practices.
If your Media Policy, Media Strategy, Media Planning and Media Buying have not yet addressed an App as a part of your media undertaking we recommend you talk with a qualified independent media professional.