Practically every company has PDF files, whether they are catalogs, brochures, event schedules, reviews, pricing lists, reports or white papers. PDF files are the result of time-consuming cooperation between marketing and design departments. They require a lot of resources, and it’s nice that you can both print them out and distribute them online via links and websites. However, can you use them for mobile marketing?
The first step to creating your mobile app production budget is to define and quantify the mobile app development costs. As with any other product, these costs can be divided into two categories: fixed costs and variable costs. Fixed costs almost never change over a given time period and are the same no matter how much or how little product development is done. The cost of leasing office space for the period of mobile app development or purchasing the MacBooks you’ll use for development are two examples of fixed costs.
Variable costs vary with the workload. In development, an important variable expense is the cost of the outside app developer, which can vary from $70 to as much as $300 an hour and depends on the complexity of your project. You can hire or contract with a developer and subsequently discover that your great new tech monkey doesn’t actually have the skills, qualifications, or experience needed to complete the job the way you expected. Or it happens that the developer makes a mistake planning the project, and it takes 250 hours of work rather than the projected 200 hours. This is why it’s reasonable to inflate your calculated mobile app development costs by 20 percent, especially if you hire outside developers. It is not a big difference, but if you find you have to increase expenditures, it won’t be an unpleasant surprise and you’ll already have the budget approval.
Simple, so-called table-based apps with very basic information (hierarchical topics with a list of available subjects) cost from $1000 to $4000 (money you would pay to a web development contractor agency). Add-ons such as geolocation, social media integration, camera integration, push notifications and all the rest will cost up to another $4000. Database native mobile apps vary between $8k and $50k, and you will be responsible for all the content. This type of app is great for adding structure and logic to the existing content so that it is organized and displays efficiently. You can also opt for a fully dynamic mobile app. The data it relies on is outside the app (on a social network, for example). In the last few years, web-based mobile apps have become more sophisticated and started to replace native apps because they require less memory and use more convenient cloud-based storage for the information they need.
I am happy to welcome Waqas Pitafi, Entrepreneur, Founder and CEO at DevBatch, Senior InfoSec Consultant (MS, University of Liverpool) as our guest writer.
The most common reason to creating an app is when you want to develop customer loyalty, create awareness about your company, or attract new customers. Mobile apps work as a marketing channel for promoting your brand when it’s launched. Therefore, we expect mobile app advertisements to be an important source of generating revenue. Following are some of the benefits that make mobile app advertisements necessary:
You can carry out targeted marketing
It offers accessibility on large basis
The size of medium is massive
Costs fraction of what other advertisements methods take
Generates high response rates
It makes tracking simple for app owners
People get attracted towards mobile app development when they see similar ideas generating billions of dollars in the market. Apps such as Instagram and WhatsApp are based on ordinary ideas, but with exceptional methods, that make them unique and successful. Developing apps is a complete business that only runs when we have the money coming in. Following are some important points that can help you with generating more ROI through your mobile apps.
I’m happy to finally publish an interview with an expert I conducted some time ago. In addition, I’m ready to cover new topics, so please let me know what you’d like to learn from the experts about marketing mobile apps and related areas.
1) What would be your advice to a company that wants to start mobile app development?
First of all, pick the right platform. That is, where is your audience primarily? iOS? Android? Then come up with a limited feature set, focusing on those things that really matter to users. You do not have to do everything in version 1.0. Just get started and iterate.
It is easy to get un-focused, thought, and make an app that is way too bloated.
As Steve Jobs once said: My best decisions are when I said no.
2) Do you think mobile apps can be useful for marketing and branding? Why?
Absolutely. People spend tons of time on their phones. And nowadays, they just expect a company to have an app. Yet the app must be useful — not just advertising. So provide some type of service, provide a benefit. This will help create some brand loyalty.
An interesting example of this is Ace, which makes bandages. They are a sponsor of Little League Baseball. So to leverage this, they created an app that allowed parents to create baseball cards of their kids. It was very popular. More importantly, it helped to create interest/excitement about a mature, ordinary brand.
What obstacles do you face in mobile app development? Statistical data from the Adobe Mobile Excellence Report illustrates some common issues. According to 3,000 respondents from marketing departments and agencies, typical mobile app development barriers include the following (listed in descending order):
It’s surprising, but many companies still don’t understand what happens with their apps after users download them. Most companies care about the number of downloads (76%), but they overlook more important indicators, such as ROI, user engagement, recurrent usage, time spent using the app, and acquired revenue.
Adobe’s latest report about mobile excellence and mobile app market is based on research among 3,000 marketing professionals, and it looks like many more companies are ready to go mobile. Of the respondents, 30% recognize that mobile activities are central in their marketing and 22% have a centralized mobile team. However, there is still a long way to go; only 13% of the respondents have developed specific, adequate mobile KPIs for themselves. The central focus of both Adobe and the respondents is on mobile apps because they represent the dynamics of the entire industry and other mobile-related activities. By now, almost half of all marketing professionals employ a mobile app for their brand or company in a variety of areas, including content distribution (81%), interaction (60%), and gaming (13%).
Using social media is not easy even though it might appear to be. Just registering your mobile app on Facebook won’t guarantee success and good sales. Social media is about building relations with users and attracting potential customers. If you don’t mess things up with distracting ads and you can build trust, your community will grow into loyal clients and brand advocates. Success on social media is connected with setting yourself up as an expert in your sphere and winning the respect of your audience.
It’s amazing to learn that only 50–60% of all mobile apps have a marketing budget. For this reason, any marketing efforts targeted at promoting your mobile app are very likely to pay off. For the best results, it’s essential to find the right momentum to publish and spread the word about your product. But how can you integrate your marketing communications between when the app is approved in the store and your first press release? If you get customer reviews, press release coverage, and reviews from popular bloggers all at the same time, you’ll see the best results. Pay attention to your deadlines and timing because 65–80% of your mobile app sales can take place within a month or two depending on seasonal factors. What, if any, experience do you have with mobile apps promotion?
If you are creating a mobile app, you have probably puzzled over how to attract and maintain users’ attention. Getting a mobile app approved in the AppStore is only the first step towards commercial success. You can make your mobile app notable and guarantee high sales by following these mobile app marketing hacks.
Think about your mobile app’s name. Yes, one more time. If your original app title is unclear and confusing, you can increase your download rates by 10–30 additional downloads a day by simply rephrasing your mobile app name. Yauheni Shauchenka’s mobile app development company changed the name for its fertility and pregnancy tracking app from “Baby” to “Ovulation,” which is more clear and specific to the target audience.