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?
Analyzing mobile app usage is essential to get a better picture of your client’s interests, hobbies, preferences, and behaviors in general. Analytics data will help you make decisions that are more efficient for your current market conditions. Mobile app analytics are enabled through a short code that an analytical company installs in your mobile app. This code allows you to gather information about your users’ target actions. You can learn who uses your mobile app as well as when and how they use it, which can help you launch better advertising campaigns, send clear marketing messages, improve your mobile app features, or segment your audience into particular user groups. But exactly what can you measure?
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.
Why do enterprises go mobile? The well-known motivation is to build closer relationships with customers. Another important one, empowering internal communications, is frequently overlooked, however. This area is especially important in healthcare, where communications form the cornerstone for preserving health and saving lives, especially regarding the immediate availability of information that enables speedy reactions in crisis situations.
Healthcare mobile enterprise solutions can interconnect patients, sales reps, physicians, pharmacists, and other industry stakeholders in a convenient, user-friendly way. Indeed, the adoption of mobile apps creates opportunities for healthcare organizations to benefit in multiple ways.
The growth in the usage of smartphone and mobile apps has made developers and marketers interested in using this new marketing channel or even producing an entirely new independent product. There are many reasons why everyone cares about mobile these days. Can you believe that mobile app usage has exploded by 76% in the past year?
“How much does it cost to make an app?” is the number one question developers and marketers ask themselves and Google when thinking about their mobile strategy for the first time. Oddly enough, this topic is even more mysterious than the actual revenues developers can potentially make out of mobile apps. I’d like to clarify the situation a bit and show you the most interesting statistics along with my experience.
Many marketers assume it’s too expensive to produce a mobile app. A small number have heard about easy-to-use mobile app builders and think they can make one for a very low cost. Both points of view are extreme.
Individuals and some marketers frequently opt for mobile app builders. The pricing starts from $10 a month and goes up to $1k a month, while you can also buy yearly plans. What exactly do you get? Don’t let the “no coding skills required” promise mislead you. Cheap mobile app builders are nothing but a range of templates, and the maximum customization you get is choosing the color and changing the text above and under each of the fields and blocks. Although this type of solution may work great for small local businesses and individual users, they are actually a waste of time for the majority of businesses for several reasons.
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%).
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.