According to the 2018 Adobe mobile study, 89% of marketers say that their industry has mobile-specific objectives, 90% of which are implementing a clear mobile app strategy.
It is then safe to say that users have demonstrated a clear preference for mobile content, organisations need apps that are able to adapt to changing requirements. When considering an app, the first priority is to ensure you’ve defined the business challenge that it will answer to be able to take the right decisions for your needs.
In this article, we cover what our latest white paper has to offer, the latter will help you understand why develop, launch and run your own business apps, with a particular focus on using them to deliver valuable content to users.
Plan and research your mobile app
Before anything, you need to determine your app’s main purpose, how can your app add value to its future users? Are you targeting a B2B, B2C or a B2E audience? Apps are a great tool for cost reduction, agile and remote working, etc. But what is the main functionality you’re aiming for?
A copy of your website isn’t merely enough, and once you’ve decided on your app’s purpose, you’ll have to define the content strategy that will ensure the best possible user experience.
Apps today enable companies with more than a marketing channel, they can create revenu of their own and monetisation can take many forms. We’ve discussed some of them in our previous blog concerning the 2018 digital publishing trends.
Our white paper addresses some monetisation techniques and puts forth complementary services that you can implement within your mobile app to not only drive revenue but also diversify revenue streams.
Once you’ve decided on all the previous details, it is now time to create your app. You will need to decide whether you want your app to be developed in-house, outsourced or a combination of the two.
To make such a decision, you need to take into account different factors, such as the functionalities that you want your app to contain and if your team is able to deliver, you also need to decide which platform your app is going to be on.
In terms of outsourcing, different solutions can be envisioned for your mobile app, such as PaaS (Platform as a Service) or SaaS (Software as a Service) apps like Rakuten Aquafadas. In our white paper, we also take a further look at Progressive Web Apps (PWA), their key benefits and how they can be a viable option for what your organisation is looking for.
Post-creation: engagement, maintenance, measurement and adaptation
Now comes the time for your app deployment, in this section, we focus on different tools and processes to put in place for an optimal download and usage rate. We then take a look at what needs to be done after your app has been created and which kind of marketing strategy would suit your app better, many of which can be continued post-launch to build and grow loyal users.
We also discuss the maintenance of your app and mention the top tips that can help you measure your app beyond analytics, make the best of the feedback you receive and better adapt to your users’ expectations.
State of the art technologies for enterprise apps
Last but not least, we take a brief look at some emerging technologies and how they might work with apps to delight your staff and customers, including artificial intelligence and content automation.
Apps represent a real opportunity whatever your sector or use case. In a mobile-first age, it is fair to say that users will be expecting high quality mobile experiences.
Still not sure how an app can benefit your organisation? Then check out our case studies where we showcase apps or mobile content created with Rakuten Aquafadas technologies by different industry leaders and learn how they helped them improve. You can also sign up to our newsletter to learn more every month.