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Do I Need a Mobile App For My Business?


In 2009, when Apple introduced the iPhone 3g, they opened up the door to a new technology that turned phones from a telecommunication device into a hand-held sidekick. This technology, in the form of "apps," offers simple solutions to everyday problems. Need directions? There's an app for that. Want to order a pizza? There's an app for that. Need to find a date? There's an app for that. The campaign was so popular that five years later the phrase is still part of our vernacular (Google "There's An App for That" and at least a dozen recent news stories using that phrase will populate).

Fast forward to today. While there is an app for almost everything, business owners are taking a closer look at this technology as a marketing tool. You may find yourself wondering if a mobile app would be good for your business. Before you take the leap, here are some things to consider.

Is it unique?

When considering a mobile app, ask yourself "Is there an app for that?" If not, does there need to be? There are over 1.4 million apps on the market today and, with limited device storage, consumers are forced to be picky with their downloads. It is important to consider what value your app would offer to customers. If your app isn't bringing something new to the table, there likely won't be much traction.

Is it necessary?

When considering a mobile app, make sure that it has a clear use. If you are creating a business solution that other channels can't offer, then you may want to consider investing in app technology. However, if you're just trying to keep up with the times, you may end up setting yourself back. Earlier this year, Facebook users were forced to download a separate app in order to access the Messenger function that had once been a standard function of the original Facebook app. This major change initially caused a major backlash, but Facebook took the opportunity to open the app up to new features, including free video calling. The move worked in Facebook's favor and Messenger joined an elite club of apps with over 1 billion downloads.

What can your app do that your mobile site can't?

In the past five years mobile technology has made leaps and bounds, and now you can optimize almost any webpage into a mobile friendly format. A responsively designed website, or a website designed to properly fit any screen size (mobile, tablet, PC), requires less money and maintenance. From a traffic-driving standpoint, it is much easier to direct consumers to a webpage than it is to get them to download an app. New technology can be a lot of fun, but not every platform will suit your business. If an app has the potential to make your business considerably more accessible than a website alone, then consider configuring one. If not, then save yourself the dollars and leave the apps to Apple!