Mobile apps will rock your marketing and your marketing analytics world. If they haven’t done so already or are not in process — you are behind. And, if you are behind, unfortunately you are not alone. I have talked before about assertively creating your own intelligent anlytics leadership opportunities. I have talked about actively influencing your data streams and not just being a passive recipient. Mobile apps drive active management and enable you to create rich opportunities. However, the opportunity only comes when the apps are used and when they are coded in a way to collect not only direct but indirect data.
In a recent article I was quoted about how to develop an impactful mobile app.
“The app must provide value. It must link with other apps … It needs to be social and it should be gamified … So the first thing marketers need to do is develop and deploy custom, linked, value-providing apps.”
In addition to building your own app, which gives you the greatest degree of flexibility and interaction, you will increasingly be able to take advantage of location-based app platforms — like the recently released Facebook Home. These kinds of apps will limit your flexibility, but probably give you much better access to non- or infrequent customers giving you a fresh customer acquisition channel among those who would not have your app.
So, where is your organization? Do you have an app? How well is it being used or shared? How well is it targeted? Was it developed with a data strategy in mind? How are you using the data that it generates? Have you linked it to other data streams? What solutions are you producing from it? What value do you add through the data it generates? Have you looked for other location-based app platforms you can leverage?
Answer these questions well and you are ahead of the game. If not, use them to guide your location-based app strategy, development, or refinement.