The Business of Mobile Applications
If your organization has a responsive website you may not be thinking about investing in a mobile application that is available through the App Store, Google Play, or Windows Store. However, writing a mobile application off as redundant because your organization already has a responsive website is both incorrect and heedless. Mobile apps offer a much more intimate and dedicated experience to its users through a vacuum they’ve willingly entered. This dedicated attention is just one of the reasons why mobile apps still have their own spot alongside responsive websites.
An Additional Marketing Channel
An app offers an additional point of contact between your organization and its users. It occupies another popular conduit for content consumption that most smartphone users understand and are comfortable using. If your app can be offered for free, your organization is in an advantageous position to both capture new users and reinforce connections with current contacts. Fans of your organization will happily invest their time and software into connecting together and there’s no good reason not to be available on as many avenues as possible.
Offline Content Reading
One of the greatest advantages a dedicated app has over a responsive website is a user’s ability to consume content without an active internet connection. For example, a frequent business traveler can consume your content on a long red-eye flight through your app without needing to pay for an in-flight Wifi package. They could simply pull down your newest content while boarding at the airport and then interact with it at their leisure after takeoff. This is also a huge advantage for users tethered to a mobile data cap. Instead of using some of their cap space to download an article they can download everything while on a Wifi network and save it for consumption later.
Apps empower an organization, with consent, to update their users about new content or offers through push notifications. A push notification pops up on a user’s mobile phone whether or not they’re actively interacting with your app, giving you a way to connect directly (and immediately) with your audience. Push notifications can be tied together with other smartphone technologies, such as GPS or Apple Pay, and the marketing and business opportunities become endless.
The internet has opened numerous digital paths for organizations to connect with eager users - websites, email marketing, social media accounts, and more. As internet usage has exploded across the globe successful organizations have researched, implemented, and capitalized on each new channel. Why should mobile apps be treated any differently?