There is an interesting article about whether or not marketers
need to build an App for mobile. I'd agree with the author that the marketer
should think thoroughly about 1) whether the audience will use the app, 2)
whether the marketer is ready to build the app, and 3) how to avoid the
failure. However, I think that different types of business should choose to
build the app differently. For example, if the business is B2C, where the
consumers are the one who are making the final purchasing decision, having the
app would be a plus, because the number of the consumers using the mobile
device has exploded, according to the article. On the other hand, if the business
is involved in B2B operation, having an App for the business is not a great
thing, because many business customers are not going to be able to place an
order directly with the merchant even if he/she has the mobile device. In terms
of the strategies to develop and manage the app going forward, the marketer
should have a clear picture of where the business is headed into the future. I
don't believe constant update of app is a great idea. Customers should also
have a clear picture of what the business is all about as well as what the app
can do right from the get go. Although constantly managing the app is great
thing to do, such work should only be confined in minor changes. Overall, the cost of building an app is
relatively affordable. Spending a few hundred dollars to build a nice app which
can potentially attract thousands of customers is definitely getting
marketers a huge bang for their buck.
http://adage.com/article/digitalnext/build-app-mobile/237520/
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