The What and Why of Mobile App Marketing

Mobile apps are a very hot marketing topic right now.  With the sale of Instagram for $1 billion, who wouldn’t want to know more!  Founder and CEO of VizNetwork and VizChef, Tom 

Crawford is a communication, app development and cooking expert.  Crawford was the right person to break down the mobile apps marketplace by category and function. 

Tom Crawford

By learning from Crawford the purpose and value of apps, business owners attending LA2M on April 11, 2012 became better equipped to decide if and why a mobile app made sense for their company. 

Generally speaking, mobile apps are used for advertising, customer interaction, marketing and fun explained Crawford.  Business owners can start by looking at what their direct competitors are doing with their apps.  Be sure to think in terms of an app idea that will help your business be more successful recommended Crawford.

Crawford used existing Apple apps as examples to describe the purposes of mobile apps for businesses.  He explained that not all companies need apps, by pointing out that 19 out of the top Fortune 25 companies have apps.  Not all apps are created by that company for that company, some may not identify the company and others may be for customers and employees only, Crawford said.

Companies use apps to push out information.  Other company apps are used to engage customers through relationship interaction.  Some companies also design apps that are subtle marketing tools that employ fun or services to engage the user.  Retail apps are also available, but Crawford chose not to explore that category.

Some apps operate like a product or event brochure Crawford said.  The Ford Mustang customizer app allows the user to design a completely unique and impossible to order Mustang that can battle against other virtual Mustangs.  GE offers an app to help potential customers choose lighting through interaction based on a photo of their room.  Trade shows can use apps for event navigation and product finders. 

Crawford pointed out that all of these are all about delivering company information.  He also mentioned school sports stats access, annual reports and other informational uses.

Customers interact with companies through apps that allow bank account access and support loyalty programs.  Customers can schedule auto service appointments, research investments, track airline points, order pizzas and even have home improvement project questions answered through company interactive apps.  All of these are intended to drive demand and entrench customer ties with companies explained Crawford.

“Pain points” are a good source of ideas for apps Crawford said.  Users appreciate company created apps that offer information like wine pairing, recycling locations, ski reports, stain removal tips, language translation and recipes.  These apps are created by companies but don’t directly push sales of their products. 

Crawford explained these types of apps are for branding and image building.  IBM has a “Minds of Math” app that enhances their image through association.  Verizon does something similar with a thought leadership app.  Activities, games, photo albums and sweepstakes are among the entertainment oriented apps available to mobile users. 

Crawford‘s overview of the types and functions of mobile apps gave those attending a framework to consider the pros and cons of developing a mobile app for their business.  In conclusion he advised, “Be unique, be useful and do it right.” 

To view the entire presentation visit the LA2M event archive.  You can follow Tom Crawford at @viznetwork or @vizchef.