Do you need an app?

We need an app is a statement I hear all too often from brands and businesses, that statement well might be true but often it isn’t. Let me start by saying there are some fantastic apps in the app stores on all formats of devices. These apps can be very useful for everyday life and are invaluable to use and have great user experiences. I personally tend to use six or seven apps on my phone and tablet on a regular basis and consistently accessing media, banking or social media through these.

So when I do hear the line we need an app from a company, I do like to challenge that brand or company with why? I am a great believer in getting the maximum out of a digital campaign and strategy. Apps do have there place in that conversion metric and can be the best way to get the best user experience for your customers, they can also be a complete waste of effort and time when a good responsive website could have done the job.

In my experience I can say apps are a fantastic way of creating engagement and a better user experience but can be challenging to market. The whole premise of an app is you have to download it from either the app store or through a link on your website. My argument has always been if you are working hard to get someone to a website then surely you want them to engage with that first before trying to push them do another action. Apps should complement your digital strategy but can be an expensive item if not defined with clear objectives.