If your company wants to commission an app, you've got to consider when's the best time to do it.
Getting an app that is part of your marketing communications plan, fits in with your brand image, and doesn't blow your budget is a great start. But you've got to figure out how and when you're going to use it.
Companies are using apps to engage customers (and prospects) and to build brand awareness - particularly in association with their product launches and other public events. They're also offering so-called utility apps that are useful/functional (such as the Stanley Tools spirit level - here's the press release) or pure entertainment (e.g. any game).
Apps that use the functionality of the smartphone they reside upon are also popular. Examples include location-based apps that use the GPS found inside most devices, or image-related apps that connect seamlessly to the phone's built-in camera.
Lastly, if you want to persuade your target market to take action (including paying for what you have on offer), then an app can be the perfect vehicle: available anytime, anywhere on a device that's treasured by its owner.
(Image courtesy of Margaret Anne Clark on Flickr)
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