64% of American adults own a smartphone now. That’s up from just 35% four years ago, and by 2020 experts predict that a whopping 90% of the population will have a mobile phone. All of this is to say that your customers are increasingly using their mobile devices to interact with your brand, and if you want to reach them you may want to consider launching a mobile app.
Before you dive into it, though, you’ll need to answer a few questions for yourself. First, you must have a mobile strategy in place. This means putting a lot of thought and effort into improving how customers interact with your brand on mobile devices. For example, IKEA’s app has an augmented reality feature that allows users to insert virtual IKEA furniture into their living spaces. Next, you must identify what it is you want to accomplish with your app. There are 1.5 million apps out there, and most users download less than nine apps per month. You must have a well-defined target audience in mind for your app. If you don’t, you may be better off with just a mobile website. Finally, you must be able to build, promote, and maintain the app. It’s an expensive proposition, but if you have the time and money to put into an app it can be a powerful branding tool.
Read the full article here: 4 Questions to Consider Before You Launch Your Next Mobile App