How the mobile app is developed will determine its future sustainability. We discussed three key areas to consider in the app development and sustainability plan earlier. Here, I'll share how to sustain longevity for the app once it's downloaded.
Promote User Frequency and Build Habitual Usage
The app is now installed onto the users' handset. Users begin using the application. Their activities lead to results on the app. For instance, users who download gaming apps will deep dive into the game and attempt to win the right to go to the next level or challenge. Whenever users fail to reach the next level, they are prompted to enter their results to a scoreboard that is presumably stored in the cloud. This simple chain of user action and subsequent results forms the basis of a strategy to build user frequency and habitual usage.
Consider the game that's being played by the user. The results in the scoreboard reflect the gaming style and ability of the user to win the game. Obviously, a continued lack of success in the game could inadvertently discourage users to continue with the game and experiment with others in the app store, which may present an easier path to success (e.g., higher scores). Hence, the developer should assess the pattern of scores submitted to the scoreboard to measure the level of success experienced by users that downloaded the app.
The plans described above are some core principles that can be used for planning any mobile app. There's a deliberate thought process that needs to take place before the app is developed so that its relevance to the target users is subject to critical benchmarking against what others will respond once it is released on the app store. An understanding of user purchasing behaviour dictates how the messaging should be crafted to shift the users' focus on benefits, rather than the cost of downloading the app (even if it is free). Finally, take advantage of the many new functions found in today's mobile handsets. The combination of push messages, cloud computing that moves the data processing and analysis off the handset, and immediate access to the Internet through the built-in browser gives developers a constant link to the users who downloaded their apps. The careful dissection of the data gathered from these channels offer insights to developers that can then plan reactive strategies to increase the usage frequency and its eventual longevity over time.
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Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
With more than 16 years of experience in mobile, digital media/advertising, and e-commerce, Darren has successfully developed and launched pioneering mobile Internet initiatives such as subscription-based mobile news services, location-based advertising, behavioral targeting using consumer analytics in Singapore Press Holdings, SingTel, Cisco Systems, and DBS.
At InterContinental Hotels Group (IHG), Darren will serve as the regional subject matter expert on mobile and drive overall utilization of mobile to increase revenue and engagement in Asia, Middle East and Africa (AMEA). His mandate includes developing, implementing, and managing mobile marketing strategies to generate greater brand awareness and revenue through owned, paid, and earned media.
March 19, 2014