Marketing teams of all large brands find themselves in the middle of a mobile revolutions. They understand the importance of a mobile presence. So, they come to developers to explore the ideas of creating mobile apps or websites that can boost their branding and marketing efforts.
Mobile websites, although pretty useful, have not gained much traction with mobile users all over the world – smartphone users are not very likely to type in a website address, but they are more than happy to tap on an app to access the services, products or information from a brand.
The rationale behind most branded apps is simple: it offer a mobile-centered and high-quality browsing experience to the users. The better an app is at delivering its services, the more users like it. The more they like it, the more they use it. And this helps boost the brand, and, in many cases, improve customer engagement.
And, so, we have the burgeoning field of mobile app branding. As a mobile developer, when you are building a brand app, you need to stay aware of the purpose behind the app. Before you begin on such a project, you must be careful to avoid common errors. Let’s take a look at some of them most oft-repeated errors in branded mobile app development.
Ignoring the Audience
When you are building a branded app for a large company, you know that you have people who will happily switch to the mobile version. But most mobile developers work on branded apps for businesses that are not that popular on the Internet with general customers. So, before you begin the app development project, try and pin down the type of person you are targeting and find out what their needs will be.
Replicating the web
It seems logical – the people who have been using the website will use the app; so, ensure that the app looks and feels like the website. Sorry, it doesn’t work that way. The mobile environment is fundamentally different from the web environment. Even if you want the users to perform the same tasks that they perform on the website, you will have to build the app design and functionality from ground up. There are several mobile features – bar-codes, location-based services, reminders, etc. that can foster a better user experience.
Indulging in Unethical or Unpopular Practices
While mobile apps have the power to boost brand identity and drive sales, it is not some get-rich-quick scheme. Many marketers will want to create apps that spam the user with loads of advertisements and push notifications. This can get the app banned on some app stores. If not that, the app will surely alienate a lot of users. So, don’t break any rules and advise your clients to provide real value to users instead of resorting to gimmicks.
While we have talked about the most common errors, there are some errors of omission that many of us end up making. Remember that branding is the main purpose of the branded app that you are building – so, do not forget to align design and other elements of the app with the brand of the company.