IMC Intuition

Thinking out loud about all things IMC

Archive for January 2012

Do you really need an app for that?

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Maybe the real question is, do you need to develop one for your business?  Apps have become ubiquitous, and like websites in the 1990s, the number of bad ones far exceeds the good ones.

In the Business to Consumer World, games, news, information, video, podcasts and portable books are probably the best categories for apps. But what about Business-to-Business?

The most logical application would be for the media and professional organizations to create apps for their content, because their business model allows them to keep the content fresh.

For a B-to-B marketer small or large, it might be more productive to skip over the apps and check your web analytics* to see what mobile devices your customers are using to visit your website.   If you can, evaluate how the mobile use has trended over the past year.  Then take the time to see how your website renders over Smart Phones and tablet computers – particularly the iPad.

According to Apple’s Fourth Quarter results, “The Company sold 17.07 million iPhones in the quarter, representing 21 percent unit growth over the year-ago quarter. Apple sold 11.12 million iPads during the quarter, a 166 percent unit increase over the year-ago quarter. “  The release goes on to say that the sales volume for traditional iMacs and IPods were in decline. (Apple Press Info, Cupertino, CA October 18, 2011)

Are your ready for the next wave of online users?  Chances are that they will expect to access all of the information they need to evaluate your products and services on the small screen.  Make certain that your site functions equally as well on mobile, or better yet, consider developing a mobile site with optimum functionality for your small screen user.

*Can’t afford fancy analytics?  Google Analytics are free, ask your IT department or Developer to get you started – http://www.google.com/analytics/

Written by Beth Ryan

January 8, 2012 at 10:12 pm