With more and more people interacting with the world and brands using their device, many advertisers have been trying to find their way onto the phone. I have been asked countless times by countless brands, both large and small, “Should we have an app?”
Seems like a simple question but to many it is not. So many brands want to be on that phone in a coveted square, preferably on the first screen. Lofty goals but what I always advocate clients to look at: What is the function or value of your “app”. Sometimes it is hard for brands to think about the end user’s goals and try to find ways that the brand’s goals can align with the consumer’s goals. And when a brand comes from a place where both parties’ objectives can be met, they create engagement for their brand with the consumer. Which always begs the question: what does your customer want?