Standing out in the app store: How building a successful app can take your brand mobile

These days, everything can be done on our smartphones. A phone now has the power to do more than just call and text your friends, you can update social media, book a flight, do your weekly grocery shop, and bank online.

"Businesses and marketers don't need a mobile marketing strategy. Rather, their strategy needs to be mobile"

Building an app for your brand is no longer just for well known brands, anyone can now take advantage of the benefits of a mobile app, whether that be to increase sales, build relationships with customers or boost interest in your company.

Yet, building a successful app is not for the faint-hearted, there is a lot of work that goes into making sure your brands app is at the heart of your marketing strategy. With a mobile app, you essentially have a dedicated platform that will deliver content directly to your consumer. That is why apps for major brands like Starbucks, Nike and McDonalds, there is a push to get customers downloading and using their apps.

But what do all of these apps have in common, well, they have the following features;

• They solve a problem

• They are easy to use

• They are updated frequently

• They are a Native Platform

• They keep in mind battery life

• They keep it free

Having the above features in your brands mobile app can create a more rich experience for customers and provide them with the opportunity to engage with a brand from wherever they are. Forbes contributor Gabriel Shaoolian lists a rich experience as the number one thing users look for in an app, therefore they app increases the amount of times it is downloaded and accessed frequently by users.

The number one reason people delete an app is because of its inability to provide a smooth and pleasurable experience. 14% of mobile owners reported deleting an app that was difficult to use (eMarketer), this highlights the importance of developing an app that is user friendly.

Developing a mobile app for your marketing strategy can be difficult, but if you ensure you have the best features available for your users you will be able to raise to the top of the ranks of the app store and get your brand noticed.

What do you think is the most important feature for an app to become successful?