For Communications Pros, Mobile Apps Become Major Business-Driving Tool

If you think apps are passé, they’re not. The number of apps available via Apple’ s App Store has steadily increased in the last few years, and is now approaching one million, with Google Play’s number not far behind. What does this mean for communicators?

Think of apps as a content delivery vehicle. What’s inside that vehicle creates awareness, educates and (let’s hope) in some way provides value for the user.

It’s up to PR execs to trumpet this value to gain maximum effectiveness. To some communicators, however, apps are still a mystery. That’s why we decided to talk to experts about app development, creation and promotion—all of which are areas that you’ll need to know if your organization decides to get in on the app craze.

 

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In wrangling more than 50 apps at Cisco, Steve Lau, the company’s senior manager of external mobility, says building awareness about them is a difficult yet critical task of marketing and communications pros. For the uninitiated, here are some app facts that communicators should be aware of:

• There are a staggering amount of apps out there. Make sure your app is highly useful and part of a daily routine.

• Use social media channels to promote your app, and make the app as simple as you can and easy to find.

• Think about a maintenance strategy for the app. “A lot of folks develop and build an app, and forget that it needs to be maintained,” Lau says. For example, if Apple issues a new OS update, it may break your app. “You must be aware of system updates and have your app constantly checked for bugs,” he adds.

• An app won’t be perfect the first time out. While being agile and getting it right the first time are B2B mainstays, just getting an app out now to cover the mobile space is often enough. “It’s OK to experiment and try new features as time goes on,” Lau says.