Tablet and smartphone usage is driving an explosion of apps and mobile sites built exclusively to the capture mobile marketing audience. The opportunity is to provide tools that potential customers rely on in their daily lives, much like a toothbrush or fork that demonstrates your company’s willingness to make their lives easier.
We’ve been constructing mobile versions of new web sites for more than a year, and we are seeing increased usage via Google Analytics every month. For example, nearly 25% of Palsweb.com is now via mobile devices as customers access movie titles and show times (even purchasing movie tickets via a partnership with Fandango). By offering a mobile version of the online touch point for Pal’s (a drive-thru only fast food chain) we are making life easier for hungry customers and cementing the brand as part of their lives.
The same can be said of the first of many smartphone apps currently under construction by our agency. For Windsor Foods of Ontario, CA, Calculate My Food Cost was built to be a touch point for the brand that offers prepared appetizers and entrees for the foodservice business. Calculating food costs as part of the calculation to determine the menu price for an item served is a common equation. Working with our strategic partner for programming, Stellar Studios, we developed the app that was first to market in the $612 billion foodservice industry – giving restaurant operators the ease of performing the calculations on their iPhones for free in exchange for some added brand awareness for Windsor Foods.
Developing apps as handy calculators with built-in formulas commonly used within a market niche is a resonating theme for our other development activities. Launched in mid-July, we’ll be watching with interest the number of downloads our apps earn via the iTunes (and Android for other upcoming client apps) App Store. To download the Windsor app to your iPhone, go to the iTunes App Store on your iPhone and search ‘Windsor Foods’. Give it a test drive and let me know what you think.
Apps are a logical and valuable extension of online branding that gives potential customers added value that I believe that will translate into additional sales.