7 Questions Marketers Should Ask Themselves Before Creating Mobile Apps
First, on her free app, she provides free reviews and pairings. But for the most current reviews (from the past year, meaning the reviewed wines are probably the most widely available ones in stores), she charges $2 a month. Then she sandwiches that with other free services, like the "my cellar" option that allows oenophiles to catalog their purchases so they can read her reviews, then see if they own the cited varietals. (MacLean points out that she also monetizes the app by hosting third-party advertisements and providing navigation to her site, which has third-party ads and links to buy her book.)
MacLean says she updates the content daily, so that when mobile users relaunch her app, they find new blog entries, articles and recipes.
3. If a marketer wants to provide services on the app, decide what's appropriate. Companies should question, "Are there aspects of services that the organization provides that actually are able to be provided in a mobile format?" Carfi says. "So we're starting to see a lot of organizations provide and create mobile apps that actually give a small slice of their overall service or their overall functionality, but in a format that can be used anywhere."
In MacLean's case, she can provide advice on food and wine pairings.
4. If the company wants the app to connect back to the business, figure out what connection that should be. "[It's] an opportunity for the organization to really start getting feedback from the customer, as opposed to just pushing messages at them," Carfi says. "But actually engage the customer in a conversation."
Why not let customers provide comments and submit pictures about, for instance, new product ideas? They might have ideas about how to use existing products in a new way, he adds.