How important are apps in a marketing strategy?

As more of the publishing action turns to apps, it's necessary to include an app strategy as a way to reach your customers. But this doesn't necessarily mean you have to actually create your own app.

So, how important are apps in an online marketing strategy? Here’s the scoop: those with Android and iOS spend 80 percent of the time on their device utilizing an app — and only a mere 20 percent browsing the web. Those are compelling numbers, so you may think the case is made for you to shift at least some, if not most, of your attention from maintaining your website to designing and promoting your app. But before you get too excited, consider this next statistic. In Forrester’s recent report, “2015 Mobile App Marketing Trends,” it’s cited that the average U.S. consumer may use 24 apps per month, but 80 percent of his or her time is spent on the same five apps.

With Facebook, YouTube, Maps, Pandora, and Gmail topping the list, it’s going to be hard to break into those top five that are most often at hand. Other major players are Netflix, CandyCrush, Instagram, Weather, and Hangouts. Given the competitive climate and consumers’ habits, it may be more prudent to think less about innovating your own app and think more about investing in app advertising.

Another option is to amp up your engagement on the most used apps. Do you have an Instagram account that’s been collecting dust or a YouTube channel that’s been neglected? Can you leverage these platforms to get your message out and attract new customers? Studies show that that users of these apps tend to show high levels of engagement and if you can capture their attention, you may have a whole new, and relatively cheap, way to connect with your target audience.

Speaking of a target audience — if you have already designed an app, aim for your own particular niche rather than mass appeal. Instead of two dozen apps, focus your energies on two. In addition to more intentional app-peal (last pun, promise), be mindful of retargeting and deep linking. Don’t put money towards reaching people who already have your app; this should be as simple as checking or unchecking a box on your ad dashboard. Also, make sure to double-check your links and design a user-friendly experience.

I may have a different answer for you in a year or two, but for now, your effort is better spent on working with the big fish in the app world, rather than on competing with them.

Shama Hyder is founder and CEO of the award-winning Marketing Zen Group, an integrated online marketing and digital PR firm. She is also an international speaker, bestselling author, and a regular media correspondent for major networks ranging from Fox Business to Bloomberg. Connect with Shama on Twitter, Google+, andLinkedIn.