Mobile App or Not—That’s Not the Question

To Have a Mobile App or Not—That’s Not the Question

In my work as a consultant, I often get asked: "What do you think about having a mobile app?" or worse, “We’ve decided to make a mobile app, what do you think?” - My first response is that they need a brain, not a app, but I still have to pay my bills so I give my advice kindly because... Nearly every time, the decision wasn’t based on a rational business need but rather a desire to stay “modern” and follow trends. Too many businesses treat apps like a status symbol or a quick fix for market challenges. Spoiler alert: it’s not going to magically turn your market upside down. ??

If you’re ready to come back down to earth, let me give you some practical advice on when a mobile app might make sense for your business. Ready? Let’s go:

1. It’s Just Another Sales and Service Channel

Before you start glorifying the idea of an app, remember: a mobile app is simply another sales and service channel, much like SEO, social media, email campaigns, or billboards. Every department in your company—sales, marketing, customer service—will find a different use for it, but fundamentally, it’s just another tool in your arsenal. Treat it that way.

2. Ask the Right Questions First

Before diving into app development, ask yourself these key questions:

• Does your market persona use apps for your type of product or service? If the answer is no, stop right here. ?? Not everyone needs or wants an app.
• How often would customers realistically use your app? If a customer buys from you once a year, they’re not downloading an app. But if they interact monthly—like paying bills or engaging with a loyalty program—it might make sense.
• Can you support another channel? Apps are like running a second website, requiring full tech and operational support. Can you handle that?
• Are your products/services suited for an app? If your offerings change frequently or require real-time updates, an app could be beneficial. But if your products stay the same, why would customers keep it after the first use?
• What extra value will keep them from deleting it? Apps get dumped quickly unless they provide something unique—whether it’s convenience, exclusive content, or a better experience than your mobile site.

3. The Tech and Strategy Behind It

Building an app isn’t just a project for the IT department. Think about:

• Who’s writing, maintaining, and updating this app?
• How does it fit into your sales and brand strategy?
• What’s your budget for ongoing support, testing, and updates?
• Can you provide the level of personalization customers expect from an app? That’s one of the biggest perks for users, and if you can’t deliver, they won’t stick around.
• How will you stand out from competing apps? If you don’t have competitors with apps, that’s usually a bad sign, not an opportunity. ??

4. The Big Question: Why an App?

Ask yourself: What’s the real goal here? If you can answer all the above questions and still believe you need an app, then you’re ready. But remember, the app should add value to your omnichannel strategy—not just be another digital billboard. If you can’t explain the specific purpose for adding an app to your business mix, it’s probably not the right move.

If You Still Think You Need an App, Here’s What to Do Next:

1. Develop a Strategy: Align the app with your overall business and marketing goals.
2. Analyze & Plan: Understand your customer’s needs and how the app will serve them.
3. Design the UI/UX: User experience matters more on mobile than anywhere else.
4. Develop the App: This is a long-term commitment, not a one-off project.
5. Test, Test, Test: Before launching, make sure everything works smoothly.
6. Deploy: Launch it across both iOS and Android.
7. Starting advertise - good luck, it's kinda different here.
8. Ongoing Support: Regular updates and performance monitoring are crucial.

Marketing the App: The Real Challenge

Developing an app is only half the battle. Here’s how to ensure people download it and keep using it:

• Start with the Idea: Clearly define what the app does, who it’s for, and how it benefits them.
• Monetization Strategy: How will you make money from it? If not directly, how will it support your other sales channels?
• Optimize for User Experience: Make the app seamless and enjoyable to use, or people will uninstall it quicker than you can blink.
• Keep It Updated: After six months, revisit the app and release new features or improvements.
• Test before Each New Release: You want to avoid bugs that turn users away.

Oh, and one last thing: it’s usually best to create separate apps for iOS and Android. Hybrid solutions have been a mixed bag—just ask Meta, who changed their approach twice. And unless you have Meta’s resources, don’t take the same risks.

Final Thoughts: Think Before You Leap

I’m not trying to talk you out of developing a mobile app—I just want you to think with your head, not based on what’s trendy. An app should be purposeful, well-strategized, and backed by data. If you can check all those boxes, then go ahead, but be prepared for a lot of work ahead.

Good luck! ??