This April Only: Save 30% on PRO with code ROCKETSCIENCE »

Real-World Education for Modern Marketers

Join Over 625,000 Marketing Professionals

Start here!
Text:  A A

Seven Reasons Your Company May Want Its Own Mobile App

by   |    |  62 views

The latest mobile technology has made it possible for virtually every company and every type of company to create an app.

An app (or application) is a piece of code that you create that is completely separate from your website. That means that you have to create something entirely new and manage the app completely separate from your website. So, why would a company want to go to all of that trouble?

The truth is that creating a mobile application isn’t much trouble at all. But before creating one, consider whether you should.

Here are some reasons why a company may want its own mobile app.

  1. Convenient for users. Once users download the app, all they have to do is click it, and they’re ready to go. Although some companies may think having to download the app is a disadvantage, people are beginning to make using apps commonplace. The whole idea behind applications is convenience for users, and they know that.

  2. Customization. Because an app is a native piece of code, you can customize it in any way you see fit for your company. That means that you have complete control over how relevant and helpful your app is to your customers and clients. If there was ever something about your company that you hoped could be easier, an app just might be the answer.

  3. A longer reach. Apps may help you reach a new audience. More and more people are beginning to shy away from desktops and traditional websites, and are using apps and their mobile phones as their connection to the web.

  4. Easy integration. Apps can be created to sync up with information that users may have in their phones. For example, if your customer wanted to get a content update from your website, an app can allow them to sync this up with their mobile calendar.

  5. Extra cash. Many companies choose to create a free app as a way to help customers make purchasing decisions easier, but some have been successful selling the actual app itself. Either way, it usually can’t hurt to create an app.

  6. PR use. Apps are a huge trending topic in the media. Lists of some of the latest apps do well because there is such a demand for that type of content, so you can use your app as a PR tool and help get your brand into that discussion.

  7. Competition. Many of your competitors will start creating apps, so you don’t want to fall behind. At this point you might be one of the first in your industry or in your area, but having your own app is a great way to stand out and grab an audience for the type of work that you do.

One of the most important things to realize about a mobile app is that it is not a mobile website. A mobile website is simply using your website and customizing it for the mobile screen and the mobile user; it is not a native piece of code.

Creating a mobile website should probably be your first plan of action, and an app second.

When Creating an App Might Not Be Right for Your Company

With pros come a few cons. In general, there are two things that deters companies from creating an app.

First, you can only run your app on one platform, which means that you have to develop multiple apps if you want it to be available for different operating systems (BlackBerry, Windows Mobile, Android, etc.).

Second, users have to download and find the app from an app store. You can advertise your app on your website, but they can’t get it right then and there. It’s something to consider.

Have you ever created a mobile app for your company? Did you find it successful, or would your time have been better spent elsewhere? Let us know your thoughts in the comments below.

Join over 625,000 marketing professionals, and gain access to thousands of marketing resources! Don't worry ... it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Amanda DiSilvestro gives small businesses and entrepreneurs SEO advice ranging from keyword density to recovering from Panda and Penguin updates. She writes for Higher Visibility, a nationally recognized SEO firm that offers online marketing services to a wide range of companies across the country.

Rate this  

Overall rating

  • Not rated yet.

Add a Comment


  • by Dhana Mon Apr 15, 2013 via blog

    And, this is for 'B2C' companies ? I don't see those reasons being much relevant to B2B.

  • by Amanda DiSilvestro Mon Apr 15, 2013 via blog

    Well if you offer services to another business, I could see these being very relevant--you still want the app to be accesible, easy to integrate with other mobile features, remain competitive, etc. Some of these however (such as reaching a new audience) might be more relevant to B2C companies though you're definitely right. Thank you for reading!

  • by Jeff Brown Thu Apr 18, 2013 via blog

    I was excited to see this article as my B2B business specializes in creating mobile apps for small businesses and non-profits for all the reasons you state. Having this come from a third party can serve as an unbiased endorsement for what I do. Thank you for that.

  • by Jeff Brown Thu Apr 18, 2013 via blog

    I should add (after reading the last paragraph), a good app company will, at the very least, offer marketing tools such as Point of Sale PDFs with QR codes that customers can easily scan without having to search for the app. These same codes can be included on the company's website or, of course, in any other marketing materials they choose.

  • by Amanda DiSilvestro Thu Apr 18, 2013 via blog

    Happy to help Jeff! I think we're going to need more and more companies like yours, so it's good to have you in on the conversation. Keep checking back to see more questions--you're more of an expert than me! Thanks for reading.

  • by Ashley F Mon Apr 22, 2013 via blog

    Although apps have their uses (specific UI requirements, tasks that mean the software is regularly used eg. FB, Twitter, Basecamp etc.) I think the bandwagon of having an app for it's own sake is a dangerous one. It costs a lot to so, you only cover so many users (as you said - specific platform eg. Apple), you need to care for updates on all platforms you develop etc., deployment is controlled sometimes by platform owner - eg. apple. I think keeping the web as your platform where one piece of software or website is good for all (keeping in mind Responsive Design, Responsive Images, Fluid layouts and other best practices) is usually a better bet for most smaller businesses.

  • by Amanda DiSilvestro Mon Apr 22, 2013 via blog

    I can definitely respect that opinion--it's not for everyone! I think your business should be well established and advanced with a solid website before even attempting creating an app. Nonetheless, it's something to consider and think about because it will surely become more popular in the near future. Thanks for reading!

  • by SKI USA Thu Jul 25, 2013 via blog

    Hi Amanda,
    Concur with you that you should have a solid website before creating an app. The other thing as a company that you need to analyaze before creating an app is if there would be an audience base for it.

    There is no use of creating an app especially as a company if people don't find any value after downloading the app. As said earlier, it is not every1's cup of tea.

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!