What The Hell’s An App Strategist? (And Why Every Agency Needs One!)

What The Hell’s An App Strategist? (And Why Every Agency Needs One!)
SHARE
THIS



In this opinion piece, Steve Molloy (pictured below), founder of mobile app firm LOMAH Studios, says brands need a mobile strategy which includes an app. And it should be up to agencies to fly the app flag for clients…

It’s crucial for brands to have an app as part of a marketing plan. Advertising agencies should have an app strategist to help clients develop an app.

IMG_6970

When a brand makes a decision to release an app, it is tied to marketing. When Pizza Hut made their app available, it was simply to facilitate orders. When the ordering process can be easily done from anywhere you can access your smartphone, it is bound to have a positive impact on sales. Grocery giant Coles released an app with features that include helping consumers find sale items and create shopping lists on the fly. Logically, if you can make it easier for people to shop at your store, they’ll do it more often. Apps must be working; 91 per cent of the top 100 global brands have one.

Despite this, most companies do not have a solid mobile strategy. Some don’t have one at all. However, in an increasingly mobile-first environment, a mobile strategy is essential to future growth. Much like social media became essential to marketing several years ago, moving forward with a mobile strategy in mind is imperative to a brand’s growth.

Because apps are tied to marketing, the reasonable step for a brand that wants to implement a mobile strategy is their advertising agency. It is logical. Apps help brands create more marketing space and to use that space in unique ways. They are free of the constraints of third-party rules, such as those on Facebook, or restrictions like Twitter’s character limit. There’s the opportunity for gamification, decreasing the chances that your app becomes a zombie app. The app becomes a representative for your brand, just waiting to be used.

So who creates these amazing technological tools that allow brands to better engage with customers? An app strategist helps brands create this tool. You may be asking yourself, “What on earth is an app strategist?” An app strategist is a combination of a UI designer and marketing specialist; someone who can help develop an app to drive your marketing goals.

Most businesses aren’t large enough to employ a full time app strategist. Because apps are tied to marketing, it’s sensible to turn to the company’s advertising agency to handle this responsibility. However, today, many advertising agencies do not have an app strategist on staff. App development is passed on to the IT guy, or Stacy who works in graphic design who once designed an app for her brother’s band. In this environment, apps are not designed with a focus in mind, so while your customers may be excited to download your app, if it is poorly designed, or doesn’t have features that they find useful, they are not going to open it again.

While app strategist is a new job title, finding one should not be as hard as it is. Quite simply, an app strategist should be offered by every advertising agency. Apps are a critical part of marketing today. They are often lowest on the totem pole in terms of budget, but they are being decidedly undervalued. However, think about this: by early 2014, Pizza Hut saw more orders on mobile than they did online. The average Android user has 95 apps on their phone. If you are looking to increase customer connection, there are no better ways than apps.

Additionally, some companies are designing apps to work solely within their business. Employee communication, file management, project management, cloud syncing and customer retention can all be handled with specifically designed apps. As companies increasingly rely on outsourcing specialist positions, effective communication and CRM is essential. A custom app allows the company to achieve this.

Designing an app is not a one shot deal. Only 20 per cent of companies see mass adoption of their apps, which means that app design is an ongoing process. Much like any strategy, an app strategy should be evaluated on a regular basis. How can it be made better? What changes can be implemented to improve adoption rates? Even if a company is seeing stellar adoption rates, as customer needs and technology evolve, the app may still need to be updated. There should be a strong focus and specific goals tied to an app strategy. An app designed for the sole purpose of putting your name on customers’ devices is sure to be deleted the next time they get the warning that they’re using too much space.

An app strategist should work with a company to develop a long term strategy that is fluid and capable of evolving, much like a social media strategy. There should be specific goals, a budget, and an expected return on investment. An app strategy should be evaluated on a regular basis to measure performance of the app. Metrics to measure include:

  • User acquisition cost – How much does it cost you to earn a download?
  • New leads – Is the app bringing you new leads?
  • Influenced customers – How many customers actually made a purchase because of the app?
  • Abandonment rate – How many download the app, never to use it after the first use? Fifth use? Twentieth?
  • Session Length – How long are your customers staying on the app? This can measure several things, depending on the design of your app. If they’re spending longer than expected in the ordering process, is there a problem there? Or are they spending a long time in your app because they’re reading product descriptions or enjoying the functionality?

As you can see, putting together an app strategy and designing an app aren’t projects that can be done in a day or two. They are tasks that should be handled by someone who knows what they’re doing, and can help you develop an app that will do exactly what you need it to do. Advertising agencies are not going to begin keeping app strategists on staff until businesses demand better apps. If you want to be competitive in the global app game, you need to demand that your advertising agency bring in a specialist. If you want an app designed to be functional, to help you meet your marketing goals, and to be used by your customers, then it is imperative that you work with a professional app strategist.

Latest News

QUT Creative Enterprise Australia Accepts 10 Start-Ups Into Its Creative Tech Accelerator
  • Technology

QUT Creative Enterprise Australia Accepts 10 Start-Ups Into Its Creative Tech Accelerator

QUT Creative Enterprise Australia (CEA) has announced the 10 start-ups that have been accepted in its Collider Accelerator. The three-month accelerator is a proud Australian first which is carving the way for start-ups specialising across the creative tech verticals. Commencing this week, the 10 participating companies will receive coaching from international mentors and deep domain […]

The Works Launches Podcast With RXP Services & Global Law Firm Norton Rose Fulbright
  • Advertising
  • Technology

The Works Launches Podcast With RXP Services & Global Law Firm Norton Rose Fulbright

Expert insights on what’s trending in the world of technology, data and innovation will be discussed in a new podcast powered by The Works, digital services consultancy RXP Services, and global law firm Norton Rose Fulbright. The Smart Dust podcast – named after micro-electromechanical computers that that can be breathed in to monitor the human […]

Why We Need To Make Consequences Cool
  • Opinion

Why We Need To Make Consequences Cool

Here at B&T, we have a trendy communal black leather jacket for staff to wear while suffering consequences.

Opinion

by B&T Magazine

B&T Magazine
Lovatts Media Acquires Nourish Magazine From Blitz Publications
  • Media

Lovatts Media Acquires Nourish Magazine From Blitz Publications

Lovatts Media has purchased Nourish magazine from Blitz Publications in a last-minute deal that has ensured the title continues to be published in Australia. Rachael Northey, CEO of Lovatts Media, believes the demand for high-quality niche magazines is growing rather than declining. Building on the successful 2017 launches of their popular mindfulness titles Breathe, Teen […]

Women In Media Profile: Elaine Herlihy
  • Advertising
  • Marketing

Women In Media Profile: Elaine Herlihy

If you've come here looking for Elaine Herlihy's famed scone recipe then it'll be the only disappointment you'll endure.

by B&T Magazine

B&T Magazine
Thrive PR + Communications Opens Fifth Office & Appoints New Staff
  • Marketing

Thrive PR + Communications Opens Fifth Office & Appoints New Staff

Independent PR agency Thrive PR + Communications has announced the launch of its fifth office, opening its doors permanently on the Gold Coast and making multiple team appointments. In response to client demand, and embracing the growth of Australia’s emerging innovation hotspot, the Gold Coast will be Thrive’s second Queensland location following the opening of […]

China Social Solutions Reveal The Massive Market Brands Are Missing
  • Partner Content

China Social Solutions Reveal The Massive Market Brands Are Missing

Advertising, in its essence, is about reaching the largest number of people, in the most seamless, creative way. However, reaching a large audience can often be the biggest hurdle, so how does a crowd of a few hundred million users sound? Weibo, China’s answer to Facebook, WhatsApp, Instagram and every other app combined, has hit […]

Partner Content

by China Social Solutions logo

How To Thrive In An Age Of Disruption
  • Opinion

How To Thrive In An Age Of Disruption

Has the age of disruption left you fearful? Well, you'll be singing Helen Reddy's 'I Am Woman, Hear Me Roar' after this.

by B&T Magazine

B&T Magazine
Monash University And Y&R Melbourne Launch Wristbands To Deter Drink-Spikers
  • Campaigns
  • Technology

Monash University And Y&R Melbourne Launch Wristbands To Deter Drink-Spikers

Y&R Melbourne has an innovative wristband on campus at Monash University that detect drugs by simply placing a drop of your drink onto the band itself. Designed for widespread use across festivals, events, bars, nightclubs and other venues where patrons are already accustomed to using wristbands, the ‘Sip Safe’ wristband is equal parts a utility, […]

Global Brand Events Agency INVNT Opens Sydney Office
  • Marketing

Global Brand Events Agency INVNT Opens Sydney Office

Brand events agency INVNT has announced it has expanded its operations to the Asia-Pacific region with a new office in Sydney. Originally founded in New York in 2008 by Scott Cullather and Kristina McCoobery, INVNT creates and produces brand engagements for every audience segment, including employees, customers, partners, investors, the media, and consumers. Cullather said […]

The Copyright Agency Invites Visual Artists To Claim Image Royalties
  • Media

The Copyright Agency Invites Visual Artists To Claim Image Royalties

The Copyright Agency is inviting Australian artists and their heirs to nominate about where their works have been published or used on TV to receive payment for their copyright-protected work as part of a month-long campaign. The Copyright Agency, which recently merged with Viscopy, is Australia’s national copyright licensing organisation for the publishing, media, surveying […]

Pac Mags’ Emily Sak Joins Shopper Media Group As Its First Data & Insights Chief
  • Marketing
  • Media

Pac Mags’ Emily Sak Joins Shopper Media Group As Its First Data & Insights Chief

Digital retail out-of-home media business Shopper Media Group has announced the appointment of Emily Sak to the newly created position of head of data and insights. The new role forms part of Shopper Media Group’s expansion plan to keep up with the accelerated growth that has seen its portfolio surpass more than 220 shopping centres […]

CX Lavender Appoints Business Development Director For Melbourne
  • Marketing

CX Lavender Appoints Business Development Director For Melbourne

Customer experience agency CX Lavender has announced the appointment of Michael Rummery to the role of business development director for Melbourne. Rummery (pictured above) was previously account director of client services at global marketing and digital recruitment firm Aquent, and has held roles at a number of talent agents and recruitment firms with a focus […]

The New York Times Appoints WeThinkMedia As Its Aussie Advertising Rep
  • Advertising
  • Media

The New York Times Appoints WeThinkMedia As Its Aussie Advertising Rep

The New York Times Company has announced the appointment of media representation agency WeThinkMedia to represent its advertising business in Australia. WeThinkMedia will be responsible for all advertising in the region, including print, digital, branded content, programmatic, and events. The partnership will be overseen by Tom Armstrong, vice president of advertising for The New York […]

The Future Of Influencer Marketing: More Than Just A One-Night Stand
  • Marketing
  • Opinion

The Future Of Influencer Marketing: More Than Just A One-Night Stand

Influencers are the new powerhouses in driving stock off shelves, but brands are yet to find the right recipe for successful collaboration, according to Guillaume Deront of Gleam Futures @ The Story Lab (pictured below). Here, he argues that marketers need to look beyond purely targeting an audience and channel their energy towards building long-term […]

Opinion

by B&T Magazine

B&T Magazine
Designing Cultural And Organisational Change
  • Opinion

Designing Cultural And Organisational Change

In this guest post, Bronwyn Van Der Merwe (pictured below), managing director of Fjord Australia and New Zealand (part of Accenture Interactive), details the four traits of a ‘living business’ – something she believes organisations have to become in order to transform successfully. The digital age has created a plethora of challenges for modern organisations, […]

Opinion

by B&T Magazine

B&T Magazine
Facebook founder and CEO Mark Zuckerberg arrives to testify during a Senate Commerce, Science and Transportation Committee and Senate Judiciary Committee joint hearing about Facebook on Capitol Hill in Washington, DC, April 10, 2018. / AFP PHOTO / SAUL LOEB        (Photo credit should read SAUL LOEB/AFP/Getty Images)
  • Media

Free TV Calls For ACCC Oversight Of Facebook & Google

In a submission lodged with the ACCC inquiry into digital platforms, industry body Free TV today called for greater regulatory oversight of Facebook and Google. The FreeTV submission identifies a number of key areas of concern: Heavy regulation on traditional media providers and almost none on Facebook and Google Questionable claims about the reach, viewability, […]

APN Outdoor Confirms Retention Of Three Key Contracts
  • Media

APN Outdoor Confirms Retention Of Three Key Contracts

APN Outdoor has used its annual general meeting to announce three key contract renewals: Transport for Brisbane, Transdev Melbourne and Adelaide & Parafield Airports, for multiple years. Company CEO and managing director, James Warburton, said: “These contracts represent an important part of our advertising offering. The far-reaching impact they provide delivers a compelling proposition and cements our commitment […]

Women In Media Profile: Olivia Warren
  • Media

Women In Media Profile: Olivia Warren

It's the latest in our Women In Media profiles, and this one is so good you'll possibly get a nervous twitch somewhere.

by B&T Magazine

B&T Magazine
LIDA Delivers Series Of Animated Info Bites For Busy Marketers
  • Marketing
  • Media

LIDA Delivers Series Of Animated Info Bites For Busy Marketers

M&C Saatchi Group’s customer engagement specialist agency, LIDA, has crafted an initial eight-episode series of bite-sized animated videos designed to help busy marketers stay ahead of the game. ‘60 Second Gets’ draws on LIDA’s wealth of experience to unpack the latest industry tools, tech and thinking. Launching today, the first video, ‘Success in 6 Seconds’, […]

Naked And Gidget Foundation Want Australians To Start Talking
  • Campaigns

Naked And Gidget Foundation Want Australians To Start Talking

Today Naked launches its ‘Start Talking’ campaign for Gidget Foundation Australia; a not-for-profit that provides support for families who are affected by perinatal depression and anxiety (PNDA). The centrepiece of the campaign is a powerful TVC that brings to life this common, but often hidden illness, and shows how Gidget Foundation’s ‘Start Talking’ telehealth program […]

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums
  • Marketing
  • Technology

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums

For the first time ever, AFL spectators will be able to view real-time Telstra Tracker player data via in-stadium LED signage, thanks to the combined efforts of Telstra, Champion Data and MKTG. By integrating the Telstra Tracker data into the LED signage at the MCG and Etihad Stadium, fans will receive contextually relevant information from […]

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering
  • Marketing

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering

Scentre Group has unveiled a new brand look and feel coinciding with the re-launch of the Westfield.com.au and Westfield.co.nz sites. This digital-first visual identity sees a shift towards creating a more contemporary, invigorated and colourful brand, reflective of Westfield’s in-centre experience. The iconic Westfield logo will continue to lead brand communications, supported with a new […]

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year
  • Marketing
  • Opinion

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year

In this guest post, Keep Left’s head of consumer engagement, Johanna Murray (pictured below), explains the merits of experiential marketing, as well as sharing some tips on how to do it – and do it well. Humans love to label things – especially intangible things, like time. We like eras and ages and eons because they […]

Opinion

by B&T Magazine

B&T Magazine
The Top Social Media Marketing Trends For 2018
  • Advertising
  • Marketing
  • Technology

The Top Social Media Marketing Trends For 2018

This trends report is a must-read for all marketers, although it contains no news on the return of the bubble perm.

by B&T Magazine

B&T Magazine