The launch of the iPhone has revolutionised the world and marketers have sunk millions in to the development of apps that have become enormously successful. So why is it that this has not been the case with the launch of the iPad? Many marketers assume that their apps work just as well on the iPhone as they do on the iPad, and with some apps this is correct. Marketers should embrace the iPad and create specific apps that fit the users’ unique needs. Where they start depends entirely on the company but every business has a few basic practices to consider.
Just as you can take a horse to water but you can’t make it drink, your consumers will only be interested in what they are interested in. Bombarding them with irrelevant content won’t work so you should consider user segmentation. This enables the user to only get the content that appeals to their needs, wants and desires. Another good tip is to make sure they are able to alter their selections at a later date, should their criteria change.
Quality not quantity
With something as visual and interactive as an iPad,app user experience is vital. Your fantastic content might appeal to them but it is the experience they have whilst they are using it that will keep them coming back. Invest in UX testing as you develop your app to make sure your consumers get the best out of your creation.
An iPad is for life, not just for Christmas
Focusing on the long term is vital when developing an iPad app. The technology is going to revolutionise industry for at least the next decade so investing in maintenance, content updates, testing and optimisation will ensure you stay in the game. Put together an editorial team of creative types to help you deliver the content your consumers want on a regular basis.
We’re all friends here
Believe it or not, non-competitive companies in your industry category can help enlarge the audience your app appeals to. Consider carefully the potential advertising platform your app presents for partner brands and cash in on the increased revenue.
Promote, promote, promote!
Your app isn’t going to promote itself, and nor are your consumers going to accidently find it so you need to give it a helping hand. Figure out the best way to get your app out there based on your target audience and get to it! The most obvious way to do this is links in paid advertising such as print, TV and display adds. If you feel like going a bit old school then look at in store signage and kiosks.
With just 22% of the top 50 retailers in the country using iPad apps there is clearly a gap in the market. The early bird catches the worm so take advantage whilst the iPad is still new on the market and reap the rewards of this innovative change to industry.