Mobile apps can be a game-changer, especially when implemented in a creative way that introduces unique value. Nevertheless, they may not be the right approach for every business or organization. In fact, many folks throw ROI to the wind and build mobile apps just to say they have one, wasting capital on a poorly thought-out tool that nobody will adopt. It goes to show just how powerful a trend apps have become, and how intentional we should be when considering them.

Despite the risks, there are some good reasons to consider whether a mobile app might be the right choice for you. Technology continues to upset the apple carts of established industries and, when leveraged properly, has demonstrated the ability to deliver some really positive outcomes.

So, beyond the hype, what are the positive aspects of mobile apps that make them so attractive and possibly the right fit for you?

First, let’s consider opportunity. According to Statista, about 80% of the global population own smartphones. They use their phones for many tasks, including research on products to buy, causes to support, and companies that pique their interest. Moreover, 70% of smartphone users have used mobile apps to purchase goods and services.

But the readily available data in their hands has made people somewhat impatient. If a traditional website loads slowly or doesn’t display well on their mobile device, most people will instantly move on to an alternative. Mobile apps, however, offer an advantage over poor performing websites and can even continue functioning offline.

In addition, the client experience can be greatly improved with a mobile app by customizing the user experience based on user preferences, demographics, geographic location and a host of other factors that personalize the interaction.

A mobile app can also be integrated with other features native to the mobile device that can create some valuable new capabilities. The camera can be used for pictures, video and bar code scanning. Things like contact lists, GPS positioning, and the phone itself can all be incorporated into the features of the mobile application. These kinds of interactive functionality are just not possible while browsing to a traditional website.

Finally, from a marketing perspective, having an icon for your app displayed on a device that people look at hundreds of times a day is a big plus. When they open your mobile app, you have a whole new environment in which to establish your brand. And you also have a new tool to reach your audience, with in-app notifications and push notifications that you can target to the exact segment that you want to reach.

There are other benefits of mobile apps, from social media integrations to gathering data on customer preferences, and more. But each organization really must determine whether the possibilities that mobile apps bring to the user experience can be leveraged to create additional value. Hopefully this list sparks some ideas for you and your organization.

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