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13

CHAPTER 13

13. App marketing

Apps for mobile phones have been around for a while. In 1997 Nokia launched the 6110 with the
game "snake". This app is considered to be the very first app. The first iPhone was introduced in
2007 and a year later the App Store. This App Store started with 500 apps. Nowadays, there are
millions of apps. You could say that the development of apps for a mobile phone has been one
of the most successful internet developments. Moreover, their importance is only increasing.

In this chapter, we look at what it takes to develop apps and how to make apps successful.

13.1 What do you want with the app?

Companies develop apps with different objectives. A good description of what you want to
achieve with your app is the first condition for success. Another condition for success is that
your app is integrated in your marketing mix.

The objective of what you want to achieve depends on the type of company. We distinguish
the following types of companies:

• Apps for local businesses.For example: bakers and painters who are active in a certain town
or region.
• Apps for national and international companies.
Example: companies operating nationally or internationally and offering products or
servicesdeliver.
• Apps that aim to generate money.
Example: companies that develop game apps and web shops.
• Apps with the aim of educating or informing and possibly having actions carried out.
Example: governments and organizations such as the Red Cross.

The objectives differ for each type of company. It may also be the case that a company laun-
ches several apps for different objectives.

The way apps are promoted and the technical aspects of apps are closely related to the type of
company. Promotion and technology will be discussed in detail later on, but first we will look
at the characteristics of the types of companies.

13.1.1 Company characteristics
Local companies operate in a small region, for example a town or a district. We also know this
type of company from "Google company". Local companies know their customers or potenti-
al customers know the company. The apps that these companies use often aim to strengthen
loyalty or generate extra traffic to the website or physical location. For example, a baker may
use push notifications to communicate a weekly offer.

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