Effective apps

Apps are one of the main tools / executions you should be putting out there to effectively engage your consumer on the mobile world. The latest edition of Harvard Business Review (and I will go back to it at least one more time during the next few days, as it has one very deep and interesting article about digital strategy) states that effective apps should at least deliver one of the following dimensions:

- Added convenience for the user - just think of stores that allow you to buy products on the go, banks that let you pay your bills online, travel apps that guide you through what you need,...;

- Offer unique value - the example they give (and it is a really good one) is the Nike+ app fur runners;

- Provide social value - so, enhance your socialization with your friends;

- Offer incentives - this seems an easy one, but that actually makes it difficult. Try to avoid the couponing pitfall and ensure you are engaging;

- Entertain - think games, especially if around 40% of apps usage is about playing games.

Remember, your apps don't have to be all of them (probably, they shouldn't), but should be one. Ah! And, by the way, ensure they are on-brand and play positively for your equity!