App, what have you done for me lately? – a question every Marketer needs to ask

When resources are being considered, every organization is wondering and every Marketer needs to be able to answer – can I and how do I manage my apps in order to improve mobile customer engagement?

Let’s apply our Socratic Questioning methodology to this process to answer –  because we need to answer ‘what type of problem will or does the App answer for our customer? ‘

 

Let’s review the project creative brief and apply one of the first methods of Socratic Questioning that  we have  begun to discuss in our Spinach helpful tips – in order to make a decision as a Leader or decision maker we need to understand how your (owner of the project) thoughts reflects an agenda or purpose. We expect and often refer to their ‘purpose’ being driven by the decision to purchase or engage as the WIIFM or What’s In It For Me for the consumer.

  • Why are you crating this app?
  • Who is your audience?
  • What do you want to persuade them of?
  • What are you trying to accomplish here?

So breakout your creative brief and let’s find out –

CREATIVE BRIEF EXAMPLE:
______________________________________________________________________________
Client / Brand:
______________________________________________________________________________
Project Name:
______________________________________________________________________________
Project Owner: Creative Lead:
______________________________________________________________________________
Due Date: Milestones:
______________________________________________________________________________
________________________________________________________________
1. BACKGROUND – Who is the client? B2B? B2C? What is the product or service? SWOT analysis?
________________________________________________________________
2. OVERVIEW – What is the project? What is the real opportunity here?
________________________________________________________________
3. DRIVERS – What is the goal of this project? What are we trying to achieve?
________________________________________________________________
4. AUDIENCE – Who are we talking to? What will make this more appealing to them?
________________________________________________________________
5. COMPETITORS – Who are they? What differentiates our client from them?
________________________________________________________________
6. TONE – How should we be communicating? What adjectives best describe the feeling we want?
________________________________________________________________
7. MESSAGE – What are we saying with this project? Can the client back that up?
________________________________________________________________
8. VISUALS – Are we using new or existing images? What kind of imagery will work best here?
________________________________________________________________
9. DETAILS – List of deliverables? Mandatory info? Limitations and restrictions? Schedule? Budget?
________________________________________________________________
10. PEOPLE – List of team members? Contact info? Who exactly will approve our work?
________________________________________________________________
Approval: Signature: Date:
___________________________________________________________
___________________________________________________________

Is it as easy as enhancing our website? Can you track user activity, make real-time updates to your apps in response to consumer behavior? can you deliver personalized apps or did you just rush out and create something so you’d have an app like everyone else?

Check out a great 2:21 minute guide on Planning your mobile app presented by Michael Becker as part of the Understanding Mobile Marketing an approved AMA marketing course available through the LinkedIn learning center:

Planning your mobile app development

Planning your app development - Golden Ratio Marketing - Demos 2 Go

Q:What has your app done for you lately?

Q: How do you use Socratic questioning to strengthen your business decisions and outcomes?

As we go through the process please provide your insights and thoughts so we have a more robust dialogue and don’t walk around with spinach in our teeth.

What is a ‘Spinach helpful tip’?                         Popeye Spinach

Have you ever walked around with something in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it. Especially if you are trying to create a positive brand image and lead your organization to success!

 

Best regards,

Chris A. Marshall

 

Online Live Interactive Classes by Edureka

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