Here are three things to remember as you consider a mobile strategy and some thoughts on why you might expand your mobile strategy beyond the app.

  1. Don’t build an app just to get downloads; build something people will actually use.
  2. Building a mediocre app is just as bad as selling a mediocre product. The power of mobile is that you can interact with a consumer at any moment. The experience is everything. Make the first version of the app as good as you can within your budget. You can always add features when you release updates.
  3. You might not need to create your own app, you may be able to sponsor or co-develop and app with a partner who already reaches your target audience. For example, P&G sponsored a third-party bathroom finder app called “Sit or Squat” to reach Charmin users. Can a toilet paper brand find anything more targeted than this?