Relevance in Mobile – Building the Right App for the Right Audience
Earlier this week I took part in a workshop named Mobile Marketing and Advertising 2010 organized by our friends from Mobile Monday. It was a very interesting event with quite a lot of case studies and cute ideas how mobile can help businesses to promote their products and solutions. And the key message in all the presentations, show cases, panels and informal discussions was that a mobile campaign shall be relevant – it shall be addressed to the right people, highly personalized, and with clear message.
To ensure its success a campaign shall be also simple, engaging and fun. But still if it is not relevant it won’t be successful regardless how enjoyable, how simple to use and how interactive it is. And it is pretty natural that as a user I will be interested in a mobile app, mobile ad, etc if it communicates with me on the topics I am interested in and at the level I feel most comfortable. That’s why relevance really really matters.
The same rule applies when you develop mobile application. It is important to know who is going to use it, why and what value your app will bring to her. The same question shall also be asked every time a new mobile development starts or a new product release is planned.
However, it is important to ask the right people – those who will actually use your mobile application. The answers you will get depend on the questions and people you will ask. That’s why you need to communicate with the people outside the office when you are looking for answers and with the people from the office when you implement those answers into mobile solutions.
By the way my colleague Kosta recently published an article on the same subject – how to create a mobile app with the end-user in mind.