The world is going the digital way and hence collective marketing teams play a key role in the company’s digital strategy. And if not, then they definitely should.
Why these teams are a vital part because anything that exists has to pass through their supervision. For instance any Quick Response Code (QR code) that is being printed, website being developed and content of any category being published need a ‘good to go’ sign from this department. Online media has created a rage and hence it has become an imperative credit for alluring customers. But at the same time it is expensive to manage especially when third parties like digital agencies and IT developers are involved in the creation or the initial stages.
The need and demand of digital marketeers is on a high but to save expenses interactive marketing departments are more often in sourcing design teams, interactive media experts and IT developers for the construction of websites, mobile apps and other digital assets. Digital marketeers who have worked with web development teams have learned about the different concepts around Content Management, Search Engine Optimization (SEO), Customer Relationship Management (CRM), Website Analytics and (Online) Focus Groups.
With other carriers like mobile added to the queue, a different kind of outlook is required. Creating mobile apps has a different approach, it requires new skills in contrasting fields of expertise and this should in no way belittle.
Let us take a look at the few upshots of people who are working in interactive or collective marketing teams and handling mobile app projects as well:
- Most of the Interactive Marketing departments that were formed during the internet revolution have people working with a background in managing website projects who don’t assuredly have any experience with mobile app projects. These teams can underrate the size and impact of app projects as such projects could enlarge and become more complex to manage as compared to the average website projects that they used to manage formerly.
- When executing in-app analytics, definite goals will have to be set by the team. Apart from measuring technical defects (like crashes, bugs and defects) measuring conversions from the mobile app is equally important. But make sure not to hamper the user’s privacy.
- Make sure to have an in-depth look at the complete (cross channels) experience. Is the mobile app a part of an existing experience (on i.e. a website)? It is advised that you check that the app can be integrated with that experience to prevent confusion or disappointments with existing online users.
- User Acceptance Testing should be done with those people who have a good experience in mobile UX but also potential end users before the app goes live. If our account can manage, prototypes should be tested first before diving into any development assignments.
- Apps are often executed as mash-ups and therefore require integration with several backend systems/APIs. Creating these APIs will heavily depend on IT development and solution architecture skills.
- A distinct purview should be laid by the product owner or else apps will turn into Swiss Army knives: program manager/product owners should abide by the rule ‘less is more’ when it comes to defining scope for the design and development teams.
- We cannot be sure if the masses are aware of the working of mobile app eco-systems, how apps are reviewed and how in-app analytics can be gathered. A regular follow-up with the users’ reviews and improving apps based on facts collected through mobile analytics is essential.
- User experience (UX) Design should be allotted to the people with a good view and knowledge on mobile UX.
- App development teams should book add-on time for System and Integration Testing, especially when the app becomes more intricate (i.e. stores data offline and/or is part of a cross channel experience) and is developed for various mobile platforms.
It would call for a great hazard to leave the app development and design to a hard core IT performer who does not have experienced design resources. If the development team does not have those skills, a design team needs to serve them with proper design assets. Managing requirements and exemplifying proper user experience creations are mandatory.
