We've been working with mobile app developers and would like to share some thoughts on how to build a 1to1 mobile platform strategy.
The technologies to produce mobile apps are changing daily. It's very similar to the evolution of the web. We've seen many marketers though that needed to build an initial app to "check the box" as the request quickly came down from the top floor - "Where is our app?" Unfortunately, now they are living with an expensive solution tied to a single native operating system, which requires updating at an equal or even higher price. The results have often been "seven figure" nightmares.
The solution we've seen that best meets the 1to1 needs of marketers are hybrid apps built on a single universal app development platform. Using basic coding methodology (similar to the second phase of web development) combined with simplified functionality coding, these new apps have the ability to utilize the native functionality of the Apple (iOS), Android, Windows Phone and other operating systems/ devices, and the ability to allow marketers to adjust their marketing message based on the individual mobile user.
The technology allows marketers to eliminate the need to build apps for separate operating systems, and eliminates the always-connected requirements of mobile web based solutions. Instead, it greatly reduces cost and complexity and combines the best of both worlds. One platform - easy to update.
What this means is the ability to utilize the geo-location capability, calendar and other device functionality, in combination with individualized customer information which may include loyalty program ranking, contact preferences, interests, daily/weekly/monthly program strategies, all combined with 1to1 identification delivered in real time mobile marketing programs.
Customers demand a 1to1 relationship on their mobile device and real solutions are beginning to emerge. Mobile app development platforms are providing the latest tools.