PLANNING A MULTI-PLATFORM STRATEGY

It is crucial that anyone working on their multi-platform strategy has a well-defined overall vision for their brand or business, which takes into account the pros and cons of each of the platforms they intend to utilise. This is because each chosen platform will attract a slightly different user demographic.

Know your audience

Make sure you regularly check your website analytics to identify which mobile browsers are visiting your website. This type of insight will prove invaluable – and can be repeated as often as you wish.

What are you looking for?

Having a clear vision of your mobile strategy from the offset will enable you to identify the key objectives of your research and complement other ongoing marketing strategies. These could include: increasing brand awareness, generating buzz around a new product, reaching a new audience, getting ahead of the competition, generating revenue, acquisitions.

Engagement is key

Word of mouth recommendations are a key driver in the mobile apps market, so it’s vital that your particular app has the ability to engage users and generate buzz. Characteristics such as speed and superior performance will help it stand out from the rest of the mobile app crowd. Generating a good user experience is your overall goal here – so don’t make your app too complex to appeal.

Your route to market

While it’s true that most app stores will take a 30% share of any revenue your app generates, they need to be seriously considered because they are the consumer’s preferred method of discovery – and look set to remain so for a good few years. The question you need to be asking here is whether the pros of using this particular distribution channel are worth 30% of your revenue?

Mike Crook

Digital Director