The App ROI: Return on Interesting

By Scott Hirsch

Apps are the fastest growing consumer segment in the history of commerce. On average, 2,000 mobile apps are published every day. It’s clear that savvy marketers in 2012 are going to jump on the explosive growth. More consumers are joining the apps revolution and smart businesses are discovering the free tools available to get them involved and noticed.

Smartphones and tablets have helped consumers shop and connect with friends, while businesses are using them to find and engage consumers. All of this has come about as a result of the popularity of smartphones. Smart businesses realize their customers are increasingly using smartphones. But with more than a million apps downloaded each month at Apple’s iTunes store alone, how does a small business owner grab any attention?

First, embrace the idea that apps have matured from simple games and funny noisemakers to robust marketing tools. Every digital platform, including app stores, should be viewed as a new way to engage consumers.

Until recently, app stores were too expensive for small businesses to even consider, with the cost to hire an app developer near $10,000. But new tools have emerged that break down the cost barriers and level the playing field. Suddenly most businesses have the means to compete for attention in an app store.

But there’s more to know.

Most businesses think charging for an app will boost their bottom line, but making your app free is the smart move. You wouldn’t charge someone to visit your website, would you? However, that doesn’t mean an app can’t help drive sales. A robust app offers online catalogs and order forms, digital coupons, and calendars of events to drive customer orders.

Just because you build it doesn’t mean they will come. Publishing an app is an obvious step in the right direction, but you're not done there. By leveraging the right collection of tools, your app can provide customer touchpoints, including market research, customer service and customer relationship management.

appsbar.com sees an average of up to 1,000 downloads within the first day of an app being published. An audience won't magically appear, however. Just like your website, you need to make an effort to let consumers know your app is available. It helps if the app is interesting and provides a function (e.g., an exclusive discount or coupon to loyal customers).

The single most effective way any small business can see a return on investment from an app is to let the world know it’s available, whether that’s a sign in-store, a notice in every email sent, or it's made available on social networking sites like Facebook and Twitter.

There have never been more tools and resources available for small businesses to join the app phenomenon. With a projected 98 billion apps downloaded by 2015, you need to make sure yours stands out.

Scott Hirsch is co-founder of appsbar.com, an online resource where any small business can build and publish a professional-level smartphone app. Scott can be reached at scott@appsbar.com.