What makes you excited about going to the Google or Apple app marketplace to download an app? Entertainment? Do you need it to express yourself or stay in touch with your community? Do you need it for work?
What should it deliver for you to want to go to the trouble of finding and installing it, and actually having it on your phone, taking up space, cluttering your screen, popping up notifications? An average person has several dozens of apps already installed on their phone. Why would they want to install yet another app?

I have heard many times from association boards, staff, and marketing folks: all our members have smart phones. Our members are mobile, they pick up their phone fifty to a hundred times a day. We want to be on that phone. We want to reach our members where they are.
Let us consider professional and trade associations. Think of yourself - what would a mobile app need to offer to you, so you will be willing to install it and interact with it day and night, considering that its users may come from a variety of time zones. What kinds of interactions would inspire you or what kinds of notifications from that app will excite you each time it chimes?
Studies have shown that we experience a small dopamine release when a see something new or exciting come up on our phones. Latest news about issues you are passionate about. Your friends are getting together for a happy hour. Maybe a timely weather alert. How about an instant notification about a post from someone looking for some advice on AMS selection, merits of digital print heads, or automation of legal workflows? Will your heart rate jump a beat or two and will you grab your phone and tap on that alert to read more? Will you then type up a thoughtful reply in 4 - 5 paragraphs of text sharing your approach to the subject matter and how you have addressed the given issue?
I believe that only very specific associations that enjoy emotional and time-sensitive connection with their constituents might see a high rate of mobile app adoption. What does your experience tell you?
Comentários