Connect with your customer? There's an app for that.

Introduction article for marketing professionals interested in app development:

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Your client wants a Facebook or iPhone app to add to their overall marketing portfolio. Interactive marketing isn’t new, but it has expanded and become more content driven since the explosion of the social networks and smart phone. Clients want it, and you’ve got to figure out how to get it, and get one that meets the client’s needs. Where do you start?

Social network and smart phone markets have savvy users that virally spread new trends overnight, as well as have platforms that provide long-term impressions. In applications, quality REALLY matters. When quality is lacking, the likelihood of clients getting a return on their investment becomes slim. Application marketing has to stand out; the social media and smart phone audiences are very opinionated, and those opinions matter.  If the application is boring, ineffective, or poor, word spreads like wildfire. Your application has to be outstanding and entertaining in order to spread virally in a positive manner. On top of that, application development is not cheap, and therefore a simple mistake can be quite costly.

So here you are, a Marketing Manager or in a similar position, wondering where to begin. Your first thought might be to go online and search the web for application developers. Hundreds of results pop up and you have no idea which one to choose. Your first question has now blossomed into a myriad of questions that need answers.

Begin finding answers by asking these questions first:  

How much should an application cost?
How interactive should the application be? 
How will this application fuse with our current web presence?
Which platforms really fit the target market?
How can I trust that whoever I choose will deliver on all of their promises?
How will I be involved with the development process? 
Are they able to launch the application when I need it?

Still feeling overwhelmed? Try these tips to get you further along in finding a solution:

• Start by vetting several application development companies that have launched successful projects on the platform(s) you are targeting.

• Contact the companies that you have targeted and check out both their interest in external projects and their current workload/schedule.

• Send out RFP’s (request for proposals) to the target companies that are interested in working with you.

• Quality proposals will include detailed concepts, budget information and team make-up and platform qualification certification.

• The returned proposals should give you an idea of product quality, integration, pricing and schedule.

·         Meet the 2 or 3 best teams in person and do an independent evaluation of their team/staff.

·         Select the best match for your project

What are you going to do next? If application and interactive media are not your area of expertise, this is where things can get complicated. Now that you’ve researched your questions about interactive media, you should be able to confidently outline your wants and needs to an expert.  It is in your best interest to have an expert on your side to manage the development to obtain the results you want.

Have more questions? Email, twitter, or contact us through our website at www.doultongroup.com. No matter how big or small your questions regarding interactive media--we'll help you get answers.

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