Mobile apps bridge the gap between personal and public experience. They empower users because they get to choose the apps they want to download. That choice makes mobile apps effective marketing tools -- the user already likes the app, that’s why they downloaded it in the first place. So we decided to create a guide to explain why your business needs an app, what platforms you should consider and share a few ideas that should help you develop apps that effectively support your marketing communications. This is a taster of the guide with some of the key things you should consider before developing a mobile application for your business.

1. A Quick Start Guide to Apps
A self-help guide from Dreamtek

2. Contents
Welcome
Apps are in demand
Why an app?
Does my business need an app?
How apps work for your business
Types of app and examples
Seven Do’s and Don’ts for mobile app marketing
Creating apps
iOS, Android, or both?
What we offer
Challenges
What next?

3. Welcome.
Mobile apps bridge the gap between
personal and public experience.
They empower users because they get to choose the apps
they want to download. That choice makes apps effective
marketing tools -- the user already likes the app, that’s
why they downloaded it in the first place.
In this guide we explain why your business needs an app,
what platforms you should consider and share a few ideas
that should help you develop apps that effectively support
your marketing communications.

4. are in demand...
Why an app?
Consumers are changing. Fast and immediate mobile
access to information is empowering decision-making,
altering consumption patterns and transforming consumer
reaction to marketing.
The difference between app-driven channels and
conventional advertising is that while the latter focuses
on consumers in a general sense, the former exploits an
existing personal connection created when the app user
chooses your app.
The challenge is that while consumers download an
average 65 apps each, they use only a handful every day.
Your apps must be unique, engaging and reliable if you
want them to be used.
An estimated 1.2 billion
people are already using
mobile apps. This should
reach 4.4 billion people
by the end of 2017,
Portio Research)
ComScore believes more
content was downloaded
through apps than
through browsers for the
first time last year.
Juniper Research estimates
over $75 billion will be spent
on apps in 2017, with the
majority of that cash coming
from in-app revenue (when
users choose to pay for app
upgrades or video clips).
BI Research predicts
over 56 billion
smartphone apps
will be downloaded
this year.
ABI Research
predicts over 56
billion smartphone
apps will be
downloaded this
year.
8%: Mobile will
account for 8%
of travel market
spend by 2014

5. Does my business
need an app?
Does your business need an app? Put it another way: do
your customers need an app you can deliver? Do you need
a better connection with your customers.
“Data is a marketer’s best friend, you reap what you sow
and apps are a vital way to collect information about your
audience, as well as push out brand information to them,”
says Dipesh Mukerji, senior director of product strategy and
marketing at Kony.
Ask yourself
• Is there something iconic about your firm your customers
already relate to that could be celebrated through an
app?
• Do your potential customers need something that helps
them gather information about your industry?
• Do you want your competitor’s app on your customer’s
phones?
• Is there an industry-specific tool/app you can supply?
• What apps already exist in your business sector?
• What apps can you offer?
An effectively developed app can help you reach new
customers, support your existing customers, and express
your unique business identity.
41: Average number
of apps on US
smartphones

6. In marcomms, ROI isn’t dependent on app
revenue, there’s other ways in which apps
create value for you:
As a promotional tool
While your website remains essential, your mobile presence
is increasingly important. Offering an app shows you make
an effort to engage with customers.
Showcasing products and services
When a customer enters your app, they enter your world.
Inside that world you can deliver engaging customer
experiences that illustrate the products and services you
offer: daily deals; interesting offers; good advice…what else
can you deliver?
Customer outreach
Mobile search is becoming ever more popular, particularly
among younger users. That demographic use social media,
and talk about things with friends. An app today will help
you reach customers tomorrow.
Customer insights
What do your customers do? Where do they go? How do
they consume? You can gather such insights into consumer
behaviour using apps analytics.
How apps work for your business
Over half: Of all local
searches take place on
a mobile device.
Get an App for
Your Business

7. The advantages of
effective apps:
“The iPint became the number one free download from the
App store in the UK [on launch], beating Facebook and
Google. It has been downloaded over 3 million times and
counting since launch. Even by conservative estimates, its
delivered £250 worth of media per £1 spent.”
Beattie McGuinness Bungay
86%: Number of
mobile Internet users
who use their gadgets
while watchingTV.
Download
iPint

8. Apps help create
additional value for
your business.
It’s important to clarify what you want from your app before
you start: is it a promotional business tool, or do you hope
to make money from it?
In both cases it’s important to identify what your potential
users need you to bring them in order to deliver success.
44%: Smartphone
owners planning
to shop online
at Christmas
(eDigitalResearch)

9. Types of app
& examples
Take a look at these examples of apps designed to market
a company, brand or service. These show some of the many
different approaches you can adopt. You should also take a
look at what apps are already available in your sector.
App examples
Service relevant: BUPA
A good example of a useful
member’s-only app comes from
private health insurer, BUPA. The
app integrates the insurer’s health
and wellness information, thousands
of health factsheets and provides a
direct link to BUPA for use in medical
emergency.
Service relevant: Pampers Hello
Baby Pregnancy Calendar
This app guides new parents through
the developmental stages of a baby’s
gestation during pregnancy: it’s an
elegant and well thought out answer
to what every parent wants to know in
the weeks before birth.
Perfect synergy: Nike+
Millions wear Nike. Millions also
use the Nike+ app, which works with
sensors in Nike kit to gather fitness
information and help customers stay
trim.
Not only this, but Nike gathers a vast
amount of valuable customer data.
We hope these examples illustrate that the content of your app matters.
Don’t just replicate what’s available on your public-facing website: apps
need to add value - if customers want a website, they’ll use a browser.
Download
Real Horse Riding App

10. Video Example

11. Seven Do’s and
Don’ts for mobile app
marketing
Mobile app development company, DotComInfoway, states
these seven rules of app design:
1. Be unique: ripped-off ideas don’t work
2. Optimise your app description: explain what your app does
in the first 100 characters.
3. Create an app marketing plan
4. Aim at the right user segment -
(Your customers? People like your customers?)
5. Price appropriately: don’t overprice; don’t underprice.
6. Release regular updates: don’t ignore your user feedback.
7. Track your app: Marketing is not a one-time effort.
Here’s an example of an App which ticks all
the boxes from our friends @thevirtualforge
Video credit: Mission App by The Virtual Forge @thevirtualforge

12. Creating apps
Once you decide on what you want your
app to do you should gather together the
text, images and videos you want to use.
• Focus on creating user-friendly interfaces when you
develop your app.
• Limit choices inside short but logical paths that lead
to logical outcomes.
• Don’t clutter the interface with options -- keep it
simple.
• Apps that fluidly and effectively react to user needs
will always be more used than those that don’t.
To get started with app design, we recommend
Aquafadas, a code-free development suite that allows
you to quickly and efficiently design apps for multiple
devices and platforms. We explain more about Aquafadas
on the next page.
iOS, Android,
or both?
The choice between developing for iOS, Android, or both
comes down to budget. While Android has the marketshare
the other has the user experience; where one has the
unified development environment, the other is fragmented
across lots of devices.
A presence on both platforms is desirable, but app
development for Apple is a less expensive as the
environment is more integrated and app purchasers are
more prepared to invest money in the app.
Apple’s App Store no longer publishes primarily marketing-
focused apps, so its essential to ensure your app has a
purpose beyond simply marketing your brand.
80%
US travellers who
use smartphones in
flight (FlightView)

13. Aquafadas’ Digital Publishing System
covers all aspects of digital publishing
from content design and App creation to
distribution.
It combines these tools with a versatile library of ready-
to-use Apps, ePub3 export, as well as a new Web
reader. The digital publishing platform also provides
powerful marketing tools, including the ability to
integrate advertising campaigns and offer one-click in-
App purchases. Sales analysis and reader behavior, now
a crucial part of digital publishing, can be easily done
seamlessly using analytical tools such as Google Analytics.
The tools work with QuarkXPress and Adobe’s creative apps
to empower you to transform your existing content into
tablet and smartphone apps for iOS and Android devices.
The Aquafadas Plug-in also supports the inclusion of video,
slideshows, guided reading, buttons, geo-localization and
game designs within your projects, and all without requiring
you to write code.

14. Key benefits:
Easy to use
Aquafadas’ Digital Publishing System 3.0 makes it easy
to create apps for Android and iOS using templates and a
drag-&-drop interface.
Familiar
The Aquafadas plug in works with QuarkXpress and
InDesign to help you create apps within your familiar
creative environments. Content can also be created within
the Digital factory.
Flexible output
Create apps, digital magazines, eBooks, PDFs -- even
comics.
Dynamic media
Include 3D animations, videos, charts, games and more.
No coding required
Included templates offer coding-free options for:
• In-app purchasing
• Subscriptions
• Push notifications
• Featured items
• (There’s also an SDK to help developers add even
more to their apps)
eBook publishing
Aquafadas supports digital delivery of your publications via
all the big eBook stores:
• Apple iBookstore
• Amazon
• Kobo
• Newstand
• App Store
• Google Play
• Web distribution
User engagement
Comprehensive analytics support tracks how users interact
with your app, download rates, subscription sign-ups and
more.
The price?
Pricing is very simple: Pay once for each app you publish
with no fee per download.
Click Here for a
Free Promo code
& Free Trial!

15. What we offer
Dreamtek provides a range of supporting
services to help your company create the
perfect app.
Our company can support you across
the entire app development process.
Content
creation
Video
streaming
Video production
and post-
production
Design
and layout
Application
marketing
HTML
authoring

16. Challenges
Mobile apps represent a direct and
personal way in which even niche
businesses can reach their customers
in a personal way.
Marketing pros hoping to harness this power face
challenges:
Development costs
It remains costly to develop and maintain apps for all
available operating systems, devices and form factors.
Platform focus
Some apps work better on larger devices than smaller
ones. What works on an iPad may not work on an
iPhone. Should you focus development around one
size or platform?
App discovery
Apps are easy to ignore. Once the physical and online
marketing you put behind your app ends, how will your
potential customers find you? Apps that aren’t included
within the top hundred listings on the app stores are rarely
downloaded. How can you maintain interest?
Keeping step with innovation
iBeacons is a new iOS 7 feature that lets you reach
customers with a personal message as they pass your
premises, perhaps with a discount coupon or code. Mobile
platforms continue to evolve, so should your app: don’t
forget, 47 percent of US consumers want retailers to send
coupons to their smartphones (ComScore).

17. What next?
We’ve explained how an app can help
your business, explained a little of what
we know to help make sure the apps you
do build are great and provided you with
tools to build your first app.
While you think about what you want to create, why not
download the Aquafadas trial and put it through its paces
to see what you can achieve? If you need more help
them please get in touch for a chat about what you’re
trying to do.
Dreamtek
35 Artillery Lane, London, E1 7LP
0845 600 6122
info@dreamtek.tv
www.dreamtek.tv
Aquafadas information
MIBI - 672 rue du Mas de Verchant
34000 Montpellier - FRANCE
www.aquafadas.com
twitter.com/aquafadas
Interested in an App for your
Business? Get in Touch