November 2010

PR 3.0 is here. We've reached a point in media relations history where content may be king, but it is the people (aka audiences) who actually rule.

In this new era, it's no longer enough to capture eyeballs or count page views. Instead, communications professionals must up their storytelling game to produce consumer-centered content and provide nearly instantaneous access to the information that consumers and other stakeholders desire.

The Rise of Mobile Apps

A recent Pew study on the rise of app culture in the U.S. finds that 82 percent of adults use cell phones and that 23 percent of adults have only a cell phone and no land line. This figure is likely to rise as the public becomes more tech-savvy and mobile-oriented.

When it comes to mobile activities, individuals often use their mobile devices for more than standard calling and text messaging. The same Pew study reveals that 59 percent of adults are now mobile Internet users. In other words, they access the Internet wirelessly via a laptop or cell phone. In fact, mobile-search users are 60 percent more likely (than consumers who don't search with a specific business in mind) to search for local businesses on their mobile device. The reason, notes this Media Post article, is "because they are already outside the home looking for a nearby business to fill a need."

There appears to be significant potential for marketing and PR practitioners to reach and influence this growing segment of the population, especially mobile app users who make purchases online. According to the Pew study, 75 percent of mobile app users use an app to buy a product online, compared with 66 percent of all Internet users. It is thought, as quoted in this GigaOm article, that "in-app purchases now represent about 30 percent of all iPhone App Store revenue."

Why Mobile Apps?

More consumers and businesses alike are utilizing mobile applications because of the ease and flexibility they offer in accessing and disseminating content. Kristen Purcell, Pew's associate director, explains in this interview  that, with apps, "people can customize content, they can filter content and they can get on their device only those things that are meaningful to them." Mobile apps offer users the ability to access the content and engage directly with brands and companies they value the most.

In addition, mobile apps provide users with:

• Faster and more-direct access to valued content.
• More-secure web connections, particularly if the application is proprietary.
• Customization and control over messages.
• Hyper-local content.
• Greater interactivity.
• Enjoyment, both from physically using the apps as well as the experience created by the stories contained within the apps.
• Additional features, such as supplemental content not found in static publications or websites.

For companies and brands, who utilize mobile apps in their marketing and PR initiatives, mobile apps offer a similar appeal and give organizations the opportunity to present content directly to their communities.

The Challenges

Mobile apps currently constitute a two-billion-dollar industry, one that could reach 15 billion dollars by 2013 (Research2Guidance, The SmartPhone Application Market). Nonetheless, there are several challenges that must be met for that prediction to be realized.

One challenge is reflected in this Media Post headline: "Just two-thirds of cell users with apps use them." One explanation for the still-high percentage of non-users is that there is confusion among mobile users (and the professionals who wish to capitalize on the success of mobile apps) as to what an app really is and if somebody is running one on a mobile device.

Another challenge pertains to the lack-luster nature of many of the apps available to current mobile app users. Seventy-eight percent of users think that it is important for their favorite brands to have mobile apps, explains this Harris Interactive survey commissioned by EffectiveUI. Yet, 38 percent of mobile app users say that the applications made available to them by their favorite brands and organizations are unsatisfactory. These perceptions can have substantial impact on both companies who have established a mobile app presence, as well as those that are just starting out. "Sixty-nine percent [of mobile app users] agree that if a brand name mobile app is not useful, helpful or easy to use it results in a negative perception about the brand."

Three Things to Consider Before Developing a Mobile Presence

1. Your audiences. What are their preferences? What mobile platforms are they on, if any? Are they early-adopters or do they struggle with digital technology?

2. Your campaign objectives. Consider both short-and long-term communication goals. For instance, is an app the best way to proceed, or is there another approach that provides users with the content they want and in a format that fits your requirements and their preferences?

3. Design and functionality. How will the user navigate through the app? Does the app need to be proprietary? What is the best way to capture and present the story you're trying to tell? Would it help to get expert advice? (This article on UserCentric.com offers some best practices for designing mobile apps.)