Posted by Andrew VanderPloeg
These days, mobile applications (a.k.a. 'Mobile Apps' or just plan 'Apps') are a buzzword in the online world. Many organizations are rushing to jump on the App bandwagon because they see other organizations building and succeeding with them. Churches want to build Apps because LifeChurch.tv is experiencing great success with their Bible App and corporations see other firms utilizing mobile apps to increase their reach and drive sales like Cineplex Odeon's Mobile App.
But reactive strategies often aren't strategic at all.
The fact that others are doing it doesn't necessarily mean it's right for you.
What people tend to do is simply think the grass is greener on the other side, so they dive in without due consideration. In addition to the key driver of your brand and your goals driving decisions like this (not someone else's brand/goals), there are other things to consider. Things like the costs of developing an App and the data security concerns around them for instance.
I'm not saying that you shouldn't consider a Mobile App for your organization. What I am saying is that you should in fact CONSIDER it, not just dive in.
Look at who you are as an organization. Look at your brand. Look at your capabilities to engage an audience and maintain an App. Look at the costs of development and compare them to the potential return on that investment.
To help you along in that journey, here's a few articles that will get you thinking about some of those key factors: