Apps are Cool, but for Lead Generation, They Rule!

Apps, apps, and more apps. There’s an app for this and and app for that. Apps are penetrating the marketplace thanks to the iPhone explosion and other mobile devices following suit. But apps (short for applications just in case you didn’t know) are not isolated to mobile phones. Custom applications for a variety of purposes have been around since the pre-commercial Internet world. Now, thanks to the combination of the Internet and smart phones, people are gravitating to apps for convenience, functionality and sometimes for just the “cool” factor. However, what is really cool is the lead generation effectiveness of apps.

Apps come in all kinds of flavors but for the purpose of this article, we’ll stick to the Rich Internet Applications (RIAs) category. RIAs can be defined as specialty applications that combine the power of desktop interfaces with Internet connectivity to deliver a highly engaging user experience while providing up-to-date, dynamic content. I tend to include iPhone apps and other smartphone apps in this category since they are a more recent development, that in my opinion fit into this category completely. And now with the upcoming release of the iPad, this reinforces my position.

I’ve been developing Rich Internet Applications for around nine years now and I love this category. So much so, at Rhythm Interactive, we developed our own proprietary RIA technology labeled, “Point-Click Technology.” These RIA applications can be delivered via CD-ROM, DVD-ROM, USB thumb drive or as a download over the Internet.

The potential for lead generation is enormous. Depending upon the initial strategy and type of RIA, users may submit their self-reported private data at a variety of engagement points. For example, if an app is being downloaded from a website, the user can be required to submit a data profile in order to receive the app (presuming the app is free). Another tactic is to require user registration in order to use the application. This can happen during the initial startup of the application. If you prefer to acquire lead data from those who really want to receive communications from you, then an opt-in form can be placed at various points of the user experience. The great thing about apps is that you can create a controlled user-experience that directs users down a specific path of travel much more effectively than standard web-pages.

The context of lead generation varies as well. You can gather extensive data profiles containing survey responses to gather demographic data, or you can keep it as simple as asking for an email address. A great aspect of apps is their use as an acquisition tool for email addresses. A recent application I produced for a major healthcare company experienced a 40 percent opt-in rate for email addresses and a 20% opt-in rate for mobile phone numbers.

Another technique to utilize is to allow the user to create a profile of user preferences of what they are interested in and use the app to deliver relevant communications directly to the user through this direct channel. The end result is a captivated user that will have a higher propensity to buy from you as they continue to engage with your brand through your app.

Apps are a fantastic lead generation device. Users derive a large amount of utility which in turn places a high degree of value on the app and its brand. There are many apps out there but which one will be yours? Explore the possibilities between a desktop app, mobile app or maybe even something for the new iPad. Put it out into the marketplace and watch your lead volume soar.