20 Minute

Complimentary DAM Assessment

Andrew Lomas
By Andrew Lomas on Aug 01, 2017 11:16 AM

How New Mobile App Building Platforms Are Increasing ROI

Today, consumers are spending more time in mobile apps than on mobile web browsing or on their desktop. So, if you haven’t yet launched a branded mobile app, you’re missing out.


Rawpixel A developer checking his mobile app content on a device.


A branded app allows you to connect with your customers on a personal level and increases your reach. Plus, with the new breed of mobile app building platforms you can also increase your ROI.

But to maximise the ROI, your chosen platform must include all the features you need to build an app your customers will love.

Here’s what to look for in a platform, so you can find the perfect fit and get real value from your mobile app.

Define Your Goals

Before you can measure ROI on your app you need to clearly define your goal. Is it to generate more sales? Increase awareness? Or to change a behaviour? And are you relying solely on your app to achieve this goal or is it part of wider strategy? Either way, to give your app the best chance of success, you’ll need to back it up with targeted marketing and communication. Offer specific content for mobile to get your customers attention and highlight your app’s unique selling point to give people a reason to download it.

When evaluating the success of your app, don’t just focus on your bottom line. Measure the results against your specific goals, as this will give you a more accurate picture of the overall value the app is bringing to your organisation.

Content Flexibility

While initially mobile publishing was approached from a print workflow, this is no longer cost efficient and does not provide enough flexibility. Today it’s all about responsive HTML. Your content should be created in a content management system (CMS) that generates responsive HTML and allows dynamic and interactive content to be added too.

This means your mobile publishing solution needs to effectively handle different types of content within an app. You should be able to integrate content in an automatic workflow, or insert a specific article manually as required. Twixl Publisher is an example of a flexible publishing solution that allows you to create your app, define your interface and distribute your content. It offers a plugin for InDesign and can be integrated with any CMS, all the major editorial systems and with several HTML5-based editors. This means you to create and use content from a variety of sources, which gives your users a dynamic experience.

Data Volume Control

Downloads and bandwidth have become an important consideration for mobile apps. Heavy mobile usage means lots of data is being downloaded, however there is a limit to the amount of data a device can handle. After the challenge of getting your app onto a device the last thing you need is an app that’s too bulky, as this will often result in the user deleting it.

A publishing solution like Twixl adds value by controlling the volume of data in your app. You can define the maximum volume the data in your app can claim before the oldest cached content is then automatically removed. Plus, you can further reduce the load by streaming video and audio content in your app rather than embedding it.

Dynamic Interface

Mobile is dynamic and your users expect change – which means you can’t afford to bring the same message week after week. To bring specific and relevant messages to your readers through regular new content you need an interface with a layout you can customise to emphasize specific articles, chapters and subjects.

With Twixl’s app interface you can introduce your content and work with different overview pages. This gives you the power to organise and present your content however you like. Plus, updating the interface is instant and is immediately available to your readers without the need to resubmit an update of your entire app.

Measuring ROI

When deciding how much you should spend on your branded app and how you will measure ROI, it helps to isolate the costs. Be sure to include the cost of the framework, publishing platform subscription, content creation and the internal management of the app too. This breakdown will give you a pretty accurate picture of what you need to spend, and what you need to see back for positive ROI.

But remember, just because you’ve published an app doesn’t guarantee you’ll see results. If you want to see ROI, don’t just sit back and wait for things to happen. Get active in marketing and promoting your branded app. Give it a unique angle so your customers have a reason to download it – because without a loyal band of users, your app will fall flat.

Bottom Line

These days, mobile accounts for 65% of digital media consumption, and this number is growing – so if you’re serious about promoting your products and services, you must have a strong mobile presence.

Publishing a quality branded mobile app will complement your responsive website, engage your customers, and build your brand. And when you choose the right publishing platform, you’ll have access to features that give your app the edge it needs to win over your customers and turn them into fans. And there is no better long-term ROI than that.

Over to You

Are you wondering which mobile app building platform is the best choice to help you create your branded app? We’d love to hear from you.


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Topics: AEM MOBILE, Branded Apps, Content Marketers, Digital Publishing Suite, Mobile app, Mobile apps, News, Publishing and Workflow, ROI, Digital Content Production, mobile developer, Responsive mobile content, Twixl Media, Twixl Publisher, Twixl Publishing

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