For many companies, spending a lot of time and money on developing an app is worth it due to the fact that developing app can help boots employees creativity (Bergvall.etc, 2010). Through the mobile application, customers can accomplish a time consuming and difficult process in just a couple of minutes or second. However, one of the important things to know about developing an app is the idea that developing app goes through a different process. This app development process generally includes idea, strategy, design, development and post-publish phases(Charland, and Leroux, 2011). Mobile app development can be defined as the constant state of change. For example, developing a new feature or design that mobile or tablet etc. can utilise.

Involving customers in developing an app for many organizations would be challenging because that the fact different customers want different things than the other customers. However, these challenges it can be solved through different approaches. There is a different approach to accomplish that, voting, asking such as through social media or the app itself about the new development, most of the companies that do not do due to the fact lack of caring. For example, Hailo, which find themselves losing after facing competition and lack of customers researches in 2014. According to (www.statista.com. 2017)that the number of the people using social media worldwide expecting to reach to 3.02 billion monthly active users by 2021.

Since the number of the individuals using social media on increase, the effectiveness of this approach uses to help with evaluating an app will benefit the companies from a different direction. For example, while the new technology gave social media platform big change to go from just texting to share videos and images of people lives or products and service, organization can use platform like Facebook to promote the new development features or design by video or pictures and ask people for vote which as the result that it could increase the engagement level between the customers as well as the company.

Social media approach will also help the company who developing their app to have a better reputation and build a strong relationship with the customers. For example, for many reasons when giving or receiving feedback from people, people tend not give true feedback due to the fact that time-consuming and long process. A recent example would be the apps that in App stores when it comes to giving feedback, people who use the app they do not able to give feedback from the actual app, but they have to leave the app and give feedback on the app stores. In addition, companies do not ask for an opinion they do ask for feedback but for some people, that word means different than other. By doing so customers would have the opportunity to enjoy when giving a feedback no need for a long process or typing just see, watch and click when sharing about their new app development through either Facebook or other social media platforms

App development according to AppAnnie is one of the most innovative industries of our current time (Thompson, 2016). Many different types of organization develop their app such as Facebook, H&M, Nike, Zara etc. these organizations evaluate their app to increase the level of the engagement. Nevertheless, these organization when it comes to developing their app sometimes they face risks such as develop wrong features, not changing much, difficult to use and include another party. For example, Facebook losing young users due to the fact the platform losing factors for years and the idea that young people do not care about saving their things online which features Snap Chat have.

Evaluating the risk of developing app can be defined as the process of identifying any risk of loss related to new features, design, software and theme, then comparing any loss against profit of the new development. Many organization when evaluating their risk of developing their app they do not study the risk correctly. Since they are a different type of models that use to evaluate app risk companies need to take these opportunities to understand their risk more carefully and the idea of using the correct resources. Evaluate their risk they need to increase the level of the engagement with customers due to that fact there are customers who care about the company and what they provide. for example, ask for specific task through social media.

For example, the app evaluation model which used to evaluate the app risk. It has five steps, gather background information, risk, effectiveness, ease of use and interoperability. The first step which looks at the background information to compare. The second step to find the risk that might occur when adding the new features. In addition, it would benefit the company if they include customers when it comes to this stage. Then we have effectiveness and finally ease of use. This method it would help the companies to develop the risk fast and accurate.

References:

Bergvall-Kåreborn, B., Howcroft, D. and Chincholle, D., 2010, December. Outsourcing Creative Work: a Study of Mobile Application Development. In ICIS (p. 23).

Charland, A. and Leroux, B., 2011. Mobile application development: web vs. native. Communications of the ACM, 54(5), pp.49-53.

Thompson, E. (2016). App Annie 2016 Retrospective — Mobile’s Continued Momentum. [online] App Annie Content. Available at: https://www.appannie.com/en/insights/market-data/app-annie-2016-retrospective/ [Accessed 1 Apr. 2018].

 www.statista.com. (2017). Topic: Social media. [online] Available at: https://www.statista.com/topics/1164/social-networks/ [Accessed 1 Apr. 2018].

https://www.psychiatry.org/psychiatrists/practice/mental-health-apps/app-evaluation-model

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4286553/

https://www.upwork.com/hiring/for-clients/biggest-risks-for-app-and-software-developers/

https://www.recode.net/2018/2/12/16998750/facebooks-teen-users-decline-instagram-snap-emarketer

There is different digital channel that many organization uses either to sell their products or services. Every company before starting planning an effective digital marketing strategy, companies need to understand the different channel in digital marketing. Identifying what channel works best for their businesss

Search marketing

Search engine optimization also known as (SEO)

On-site SEO consists of title tags, URL, and keywords. When individual search a different keyword on a search engine such as google or yahoo, the stronger of SEO website the more likely to appear at the top highest ranked website. For example, here an example of H&M loading page.

Offline communication

Advertising come in many forms: from TV adverts to internet and billboards to radio. When hearing the word advertising people normally think of ads or sell thing such as household item, but advertising is used by media organizations to deliver information and promote music and TV shows. Some organization uses the advertising to raise awareness of the issue and some to promote their goods and services. For example, companies use advertising as method to reach to customers and make them be aware of the products they offer either through media or out in public

Direct mail is one of the true channels of marketing. It has been used for a long time and it is one of the traditional methods of marketing. Because of the digital marketing the use of direct mail has falling but still to this day organization use it because effective of getting a response and cost less. According to a survey by royal mail in 2013, that 63% of people said that direct marketing is more likely to customers to take it seriously. Organization use direct mail platform to send a catalog of product and service to the customers, discount and special, useful items or tips, reminders and samples of the new products.

online PR

social media have changed significantly and become more powerful than before. According to (Statista, 2017) more than 2 billion people active on social media worldwide, in 2018 is expected to reach 2.5 billion. 52% of businesses said that social networking influences their income and sales.  On this platform businesses use social media not just to promote their products and service to the customers but also, they used to engage with their audience. For example, GREAT WINE, uses social media to educate and interact with wine enthusiasts and they post wine drinking tips regularly.

Businesses also use social media to ask for feedback and answering a question form the customers who have a question about products or an unhappy customer comment who have problems with their products or service.

viral marketing defined as the marketing technique that includes users or website to pass on a marketing message to other users or sites. In another way, it means the set of techniques that make use of online media to increase sales of products or services. Viral marketing generally makes the use of social media platform such as blogs and YouTube videos, etc. The objective of it is to gain media coverage through an issue. The knowledge is that individual share interesting information and content. This often happens under the sponsorship of brand. The effect of viral marketing spread through many different networks such as word of mouth, email and video sharing, etc. viral marketing usually supplies its people with something valuable for free. This can be something simple. Whatever what is the content is, it should encourage people to share it with others. Businesses use viral marketing to attract new customers. For example, super bowl ads as their main objective to entertain rather increase the business value.

Buzz marketing is viral marketing technique that focused on maximizing word of mouth potential of specific products or campaign, whether that through discussion between customers family and friends or on social media platforms. Organization uses this method to promote their products and services. For example, they promote their products through some type of event where some consumers will have the opportunity to try the products and give their feedback to the products owners.

https://www.bbc.co.uk/education/guides/z2p4qty/revision

https://clutch.co/agencies/social-media-marketing/resources/social-media-survey-2017

http://www.thedirectmailcompany.co.uk/direct-mail-better-email/

https://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-profile/

https://study.com/academy/lesson/what-is-viral-marketing-definition-techniques-examples.html