Apps As Marketing Tools
Mobile applications are quickly becoming a popular marketing tool as more consumers favor smartphones. Smartphones are cellular phones with powerful operating systems capable of running programs similar to a computer. Companies can create branded applications that work with a smartphone's internal processing system to deliver functional programs that keep consumers engaged. Mobile apps are proving to be an effective component in a greater marketing strategy with branding benefits that go beyond a basic web presence.
Other People Are Reading
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Utility and Novelty
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Branded mobile applications can take on a number of different functions, from a diversion to a helpful resource. For instance, a popular lighter company developed a mobile app that serves as a flickering lighter image on the cellular phone screen. It can be manipulated by shaking the phone to simulate waving an actual lighter. An example of a mobile app designed for utility would include an ATM locator that advertises a specific banking institution.
Social Branding
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Social networking apps such as Foursquare and Yelp allow mobile users to share their current locations with others and, in some cases, their opinion of the business and its services. Businesses have begun offering coupons and other incentives to mobile app users who act as brand ambassadors by broadcasting their whereabouts to other networking application participants. This form of mobile marketing is highly interactive, and aids in building community.
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Designing a Mobile App
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Businesses that want to get on board with a mobile app to promote their product or service will require the assistance of a mobile app developer that can take a concept from the drawing boards to a cellular device. This can be time consuming and costly, especially for small businesses on a limited marketing budget. Do-it-yourself application building programs are available, but businesses will be limited to certain functions and designs for their mobile apps.
Considerations
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With literally thousands of mobile apps available for download, differentiating a brand and app concept is crucial so as to not get lost in the crowd. A mobile app should appeal to a company's niche and target demographic for greater success, and should not be solely relied upon to drive sales. Mobile apps should work in tandem with outside efforts such as social media marketing and a company website for best results.
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References
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