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More than 2bn apps have been downloaded via the Apple App Store since its launch in July 2008 and the rate of downloads continues to grow. This article looks at why it's essential you integrate a mobile app into your overall marketing mix. Now, you can download apps for windows mobile phones.
It's been almost two years since the iPhone was launched and to say that it's completely revolutionalised mobile marketing is an understatement.
Whilst many companies were initially put off by the high cost of developing a mobile application in the market's infancy, today, developing a simple and effective iPhone app can start from as little as GBP 2000. It's not hard to see why brands have been pumping out mobile apps on an industrial scale.
Furthermore, a recent Wireless Expertise study estimated the number of smartphones sold per year worldwide will rise from 165 million to 423 million by 2013. So integrating new platforms and application interfaces into the marketing mix is becoming essential, rather than an optional extra.
However, many marketers are still wondering how a mobile application can help them achieve their objectives of raising brand awareness, increasing sales or promoting goods and services. With people wanting to download apps for windows mobile phones, the power cannot be ignored.
Mobile apps have been around for years but never took off because they were hard to buy and get them onto your phone. Apple's app store has a much more seamless process, especially when purchasing apps using the iPhone itself, hence its success. More than 500m apps have been downloaded this quarter from the Apple store, demonstrating that there really is opportunity to capture your target audience's attention in this evolving market.
Research has found that the key to achieving instant exposure, market share and branding with your app is ensuring that it provides useful content for your target audience.
But how can brands provide something genuinely useful?
Smart marketers are already figuring out, that whilst gimmicky apps, such as games or entertainment might get five minutes of fame, they are also the ones getting deleted after two days. If brands want their apps to be used regularly and stay on people's mobiles they need to ensure the delivery of personalised brand engagement.
There's a growing consensus that brands need to become publishers if they want their marketing to appeal to consumers hungry for information and dismissive of advertising. So as well as harnessing the ability to pump out news, industry insight and product advice on their website, brands need to start doing it through mobile apps too.
Contextual geo-targeting, along with the other richer functionality, will help the mobile brand experience become a tool or service, rather than a one-way message.
Apple announced a new feature for developers some time ago allowing them to offer an upgrade option within their applications so that users can pay for extra content or to have restricted features unlocked within their apps. This offers an exciting incentive for marketers to delve into mobile marketing and use it as an additional revenue stream. Virtual goods such as ebooks could really make the most of this new functionality.
If a brand is not investing in mobile, they could soon find themselves left out in the cold. After all, with internet giants, such as Google moving into mobile with their Android platform, it really could be perceived that mobile is to be the future connectivity to the internet.
Brands that aren't investing in mobile marketing should check the figures on who likes to download apps for windows mobile phones today. The figures will show how that brand could quickly find themselves left behind.
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