Branded mobile marketing apps and consumer behavior
Online marketing has increasingly shifted its attention to the mobile space. As more consumers access the Internet from mobile devices, this change is vital. One marketing strategy brands employ is the creation of mobile apps. While these can and do drive sales, they have other uses. A study conducted by Ipsos OTX and Ipsos Global @dvisor and reported on by eMarketer found that more than half of mobile device users worldwide regularly use branded apps.
The interaction of prospective customers with branded apps is not limited to stages in the sales process as such. While more than half of customers reported that their use of branded apps influenced purchase decisions, many also used them for other reasons. A significant minority said the features of some apps were helpful to them, and about a quarter enjoyed fun, interesting content that was available on them. Others reported that using an app was easier than loading a social media page, a habit to which marketers should pay attention. Social media marketing is key to many companies, but the expansion of Internet use to mobile devices makes apps important as well.