Mobile apps might be a more effective alternative over mobile ads. According to adweek, multinational companies like P&G, VICKS, and Coca-Cola are experimenting on mobile apps that are useful to customers and relevant to their brand image.
Spending on mobile apps instead of running annoying mobile ads is more practical because it puts more emphasis on mobile consumers – developing apps that will help them perform their tasks betters. The crucial thing here is how to tie this app with the brand's identity.
The idea is really simple yet very sweet. In fact, it is basic branding. Understanding consumers' needs and wants is the first big step in any marketing endeavor.
In a way, it reminds me why Blyk's strategy i.e. free calls and SMS in exchange for 6 targeted ads per day is quite successful – they know what their target market wants.
Via MarketingVOX
November 30th, 2007 at 12:22 pm
Interesting. I guess the main question for these brands is what type of app and what type of content. A game ? Trivia based around the brand, actual services but just branding the app ?
Ben
December 2nd, 2007 at 12:39 pm
I totally agree with the article. I think in the futire all brands will have mobile microsite, with information about their new products. Thats why we are now offering to create mobile compatible microsites.
So far it looks like it will take another year, but mobile marketing firms like this idea already.
September 8th, 2009 at 8:38 am
good job