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It only takes a stroll down a city street to realize just how much attention is now being focused on mobile devices, phones in particular. The recent Digital in 2017 Global Overview report shows that “more than half of the world’s web traffic now comes from mobile phones.” What are people looking at? Apparently, they are focused on texting, social media, and other sorts of apps. Research by eMarketer from 2016 has shown that usage of mobile phones is 86% on apps, vs. 14% on mobile websites. Marketers understandably want to speak to this trend by using mobile advertising and apps.
Apps are not meant to be advertisements, but rather a means to fulfill customer needs, in this way increasing company exposure. The Nike+ Run Club app, from running shoe manufacturer Nike, exemplifies this. The app tracks your speed, distance, and heartrate and allows you to share your progress with others, tracking your progress towards your fitness goals. And perhaps the next time you go to buy running shoes you will look at Nike’s first. Proctor and Gamble’s Charmin toilet paper SitOrSquat app helps you find public bathrooms. People are potentially so grateful for this service, that they will buy Charmin products in appreciation.
Using apps to engage your customers may be a very good idea, particularly if you are a company like Nike, which wants to appeal to a young and active demographic; or like Charmin, that sells products we all use. By examining the needs of your customers, and using mobile technology to cater to them, you can use apps to achieve greater customer engagement and brand exposure.
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