The role of apps in the mobile landscape
Successful branded apps run the gamut of functionality -- from useless to utilitarian. While the jury's still out on whether certain types of branded apps significantly help drive brand purchases, it's worthwhile to examine oft-downloaded apps as a lesson in creative marketing.
The growing power and reach of mobile marketing is impossible to deny. Research by Ado Strategies reveals that approximately 91 percent of the U.S. population carries a mobile phone, 25 percent browse the web, and by 2012, 50 percent of all mobile users will carry a smartphone. Today, consumers spend an average of 50 minutes on their mobile device every day.
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These figures haven't gone unnoticed by marketers. According to projections by eMarketer, U.S. spending on mobile advertising is expected to exceed $1.1 billion in 2011. And that money is being put to good use. Indeed, a recent report by Dynamic Logic found that mobile campaigns typically outperform online campaigns when it comes to five standard branding metrics.
In short, mobile advertising is growing, and apps have become a favored avenue through which marketers can unite brands with consumers. Marketers know that savvy consumers want something in return for their time and attention, which is why strategically developed apps can prove quite successful in promoting brand awareness.
In this article, we'll examine examples of winning branded apps in four categories that share one very important commonality: entertainment.
