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BizReport : Advertising archives : April 26, 2010

App-vertising tips from Conduit's Adam Boyden

First it was search marketing and then display and now there is rich media. And a wealth of options that can be tricky for marketers to grasp. Today's online marketer must use the tried-and-true methods of advertising, but branching out into apps and video and other rich media are important, too. Here are a few tips from Conduit's Adam Boyden.

by Kristina Knight

conduit.gifThe Conduit Platform helps marketers create apps which can then be used to increase reach, push traffic and increase overall ROI. The key to apps is compelling content.

"Apps must have dynamic and compelling content and functionality in order to attract and retain users," said Adam Boyden, Conduit president. "Marketers need to know there is a direct correlation between creating a successful app and improving business results. For example, a small developer called baconOppenheim created a Conduit Mini Game called Pitsi which generated more than 66 million actions by its users in less than 10 weeks (in 2010). Consumers are looking to engage with brands in new ways and on different platforms, and today there is no better way to improve brand awareness and loyalty than to provide end users with a rich, engaging and constant experience."

Connecting via a mobile, desktop or browser device such as an app is one way brands can make this connection. Across the Conduit network more than 2 billion interactions are generated each month. Is there a difference between mobile and browser apps? Not technically. Most do exactly the same things, but currently brower apps have a slightly larger consumer base because many users are still switching over from traditional cell phones to smartphones.

Just how big can app response become? Coca-Cola Zero recently achieved 1 million downloads of their app - in only 24 hours. In ten days eight million people in 30 countries have connected with the content app. The app, which tied in with the blockbuster movie "Avatar", allowed users to create their own versions of Coke Zero video clips and connected them with the "Avatar" website. About 10% of users shared the app with their friends, helping it to go viral.

"The opportunity for retention and customer acquisition using browser apps is huge," said Boyden. "Marketers are just starting to understand the ease of using [the Conduit Platform] to create, manage, scale and measure their app marketing programs."

Tags: app development, appvertising, Conduit, viral apps, viral content, viral marketing

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