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BizReport : Blogs & Content archives : May 14, 2009

Got Apps? They do

While applications (apps) are a fast-growing obsession with many online consumers, most marketers are still a bit in the dark about how to go about creating and installing an app that will engage the consumer rather than turning the consumer off. Enter Appssavvy, which connects brand marketers and advertising agencies with app developers.

by Kristina Knight

Appssavvy has partnered with six social media developers to help marketers get the most from their apps. Circle of Moms, Living Social, Zynga, Serious Business, Rock Legends and Happy Hour apps, Poolhouse and Where I've Been have all signed on to create (hopefully) engaging apps for consumers which will result in increased revenue for marketers. These developers have created apps such as "Friends for Sale", the travel app "Where I've Been" and "Dogbook" among others. LivingSocial currently has the most popular Facebook app.

Before signing on to create an app, however, marketers should understand that apps do not immediately equal increased revenue, as pizza maker Papa John's recently found out.

The pizza brand has gone on the record with their dud of an iPhone app, saying it didn't perform for them. According to one report, the app, "hasn't...really delivered for us as well as mobile display advertising," the company said.

But apps are engaging consumers all over the web - both mobile and traditional - so marketers should not ignore the category. The key is to make the app make sense. Give the consumer something to do other than 1) find a new retail location or 2) get a business phone number. Apps should be socially interesting. By allowing consumers to play around with the app and share it with friends, brands have a better chance of engaging and converting customers.

Tags: apps, Appssavvy, mobile apps, online apps, online marketing, social apps, social marketing

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