Mobile apps as part of a short-term campaign - Mobile Commerce Daily - Columns

By Magnus Jern

It is becoming as natural today for a brand to have a mobile application and mobile Web site as it was to launch a Web site in the 1990s.

This is not a question about technology or effectiveness – brands simply need to be where consumers are, and consumers are spending more time on app stores and interacting with apps.

At the same time, most users only have about 10 apps that they use every week or month.

One-off-apps effective as core business apps

But is there anything wrong with 1 million people using your app only once?

Mobile apps as part of a short-term campaign may only be used just a few times, but the marketing effect can be just as efficient as that of a core business app or mobile Web site.

You can draw a parallel between a mobile app and a viral video, an advertisement on YouTube or a brand microsite. Most people will only visit it once, but the brand manager will be very satisfied as long as the interaction has made a longstanding impression.

Examples of great mobile app campaigns include: carry on via Mobile apps as part of a short-term campaign – Mobile Commerce Daily – Columns.

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