Impact of mobile on marketing: winning with mobile

Abstract

Mobile is rapidly changing the way we research, shop, and interact with brands. With powerful phones in our pockets, we do more than just check the time, text a spouse, or catch up with friends. Our behavior and expectations from a product/ or brand have changed forever. Today we live in a world in which the customer demands for a faster, better and customized experience. Mobile is changing the way we live. Companies are waking up to the reality that mobile is not just another marketing channel but a medium that is interwoven into their lives. Having a mobile strategy isn t a luxury it s a necessity. Customers demand for mobile apps is booming. There are over 3 million apps on the playstore and apple app store. The ever growing number of app users coupled with increasing time spent within apps is encouraging companies/ brands to launch their own apps on various stores. These apps act as an instant touch point for users to interact with the company or its brand. Success on the app is critical in terms of customer engagement and to increase product stickiness, hence translating into customer loyalty. The raise of smartphones creates both opportunities and challenges for marketers: 1) Increased reach: marketers can reach more potential customer than ever before 2) Create stickiness: drive engagement through the app which will help in repeat usage and customer loyalty 3) App discovery: app discovery is now a challenge. One of the biggest challenges facing marketers is how to cut through the clutter and make their app stand out from the crowd. While the rapid growth of apps does present a golden opportunity for marketers, achieving success will require marketers to understand the app ecosystem and get savvy for achieving success in an app-app world. In the five years from 2010 and 2015, time spent on mobile has grown a startling 700%. Together, mobile and tablet use now account for 60% of the time spent by users on digital media. This project aims to understand: 1) mobile moments: the impact of mobile on brands 2) app ecosystem: decoding the mobile app ecosystem 3) app marketing: strategies for success 4) app analytics: attribution, retention and engagement