Give me ads, I like it...
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After the study about the print publishers willing to go mobile by the Audit Bureau of Circulations, the great US daily newspaper The New York Times lately published on its website an article about the brands that recognise mobile applications as powerful marketing tools. |
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 App of the vehicle rental firm Zipcar |
Many examples are quoted… From apps supposed to be useful (an iPhone level, by the hand tool maker Stanley Works, downloaded by 400,000 iPhone users), to apps whose uselessness is completely assumed (a virtual lighter on the screen of the phone, by the well known Zippo Lighter, downloaded five million times…), all of them have the same ambition of gaining the loyalty of some Smartphones users which could occur to be potential buyers of Stanley Works tools / Zippo lighter / whatever might the product be. |
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The great advantage of these applications among other advertising channels is that these advertisements are those that you choose to watch, to use, to share… The point to reach is to make you download the application (even if it is free). Once it is done, the effort is made; you have made the first step toward the brand. Once it is done, you are voluntarily and attentively being marketed, and generally, you like it! |
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| It is then very easy to understand why so many companies want to have their own application, never mind its type, its apparent aim or use. Although this can be debated at length, here is not the point… The point is that, as one of the interviewed app maker said, “It’s starting to get to this point that if you don’t have an app, it’s a little silly; you are behind the times.” Just as you were a few years ago without a website (well, many years ago, but let me avoid putting years on!). And we couldn’t imagine now a big brand being looked as a serious one without being present on the web… Would phone apps be becoming as essential? |
 App of the Swiss watch brand Bell & Ross |
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