Australia's
digital economy is on the rise, as the Australian Communications and
Media Authority (ACMA) reveals in a 2012-2013 study. Mobile usage is
steadily increasing, and with it, ease in mobile access to
accommodate the continuously evolving needs of Australian consumers.
In addition, the prevalence of smartphones, up by 29% from May 2012,
makes mobile applications more beneficial for most businesses.
Mobile
apps, as they're usually called, often offer information that
consumers want on demand. Users may want to learn more details about
a brand's specific product, or get helpful tips to aid them in their
everyday lives. Some may even want to discuss a product’s or
service's attributes, and share what they know with other users.
Others may like to browse through special deals and promotions when
shopping for what they need.
When
users find apps that relate to their needs and desires, more often
than not, they become loyal to the brand, and feel that the brand
understands them more than any other. Though app developers can make
programs that focus on games and entertainment, brand managers should
understand that apps need to be specially designed to be an effective
part of their mobile marketing strategy. A fancy app cannot help the
brand without the proper integration of all the elements needed to
enhance users’ experience. Those who understand this concept can do
what is necessary to win the mobile marketing race.
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