Too often, marketers ask “Why do I need an app?” Or “Do I really need an app strategy?”. This seems a bit shocking as fresh data and research from a variety of analytics and measurement firms show that consumers across all demographics are spending an increasing amount of time engaging their mobile devices and, particularly, mobile apps. In fact, a recent Millward Brown study showed that American’s daily time spent on mobile devices now outpaces TV. That’s a huge, fundamental shift and will have increasingly massive implications in regards to consumer engagement and marketing.
Despite these trends, brands may not fully understand or utilize the true strategic value of apps.
Apps are not just about content and conversion — Apps can drive brand preference and recall in this evolving, mobile-first world, and are a conduit to first-party data collection, data portability, customer segmentation and cross channel communication. The lifecycle marketing strategy of tomorrow puts mobile and the consumer app economy at the center, as a mobile-first approach enables brands and marketers to begin to collect customer and prospect data that is fit for the market of tomorrow, not today
SESSION LEADER: STEVE BAGDASARIAN VP, BUSINESS DEVELOPMENT, FIKSU
- RENE VILLEGAS, SVP, MARKETING, VIGGLE
- KAYLA GREEN, DIRECTOR, DIGITAL STRATEGY, SAATCHI & SAATCHI
- SCOTT STANCHAK, SENIOR MANAGER, MOBILE MARKETING, THE NEW YORK TIMES