Too often, marketers ask - why do I need an app? Or, I don't really have an app strategy. Apps are strategic touch-points for content consumption, user research, etc. and all the data continues to no show no under pacing for user adoption within this medium.
Apps are not just about content and conversion - they are about data and CRM. Apps give brands controls in the new digital economy that are slowly drifting from more pre-established channels, like the web. The app is a conduit to first-party data collection, data portability, customer segmentation and eventual cross-channel communication.
The lifecycle marketing strategy for tomorrow puts the app economy at the center. App marketing is not just about user acquisition, it is about first party data collection and control.
Kevin Vine - Sr. Manager, Digital Strategy, Dunkin' Brands
Feng Chang - Director, Business Strategy & Analytics, Karmaloop
Gabriella Buerman - Sr. Mobile Product Marketing Manager, Rue La La