Best Practice Report

Mobile Apps For Marketing

When And How Interactive Marketers Should Build Apps For Marketing Purposes

September 26th, 2012
Melissa Parrish, null
Melissa Parrish
Jennifer Wise, null
Jennifer Wise
With contributors:
David Truog , Elizabeth Komar

Summary

Mobile apps hold exciting potential for interactive marketers to reach their audiences through mobile devices in ways the mobile Web can't. But today, mobile apps receive a mixed response from marketers: Some jump at the chance to start an app campaign, while others are gun-shy. This report explains who the mobile app audience is today, when a mobile app is the right marketing solution, and how marketers can create an effective app marketing strategy by following Forrester's addressability framework.

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