APPLICATION MARKETING

Critical Success Factors in Application Marketing

Critical Success Factors in Application Marketing

Introduction

During the last few years, the marketing communication environment has changed rapidly. The most important change has taken place in the form of breakdown of mass market. The current marketing environment has divided mass market into different fragments. In order to maintain relationships with customers in a niche market segments, marketing managers are developing customized marketing strategies. The development of information technology has accelerated the growth of customized marketing programs. In the current marketing environment, companies are managing their relationships with customers through the use of technology (Balasubramanian et al, 2002, pp. 348).

Besides the Internet, mobile phone has also provided marketers with diverse opportunities. The advent of the state-of-the-art smart phones has transformed the methods of marketing communication. Prior to the advent of iPhone, the use of mobile phone by marketing professionals was limited to SMS and MMS. It is because mobile phone technology holds promise in promotion and advertising of a product. Companies used to use SMS and MMS to reach the mass audience at limited cost. However, this sort of marketing was a sort of nuisance of customers (Doyle, 2001, pp. 277).

Discussion

Application Marketing

According to mobile marketing association, mobile marketing is defined as a set of practices that allow businesses to engage customers in communication through the use of any mobile device. The MMA definition of mobile marketing involves communication that is intended for promotion.

Application marketing involves the use of advanced applications offered by smart phones for the marketing products and services. The surge of iPhone and Android phone has not only benefited customers but also businesses. Smart phone applications have opened the new doors of marketing communication (Park & Chen, 2007, pp. 1349). It has been found through a study that marketing through cell phone applications has the ability to influence the purchase decision of customers. Application or downloadable marketing provides retailers and markers with the opportunity to communicate with customers while they are on-the-go.

During the last few years, tremendous growth has been occurred in the area of apps marketing. A large number of brands are using smart phone apps to market their products. According to a recent research the attention of marketers and advertisers has been directed towards the use of smart apps for marketing (Weber, 2012).

Critical Success Factors in Apps Marketing

Companies are using smart phone applications to develop and establish their brands. Companies that are endeavouring to establish their brands offer free smart phone apps. The purpose of offering these apps is to facilitate sales. For instance, restaurants offer apps that facilitate their customers to place orders. For instance, Chipotle has introduced apps that facilitate the order placing process.

The critical success factors for apps marketing in the United State market can be understood and accepted. However, success factors for such marketing efforts in the European market are indistinct. It is because a majority of studies on mobile marketing in Europe have been conducted before the release of ...