Open Up to Mobile Success

摘要

The web is dead. Apps are the future. Is tech blogger Robert Scoble on the mark when he makes this claim? It all depends on strategy. As a channel to the customer, mobile apps offer significant advantages. They allow companies to generate increased awareness, encourage interaction, and boost loyalty. It's no coincidence that media companies around the world are grasping the opportunity with both hands, producing an avalanche of smartphone apps and iPad apps aimed at getting their content in the hands of customers on the move. At the other end of the spectrum, more companies are also making sure their mobile advertising campaigns end in a click-to-download call to action. In fact, the 2011 S.M.A.R.T. (Scorecard for Mobile Advertising Reach and Targeting) Year in Review report from independent mobile ad network and data platform company Millennial Media reveals that nearly one-third (32%) of mobile advertising campaigns directed us to download an app to our device. That's pretty impressive if we consider that the more traditional post-click goal was the objective in 31% of campaigns, based on Millennial Media network data.