Consumer brands used to follow a handful of fairly simple strategies to connect with their customers. But today’s consumer is being increasingly bombarded by a dizzying amount of information on different screens vying for their attention. How can brands rise above the noise, especially in mobile? One way brands can try to engage with their customer is through branded apps. In 2014, mobile users spent 86 percent of their time spent on mobile in apps as opposed to on the mobile web. Two great examples are Nike, using their Nike+ app and Starbucks with their mobile wallet payment system.
Author Jonathan Raveh