MERCADEO Versión en español
Forbes Insights study: marketers use of apps is soaring
Patricia Molina| 13 de enero de 2014
Aplicaciones móviles resultan efectivas para las empresas
A recent study shows that applications are increasingly in use by marketing professionals. The survey called The Connected Marketer was taken with a sample of 302 executives of companies that report at least $250 million in yearly revenues.Forbes Insights partnered with Adobe to research the key trends about how senior-level marketers use apps in their marketing work to connect with customers as well as to make their enterprises more efficient. However, the main objective was to see how organizations are creating mobile strategies to create a coherent and satisfying experience for the user.Offering customers, partners and employees apps capable of delivering a range of services is now crucial in this mobile era says Bruce Rogers, chief insights officer and head of the CMO Practice of Forbes Media. This study is relevant to marketers who are integrating them as a core component of the marketing mix.Among the chief conclusions was that the use of apps is on the rise, since most companies that employ this tool to connect with customers reported increases in their audiences over the past year. The availability of more services and available content exclusively through apps is driving this growth.The use of apps is largely seen as a post-sale strategy for building customer royalty. Some 31 percent of those interviewed said that applications have the greatest impact on maintaining loyalty after a purchase.To download and learn more details about the report, visit {Mobile App;http://bit.ly/mobile-app-report}.
