MERCADEO Versión en español
Apps are the standouts of the digital revolution
Patricia Molina| 9 de abril de 2014
Revolución digital ofrece grandes oportunidades para los propietarios de marcas
The penetration of smartphones is growing rapidly, and brands can be part of the consumers experience.The digital revolution provides a lot of ways to attract attention if we know how to use its power. Digital technology has already shown that its a profitable tool, but to be successful using it, we have to realize that the smartphone is a personal device and we must tread carefully. Rather than rely on destructive advertising, we should think in terms of creating apps that are value-added in the lives of consumers.Aside from making a call or sending a text message, there are the apps. Applications for communicating, social networking and going shopping, among others. An article last year in the Harvard Business Review says that the typical user downloads close to 40 applications for their phones, but normally uses only about 15 of them. So how can we reach and attract those consumers?To attract consumers using a digital application, think about these five questions: is it convenient? What makes it unique? Does it have a social component? What incentives does it offer? Is it fun? Decide which of these can be useful to the brand and develop a creative execution that adapts to the app.Digital offers great opportunities for brand owners to become influencers, but it requires a different way of thinking from campaigns in traditional media, and every device needs its own strategy.
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