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Branded mobile apps or group apps?

By the end of 2014, Gartner forecasts there will be more than 185 billion applications downloaded since the launch of the first app store in July 2008.

With the proliferation of mobile apps, mobile has quickly become a critical channel for retailers and brands to reach their mobile customers.

In the rush to deploy mobile apps, however, it is important to remember that there are two primary types: custom-branded apps as well as group apps that take a shopping-mall approach (think Groupon, LivingSocial or BuyWithMe.)

And while most companies have focused on developing their own branded app, there is room for both kinds of applications in a well-rounded mobile strategy.

Whether you are deploying branded mobile apps, group apps or both, here are several principles to keep in mind when developing and deploying an effective mobile strategy.

First, active users are more important than the number of downloads.

Make sure your app supports a strategy to drive continued usage.

What will engage the customer and provide unique value? Mobile coupons, loyalty offers and other forms of mobile marketing can keep your users engaged.

Next, keep it simple. Users will adopt whatever is easier or more convenient for them on their mobile devices.

Full Article… [mobilemarketer.com]

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