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Week 4: Maximize Engagement with Mobile Apps
When Apple launched the App Store in June 2008, it ignited a new emphasis on marketing beyond the browser. App stores now exist for every major smartphone platform, and the total number of available apps has mushroomed well past one million. Apps are appealing to marketers on a number of levels. In-app advertising and commerce plus paid downloads present an obvious monetary benefit, but it's not just about revenue. Apps also provide an opportunity to get closer to your customers by staking a claim to the mobile desktop—arguably the most valuable real estate in the world. In this chapter, we detail what you need to know about building and developing your mobile app, and the marketing you'll have to ...
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