Tue Jan, 2012 by Derek Mehraban
On Christmas Day there were 7 million Android smart phones and iPhones activated across the U.S. The new phones combined with the already existing inventory made that week the heaviest app download week in history. It is estimated that 1.2 billion apps were downloaded that week alone. That number is a significant jump over a more traditional, and yet still busy, week. The first week in December saw 750,000 mobile apps downloaded.
The first lesson for the digital agency is about the growing importance of mobile devices. More and more people are researching and shopping on their mobile devices. A strategy for mobile marketing translates onto non-mobile devices, however, a strategy that does not emphasize mobile devices rarely translates onto mobile devices. The possession arrow moves in one direction and digital marketers need to make sure they are inline with it.
The second lesson from this development is about apps more specifically. People are willing to download apps. Maybe they do not keep them very long, but if it is free they will download it and try it out. Digital marketers need to increasingly develop their own apps instead of just advertising within popular apps. Creating an app also might force the firm to develop some creative approaches to the content within the app. In all, building an app might force marketers to not be complacent.