As consumers move to mobile, it is no surprise that we’ve seen marketing follow. Marketers have a habit of following people around after all: “be where the customer is” having been a decent rule of thumb in that industry since a certain entrepreneurial snake persuaded Eve to get stuck into off-limits fruit and veg.
That logic applies doubly to the mobile app, which accounts for about 90% of mobile minutes these days. Any decent brand or organization knows it needs to communicate with customers or prospects in the app, either their own or someone else’s (the latter option explaining the prevalence of brand advertising in Facebook and other popular apps).
