New research by E-marketer has found an app can negatively affect a brand if not used for the right reasons. A significant 38% of respondents said they were not satisfied with most apps from their favourite brand, while an earlier survey by Adobe revealed the majority of mobile user preferred using the mobile web to apps for many everyday online activities including researching specific product and price information and registering for offers and promotions.
Many smaller brands who rush out to create costly apps learn this lesson the hard way, by delivering an app that does not live up to consumer expectations. The answer? Use other forms of mobile marketing first like SMS marketing or mobile coupons, when the time is right and you have a compelling reason to provide your customers with an app you’ll have far greater success.