Using Apps for Marketing

marketo.pngMarketo have a new infographic on How Marketing Executives are Adapting to Online Tools based on McKinsey data. Of particular interest is the fact that mobile applications are seen as the area that will see the largest growth in the next 2-4 years…


The infographic goes on to explain how marketing executives already have difficulty measuring the effectiveness of digital marketing, particularly the financial impact of engagement in social media.

I think if these people are already having difficulty measuring social media then apps, if not managed correctly, are a whole new world of pain. The good news is that, unlike social media, apps allow deep analytics to be embedded. My experience is that marketing executives need the insight to specify this as part of the app design together with tools to join this data with other systems (e.g. web site and web store) otherwise their apps become yet another unfathomable data island.