The rapid adoption of mobile has changed the way strategies are being developed. Marketing via mobile devices is about unlocking the potential of an expanding, captive, and engaged audience. Leverage the power of smaller screens to reach your audience and deliver interactive experiences wherever they are.

Mobile devices have become an integral part of our lives. The number of global smartphone users surpassed 1.6 billion in 2014, a figure that eMarketer predicts will eclipse 2 billion by 2016.¹ Nearly 6 in 10 smartphone users and one-quarter of tablet users access an app every single day of the month.²

For organizations that once questioned whether apps were worth the investment, these trends present a compelling business case. Mobile apps are opening up new avenues for engagement with audiences.

Most apps tend to fall within three categories:

• Productivity apps help consumers be more productive.
• Engagement apps have the primary goal of achieving and retaining the attention of their users.
• Commerce apps support businesses looking to make a sale through their mobile apps.

Mobile apps have emerged as a critical channel for delivering engaging information. The debate between mobile web and native apps is largely moot as organizations have discovered that each channel plays a distinct role in the user experience. Apps have emerged as a way to combine content, design, and distribution to drive deep engagement through an experience that is unique to each user. As we continue to leverage the power of these devices, a mobile app strategy is a must-have within any organization’s marketing mix.

¹2 Billion Consumers Worldwide to Get Smart(phones) by 2016, eMarketer, December 2014, http://www.emarketer.com/Article/2-Billion-Consumers-Worldwide-Smartphones-by-2016/1011694

²US Time Spent with Media, eMarketer, May 2015