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How to strategize for branded apps in a crowded marketplace

Posted on: 11/20/2017| Source: http://www.mobilemarketer.com

When creating an app for an existing, established brand, there are some important considerations. A heavy focus on engagement and pricing strategy can be vital to an app's success. "The main takeaway is that managers of existing brands should launch apps primarily for the purpose of engaging consumers with the brand seamlessly, and should give out the app for free." Interestingly enough, while branded apps should usually be free, non branded apps can be more successful in charging money. ""Paid apps branded independently attracted, on average, more users than paid apps linked to an existing offline or online brand." Fascinating!

For existing brands, having an app just for the sake of it could be a bad move. But, with the right engagement and pricing strategy, apps can still make sense for brands, according to new research.   The thinking around apps has evolved over...[Read More]
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