The emergence of mobile applications as engagement methods advertisers use to convert potential customers is a marketing pattern which does not only lure customers into specific choices but, more importantly, frame's a customer's mind in order to make a specific purchase decision. In one interesting development, Nike has opted for a new engagement strategy by placing ads in Weather Channel mobile ads (Ember). The campaign, featuring an all-star spot of 21 athletes offers suggestion about suitable apparel based on weather conditions (Ember). The mobile application shows different apparel sets a potential customer can choose from and, if interested, would be directed to Nike's website (Ember). This choice of advertising on applications instead of browsers avoids Apple's recent introduction of an ad blocker functionality (Ember) but is also, interestingly, aligned to a broader pattern in mobile advertising.
Notably, by opting for an application channel, companies, including Nike, are engaging customers more aggressively and in more customized ways. Specifically, as more and more customers download apps into mobile phones, reaching out for potential customers (and maintaining existing ones) can be effectively done by placing ads on existing applications, if not creating new ones customizable to emerging needs. Further, applications represent a particularly effective engagement channel by which customers can be reached out more effectively. In contrast to (now increasingly) conventional channels of social media (e.g. YouTube, Facebook, Twitter and SnapChat), mobile applications are handy platforms more and more Americans spend 60% of Internet activity using, according to a Goldman Sachs report (Ember).
In addition to being an effective marketing channel, mobile applications (used by companies for marketing purposes) are widely available and highly customizable features. Two current major providers of mobile applications are Apple and Google via Apple Store and Google Play. Further, being customizable, mobile applications are perfect features for open source innovations by users / customers. That is, in furthering efforts to reach out for more customers and, more significantly, personalizing offered products and/or services, companies can invite users / customers to contribute to code writing or, at least, proposing additional or complementary features.
The emergence of virtual, cloud-based application is another case in point. As more and more companies invest in cloud computing services, including virtual applications (know as Software as a Service, SaaS), mobile applications are set to define marketing strategies in years to come. By enabling users to swap applications in virtual environment, companies are better able to enhance customer / user experience and, not least, spare marketing budgets for more innovative projects.
Works Cited
Ember, Sydney. "Nike Embraces Weather App in Campaign to Sell Gear Suited to Local Conditions." The New York Times. The New York Times Company, 29 Oct. 2015. Web. 8 March 2016.
