As Mobile Revolutionizes Commerce, How Marketers Are Taking Advantage

App MarketingApps are also bridging the gap between brick-and-mortar retailers and e-commerce sites. Essentially, they have opened up new marketplaces in which both marketers and consumers benefit. For consumers, apps create a personalized digital environment that is extremely user-friendly.On the marketers’ side, apps provide a direct communication channel with their customer as well as access to real-time, user-level data that helps brands understand their customers’ journey. As a result, marketers become better equipped with knowledge of when to push out notifications, coupons, and deals, as well as deploy in-app targeting and update pertinent brand and consumer information.In many ways, apps have changed the role of the e-commerce site with their ability to facilitate research either by expediting the process with a quick scan of a QR code or by sifting through personalized content within the app itself.A great example of a branded app fulfilling timely consumer needs is American Apparel’s mobile app because it complements the in-store experience with outfit pairing suggestions, sale information and interactive product labels made accessible via QR codes.

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