Corporate Eye

Mobile Apps are Hot – Does Your Brand Have One?

A recent study by DM2PRO and Quattro Wireless reports that mobile apps are going to skyrocket in popularity in 2010, so while less than 50% of companies surveyed for the study invested in mobile apps in 2009, the majority plan to do so in 2010.  That’s a significant shift in investment strategy.

Most companies surveyed in the study claimed that they invest in mobile apps to increase customer engagement, connect with targeted audiences, expand their marketing reach, and keeping their brands in front of consumers.

Where are all those dollars being invested?  Check out the chart from eMarketer below to get an idea of where marketers in North America used mobile/social apps in 2009 to get an idea.


Facebook and iPhone apps clearly lead the pack in terms of where investments in branded apps are channeled, and I don’t suspect that will shift much in 2010.  However, it’s expected that more companies will invest in mobile apps than social media apps in 2010.

What is particularly interesting in this trend is the fact that there is more standardization in apps today, so investment costs are actually decreasing in many ways.  Hopefully, that will lead to more advancements in terms of capabilities and functionality.  ‘Plain Jane’ apps could be usurped very quickly as the world of mobile apps morphs before our eyes.

This is a fast paced environment, and the truth of the matter is that many brands may have trouble keeping up and staying relevant, particularly brands backed by large companies that have to wade through corporate bureaucracy to make decisions and move to action.  This could actually be a good thing for consumers though, as smaller companies that can move faster jump in and seize opportunities, but will those smaller companies stand a chance in the long run?  Or will we have a fast rise and faster plunge similar to the dotcom bust in the 1990s?

Regardless, it’s an exciting time to be a marketer!  Does your brand have an app yet?

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.