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HOW TO: Integrate mobile phone apps into your marketing mix

What must you consider before going down the app route? Ryan Malone, director at Propeller Mobile gives the following tips

The Internet and mobile generation offers a new and effective way to engage with business professionals; one that B2B marketers should readily embrace and exploit. All business individuals have a mobile phone, which they wouldn't be caught without. It's an essential item - not only for diary, news and contacts, but increasingly for latest features, such as apps, to inform and entertain.

Cutting through on the move
Directors and senior managers have one thing in common: a lack of time. But organisations can use this to their advantage by creating a mobile tool that decision-makers can interact with while on the move. The growing mobile phone app industry has been picked up by marketers in all sectors as a useful tool to address target audiences.