Mobile Content Marketing With Apps: Pros, Cons, Examples and Best Practices

Early adopters of mobile technology in their digital marketing mix have been experiencing great results by providing convenient methods for customers and prospects to find, consume and act on brand information. Mobile commerce success is here too: According to IBM, 25.8% of total online sales for Thanksgiving, and 21.8% for Black Friday were via mobile.

As companies discover innovative uses of mobile technology for marketing and communications, they can help differentiate their services, reinforce corporate culture, and build long-term customer loyalty.

With growing demand as a content delivery and customer experience channel, mobile applications represent a substantial digital and content marketing opportunity for brands. Mobile is now 28% of all web traffic and the smart money is on those companies and organizations that can attract, engage and convert through the creative content opportunities mobile apps provide.

If there were ever a time to double down on mobile apps as a content marketing tactic, it would be now.

Adopting Mobile Apps as Part of Your Content Marketing Strategy

As the Black Friday stats above prove, online spending is expected to rise for the fourth straight holiday season. Retail trends and the latest research leads eMarketer to believe that 72 million people in the U.S. will make a purchase through a mobile device in 2013, a figure that will increase nearly 65%, to 119 million, in 2016.

Market research firm NPD predicts