3 Innovative Ways You Can Use Apps For Marketing

Considering that 26% of consumers begin mobile research using a branded app, it is no surprise that more and more marketing teams are incorporating apps into their marketing strategies.

This means going beyond mobile advertising to think of innovative marketing ideas and ways of attracting leads via their mobile devices.

In this article we look at some of the ways in which your company can make use of mobile apps for marketing purposes such as attracting leads and delivering reports.

innovative marketing ideas

Some innovative marketing ideas for apps

Content marketing

Content marketing is now a common fixture of marketing campaigns at many companies. But the mobile revolution is taking it a step further by allowing content to be delivered straight to mobile devices, allowing companies to capture the attention of prospects and clients whenever is most convenient for them. Indeed, reports suggest that 83% of B2B marketers believe mobile apps to be important to their content marketing initatives.

The greatest benefit of content marketing apps is the ability to engage clients more highly by providing them with “add-ons” such as content that they find useful and valuable. This encourages them to engage more with your brand and to regard you not only as an industry expert but also as a company that goes out of its way to deliver as much value as possible to customers.

Although not all content will be relevant to all customers, apps can be individually tailored to each user by ensuring that they only receive content that is useful and relevant to them personally. This could range from special promotions to educational resources (email courses and FAQs) and interactive content (quizzes, games and competitions). The latter is a particularly effective way at encouraging user participation.

Service delivery optimization

But it’s not enough to provide customers with useful content; if you wish to truly ensure that your app continues to be valuable to customers, you need to collect and examine data over time to assess how the app is performing and how it could be improved.

Thankfully we live in an age where there are increasingly more ways of collecting data and using it effectively. Software such as Google Analytics can help here by letting you to collect and analyze data about how your app is being used, what content is being viewed and what features are being used the most.

But there are other ways that you can capture user data and use it to your benefit. The most obvious way is to simply ask. Feedback goes both ways; it can be just as valuable for users to be able to provide it as it is for you to receive it. After all, giving feedback is only going to increase the chances that user experience will be improved.

But if you want to capture additional data, whether for lead generation purposes or to build effective user personas, there are other ways you can do so. For example, asking users simply to sign up in order to use the app and requiring them to provide basic personal information is an effective way of easily collecting data and, moreover, of seeing how each user is interacting with the app.

The next step will be thinking of how to effectively collate and interpret this data in a way that gives you an accurate picture of how users are using the app and how to improve their app experience.


Finally, an app is a highly effective way of creating and delivering reports in a format that is engaging and visually attractive.

This can be a useful tool for marketing teams by allowing them to demonstrate the value of their campaigns to the rest of the company.

What an app allows is for marketing teams to input data and get the app to instantly generate a report that can be delivered directly to the intended audience’s mobile devices.

But the best part about using an app for reporting is the great possibilities it offers for creating visually engaging and interactive reports. By allowing you to include a variety of features such as zooming functionality, data filtering and swiping you can ensure that users engage with the report in whatever way suits them personally and that they are able to access whatever information is particularly relevant in an easy and quick way.

At the same time, mobile apps allow for the inclusion of a variety of media, such as videos, slideshows, infographics, embedded documents, etc., allowing you to offer a more complete picture of the information the report is trying to deliver.

In conclusion

In this article we outlined some examples of innovative marketing ideas, namely how apps can help you attract more leads and deliver better marketing reports.

Are there any other innovative examples out there that we forgot to mention? Please let us know in the comments below.