iPhone Apps Effective for Online Marketers
THURSDAY, JUNE 25th, 2009 -- Reporting from the Cannes Lions International Advertising Festival, USA Today notes the fast-rising importance of phone apps as a tool for marketers.
"A branded iPhone application grants a fantastic consumer engagement," Alexandre Mars, CEO at Phonevalley, a mobile-ad agency that has created apps for Kraft and Chanel told the paper. "They are rich, compelling and insightful. They provide a quick response time, and they are available without any data connection."
The paper reports that Kraft's 99-cent iFood Assistant includes 7,000 recipes, a dish of the day and a store locator for grocers. Through last week, USA Today said, the iFood Assistant was the fourth-most-popular lifestyles app.
Kraft spokesman Basil Maglaris told the paper that 90% of people who use the app also go on to register at kraftfoods.com. The app is also helping Kraft reach men. "A strong percentage of iFood Assistant users are men," he says. "We're appealing to a broader base of consumers than our traditional audience (of) women."
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